Is your website enrolling new coaching clients for you? ? Is it also creating a community of future clients? Does it quickly inspire people to share your site?
If not, your site might be a dud — a website that just sits there taking up cyberspace. Here’s how to make your website WORK for you:
4 Secrets of a Client Winning Website
As you read through these, rate your own website on a scale of 1 -5 with 5 being the best it can be.
1. Be sure every word and image is tailor made for your target audience
The #1 mistake coaches make on their websites is they make it all about coaching. Unless your clients want to become a coach themselves, they will bounce off a site like that in seconds.
Are you intimidated by the idea of writing your own freebies, marketing emails, and web content?
I used to find those daunting too until I learned the root of ace marketing copy: write to intrigue rather than impress.
When you want to inspire potential coaching clients to take the next step with you, aim to build a relationship and raise curiosity first. Take the spotlight off of you and your coaching “technology” and place it on your target audience.
Here are six more tried and true copy writing tips that will help you write in a way that’s both authentic and effective:
#1 Write like you speak
A classic problem for coaches and other service entrepreneurs is that they run out of time to:
- build automated systems that create a flow of future clients.
- create recurring revenue streams like products and membership programs.
- expand their potential by reflecting on their business and making continuous improvements.
The problem begins early on like this…
- Desperate for initial clients, coaches often set low fees and say ‘yes’ to many opportunities that aren’t likely bring a high enough return.
- When a client moves on, the income loss is keenly felt and there’s a scramble to enroll more clients “from thin air”.
- The limiting mindsets become habitualized for the coach, so new clients are also enrolled for low prices.
- Months or years later, it’s hard to breakthrough the ceiling on their income because the belief is that this is the best they can do.
Somethings gotta give.
2 Steps to Break From the Money for Time Paradigm
In the online marketing world, 6 seconds is a long time. When we surf the Internet or click a link we impatiently look for immediate relevance or we’re outta there and likely never to come back.
That means your website has to make a connection with your target audience super fast! You’d be surprised how easy it is to do this.
What’s in it for Me?
That’s the key question on the minds of your web visitors.
So if you want to…
- make a great first impression
- build your list of subscribers
- sell programs online, and
- create fans that consistently turn into clients
…your website needs to be written and laid out to do that for you.
When you’re in business for yourself, it’s easy to forget about improvements and keep doing the same thing even if it’s not working. But improvements don’t have to take a lot of time or money. It’s almost always a series of small shifts that creates a big difference in results.
For example, take your website… most people pop up a coaching website and forget about it except to feel frustrated that they invested all that time and money for nothing. It’s not doing what they wish it would do – building a robust list of fans and enrolling new clients. Rather than waste it and regret it, leverage it! Make specific small tweaks that bring you big results.
Target. Connect. Convert
Every website’s goal is to target an audience, connect with them through relevance and trust, and then “convert” them into fans and clients. But that process has to be planned into the site. A simple online brochure can’t convert unless you personally point people to the site yourself.
These 3 little tips will tip the scales in your favor:
#1 Make sure your website feels like home to your target audience.
Instead of making your website be all about you and coaching, focus in on the tangible outcomes your target audience knows they urgently want, and the specific challenges they face while trying to get there. Show them that your services are the bridge that will take them where they most want to go.
Your tagline, benefit statement, title of your freebie, articles, marketing copy… even your About page should be highly relevant to the people you serve. Relevance is how they decide whether to stick on your site, opt-in, and engage with you or… never come back.
I’ve launched a lot of websites. Sorry to say, several were duds. But I learned a lot from those duds, and now my website continually transforms web visitors into clients for me.
While I was failing my way to success, I discovered the #1 most important part of a website – the freebie (also called a “pink spoon”). This is the immediately downloadable free offer you have in your opt-in box on your home page.
What’s that you say? You don’t have one? Or… it’s not building your list fast enough? You’re not alone. I review a lot of coach’s websites for them and the free offer is often buried somewhere, or it seriously lacks pizzazz! That means it’s not doing the work it could of bringing you pre-qualified clients.
If you want to continually transform your web visitors into fans and your fans into clients, put up a free offer that’s irresistible. You’ll be amazed at the difference it makes.
Here’s how to tell if you’re on the right track with your freebie.
Assess the Sizzle of Your Freebie and Opt-in
Before you begin, open a browser to your website. (If you don’t have one yet, open the site where you were last compelled to opt in.) Make the size of your browser about the size of an average laptop. Now, without scrolling, look at what you see as if YOU were your target audience. Give yourself the points only if you can say YES to each question, then total the points and score yourself. Here we go…