When you first start your coaching business, it’s normal to follow what you see other coaches do.
Before creating your coaching business website, you probably looked at a bunch of other coach’s websites and modeled those or let your web designer make those critical layout and feature decisions.
You likely ended up with online brochure about coaching services and a prominent button inviting a free Intro Call, Discovery Call or Sample Coaching Session.
My first coaching website had a button like that too, and I wondered why it never paid off.
Now, when new coaches hire me, if their website has one of those buttons, I always ask …
“How many people sign up for your free call each month?”
The answer is usually an embarrassed “ZERO.”
So why is this common practice?
New coaches often fail to think like their future clients.
Let’s talk about why don’t those free call buttons don’t work and what will.
Hey Coaches!
Coaching is a Personalized and Intimate Service
I was reviewing one of my VIP client’s websites the other day and right at the top was a colorful button FREE INTRO CALL.
I winced. That wasn’t part of our website strategy and it was soon clear that her web designer just assumed she wanted that because it’s a standard feature on a lot of website templates.
We discussed it and agreed it would be removed.
After 25 years in the coaching industry and 18+ helping new coaches develop strategic businesses, I never advise coaches to have a FREE CALL button on their website.
To understand why, let’s pull back and look at the big picture of client attraction for service business owners.
As a coach, you are selling something subtle and complicated. It’s not at all the fast sales approach that you see on Instagram with all those gadget and beauty product ads. Now that’s a place for an automated button.
Prospective coaching clients won’t hire you unless they trust you. And offering a FREE CALL on your website does just the opposite of building trust.
It might even cause your web visitor to bounce off your website and never come back.
And, ask yourself … does a web visitor even KNOW they want a Discovery Call?
What do they KNOW they want? That’s super specific to your unique audience based on the BIG PROBLEMS they face that are in the way of their biggest goals.
I’ll use my audience and business as an example.
At least 99% of my clients, who are all coaches, hear about me because someone told them about Prosperous Coach Podcast. My brand name alone addresses something coaches know they want.
They listen to an episode or 2 and if they like what they hear, they listen to a dozen more or start binge listening. That builds trust very fast because they can hear my voice and easily consume the short episodes. I’m talking about what they care about.
Listeners say I have a refreshing perspective and a kind voice that feels comforting to coaches. I always feel good about that. Thank you!
That patient process of building relationships with my future clients is far more effective than prematurely getting onto a call that puts them on the spot. A spot they don’t want to be in.
Think of it like having a first date with someone where you invite your parents to meet them.
In episodes, I often share compelling reasons to click through to my website, whether to download a valuable resource, check out the transcript of an episode or learn more about working with me.
The coaches who resonate with my message, visit my website and often stay on the site for several minutes, exploring clearly laid out pathways there that will continue to nurture them. Nothing is in their face.
This is my CUSTOMER JOURNEY. You’ve heard me talk about how important it is for any service business owner and especially coaches, to have a strategically developed tailor made journey fortheir audience. Check out Episode #236 Are You Attracting Coaching Clients Who Are Ready to Hire You? at ProsperousCoach.com/236.
So where do I have my FREE CALL button on my website?
Nowhere.
Because it’s too much too soon. It’s too salesy and comes off pushy. And you know what? It’s not needed!
Why Automating Next Steps Is Often Not the Right Strategy
Automation steals the opportunity for higher touch connection with people who are following you.
I asked a new client in my 5-month VIP Mentoring Coaching Business Breakthrough Mentoring program the reasons that she hired me. She started by saying said appreciated my timely and personal email response to her application, which, by the way, is where I invited her to a Discovery Call.
She said she felt no connection to the 3 other business coaches that she checked out because everything was automated. I’ve heard this from a lot of coaches.
It’s an eye-opener, right?
It’s smart to be strategic about where and when you automate processes.
Sure, a personalized email takes a bit of time. But if you’re charging enough for your services, that is simply part of the cost of the sale.
I’ve been on the other side of cold automation and I know it made doubt grow in me and kept me from enrolling in other people’s programs.
Coaches especially should not skip relationship building steps because the coaching relationship is co-creative and fit is critical.