Industry-Specific Website Checklists: Features That Convert Visitors Into Clients
- ron rochman
- Sep 17
- 8 min read
Updated: Oct 26
We put together industry-specific website checklists that go beyond the basics every business has. We Skipped the obvious stuff like contact info or your services page (you don’t need us for that). We focused on the website features that actually make visitors choose you over your competition and turn browsers into paying clients.
We created this guide because we keep meeting business owners who come to us feeling overwhelmed about their online direction, and more specifically, what to actually put on their website, so it will attract more clients. We wanted to give you more clarity in this decision making process, and we came up with a checklist that will give you a road map on what to focus when you plan your website. When you know exactly what elements your industry needs and why they work, you can make confident decisions about your online presence - whether you're building a website yourself or working with a professional. Either way, you end up with a site that's more focused, converts better, and actually works for your business.
The Four Website Conversion Killers
What you'll notice is that every feature we mention tackles one of four core problems that kill website conversions: Copy issues – your message isn't clear or compelling enough. Trust issues – visitors don't feel confident about choosing you. UX/UI issues – it's too hard or confusing for people to take action (like paying or registering). SEO issues – search engines can't find or understand your content properly.
PRO TIP - If you have good copy, you built trust and have great user experience – those are the key criteria's today for great SEO.
Some of the features we mention are also just good marketing tactics – Use them!
We'll mark each feature with its main benefit: [COPY] for clearer messaging, [TRUST] for building credibility, [UX] for easier user experience.
How to Use This Website Checklist
Step 1: Find your industry below Step 2: Scan for what's missing from your current website Step 3: Pick 2-3 website features that solve your biggest problem (usually building trust or making it easier for people to contact you)
DIY vs Expert Guide: We'll mark features that need technical help with ⚙️. Everything else you can handle yourself with some time and effort.
The Industries We're Covering: (Click on the one relevant to you)
At the end of the post you will find our implementation guide that will show you how to get started.
Personal Trainer Website Features
1. Your Personal Story and Unique Training Approach [TRUST]
People don't just want to know you're a personal trainer - they want to know why you became one. What got you into fitness? What makes your training method different? This builds real connection before they even meet you.
Why it works: Trust comes first, especially for something as personal as fitness coaching.
2. Fitness Packages Instead of Hourly Rates [COPY]
Instead of just listing "Personal Training - $50/hour," create structured packages that show the complete value you provide.
Why this converts better: People can actually picture what they're getting and feel confident saying yes to a complete fitness solution.
3. Client Transformation Stories and Results [TRUST]
Reviews are nice. Before/after photos with real transformation stories? That's gold. Video testimonials where clients talk about their fitness journey? Even better. Show real results from real people.
4. Online Booking System for Training Sessions [UX] ⚙️
Making someone email or call to book a training session feels outdated. Online booking removes friction and consistently turns interested browsers into paying clients.
Technical note: Requires integration with calendar systems and payment processing.
5. Free Fitness Assessment Tools [TRUST]
Offer something useful right on your website - BMI calculator, fitness assessment, or nutrition quiz. It engages visitors, shows your expertise, and captures their contact info.
6. Regular Fitness Tips Newsletter [TRUST]
Stay connected with helpful fitness content. When someone's ready to hire a personal trainer six months from now, you want to be the one they remember.
Medical Clinic Website Features
1. Match Doctors to Medical Services [TRUST]
People want to know who will treat them. Show each doctor's photo, background, and medical experience alongside the services they provide.
Why it matters: Healthcare is personal. Patients need to feel comfortable with their specific doctor, not just your medical clinic.
2. Individual Doctor Reviews and Patient Testimonials [TRUST]
Skip generic clinic reviews. Patients want to read about the medical professional who'll be doing their procedure.
3. Online Medical Appointment Booking [UX] ⚙️
If restaurants can do it, so can medical clinics. Makes life easier for patients and reduces phone calls for your staff.
Technical note: Requires GDPR-compliant booking system integration.
4. Digital Medical Intake Forms [UX] ⚙️
Let patients complete medical paperwork before they arrive. Everyone saves time and the whole experience feels smoother.
Technical note: Must comply with medical privacy regulations.
5. Educational Medical Content About Conditions You Treat [TRUST]
Write about health problems you actually help with. This builds trust, helps with search rankings, and positions you as the medical expert.
Example: When someone searches for "shoulder pain symptoms," you want your medical clinic showing up.
6. AI Chatbot for Common Medical Questions [UX] ⚙️
Handle "What are your hours?" and "Do you take my insurance?" instantly when your medical staff is busy. Just make sure it gives accurate information.
7. Social Media Presence for Your Medical Practice [TRUST]
Medical practices can feel intimidating. Posts showing your team, office, or health tips help humanize your practice.
Real Estate Website Features
1. Clear Real Estate Service Divisions on Homepage [UX]
Visitors should immediately see "Looking to Buy," "Want to Sell," and "Looking to Rent" options. Make it simple for users to find their real estate path.
2. Detailed Property Categories with Smart Filters [UX] ⚙️
Create specific property categories - apartments, houses with gardens, commercial spaces. Good filtering helps clients find properties they want and improves your search rankings.
Why this works: Specific categories match how people actually search for real estate properties.
Technical note: Requires database setup and search functionality.
3. Real Estate Team Photos and Bios [TRUST]
Real estate is about relationships. Show genuine photos with real bios. People feel more comfortable reaching out when they can see who they'll work with for their property needs.
4. Client Success Stories and Property Sales [TRUST]
Show reviews from people who actually bought or sold properties with you. "We sold our house in 2 weeks" or "They found us our dream home" prove you get real estate results.
