Stop Feeling Sleazy. Use Your Website To Sell With Integrity.

Home How-To-Guide Stop Feeling Sleazy. Use Your Website To Sell With Integrity.
Put an end to feeling sleazy and discover how to effectively sell with integrity using your website. Here are some proven strategies that will help you sell with integrity, all while maintaining a genuine connection with potential clients through your website.

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As a consultant or coach, your website serves as a powerful tool to attract clients and sell your services. However, many of my clients in this space are feeling sleazy; they struggle with the fear of appearing too salesy or too pushy. The good news is that selling doesn’t have to be uncomfortable or inauthentic. Let’s look at some strategies that will help you sell with integrity and maintain authenticity on your website, ensuring a positive and genuine connection with potential clients.

Clearly Define Your Value Proposition

As a consultant, expert or coach, effectively promoting your services requires more than a mere sales pitch. It’s crucial to take a step back and devote some time to clearly defining your unique value proposition. Find what distinguishes you from the competition and ignites clients’ enthusiasm to collaborate with you before everyone else.

Begin by identifying the specific problems in which you excel at finding solutions. Maybe you possess a special talent for helping individuals conquer self-doubt and unleash their true potential. Or perhaps your expertise lies in guiding businesses through intricate organisational transformations. Regardless, pinpoint the pain points your clients face, what challenges keep them awake at night, and position yourself as the expert equipped with the ideal solutions.

Furthermore, concentrate on the outcomes your clients can achieve through your assistance. Showcase the tangible benefits they can anticipate from partnering with you. Will they witness a surge in productivity, experience a substantial revenue increase, or undergo a remarkable personal transformation? Paint a vivid picture of the positive changes they can expect, captivating their imagination (!!!) and offering them a glimpse of a brighter future.

Craft compelling messaging that effectively communicates these benefits. Employ language that grabs attention and stirs emotions. Instead of simply selling your services, demonstrate to clients how you can help them overcome their challenges and reach their goals. By shifting the focus from sales to problem-solving, you establish an authentic connection with your clients, positioning yourself as a trusted partner on their journey.

Present Your Value Proposition On Your Website

When it comes to presenting your value proposition on your website, it’s crucial to employ effective strategies that capture the attention and interest of potential clients.

First and foremost, create a clear and concise headline that immediately communicates the unique value you offer. Your headline should succinctly convey the primary benefit or solution you provide. It should be compelling and attention-grabbing, enticing visitors to delve deeper into your website.

As visitors explore your website, ensure that your content elaborates on your value proposition in a compelling manner. Take the time to clearly explain how your services address the specific challenges your clients face. Provide detailed information about the benefits they can expect to achieve by working with you. Use persuasive language that resonates with your target audience and stirs their curiosity and interest.

Remember, your value proposition serves as the compass guiding your marketing efforts on your website. It enables you to concentrate on the value you provide, steering clear of pushy sales tactics. By defining your unique value proposition and communicating it in an engaging manner, you position yourself as the go-to expert in your field and lay the foundation for fruitful client relationships.

So, take the time to meticulously craft your value proposition. Allow it to be the driving force behind your promotional endeavours, speaking directly to the needs and aspirations of your potential clients. Show them that working with you transcends a mere transaction—it’s a transformative experience that empowers them to conquer their challenges and achieve their wildest dreams.

Provide Valuable Content

Valuable content is your bridge to selling. By creating and sharing valuable content on your website, you position yourself as a trusted resource. That’s why you should approach your website’s content with an educational mindset. Instead of solely promoting your services, aim to educate and empower your audience.

Research shows that you can give away around 80% of your knowledge for free, and people will still buy your services. What they buy is your individual support, the implementation of tailored strategies, and their very personal successful outcome. So don’t worry, you won’t give too much away.


Maintain an active blog, regularly publishing informative and relevant articles. Utilise this platform to share insights, industry news, best practices, and practical tips with your audience. By addressing the pain points of your target audience and offering effective solutions, you establish yourself as a knowledgeable and helpful professional. To captivate your audience, make use of visuals, storytelling techniques, and concise messaging.

Videos Or Podcasting

Consider incorporating videos or a podcast into your content strategy, as they allow you to showcase your expertise while providing educational and inspiring material. Your videos can range from tutorial-style explanations to interviews, presentations, or case studies. Embed these videos or podcast episodes on your website and share them across various social media platforms to expand your reach and engage with a wider audience.


