Coaching Websites - 7 Mistakes that Hurt Client Attraction

3/28/2007
by Kenn Schroder

You are a coach who wants to fill your practice with clients. You need credibility to bring clients your way. You need a professional image to attract. You need to get the word out about your services to get seen by potentials. A website - the right website - can be a great tool to help you do this.

Below are seven website mistakes that prevent potential coachees from being drawn to you. If you can get past these pitfalls, you will increase your client base dramatically.

--> 1. Not advertising your website.

Not having a plan for getting your website seen is what I call "ad mentality" or the "build-it-and-they-will-come wishful thinking."

Unfortunately, people don't browse websites the same way they view ads on a roadside billboard or in a newspaper. People won't come across your website merely because it exists. You need to do something to get eyeballs in front of your site.

The bottom line? No eyeballs, no attraction.

--> 2. Not giving potential visitors a reason to visit your site.

Even if you get your website name out there - like mentioning it in networking groups or posting an article in a publication - people still won't go to your site unless there's a good, motivating and compelling reason to do so. After all, it takes work to get to a website:

• You need to find time (a scarcity);
• You need to turn on your computer, recall the web address (seems no one has good memory these days);
• You need to type it in (correctly!);
• You need to wait for the information to load (if it does at all);
• You need to dodge distractions like email and text messages;
• Then, after all of that, your website needs to be easy and interesting to read.

Whew! That's a lot of work to just "check out a website" - which is why most websites don't get checked out.

To get people to your website, there must be a highly compelling reason, such as a valuable - and FREE - article discussing your target audience's problems.

The bottom line? No reason to go to your website, no attraction.

--> 3. Having no "call to action" on your site.

Let's say you get people to visit your website. If you did it right, your content increased a potential client's desire to hire you as a coach. But even if a client is motivated to work with you, if you don't tell them what to do next, many will do nothing or, at the very least, get hopelessly distracted.

You as the coach must lead the potential client on to some specific action step: an information-request form to fill out; an invitation to exchange emails; a one-on-one chat. Something that leads the potential client directly to YOU.

The bottom line? Not leading visitors to action reduces your attraction.

--> 4. Not having a niche.

This problem stems deeper and wreaks more havoc on your practice than just about any other issue, but, for now, let's focus on your website. If you don't have a niche - i.e., a specific audience you're targeting - your message ends up weak.

Without a niche focus, you end up sending a general message to a general audience. For instance: "I can help you get rid of your frustrations, challenges and problems!" or "I can help you achieve success, inner peace, and reach goals." All great stuff, but it doesn't turn heads. It also doesn't grab attention. It's fluffy and generic.

Instead, a statement that targets and addresses a specific audience's needs is the way to go. For example, a restauranteur would open his eyes to: "Take your failing restaurant and turn it into the hottest spot in town!" You don't need to turn many heads to keep you busy forever - just a select few - your niche.

The bottom line? No niche, no easy attraction.

--> 5. The Wizard of Oz Effect - Hiding behind the curtain.

Another mistake that hurts your attraction factor is not connecting with your visitors. Since you are the coach that they will be discussing sensitive issues with, they will need to trust and like you.

But many coaches seem to be hiding behind a heavy velvet curtain. Many don't reveal anything significant about themselves. They don't have their photo on their website, or greet their cyber visitors when they arrive. In short, they don't reveal anything a visitor can connect to on a deep or meaningful level with the coach. It's all smoke and mirrors.

The bottom line? No one to connect to, no one to get attracted to.

--> 6. Not answering questions.

Your prospective clients have questions they want answered, such as: "How do you work?"; "What are your coaching fees?"; "Who else have you helped?"; and "What can you do for me?" If you aren't able answer these questions on your website, clearly and confidently, it leaves doubt and confusion in the eyes of your potential clients.

That doesn't bring people to you.

The bottom line? Unanswered questions leave holes in your presentation - unattractive.

--> 7. Not helping the visitor "Feel the Value."

Many coach websites will present dry, non-motivating material, such as details of their coaching services, the coaching methods they employ, the "processes" and intricacies that make them tick. While this is all useful and important information, it doesn't help visitors feel the value. The value they want to "feel" is the elimination of pain and the joy of success.

The bottom line? Feeling your value attracts clients to you.

Your website can be a powerful attraction tool for building your client base. Address the above points on your website and you will boost your magnetism significantly.

In the end, you will find more clients.

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