This Kind Of Website Gets You More Clients
… If your website isn’t bringing you new coaching clients, it’s probably the wrong kind. Here’s how to know for sure ...
Picture this …
You’re at a party and start talking to someone you’ve never met before. When you tell her about your work and how you help people reach their health goals, she suddenly lights up.
Turns out she’s looking for someone just like you!
You amaze her by telling her the real reason people have the problem, and why the things they try don’t help. Then you tell her about your approach and why it works so well. She’s excited and asks for your website URL.
How would you respond?
“Sure! Here it is.” (You know your site makes you stand out and shows people why you’re the best coach for them.)
“Well, okay.” (You cringe.) “But it’s kinda old and needs a refresh.”
“Website? I don’t have a website. Best way to find out more about me is to follow me on Instagram.”
If you thought #1, congratulations! You’re in a tiny minority.
If you chose #2 or #3, don’t worry. I’m here to help. I’ll be focusing a lot on websites in the coming weeks so you can get yours in great shape for the New Year. (Which, incidentally, is the best time of year for health coaches to get new clients.)
I’ve also got websites on my mind because I’m updating mine.
In case you’re new to me, I help health professionals build a business they love and that gives them the freedom to work on their own terms.
That could mean having more time to spend with their families, doing more in their communities, going on “mini-relocations” where they can spend a couple of months in another part of the world, or something else entirely.
When I left the corporate world 8 years ago, my goal was to create a successful business I could do from anywhere. I now spend 2-3 months a year overseas, mostly in France. So my new site will have lots of pictures of my life in France.
It’s important that your site gives people a sense of who you are and what’s important to you. But there’s a lot more to it than that.
Your website is one of the 2 most valuable marketing assets you can create for your business.
Or at least is should be. But for that, it needs to be the right kind of website. And in my book, that means one that does a great job bringing you more clients.
Unfortunately, many coaches have websites that may look pretty, but won’t help them grow their business. In fact, after reviewing hundreds of websites, I can tell you that many of them cost the coach clients.
One of the problems is the coach doesn’t have the right kind of website for the business they want to build.
The 2 Types of Health Coach Websites
There are 2 types of health coach websites. The one that’s right for you depends on the type of business you want to build. Let’s go through each of them.
1. The Online Brochure Website
If you imagine the kind of glossy trifold brochure you get when you go to a practitioner’s office, like a chiropractor or massage therapist, you’ll get an idea of what the online brochure website looks like.
It usually features the coach and often talks about their qualifications, their story, their services, and perhaps their philosophy or “mission.”
Some online brochure sites look like beautiful magazine spreads. They may have gorgeous photos of things like smoothies, fruits and vegetables, or natural environments.
Yes, they are gorgeous. The downside is they don’t do a great job helping the coach build their business.
The online brochure site can be a beautiful showpiece. And it can work great under certain circumstances. For example, it may be perfect if the coach:
Gets enough clients through referrals and networking
Wants to be a “generalist”
Isn’t interested in scaling their business
Has income flexibility. (In other words, health coaching may be more of a passion project versus their bread and butter to pay the bills and plan for their retirement)
Is already established and has a strong following
2. The Lead-Generating Website
The lead-generating website serves a very different purpose. It’s designed to position you as the obvious best choice for your dream clients. When it’s done well, it’s like having your own, personal marketing department that brings you new client leads around the clock.
One of the things that’s different about this kind of site is that it taps into buyer psychology. It’s written in a way that attracts right-fit people and gets them excited about working with you. So it’s great for coaches who don’t like the idea of “selling.”
This type of site is best for you if you:
Want a website that will attract people who want to work with you
Want to build a profitable health coaching business that can be your primary (or only) source of income
Want to be known for creating a powerful transformation for the people you coach
Want to scale all or part of your business (instead of just trading dollars for hours)
So before you build or refresh your website, decide which kind of site will work best for the business you want to build. That way you won’t waste time and money building the wrong kind of website and end up frustrated that it isn’t doing what you want it to do.
Now in case you were wondering, the other key marketing asset is a webinar. I’ll be talking about that more in an upcoming article.
Okay, I have a question for you. Would you be interested in a workshop that shows you how to create a powerful lead-generating website? Let me know in the comments!