Another effective way to provide value is through visually appealing infographics. These graphics present complex information in a clear and concise manner, making it easier for your audience to understand. Infographics are particularly useful for conveying statistics, trends, and comparisons. They are highly shareable and can drive traffic to your website when distributed through social media platforms or included in guest blog posts. Their visual appeal and digestible format make them a valuable tool for attracting potential clients.

White Papers

If you are a consultant in the business or science field, you may want to consider creating in-depth white papers. These documents explore industry trends, provide comprehensive research, or offer expert insights on specific topics. White papers demonstrate thought leadership and establish your consultancy as a competent source of expertise. Be sure to include original research, data analysis, and actionable recommendations within these papers. To collect contact information from interested prospects, consider gating the white papers behind a lead capture form.

Assessments And Gamification

In addition to these conventional approaches for your website content, you can explore more unusual or surprising content ideas. For instance, incorporating assessments can allow potential clients to evaluate their needs or identify areas for improvement. Based on their responses, you can provide personalised recommendations or insights that highlight how your services can specifically address their challenges.

Gamification elements can also be suitable for your website and social media platforms, as they engage potential clients in a fun and interactive way. For example, you could create a “30-day xxx challenge” that encourages participants to take action and achieve specific milestones. Throughout the challenge, offer guidance and support, showcasing the unique value you bring. A simpler gamification element achieving great starting points for client interaction are any form of quizzes.

Remember, each form of content serves a unique purpose, appealing to different types of clients and engaging audiences in various ways. By diversifying your content strategy and consistently delivering valuable information, you can attract clients from different segments. As potential clients perceive you as a valuable source of information, they will naturally be more inclined to return to your website and explore your services when the time is right for them. You need to make less effort to sell since potential clients are coming back to you.

Share Success Stories …

Rather than resorting to sales copy, let your clients’ success stories speak for themselves. Highlight the positive outcomes you’ve helped clients achieve. Authentic storytelling humanises your services and demonstrates the impact you can make. Showcase these stories on your website to build trust and show potential clients the value and benefits your services bring.

When selecting clients to feature in your success stories, prioritise those who have achieved significant results or overcome challenges with the help of your services. It’s important to look for stories that align with your target audience’s goals and aspirations. Begin by sharing the client’s story, starting from their initial problem or need and progressing to the solution and outcome they achieved. Throughout the narrative, emphasise the steps they took, the challenges they faced, and how your offerings played a role in their success.

To engage readers, craft the success story in a storytelling format.

  • Begin with an attention-grabbing introduction that hooks the reader.
  • Then, provide context by describing the challenges the client encountered.
  • Next, outline the solution that was implemented, showcasing how your services played a pivotal role.
  • Finally, conclude the story with the positive outcome or impact that resulted from their collaboration with your company.

To make the stories more captivating, incorporate visual content. Utilise images, charts, graphs, or videos that help readers grasp the impact more effectively. Furthermore, it is crucial to maintain authenticity throughout the success stories. Whenever possible, include real names, photos, and testimonials from clients. This authenticity builds trust and credibility with your audience, reinforcing the impact of your offerings.

Integrating direct quotes or testimonials from clients adds further credibility and provides a personal touch to the success stories. By including their expressions of satisfaction, positive experiences, and the value they gained from working with you, you can enhance the storytelling and create a stronger connection with readers.

To ensure readability, structure the success stories with headings, subheadings, bullet points, and short paragraphs. This formatting facilitates easy navigation and comprehension. Additionally, using a conversational tone helps engage readers and makes the content more accessible, fostering a welcoming and relatable atmosphere.

… Or Present Case Studies

Presenting case studies on your website is another effective way to showcase your expertise and demonstrate the value you bring to clients. This is especially suitable for consultants in the business space.

Select case studies that are relevant to your target audience and highlight successful outcomes. Focus on projects or clients that align with the specific challenges and goals your prospects are likely to have. Choose a variety of case studies that demonstrate the breadth of your expertise and the many different positive impacts you’ve made.

Structure the case study in a storytelling format that captivates readers. Describe the client’s journey, the challenges they faced, the solutions implemented, and the transformation they experienced. Engage readers by presenting the narrative in a compelling and relatable way. Share the lessons learned from the project or the key insights gained. This demonstrates your ability to extract valuable knowledge from each engagement and apply it to future client work.

