Help, Hope and Hype

If you're a coach and you haven't yet seen the results you're expecting from your website yet, it's possibly because you're offering help and hope for their business and themselves, without offering any kind of marketing or sales enthusiasm, hiding your contact information or timidly calling people to action.

If this is because you're hesitant to come across too strong, I don't blame you.

People who visit your website have probably seen it all before online. They've seen the hype, the outrageous claims, the guarantees, the promises, and frankly, most of these folks are jaded. They don't know what to believe anymore. The sales letters that worked last year aren't working anymore, because of increased skepticism and the law of diminishing returns.

We're all witnessing a constant evolution of what the Internet is and isn't, what marketing claims are ok to make and what are out of line, especially in the coaching industry.

Whether you're a life coach, a business coach, a speaker, an author, a mentor or all of the above, your website needs to walk a tightrope between being professional enough to hold your credibility and reputation intact, and sales-focused enough to have a competitive edge and bring in more clients.

I just Googled the term "life coaches" and came up with 1,470,000 results. Your competition isn't just all the other solo entrepreneur life coaches, but it's also the big names out there who have teams of coaches on staff.

As a result, your website copy needs to be very strong to hold their attention and compete effectively. But not only that, your niche has to be in-demand enough to gain widespread notice, but specialized enough to make your services truly unique. After all, you probably sacrificed and took risks to get into this business, and you should start seeing an exponential return if you're not already.

Take a good long look at your current website, examine your traffic to see how many unique visits you're receiving, and try to get a handle on what makes your website visitors unique. Why did they come to you and not someone else? How long did they spend on your site before clicking away, and why did they click away without contacting you?

Your site has to constantly evolve to keep pace with the Internet's perpetually changing landscape. Keep the content fresh, add audio, even video, grab the visitor and lead them along the path to hiring you, instead of just showing them the equivalent of an online brochure.

I want to see you succeed. If you'd like some help just send over an email and we'll set up a time to talk.

Until next time...

Andy O'Bryan