It doesn't matter whether you've invested in getting a website built for your coaching business, or you built it yourself - don't launch it then leave it!
Your coaching website won't work for your business if you spend your time/money on getting it launched, and then maybe log into it a couple times a year to do some updates.
Websites aren't really supposed to be static. A good coaching website should grow and evolve with you and your business.
From this point on, I'm going to assume that your goal is to convert visitors to your website into leads, and hopefully clients.
If your goal at this point in your coaching business is simply to get traffic to your website in the first place, stay tuned for a link to an upcoming post!
How do I make my coaching website convert?
Photos of yourself (ideally professional ones)
If people are doing business with you, then get your mugshot on there. Coaching is a service where as a potential client, I might be sharing a lot with you about my personal life, hopes, dreams and fears. That makes me feel pretty vulnerable, so I wanna find out as much as I can about you before I initiate the conversation with you, so I feel confident you can help me.
Professional photos don't need to cost a great deal either - many photographers offer business headshot packages etc for very reasonable prices. As your business grows, you could consider more photos showing you 'on the job' in some way.
Clear Contact Details
What's the best way for a potential customer to get in touch with you if they are interested in working with you? Phone? Email? Messenger?
Whatever the best way is, make sure it's prominent on your website. For example, if it's by phone, get your phone number in your website header so it's on every page. If it's email, you might have your contact links set so that it automatically opens a draft email to you when the user clicks on it.
Have you got a contact form on your website? Make sure it works if so! A common mishap is either not setting an email address to send form submissions to, or changing your email address but not in the form settings, so entries get sent to an old email address.
While we're on the subject of email addresses, make sure you have a professional one. Gmail.com or hotmail.com aren't going to cut it for a professional coaching business.
I always recommend that email is hosted separately to your website - mainly because dedicated email hosting works sooo much better than emails being tacked on to website hosting. You can also move your website and not have to worry about losing emails off the same server.
We've got to the point now where I kinda hope this doesn't still need saying - but there are still sites out there which are dud on mobile/tablet.
If you get website traffic from social media for example, then a lot of people will be looking at your website on mobile. Make sure it's as good experience as on a laptop or computer.
Performance and Speed
The speed in which your website pages load matters a lot - from slow loading times putting people off and potentially trying elsewhere, to Google considering it in its ranking factors.
There are a number of different things that can slow your site down, but one of the main culprits is often the images used on your website pages.
To minimise the impact that images have on your loading time, consider...
- Thinking about the size of the images you're uploading in relation to the size they are going to be displayed - obviously you don't want them too small a size where they'll be stretched and distort the image, but equally you don't want to be uploading a massively-sized image which is just going to be displayed at 600x400 on the website.
- From this, you can either resize images using editing software, or if you have a WordPress site, use the image editing tools to resize any previously uploaded images that can be sized down.
- Use an image compression/optimisation plugin - my favourite image plugin for WordPress is Smush by WPMU DEV - using this can really reduce the file size of both existing images and new ones on upload, whilst preserving the image quality.
Booking software is a really useful tool if you're starting to automate parts of your coaching business - rather than back and forth emails/messages about what time to schedule a meeting or consultation call, you can simply either link to third-party booking software from your website, or use a booking calendar that embeds on your website.
Get clear on what you need before purchasing though - some are literally booking calendars (so just display appointments/events on a calendar); and some will allow customers to choose and book an available timeslot.
A great tool to start with is Calendly.
Check your Analytics
Making sure your website is converting is, just like the website itself, not a 'set and forget' process, but an ongoing one of testing and tweaking.
Checking your website analytics regularly (using software like Google Analytics) to have a look at the behaviour of your website visitors can give some great insights into what's working, and where you might need to look at making changes.
This is another part of building the know, like, trust factor...if you cover the exact steps a client takes from first contacting you through onboarding, working with you and then any aftercare you provide, it's going to help reassure them that they will be in safe hands.
Be Clear On Benefits
Coaching, like a lot of service businesses, is something where it's easy to list the details of your packages or process, and write about what you do - but remember to really focus on getting across what benefits someone could experience when working with you.
Answering Questions and Problems
If you've read or listened to some of my other content then you may have heard me mention that studies have shown that 70% of the buying decision takes place before someone even contacts you. 70%!
This means that in all likelihood, a potential client is going to be having a good look around your website before making the decision on whether to call/email you.
Something you can do to influence that buying decision is by providing answers to common blocks that may prevent someone from contacting you; and also by providing solutions to common problems that people interested in working with you might have.
For example, the classic one is cost. Many coaches (and other businesses too) avoid putting their prices on their website, which can be understandable if the price is dependant on a number of factors.
However, from a potential client's point of view, it can be frustrating as most people realistically want an idea of how much something costs before committing to a 1:1 call for example.
A good piece of content about how much xx-type of coaching costs might cover what the lowest and highest costs are in the industry, where your costs fit in that spectrum, and what sort of things would increase or decrease that cost (as well as talking about the benefits and problems your service solves too!)
The more questions you can answer via your website, the more it comes across as that you've already considered the potential client and how you can solve their specific problems. It also helps towards being seen as experienced in what you do.
Clear Calls To Action
Make sure each page on your website has a clear call to action at the bottom - this will be different depending on what page it is.
For example, a page about your 1:1 services may have a call to action at the bottom asking the website visitor to book a consulation call; a blog post may have a call to action at the bottom to either sign up to the mailing list or join a Facebook Community.
Make sure there aren't various calls to action on the same page or you'll confuse people into what to do next!
These are really useful to have on your website as social proof, and can help build the know, like, trust factor for people who are new to you and in the consideration stage of whether to contact you.
Client stories can be particularly useful in cases where you can show what problem they had before working with you and how that problem was overcome through working with you; potential clients with similar struggles then have an easier way of seeing how exactly you can help them and what kind of outcomes they could expect.
Use Different Types of Content
Written content is great for your website, and for your website's search engine rankings. But not everyone enjoys or has time to read large passages of text!
Consider you potential client and what type of content they are likely to consume. If they are always on the go for example, you could try audio content in the form of a podcast so they can listen.
If you know they value 'how-tos' or tutorials visually then try recording a series of videos answering questions and problems.
Keep It Regular
Although this sounds like the simplest thing on the list, it's probably the hardest. We all have ebbs and flows of energy within our lives and our businesses - if you're like me and you also pull in the feminine/moon cycles into that, it can be difficult to get stuff out there consistently but actually tech can help us with that.
Take a look at this video where I'm sharing a few ideas to get your creations out there on a more consistent schedule when you work on a more cyclical one.
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