A winning website is one of the most crucial factors in any organization’s success. An engaging homepage instantly builds trust and connectivity, which is absolutely essential in the relationship between a coach and a potential client. Conversely, you might turn prospective clients off if your website is boring, poorly designed or simply not helpful to your target audience.

We asked 12 members of Forbes Coaches Council to share their insights on designing a website that engages and converts prospective clients. Whether you’re building it yourself or hiring a web designer to help, here’s what you need to keep in mind.

1. Include A Clear, Visible Call To Action 

Make sure you have a clear call to action that is easy to find on your homepage. For example, ask prospective clients viewing your website to “call for a complimentary session.” Make sure this CTA stands out and that it’s on the top third fold of your homepage. Make it easy for prospects to speak with you. Connecting live with someone increases the chances of experiencing all you have to offer. – Rosie Guagliardo, InnerBrilliance Coaching

2. Get Yourself To The Top Of Search Results With Good SEO Practices 

Online searches are a powerful referral program. Ask current clients to write reviews for you on coaching databases, Google Maps and other reference websites like LinkedIn and Angie’s List. Just make sure these external sites always link back to your website! On your own page, highlight your accomplishments by sprinkling in testimonials, publications and keywords that speak to your ideal clients. – Hanna Hermanson, Dream Life is Real Life

3. Include Video 

Video is the best thing you can add to your website to turn prospects into clients, and it should be the foundation of your marketing plan. It can educate and sell to your ideal client. Video is also versatile. You can use the video, then get the audio transcribed for blog posts and social media posts. – Tamara Patzer, Total Audience Market Immersion TAMI LLC

4. Build Your Sales Funnel 

Build out your sales funnels to generate sales from your prospects. For example, let’s say someone reads a blog post on your site. Give them the opportunity to opt-in over email for something related to the content. Then, send an email series that builds more trust with your prospect and gives them an opportunity to buy. Always think about the next step for prospects after they visit your website. – Ian Cleary, RazorSocial

5. Win Them Over With The Top Fold Of Your Homepage 

First impressions are everything, especially on the internet. Both from the desktop computer and the mobile device, the information and images that appear when someone logs onto your site are the most critical components of getting them to scroll down and dive deeper into your content. Your home screen content must be engaging enough to get them to scroll down and click through. – Dr. Josh Luke, Health-Wealth.com

6. Address Their Pain Points 

Make it very, very clear that you understand the pain points of your prospective clients, and you are ready and able to solve them. People will hire you because they have questions that need answers and problems that need to be solved. Address some of those pain points on your site. Make it clear that you have the qualifications, experience and expertise to help them move forward. – Kimberly Buchanan, The Buchanan Group – Professional Coaching for Professional Women