This episode connects the dots between your website, coaching packages and pricing as a reason you might not be earning as well as you’d like.
Find links here to episodes that go into more detail on each of those topics so you can make clear, strategic shifts.
I didn’t start my business knowing how to be successful at coaching. Everything I’ve learned has come from studying my own many mistakes as well as what works and why.
Let’s start with websites because this is the biggest and most expensive bungle most coaches make.
Did You Just Slap Up a Coaching Website?
When you completed coach training, did you rush to put up a website? You might have thought, as I did, that:
- A website is the first step to getting clients. It’s not.
- You wouldn’t be legit as a coach until you had a coaching website. Other thresholds come first.
- Your website should be about you and coaching. Not true.
After redoing my website 4 times now my site is like a spring river flowing ideal clients to me who are ready to enroll and invest. I’m grateful for the flow!
I want you to have that flow!
My website is not the prettiest or trendiest website. Those things can actually be distracting to buyers. Coaches like my website because they feel at home there. They feel that I’m talking specifically to them. And that’s the secret.
Is it obvious on your website WHO you serve? Are you speaking directly to your audience in words they’ll understand? If so, you’re way ahead of the game and you’ve been strategic.
The 3 big mistakes I see on coach’s websites are:
- It’s not clear, in seconds, who the coach’s target audience is
- The site is selling coaching as a solution
- Multiple coaching packages and prices are offered
Let’s take these one at a time.
Why Make Your Coaching Website a Home for Your Audience?
Relevance. Have you ever gone to a website and bounced off quickly? Chances are, you didn’t find what you wanted there.
Your website must grab attention and strike a resonant chord with your audience in mere seconds or they are out of there fast! That’s called a bounce. For more about this listen at prosperouscoach.com/40.
So make sure that the short pithy copy on each webpage is highly contextualized to your audience using keywords they’ll recognize and about their top problems and ultimate goals. Be connective not salesly.
Don’t Sell Coaching On Your Website
What? You’re thinking “I’m a coach, Rhonda, what else would I sell?”
I’m serious. Do not have a page or copy about the wonders of coaching on your website.
There are inherent challenges to selling coaching that you don’t want to hassle with.
- People rarely wake up knowing they want coaching.
- Many people have a negative opinion of coaching.
- Coaching is a skillset not an outcome.
For more about this critical concept, listen to Why Coaching is a Hard Sell at prosperouscoach.com/7.
Instead have a Work with page on your website that let’s your audience know you have a solution to their specific problems that arise on the way to their big specific goals. That solution is not coaching but rather a Signature Program that you’ve strategically designed for your audience.
For more on that topic go to episode 66 called How to Describe Your Coaching Program Without Selling Coaching.
You’ll be amazed when you make this shift how prospects will take you more seriously and your program sells itself without you having to be coachey or salesy!
Do NOT Offer Multiple Coaching Packages
It’s said that a “A confused mind never buys.”
I don’t know who coined this phrase but it’s spot on. A light bulb snapped on in my head when I first heard it because I realized that I had been confusing prospects for years and it had been reducing my income.
When you offer more than one thing at a time, you shut down the decision making process. Suddenly, the prospect is thinking about price only and you’ve undone all the good will and trust you’ve built. It will be a rare individual who reaches out with questions to help them make a decision.
Also, consider not putting your pricing ON your website. That allows you to stay fluid in what you charge. But more importantly, you want your website to be about relationship building.
The only place where I offer a price on my site is when there is a sales process and automatic way to enroll & pay such as for my single Strategy Session. That’s because people go to my site looking specifically for that as I mention it in my podcast. Product sales pages are also a place to include pricing.
So go forth. Correct your website and packages for far better income and clients.