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.
Whether you’re a life coach, business coach, wellness coach, career coach or any other kind of change agent, you need smart affordable online tools and systems to run a successful business. It’s tempting to purchase systems you may use someday, but that can run your monthly costs up high and pull your profits down. So, how do you know which are best for where you are in your coaching business right now?
I like to run a lean business and fully leverage the systems I pay for while also utilizing free or shareware solutions wherever I can. I wanted you to know about the tried and true online tools that I use. Here they are in 3 categories:
- Paid services all coaches need
- Services to grow into
- Free and useful
Sometimes it’s a smarter move to say ‘NO’ to a new client or opportunity.
But how do you know when to say ‘yes’ and when to say ‘no’? And, what’s the difference between a good opportunity and the RIGHT opportunity for you?
The right opportunities will align with:
- Your values and strengths.
- Your work-style preferences.
- Your business model and vision.
Factor those things into a set of “success criteria” as a way to filter out your best opportunities before you commit.
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.
The best way to attract clients shifted dramatically when social networks sprang up and became massively popular. People started sorting themselves into sub-sub-groups based on messages that attract them, and filtering out everything else. It’s changed how our potential clients focus their attention, form alliances and make buying decisions.
Seth Godin’s game changing book Tribes talks about these groups and urges entrepreneurs to become leaders of a tribe.
What does this game change mean to you? If you want to do well financially while you do good in the world, it’s more important than ever before to stand out in the crowd of service providers and stand up for a unique “tribe” of your own which means choosing a viable coaching niche. You can do this!
Don’t get me wrong, I’m not saying that you have to be a social networking expert to attract clients steadily. I’m saying that the phenomenon of social networks has changed the way people are attracted to mentors and professional resources. It’s reduced the effectiveness of standard selling and marketing techniques.
Responding to the Sea Change
Leading coaches, consultants and trainers have felt this sea change, and have been making shifts in the way they attract clients.
I encourage you to follow suit. Stop trying to convince people to buy your coaching, consulting and training. Instead, show your tribe (also called a coaching niche, target market or target audience) that you understand them and can help them get where they most want to go right now.
If your message is specific and hits the mark, they will follow you, refer other like-minded people to you, and help you raise your star while doing what you love.
Remember the Wheel of Life? You might have used this classic coaching tool with your clients, but have you ever thought of creating one for your business? Most entrepreneurs struggle to keep all the balls in the air at once. The Wheel of Life can help.
To set up the sections of your wheel, name the aspects of your business that deserve consistent attention. Be honest with yourself. Don’t leave an activity off your wheel because you find it scary or unpleasant. Your wheel should cover at least these eight aspects (though your language may vary):
To build brand awareness, get “out there” frequently through various channels – networking, social networking, speaking, connect calls – wherever your target audience gathers. Create a buzz, and an assurance that you’re here to stay.
Connect one-to-one or one-to-many with individuals in your target audience, and with spheres of influence. Get to know and understand them, create trust while you grow your list.
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…
As you know, I’m a big fan of blogs, especially when they are on the home page of your website, because they help you build your list faster and establish credibility while creating a relationship with your tribe. Ezines also create an ongoing connection.
But I know that writing a weekly article (or posting a video) can start to drag. And if you keep procrastinating, you’ll eventually lose the benefit of publishing a regular article out to your list – continuous presence and building trust. And it adds stress!
So how can you keep fresh ideas flowing to your blog or ezine? Shake it up! And, if you want to really de-stess, plan most of your posts!
Both you and your readers will enjoy your articles or videos more if you vary the TYPE of post you publish. Here are 12 types posts that won’t fail to entertain and inform your readers:
1. How To /Educational
If you’re good at simplifying complex concepts and processes, this may be your ACE in the hole. And it’s easy to re-purpose these types of posts into freebies, bonuses or entire products.