So you want to attract high-end clients that see your services and/or products as a worthy investment. Great!
I think of high-end clients as people who understand the value you provide—and are willing to pay a premium to work with you. And it's your website's "job" to not only attract these clients, but to also establish credibility and help seal the deal through your brand visuals and messaging.
Here are 7 ways to elevate your website design—making it more appealing to high-end clients:
Sure, your logo isn’t everything, but it’s typically one of the first things prospective clients see when they land on your website. Make sure it’s representative of the high-end services you’re offering. (Hint: back away from the comic sans.) You want your logo and overall website design to be professional, posh, and polished.
Keep it clean, folks. You want your sophisticated style to shine here, so keep the background of your website clean and spread out the elements so things don’t feel cluttered. You want your prospective clients to feel at ease when navigating through your site.
Large, high-resolution, professional images and/or video are an absolute must. Your images matter more than you might think. They are a direct reflection of the quality of work and service you provide, and have the potential to make or break your inquiries. Only use the highest quality imagery on your website, and ditch anything that’s dated, pixelated, or grainy. The experience of scrolling through your images should be easy and seamless, too.
I’m willing to bet that fancy client has a fancy smartphone. And that they’re doing a lot of web browsing and shopping on that nifty little device. More than half of all internet users are now browsing on mobile, so it’s crucial that your website has just as big an impact on a phone as it does on a desktop.
Show off the type of projects that you want to attract. If you want to stop doing a certain style or type of work, don’t include those types of past projects in your portfolio. You attract what you focus on! If you haven’t done many high-end events/designs/projects up until now, consider participating in some styled shoots to bulk up a more targeted portfolio.
Remember, you need to back up your high-end promises with some social proof! Showcase your expertise not only through your portfolio of past work, but also with some professional ‘street cred’. This includes testimonials that praise your stellar client experience, press features to well-known publications, blog posts that speak to your target client’s specific pain points, and links to your active social media accounts that match your brand style and aesthetic.
If your website screams “champagne and caviar” but your pricing says “beer budget”, then we’ve got a disconnect! Once a high-end client trusts you, they’ll be willing to pay a premium. This doesn’t mean you have to delete your more affordable options; just make sure you have a “premium” big-ticket package available, and clearly define the extra value it offers.
I think the main takeaway here is that you attract what you focus on.
Communicate your value, show off your high-end work, brand yourself in a modern and professional way, optimize your site for a stellar user experience, and shout out your accomplishments to build credibility and trust. Your ideal clients will follow.