If you're planning your first website, or redoing your current one to take it to the next level, but stuck because of all the contradictory information out there, today's article is for you.
It contains only 5 essential "must dos" for your site, and helps you understand that the point of your website is to truly reflect who you are. A relief? I bet!
Also in today's issue is information about the next sections of the TeleClass called Winning Websites for coaches, led by Dave Buck. Word has it that taking this course leads to new clients! Details below.
Happy Reading,
Andrea Lee GM, CoachVille
A website can best help you fill your practice if you understand the 5 marketing rules about an effective home page... There are a lot of experts who will tell you very different things about what you should, and shouldn't, have on your home page and on your website.
And, you know what? Most of these experts ARE correct because there are so many proven ways to set up your home page and website. True, some designs work better than others, but some of the not too pretty websites do a great job of funneling clients to coaches.
That said, there are a couple of marketing rules that will help to increase your conversion rate, regardless of how you've set up your home page to look and feel.
Rule #1: Your home page needs to...Orient the focus of your home page to be on the visitor and the situation(s) they are facing...
It may be tempting to have a website that explains what coaching is and describes who you are and what you do. But, please resist that temptation. Remember, the visitor doesn't really care about coaching per se. What they really want is a solution to their problem or a strategy to get what they most want right now in their life. Yes, you and your credentials and all that are very important, but first appeal to what's on the mind of the visitor. Start there and weave everything else around that.
Rule #2: Your home page needs to...Easily answer these 3 questions...
1. Do you understand me? Do you understand what's important to me? Do you understand what makes me tick? Do you understand what I need right now? Do you understand how unique I am? Do you understand how I make buying decisions?
2. Do you offer what I need? In other words, make sure what you offer is incredibly clear and specific. Remember, they are NOT buying coaching. They are buying a supportive partner, a solution, a strategy and/or an expert.
3. Do I like you? Given how personal coaching is, you are the product that visitors are buy, not coaching itself. (What's coaching without the coach?) Make sure the tone of your site is friendly, believable and you.Rule #3: Your home page needs to...Demonstrate your expertise in some compelling way.At some point along the visitors buying process, they are going to be looking for how expert or credible YOU are. (Not coaching itself; rather, you.)
There are several ways to demonstrate/evidence your expertise.
1. Testimonials (specifically describing outcomes)
2. Situational Solutions (top tens, expert topical articles)
3. Credentials, degrees, designations, newspaper articles
4. Case studies and solutions5. Menu of situations/goals that you're an expert in
Rule #4: Your home page needs to...Make it impossible for the visitor to say no to at least one thing you are offering.
An information rich website is a wonderful thing, but if it doesn't get the visitor to take at least one action, then your site might as well hang at a gallery for all the good it will do you. Okay, so that's a bit overstated, but the point here is to guide EVERY visitor to take at least one step in your direction.
Examples:
1. To give you their email address for follow up.
2. To call you for a free session.
3. To sign up for a free TeleClass
4. To buy/get for free your ebook.
5. To take a free assessment.
90% of folks won't hire you on the spot right after visiting your site (although 10% will...), so you'll need to find ways to bring the two of you closer and closer until they are ready to buy your coaching services. The list of 5 above are proven examples of what works in this regard.
Rule #5: Your home page needs to...Fully reflect your personality and style.
It may be tempting to just have a 'traditional' website that won't turn anyone off, but as 10,000 coaches all get websites, it behooves you to design a site that reflects you, your favorite colors, personality, style and priorities. After all, the visitor is hiring YOU, not a coaching service. The better they get a sense of who you are, the easier they'll be able to hire you. Sure, your 'fully expressed' site won't appeal to everyone and you may even turn some folks off, but the visitors who find your approach/site appealing will convert at a very high rate.
Don't try to appeal to everyone.
Don't be bland.
Don't be safe.
Copyright 2002. Excerpted from the WInning Websites for Coaches TeleClass Program from CoachVille.com All rights reserved.
