3 Keys to a Coaching Website That Attracts Clients
For most coaches, the first goal on their business journey is getting to a full list of clients. An awesome goal!
They typically want 5-10 ongoing clients that pay a good fee so the coach can either add income to the household, go part time in a less desirable job or completely shift into coaching full time.
The first order of business for many is to get their website up and running to help them look like a professional and hopefully bring in new potential clients. In reviewing over 1,000 websites in the last 10 years, the reality is that most coach websites are messy (unprofessional) and never generate a single lead. It’s a total bummer when you spend a lot of time and fork over hard-earned cash to end up with a website that doesn’t do much.
To avoid making another boring coaching website that sucks up your time and does nothing but gather cyber-dust, here are three essential keys to creating a coaching site that works.
1. Focus on the visitor’s interests
Too many coaching websites try to explain coaching and talk too much about how it works as well as modalities and techniques.
These things are cool, but they don’t get the visitor jazzed up about wanting to contact and hire you.
They are too focused on the word coaching.
A better move is to frame things from the client’s perspective.
Are your visitors struggling with overwhelm and stress at work yet need to be focused and productive? Write about that.
Are your visitors sensing a deep dissatisfaction with life, an emptiness or a feeling unfulfilled and want to be on an exciting path towards worthwhile pursuits? Then, include this in your content.
Are they struggling to fit a new leader-like managerial role having come from a more technical or follower position? Then, talk about that stuff.
Kenn’s Secret Move: Try eliminating the word “coaching” from your website and see if it still makes any sense. If not, you need to start thinking about things from your visitor’s perspective.
2. Build your credibility
I would argue that doing #1 above will give you the most credibility because when your content is focused on the visitor, they will believe you understand them and instinctively feel that you can help them.
In addition, the following items help build your image:
- Showing success stories of others who you have helped.
- Sharing your personal story of succeeding or overcoming challenges.
- Having a system, process or set of beliefs that guide you as a coach—this says you have methods that work.
- Letting your personality come through in your content. It shows confidence and realness, which people love.
- Publishing educational articles, well written blogs and videos.
Just think about the gurus, thought leaders, authors and bloggers you trust and follow. Haven’t they exhibited much of the above?
3. Invite visitors to take action
Visitors to your website want to start making changes towards a better future. They want to overcome struggles and realize important goals.
And to do that, action is necessary.
Just like a good coach, your website must steer visitors to taking action—namely to contact you for a coaching session, whether a free short call or a paid, longer session.
Action is good both for the client to reach their goals AND for you to earn money as a coach.
Advanced move: Make your call-to-action to sign up for your email list. Doing so gives you the power to reach out to them over time, which builds even more credibility.
Remember, a website is all about the visitor
While it’s certainly true that your website must serve your business, in order for it to work, it needs to be all about the visitor.
To get them to contact you from your website, it must speak to their needs, build your image as a great coach, and inspire them to take that first step and contact you.