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Hello Coaches, this episode is the 2nd in a new series called Client Winning Coaching Websites.
Your website can help you attract and enroll clients IF … but only if … you create it and write copy in a specific way.
It requires quite a bit of strategy. I can help you with that.
In addition, it requires you or your web designer to choose a certain type of website template.
Not all web templates are set up for conversion. More about how conversion works in a minute.
The previous episode, which you can find at was about 3 things to do prior to creating your coaching website and meant to help you out especially if you’re about to create your website.
But it also can help you if you already have a website for your coaching business.
The main point to that previous episode was that, BEFORE you create your coaching website:
- choose a target audience
- conduct market research with them
- then tailor your web copy and offers to fit what you learned from the most important people in your coaching business … your future clients.
Bearing that episodes’ message in mind, today, I wanted to dig in a little deeper. Peel another layer off the website onion.
By the way, I was so excited to see that a record number of coaches listened to that episode. I’m honored. I think it struck a chord.
And I know how much you want to be successful in your coaching business. That’s my goal too for you!
Online Brochure Versus Client-Winning Coaching Website
Last week, a coach I recently met, launched his new website and asked a bunch of coaches, including me, to give him feedback. That was a brave thing to do.
As soon as I could, I checked out his site. What I saw was the kind of website I see most coaches put up at first. And, it’s what I did when I finished coach training school.
His site is what I’d call an online brochure-style website.
When the internet first became a place to do business, nearly every entrepreneur — consultants, coaches, other types of business owners — put up an online brochure.
At that time, online brochures were the trend … the way to do business.
But online brochures are not the best way to do business anymore.
The reason is that there is so much information online, so many websites and other types of marketing PLUS the internet has become a volatile place, meaning it’s changing rapidly.
And the competition online is fierce.
You Are Competing For Attention Online
You may think … but, Rhonda, I’m not trying to compete.
That’s what I thought when I launched my first website.
The truth is whenever you do anything online to attract clients — whether you put up a website, create and engage in social posts or put out a blog or podcast — you are competing … simply for attention.
So, in each of those cases, if you want to attract and enroll coaching clients, you need to be online in a strategic way.
An online brochure is NOT strategic in any way.
Bottom line, it’s not going to help you enroll paying clients.
What An Online Coaching Brochure Looks Like
Let’s talk about what a coach’s online brochure looks like. And while I’m doing this, I encourage you to pull up your own website and look it while I’m talking.
Or, if you can’t do that, listen to this episode again when you can.
A coach’s online brochure has 2 primary distinctions from what I call a client-winning website. That’s a website that is set up to attract and enroll clients for you. And it’s a beauty way to go.
In fact, over 50% of my clients find me through my website before I ever had a personal connection with them. They came to my website looking for answers I could give them and then were inspired to apply to work with me.
That means less work tracking down and enrolling clients the hard way.
Now, back to what an online brochure is.
1. It’s all about you, the coach, and coaching.
2. It’s missing a critical thing that client-winning coaching websites have, which is called a conversion process or a funnel.
You might of heard of that before. It’s an opt-in and an irresistible free downloadable gift that is crafted to build trust, deliver great value that you people find elsewhere and follow up emails that encourage next steps.
But that’s not the only kind of funnel or conversion process that you can have on your site. My website has 3. And that’s for another episode.
Is Your Coaching Website Set Up to Enroll Coaching Clients?
As you think about or look at your own website …
- Is it primarily about you, the coach, and the type of coaching you offer?
- Does your navigation bar, this is tabs on your site which might be HOME ABOUT CONTACT and something about what you do. It might say coaching or offers or work with me. That’s your navigation bar.
- Also, are you offering a Discovery Session or sample coaching session as your only call to action on site?
If you answered ‘yes’ to any or all of these things, you’ve set your website up as an online brochure selling coaching and probably to a broad audience.
What’s wrong with that?
Absolutely nothing if your intention was to simply have an online brochure about your coaching where you can send people you’ve already met to verify that you are a professional. That’s the sole value of an online brochure.
But if your intention is to have a financially successful business with a website that attracts and enrolls clients for you, your current website isn’t set up for that.
Over the next few episodes I’ll go into what exactly makes a website client-winning. I’ll be talking about how you create smart conversion processes that are authentic and non-salesy.
What to Do If You Only Have an Online Brochure for Your Coaching Business
For now, if you’ve been wondering why your website is not helping you attract and enroll clients … it’s probably because the website template and your copy are set up that way.
And it can be fixed.
It’s part of a smart coaching business strategy.
Here’s the truth, strategizing wisely is not that easy to do by yourself.
Have you ever noticed that you can help others do what they couldn’t by themselves?
We are meant to live and grow as a village and have someone reflect our path back to us by uncovering our wisdom. And also in that village are people who have been where you want to go who can guide you and shorten your learning curves.
I know a ton about how to be successful as a coach, but even I have a hard time strategizing my own business and getting it to the next level without the support of someone who already has done what I’m trying to do.
So don’t beat yourself up if you’ve created a website that’s simply an online brochure.
Just reach out for help.
A Strategy Session is so helpful when you’re trying to accomplish something specific that you’ve never done before.
Here’s what one of my Strategy Session clients said about her strategy session with me:
“My strategy session with Rhonda was a real breakthrough in the process of finding my target audience. Not only do I have a new idea of whom I’d like to serve, but I also have a new sense of confidence that I’ll be able to reach them and provide an offering they will value.”
— Kate Minogue, Switzerland
Thank you, Kate!
In your Strategy Session we’ll have 90 minutes of VIP mentoring together. Before we meet, I’ll send you some fun prep assignments customized to your specific challenge and goal so that we can make the most of our time together.
I have just 2 more openings for Strategy Sessions in August. And that’s it until later in September. Grab one of those openings so you’re set for the surge of energy that September always brings!
Let’s get you past that stuck place and taking leaps in your coaching business!
In the Next Episode: A Walk Through a Client-Winning Coaching Website
Stay tuned to this series because I’ll soon be interviewing the best website designer I’ve ever found for coaches. She’s smart, coach-like in her approach and knows her stuff.