3 Keys to a Coaching Website That Attracts Clients

Posted on: 06 Feb 2020

Kenn Shroder



In lead up to the Make your Website Work Peer Coaching Round, professional website designer for coaches, Kenn Schroder, shares some tips for tweaking your coaching website to attract more clients…



For most coaches, the first goal on their business journey is getting to a full list of clients. An awesome goal!

They typically want 5-10 ongoing clients that pay a worthwhile fee so the coach can either add income to the household, go part-time in a less desirable job, or completely shift into coaching full time.

The first order of business for many is to get their websites up and running. The goal is to look professional so that potential clients can see the.

In reviewing over 1,000 websites in the last ten years, the reality is that most coach websites are messy (unprofessional) and never generate a single lead. It’s a total bummer when you spend a lot of time and fork over hard-earned cash to end up with a website that doesn’t do much.

To avoid making another boring coaching website that sucks up your time and does nothing but gather cyber-dust, here are three essential keys to creating a coaching site that works.


1. Focus your content on the visitor’s interests.


Too many coaching websites try to explain coaching and why it works. They talk about modalities, competencies, and techniques like goal-setting, accountability, and awareness.

While these things can be interesting, they don’t get visitors excited. They don’t get them emotionally charged to contact you to discuss hiring you.

A better move is to think more about the worries, struggles, desires, and wants that your clients have. It’s what coaching can bring or resolve.

Are your clients overwhelmed and stressed at work? Do they need help getting focused and productive? If so, then write about that on your website.

Are your visitors highly dissatisfied with their lives? Are they feeling a painful emptiness and lack meaning? Perhaps they need support to find worthwhile, fulfilling endeavors? Then, include this on your site.

Are they struggling to succeed in a new leadership role at work? Or perhaps they need to relate better with coworkers? Then, mention these struggles in your content.

Kenn’s Secret Move: Try eliminating the word “coaching” from your website and see if it still reads well. If not, it’s a good idea to look closer to what your clients are facing.


2. Build your credibility high.


As explained in the first point, focussing on visitor’s interests will do a lot to build your credibility. It shows you understand your clients and the value that highly.

Also, the following are tried-n-true ways to bolster up your image as a success catalyst:

* Sharin success stories of others who you have helped.
* Telling your personal story of overcoming challenges.
* Outlining a system, process, or approach that you use to help your clients. Like a real pro, you’ve got a “method to the madness.'”
* Being genuine, honest, and present in your writing voice conveys confidence that draws people to you.
* Publishing educational articles, well-written blogs, and videos.

Just think about the gurus, thought leaders, authors, and bloggers you trust and follow. Haven’t they exhibited much of the above?


3. Call visitors to action.


Visitors to your website want to start making changes towards a better future. They want to overcome struggles and realize important goals.

And to do that, taking action is necessary.

For most coaches, the big step they want visitors to take is to request a call. This step can be performed by sending an email, filling out a form, or choosing a time in an online scheduler.

A close second call-to-action would be to get onto your email list for continued contact. This strategy can result in more clients over time, but it does require more work to pull off.

But, whatever invitation you make to visitors, it must be clear, prominent, and worthwhile.