Here Is How To Write A Case Study

Create attention-grabbing titles for your case studies that highlight the main benefit or outcome achieved. For example, instead of a generic title like “Client Success Story,” consider something like “How Company X Achieved a 50% Increase in Revenue with My Marketing Strategy.”

  • Begin each case study by providing a brief overview of the client’s background, industry, challenges, and goals. This helps prospects understand the context and relevance of the project.
  • Clearly explain the approach you took to address the client’s challenges. Describe the strategies, methodologies, or techniques you employed. Highlight the unique aspects of your solution that differentiated it from standard approaches.
  • If possible, quantify the results and outcomes achieved for the client. Use specific metrics, such as percentage increases, revenue growth, cost savings, or time saved, to demonstrate the impact of your services. Concrete data adds credibility and shows the tangible benefits clients can expect.
  • Incorporate infographics or charts to make the case study visually engaging. Multimedia elements, such as videos or audio testimonials from the client, can provide an additional layer of authenticity and impact.
  • Integrate quotes or testimonials from the client within the case study. These first-hand accounts add credibility and offer insights into the client’s experience of working with you.
  • Ensure your case studies are easy to navigate and share. Use clear headings and subheadings to organise the content. Include social media sharing buttons or provide options to download the case study as a PDF for offline reference.

Place case studies strategically on your website, such as on a dedicated page or within relevant service pages. Link to them from blog posts or other suitable content. This allows potential clients to discover and access the case studies easily.

Transparent Pricing Stops You From Feeling Sleazy

One of the factors that can contribute to feeling sleazy is a lack of transparency. Therefore, it can make a huge difference to clearly outline your pricing structure and service offerings on your website.

So, let’s explore the advantages of showing prices on our website.

First and foremost, displaying our prices helps build trust with potential clients. In an era where scepticism runs rampant, trust is the currency that counts. Potential clients appreciate knowing exactly what they’re getting into and feel more confident in their decision-making process. When they can rely on our integrity and expect a mutually beneficial relationship, it becomes easier for them to place their trust in us.

In addition to trust, transparent pricing also saves time for both parties involved. When prices are readily available, potential clients can quickly assess if our services align with their budget and needs. They don’t have to go through the hassle of engaging in a lengthy sales call about costs. By providing transparent pricing, we streamline the decision-making process and allow clients to make informed choices efficiently.

Furthermore, open pricing helps you set clear expectations right from the start. Clarity is key in any business relationship. By openly sharing your pricing structure, clients know precisely what services they will receive and at what cost. This eliminates any surprises or confusion during a call, ensuring that you won’t feel sleazy because you have to justify your prices. Instead, both parties are on the same page from the beginning.

However, it’s important to acknowledge that there are potential downsides to showing prices as well.

One such challenge is the complexity of consulting and coaching services. These services can be multifaceted, with each client having unique needs that require a tailored approach. Displaying fixed prices may not fully capture the intricacies involved in providing personalised solutions.

To overcome this, try offering packages that encompass a range of services or just give a price for an entry package. Clients appreciate simplicity and convenience, which is why bundling your services together, so that clients can choose the package that aligns with their objectives, knowing exactly what they’ll receive and at what cost, will make buying as well as selling easier.

Another potential concern is the competitive disadvantage that openly showcasing prices may bring. Competitors may use your pricing information to undercut your services. And potential clients might go to someone with lower prices. However, your focus should be on the quality and value your provide, setting you apart from the rest. Believe in the strength of your offerings and the long-term relationships you build based on trust. Prioritise in delivering exceptional results and nurturing your clients’ success, and you won’t feel uncomfortable about asking for a specific price.

Create A Value Ladder

Have you decided that you would like to offer packages? But, we don’t stop there. We take it a step further by implementing a value ladder approach. Imagine a ladder with multiple rungs, each representing a different level of service.

A value-ladder helps you to gain repeat business by offering a client journey. Starting with entry-level offerings, clients can progress to higher levels such as premium offers. The value ladder allows for personalised growth and continuously adding value to the client’s experience. The goal is to provide exceptional value and guide clients towards their desired outcomes. Furthermore, the sales process feels more comfortable because one step leads to the next. Selling to existing clients is by far easier than selling to strangers.

For example, offer free or low-price mini-courses on your website that provide valuable insights related to your area of expertise. This approach allows potential clients to experience your coaching or consulting style and expertise first-hand. At the end of the mini-course or webinar, provide information on how they can further engage with your services. Offer a small coaching package or a paid workshop. You can go even smaller by offering an ebook. Then line up your service packages.

