How To Turn Website Visitors Into Clients
Because if your website doesn’t bring you new coaching clients, there's no point in having one
Imagine waking up to new calls booked on your calendar every morning… each one a prospective client eager to talk to you.
And imagine if they were practically pre-sold on the idea of working with you.
Well if you do the 3 things I’m going to cover in this article, there’s a good chance you can make that a reality.
The truth is, most of the sites I see don’t make a point of attracting the right people. They don’t make the site visitor feel like they’ve found their dream coach. And they probably won’t keep people on them for more than a few seconds!
I covered how to change all of that in my recent article, The 4 Questions Your Website Homepage Must Answer. (I’ll put a link to it at the bottom of this article.)
In case you haven’t read that article yet, here’s a quick recap of the 4 questions…
Can you solve the problem I have?
Why can you get me results when nothing else has worked?
How will you get me results?
How will I benefit from working with you?
If you do a good job answering those 4 questions on your homepage, your site visitors will want to spend more time reading about you. And you’ll have a much better chance of getting them interested in taking the next step with you.
So the next thing you should do is invite them to book a “discovery call,” right?
No. That’s probably not a good idea.
The last thing you want is to waste your valuable time speaking to someone who won’t be a good fit. That’s why discovery calls aren’t the best way to go (especially if you sell a high-ticket coaching program).
And unless you love the idea of cold-calling, and are really good at selling, it’s better to warm people up before they get on a call with you. That way you can use the call to determine if they’re a good fit for you.
Because it’s not just about them choosing you… it’s also about you choosing them. (Just like on The Bachelor 😉)
Better yet, you want to warm them up and get them so excited about you that they’re ready to pull out their credit card before you’ve even said “hello!”
And I have 3 ways to help you do that…
3 Ways To Make People Desperate To Work With You
1. Show people you’re the obvious choice to help them with their problem
Your marketing should show people why you’re the best coach for them. And the best way to do that is to go deeper into the 4 questions… particularly question #2 –– Why you can get them results when nothing else has worked.
But your website isn’t the best place to take a deep dive into that. Instead, you want to have something on your website that invites them to take a micro-step with you to find out more.
The typical advice is to give people a lead magnet they can opt in for and download, like a quick checklist or a “cheat sheet.” But that’s entry-level marketing (in my opinion).
Instead, I recommend a well-crafted webinar… one that does 3 important things:
Changes people’s perspective about the problem they have
Helps them see why the things they’ve tried to solve their problem haven’t worked
Positions you as the expert who will finally help them achieve the results they’re looking for
A webinar basically pre-sells you. So by the time they get on a call with you, they’re already excited about working with you!
That turns a “discovery” call into a “tell me how I can work with you” call.
2. Keep fanning the flames
A well-crafted webinar will get you calls. But I’d be lying if I told you that’s all you need.
It’s true that some people will be ready to jump on board right away. Those are the fast action takers.
But there’s a larger percentage of people who need more time. This is where “buyer biology” comes into play. (I went into more detail about that in another article I wrote. I’ll put a link to it below.)
In short, only a small percentage of people will be fast action takers. The rest need more time.
That’s why one of the most important things you must do is build an email list. So you need to ask people to opt in to watch your webinar so you can get their email address.
Then you fan the flames by sending your lists emails. You need to nurture them every week. (I’m going to tell you all about nurturing your email list in next week’s article.)
Now let’s get to the third way to make people desperate to work with you…
3. Use the 7-11-4 rule to create celebrity
A few weeks ago, I was in a waiting room at a doctor’s office. While I was waiting to be called, I picked up the copy of People Magazine that was on the table.
I flipped through the pages, but barely recognized anyone in the magazine!
That really isn’t surprising since I don’t follow pop culture. I could be sitting next to someone who’s considered a huge celebrity and have no idea who they are.
That’s because “celebrity” is contextual.
And that’s great news for you because it means you can create your own celebrity. The way to do it is by following the 7-11-4 rule.
According to the 7-11-4 rule, a person will consider you a celebrity in your field once they…
Spend 7 hours engaging with your content
Interact with you across 11 touch points. (Social media posts, ads, emails, workshops, phone calls, webinars, etc.)
See your content in 4 locations, such as your website, social media platforms, and emails
It might sound like a lot, but if you implement what this article covers, you’ll be well on your way to becoming a celebrity to your list!
✅ You’ll be in 3 locations (your website, webinar, and email)
✅ You’ll get the touch points and hours in by sending them more emails
✅ And if you add a blog (or Substack!) to the mix, you’ll hit the number even faster!
Where Coaches Go Wrong
Here’s a story you might relate to…
I was on a call with a group of health & wellness coaches the day I was writing this. It was a coaching call to help them with their email marketing. One of the coaches told me she was getting really frustrated sending emails to her list.
“I almost never hear back from them, so what’s the point?” she said.
I told her stopping would be a mistake.
There could be a variety of reasons why she hasn’t heard from people on her list yet.
Maybe the timing isn’t right for the person to want to reach out to her…
Maybe their problem isn’t bad enough yet…
Or maybe they’re still checking her out (the 7-11-4 rule is at play)...
So there IS a point in emailing your list, even if it seems like you’re writing into the void.
I know how this coach feels because I’ve been there myself. Like most people who do their own writing, I put a lot of time and thought into creating my emails, articles, and any other content I create. And it can feel discouraging when you don’t know if your content resonates with people.
That’s why I now make a point to give content a like if I enjoyed it or got some value from it. And if I really liked it, I’ll leave a quick comment. (And if you feel so moved to like or comment on this, I’d deeply appreciate it!)
In next week’s article, I’m going to tell you all about when and how to email your list.
Before I go, here links to the 2 articles I mentioned in this post:
Love this!!
Great advice Nicole. I've heard some of this before, but you really make it succinct.