5. Local Area Expertise and Neighborhood Content [TRUST]
Write about neighborhoods you serve - schools, restaurants, transport, what makes each area special. This positions you as the local real estate expert and brings in search traffic.
6. Highlight Specialized Real Estate Services [COPY]
If you offer property management, investment consulting, or first-time buyer programs, make these real estate services visible. Specialization often means higher fees.
Financial Advisor Website Features
1. Make Your Financial Planning Specialty Crystal Clear [COPY]
Do you help young families buy their first home? Retirement planning for doctors? Say it prominently on your homepage. Financial specialization attracts the right clients.
Why it works: Being the best choice for your financial niche beats being a "maybe" option for everyone.
2. Financial Service Categories That Match Real Questions [COPY]
Instead of vague "financial planning," use "First Home Purchase Planning" or "Retirement Income for Small Business Owners." Match how your ideal clients actually search for financial advice.
3. Personal Bio with Your Real Financial Story [TRUST]
Share your qualifications, experience, and why you chose financial planning. In financial services, personal connection often matters more than credentials.
4. Expert-Level Financial Educational Content [TRUST]
Skip generic financial advice. Write about specific situations your clients face. "Tax optimization for medical professionals" shows real financial expertise.
5. Transparent Financial Planning Pricing Information [TRUST]
Hidden fees kill trust in financial services. Being upfront about how you charge helps qualified prospects move forward and saves everyone time.
6. Easy Financial Consultation Booking [UX] ⚙️
Make it simple for prospects to book initial financial consultations. Removing friction often determines whether someone reaches out or goes to a competitor.
7. Real Photos, Not Stock Images [TRUST]
Show actual photos of your office, team, and client meetings (with permission). Authenticity builds trust when people are trusting you with their financial future.
Hotel Website Features
1. Website Design That Matches Your Hotel's Actual Vibe [TRUST]
Your website should give visitors a taste of your property's personality. A boutique hotel needs different design than a family guesthouse.
Why this matters: The guest experience should start online, setting proper expectations for your hotel.
2. Direct Hotel Booking Incentives [COPY]
Offer special value for direct bookings – some of your offer should be advertised publicly, but leave some of the offers for the booking process itself – that will give your customers a nice surprise when they start the process.
3. Become the Local Tourism Expert [TRUST]
Create detailed guides about attractions, hidden gems, and local experiences. Help guests plan amazing stays while positioning yourself as the insider who knows all the best spots.
4. Your Hotel's Story and History [TRUST]
Share the history, your passion for hospitality, what makes your place special. Stories create emotional connections and justify premium hotel pricing.
5. 24/7 Guest Support Chat [UX] ⚙️
Hotel guests have questions at all hours. Chatbots can handle common inquiries about amenities and local recommendations when your hotel staff isn't available.
6. Loyalty Programs for Direct Hotel Bookers [TRUST] ⚙️
Reward guests who book directly and return regularly. This increases customer value and reduces dependence on expensive booking platforms.
Technical note: Requires customer database and automated reward tracking.
7. Clear Accessibility and Pet Policies [TRUST]
Be upfront about accommodation for guests with special needs and pet policies. This helps the right guests find your hotel and prevents surprises.
Online Store Website Features
1. Product Collections That Guide Shopping Decisions [UX]
"Trending Now," "Customer Favorites," "New Arrivals" - these collections do the marketing for you and keep customers coming back to your online store.
Why they work: Decision fatigue is real. New and special collections make online shopping easier.
2. Real Customer Content and Product Reviews [TRUST]
Reviews on every product, customer photos, unboxing videos - authentic content from real users builds trust and can reduce your marketing costs.
3. Your Brand Story Front and Center [TRUST]
Share your values, mission, what makes your online store different. Strong brand stories create emotional connections that justify premium pricing.
4. Educational Content Hub for Your Products [TRUST]
Create guides, tutorials, styling tips - content that's actually useful to your customers. This helps with search rankings and gives people reasons to return to your online store.
5. Loyalty Programs for Repeat Online Customers [TRUST] ⚙️
Reward customers who buy multiple times with points, discounts, or exclusive access. Increase customer lifetime value and create preference over competitors.
Technical note: Requires customer tracking and automated reward systems.
6. Comprehensive Customer Support for Online Shopping [UX] ⚙️
Detailed FAQs, live chat, helpful chatbots - make it easy for customers to get help. Great support reduces purchase anxiety and builds confidence in your online store.
7. Clear Policies That Remove Purchase Barriers [TRUST]
Easy-to-find shipping and return policies address concerns that stop people from completing online purchases. Transparency builds confidence.
Website Implementation Guide
Different business types need different website features to actually convert visitors. You don't need to implement everything at once – even 2-3 of these website changes can make a real difference in your conversion results.
Which Website Features to Prioritize:
If people visit your website but don't contact you: Focus on trust elements (testimonials, reviews, credentials) and clear calls-to-action that make it obvious what you want visitors to do next.
If you get inquiries but they're not the right type of clients: Add filtering elements that help attract your ideal customers while deterring wrong-fit clients. This includes transparent pricing information, detailed service descriptions, or simple tools that help people self-assess if they're a good match. For example, a financial advisor might add a "Do you have at least $50,000 to invest?" question, or a personal trainer might mention they specialize in "clients over 40."
If you don't get enough website visitors: Focus on content that helps people find you through search engines - like educational blog posts, local area guides, or FAQ sections that answer common questions in your industry.
Ready to implement these website changes?
You have all the tools to tackle this yourself, but if you want guidance, we're just a click away.
We can build your website from scratch, or if you're doing it yourself, we offer website maintenance, training sessions, and ongoing support plans for when you need help. Get in touch with us to see how we can make your website work harder for your business.
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