On a higher rung of your value ladder, you could offer limited-time group coachings or mastermind groups: Create a sense of exclusivity and position these offers as high-value opportunities for a select number of clients to work closely with you and benefit from the collective wisdom and support of a group setting.

These are just ideals. But a value ladder approach always serves two important purposes.

Firstly, it provides clients with a clear path for growth and improvement. They can begin with a foundational service and, as they see results and gain confidence, they can ascend the ladder to more advanced offerings. This allows for a customised and personalised approach to their unique journey.

Secondly, the value ladder enables us to continuously add value to our clients’ experience. As they climb the ladder, they receive increasingly comprehensive services that cater to their evolving needs. We can also refresh our client-relationship by offering a surprise bonus or value-add to clients who meet certain criteria. This unexpected extra can be a valuable resource, an additional coaching session, or exclusive access to a premium content library on your website. The surprise element is another step on your value-ladder that creates excitement and reinforces the value clients receive by working with you.

By offering irresistible packages and implementing a value ladder with many different levels, we ensure that our clients receive exceptional value at every step of their journey. Whether they are just starting out or aiming for advanced strategies, our services are designed to guide them towards their desired outcomes effectively.

If clients hesitate to step on your value ladder, try offering money-back guarantees or performance-based pricing models to alleviate potential client concerns and demonstrate your confidence in delivering results. This approach shows that you stand behind the value you provide and are committed to the success of your clients. Address common pain points and challenges your target clients face and provide helpful insights and solutions.

Offer Free Consultations And Sell Without Feeling Sleazy

Offering free consultation calls on your website is an excellent way to connect with potential clients and truly understand their needs. However, your ultimate goal is to sell your services. But, we want to do that with a consultative mindset rather than a sales pitch. Instead of focusing on closing the deal, prioritise understanding your client’s challenges and offering valuable insights and advice during the call.

During the free consultation call, practice active listening and empathy. Allow the potential client to share their goals, concerns, and pain points without interruption. Ask open-ended questions to gain a deeper understanding of their needs and actively engage in the conversation. By demonstrating genuine empathy and understanding, you build trust and create a safe space for the potential client to share their challenges openly.

Based on the information gathered during the call, provide a few actionable recommendations or strategies that the potential client can implement immediately. Offer insights, suggestions, or resources that can help address their specific challenges. This approach showcases your expertise and demonstrates your commitment to delivering value, even during the free consultation.

Focus On Long-Term Relationships

Rather than solely focusing on closing a sale, prioritise building long-term relationships with potential clients. Understand that not every call will lead to an immediate engagement. Cultivate a mindset of genuine connection and collaboration. Even if a potential client doesn’t sign up for your services immediately, they may refer others to you or come back in the future when their needs align with your offerings.

During the free consultation call, clearly communicate your process, including what potential clients can expect if they decide to work with you. Be transparent about the steps involved, timelines, and pricing structures. As we have said earlier, transparency eliminates ambiguity and allows potential clients to make informed decisions. Avoid using anything that reminds people of high-pressure tactics or creating false urgency to secure immediate commitments.

After the free consultation call, follow up with additional value, even if the potential client doesn’t move forward with your services. Send a personalised email summarising the discussion and provide additional resources or recommendations that may help them on their journey. This follow-up not only showcases your professionalism but also keeps the door open for future opportunities. Clients can feel and understand the value they will receive from you.


By maintaining integrity and authenticity on your website and in all your interactions, you can attract clients while establishing genuine connections and building trust. It is important to focus on clearly communicating your value proposition, sharing success stories, providing valuable content, and cultivating relationships with your audience. When potential clients perceive your authenticity, expertise, and genuine desire to help, the process of selling becomes a natural extension of your commitment to serve and make a positive impact.

When conducting free calls or consultations, it is crucial to sell without feeling pushy or insincere. Adopt a consultative approach that centers around understanding the client’s needs, offering valuable insights, and nurturing relationships. View these calls as opportunities to genuinely assist and provide advice rather than engaging in aggressive sales pitches. By actively listening, offering practical recommendations, and fostering transparent and respectful communication, you create an environment built on trust and authenticity. Remember that every interaction is a chance to leave a positive impression, regardless of whether it immediately leads to a sale.

Katrin Prakoonwit

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