3 Must-haves to Turn Your Visitors into Clients on Your Coaching Website
To turn your visitors into clients on your coaching website, you first need to get their attention. It’s a challenge because people are saturated with information online these days and attention spans are very short.
To get their initial interest, you need to know how to communicate to connect with your ideal client on your website and have a strategy in place that keeps them wanting to read more and take action.
We achieve this with a combination of three elements: technology, emotion and strategy.
First of all, let’s make sure our tech tools work. The best way to lose your visitors’ attention is to have a website with functionality issues. It doesn’t matter that you have the best content and strategy in place if you can’t answer yes to the following questions:
Does Your Website Load Quickly?
Websites or pages that are slow to load get abandoned quickly. Nobody wants to wait for anything online. There can be many reasons for a site to be slow, from bad coding to using large-sized images. Ideally, your site should load in three to five seconds. (You can find website speed tests online. Make sure you have a good internet connection when you do the test.)
Is Your Website Mobile Friendly?
Every page needs to be easy and nicely displayed on desktop as well as from any size tablet or mobile device. The font size needs to be big enough to read comfortably, and the design needs to be clean and uncluttered. Look at all your website pages from a mobile device to make sure they look good.
Do Your Forms Work?
Regularly test your contact forms and sign-up forms. If someone is willing to leave their email address and a message, but encounters a technical problem in the process, 99 percent of the time, they won’t tell you about it. You will lose potential clients.
Once you know that your tech is under control, then it’s time to connect with your visitors.
The best way to grab your visitors’ attention is to have key messages that create an emotional response. When people see their problems and feelings reflected, they stop and pay attention. Let your visitors know that you understand and can relate to their situation. This makes them feel connected to you, and as a result, they are intrigued to learn more. You especially want to have these kinds of key messages on your home page because this is the most visited page. Then, you can continue using them throughout your copy.
How do you come up with magic messages that create an emotional response? First you need to be clear on what exact problem you solve and who you do it for—your target market. Then go out and talk to these people. Ask them about their problems and their feelings around the problems. Take note of the words they use to describe it.
Keep in mind that when potential clients come to your website, you want their reaction to be “Yes, that’s exactly my problem” or “Yes, that’s exactly what I feel.” After you have achieved such reaction, they are so much more willing to listen to your solutions.
Got that sorted? Then to the last point: How do you make sure they read what you want them to read?
Calls to Action
You have got your visitor’s attention. Great, but then what? You don’t want them to randomly click around on your website, missing out on information you really want them to see, or leave your site without leaving some kind of trace that they were there.
We always need to consider our visitors’ short attention span, so we better be one step ahead! What will be the natural next click for our visitors and what will benefit us as well? People don’t want to think, so we have to do it for them. We do that with Calls to Action (CTAs). CTAs are simple, clear messages about what we want our visitor to do next.
Here are some very common CTAs:
- Click here to read more
- Check out my services
- Sign up to stay updated
CTAs need to be strategically spread out on our website, guiding visitors through the pages, with the final goal(s) of them contacting you, getting onto your mailing list, etc., so that you can stay in touch until they feel ready to contact you.
Ensure you have these three elements in place, and your website will be ready to receive visitors and convert them into clients! Leave a comment below to let me know which parts of your website you plan to improve!