Your coaching website may be beautiful, but is it also converting visitors to clients?
Probably not as many as you wish. The reason is usually that your website doesn’t communicate with your visitors in a way that gets your potential clients excited and wanting to work with you.
When people are checking out a nice website, it’s a bit like checking out a good-looking guy. Some are pleasing to the eye, but when you talk to them and realize that they sound like a copy-paste of any other guy, or just talk about themselves, you’re not that intrigued to know more, and definitely not keen on giving them your number or having a date.
What does your coaching website need to get potential clients to request a call with you?
That’s what this blog post is all about. When you include these 5 points further down, it makes your website visitors:
- pay attention instead of just scrolling a bit before leaving
- want to read more, as opposed to quickly losing interest
- feel you talk to them specifically, and not some random person
- click links and take action, rather than ignoring what you have for them
These are the 5 must-haves for your coaching website
1. An emotional response from your ideal client visitor
You achieve this by talking about what matters to them, and by making them feel you understand them and the situation they’re in right now (without judgment or being condescending). When you start by resonating with them in a way that creates a “yes, that’s exactly how I feel” or “yes, that’s exactly my situation” response, then you’re on the right track.
Once they feel that you get them, they are so much more willing to listen to your solutions.
Example of talking about the solution first:
Get fit with our unique weight-loss program!
(Triggers no feeling)
Example of talking about their situation/problem first:
Do you feel tired of the never-ending battle with food?
You want to be in charge, but get stuck and fall back to old habits?
(Triggers an emotional “yes” response, which is what will make them keep reading)
2. More talk about them than you
I see quite a few websites where so many sentences start with “I” or “We”. Try to change some sentences to start with “you”. It will make your visitors feel you are talking directly to them, and that you’re not only interested in telling them about you and your stuff.
Example of talking in “I”:
I have programs helping people with business growth and increasing their client base. I support my clients every step of the way to achieving their goals.
(sounds nice’ish, but it easily feels like their client is someone else and not you as the reader)
Example of changing the sentence to talking in “you”:
You want to grow your business, and get more clients quickly. It’s possible! With an expert fully dedicated to your success every step of the way, you will reach your goals with motivation and clarity.
(sounds like you really talk directly to your website visitor)
3. Your own natural speaking language
Speak as you would speak if the person was in front of you, instead of trying to sound (too) professional. Avoid talking about yourself in the third person or pretending you are a team when you are not. It only creates a distance between you and your website visitors.
Example of professional corporate words:
Our business is focused on the success of our clients, and we take pride in the quality of our services.
(Sounds distant; the client is “someone else” than you)
Example of talking in our own words:
What you want is to achieve your goals and dreams. My goal is to help you achieve them. You get a 100% personalized service, and I go with you step by step on your journey to achieve them.
(Sounds more personal and directed at the reader)
4. A clear plan to guide your visitors through your coaching website
Know what they need to know, and in which order, and effortlessly guide them on their journey.
After visiting your homepage, what is the next thing they may want to read about (hint: your about page)? Then if there’s interest, they move on either to your Service page or Contact page. Present your content in the order that would make the most sense for your visitor.
5. Call to Actions
Once you have a clear plan for the ideal path of your website visitors, the Call to Actions are your most helpful tool.
People are often not willing to spend time figuring out where to find information on their own. You gotta tell them what to do next and give them the link or button right there and then, otherwise, it’s likely that they’ll do nothing.
Adding Call to Actions throughout your site is easy, and makes a difference both for you and your website visitor.
Need some inspiration or support while implementing these points? Join my good-vibe Biz Ladies community: Web Design for Coaches – Build and Boost Your Website & Online Business.
Did you have any of the above points in place? And do you plan changes to your website? Share with us in the comments below!