MM #78: The 3 C's of Successful Web Sites

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2. FEATURE: The 3 C's of Successful Web Sites

When putting together a website, it can seem quite daunting, especially if you don’t come from an IT or marketing background. To help make this task a bit easier, here are a few pointers from a coaching call you can hear in Explode Your Practice:

Creating Content to Connect

Most coaching websites include information about what coaching is, how to contact the coach, and past successes. When writing copy for your first site though, think about the feeling you’d like to create as a prospective client reads through your content.

The goal is to make them feel comfortable as they get to know you and that they can trust you … sort of like you are chatting with them over a cup of coffee.

How much information you provide about yourself is up to you, but a few paragraphs on who you are, how you came to coaching and your personal philosophy on coaching is a good start.

You can also provide links to additional information such as your background, your certifications or other services you offer. By using this technique, you are less likely to overwhelm the prospective client.

Also, don’t forget to include a picture or two of yourself. Perhaps pick some that help to represent who you are as a person, your likes, your hobbies, and/or how you coach. These will not only “put a face to the name,” but also give the client some insight into your personality and whether they might enjoy working with you in a coaching relationship!

Collecting Information

What types of information should you collect and how much information? Basically, you can go about it in one of three different ways:

1. Email Only: offer a newsletter and collect only a person’s email address, and perhaps their first name (fast and easy to collect which may lead to higher response rates).

2. Detailed Information Only: create a form that a person has to complete asking for personal information, goals, what it means to be successful, how long they might be interested in being coached and how much they might be willing to pay for such services (more involved, but it can also be an effective tool for screening prospective clients). See here for an example.

3. Combination: offer a newsletter and collect only a person’s email address; follow-up with a page confirming their subscription and a request for additional information. If provided, they will receive an additional bonus gift (fast and easy to collect, but also allows for the opportunity to secure more detailed information if the person is willing).

Whichever way you go, it's good to have the support of an inexpensive programmer to set this all up.

Show a privacy policy prominently, and be up front about what they will receive i.e. don't offer a download and then add them to your newsletter without asking. A great system is to offer a free download, that comes with a complimentary newsletter subscription.

Communicating Niche

If you have defined your niche, explain it in language your clientele will understand and connect with. Then put it in a prominent place on your website. Make it easy for someone to learn about the type of people you work with and why. If you don’t have a well-defined niche yet, pick something that interests you, write up a paragraph or two about it and post it to your site. (In other words, at least pretend you have a focus area or specialty. People like to see focus. Before too long, you will be an expert in that area)

Who knows who might show up from that target market and if you find that you enjoy coaching them, even better … you may have just discovered your true calling.

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If you keep these pointers in mind, you will be well on your way towards creating a compelling and targeted website for your chosen niche. Good luck and happy writing!

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Take action on the 3 C's?

1. What do you have about you on your site? Is it connecting with your audience? If not, tweak your words, move them around, and add personable pictures.
2. Evaluate your way of collecting information about your prospective clients. Is it working for you? Would you like to experiment with any changes?
3. Ask some friends to look at your site and see if they can recognize your niche. If not, what can you add to your site to make your niche clearer?
4. Post the changes you will make at the blog for accountability.

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Want more? This, and 100 other topics are covered in more detail in the full Explode Your Practice CD set, available now.

Enjoy!