Sometimes, website is the first point of contact with potential clients. At other times, it is where the trust is earned or where a visitor transforms into a prospect and ultimately a client.
Yet, despite their important role our websites play, it’s easy to fall into traps that can hinder our online success. Today, we’re diving into five common mistakes coaches make with their websites and how to sidestep them. Plus, keep an eye out for a bonus tip that’ll explain that the true value of a website lies far beyond just having a working, functional one. Still, this is where all good website begin. Let’s explore:
1. Underestimating the Power of a Strong Call-to-Action (CTA)
A compelling CTA is your website’s signpost, guiding visitors towards taking the next step. Whether it’s booking a discovery call, downloading a free guide, or subscribing to your newsletter, your CTA should be clear, concise, and impossible to ignore. Avoid vague language. Instead, use action-oriented phrases that convey the value visitors will receive by clicking. Place your CTAs strategically throughout your site, especially on landing pages and at the end of blog posts.
Hint: Try to minimize the number of different actions a visitor can take and instead focus on one particular next step
2. Lack of Clear Branding and Messaging on coaching websites
Your website is a reflection of your coaching brand. A common pitfall is not articulating clearly who you are, what you offer, and why you’re the best choice for your potential clients. This clarity starts with understanding your unique value proposition and weaving it into every aspect of your site, from the homepage to your about page. Use consistent language, tone, and visuals that resonate with your target audience, reinforcing your brand identity and making your message stick.
Hint: identify what makes you and your brand unique. Explore how you can incorporate your personal traits and values into your business.
3. Ignoring Website Speed and Performance
In our fast-paced digital world, patience is thin. While a slow website could still provide value and be successful, if it worked better, you’ll convert more visitors.
A slow-loading website can drive visitors away before they’ve even had a chance to see what you offer. Optimize images, minify CSS and JavaScript, and consider a reliable hosting provider to enhance your website’s speed.
Hint: Tools like Google’s PageSpeed Insights can help you assess your site’s performance and pinpoint areas for improvement.
4. Not Showcasing Testimonials and Success Stories
Testimonials and success stories are gold for building credibility and trust. Yet, many coaches underutilize this potent tool. Dedicate a section of your website to highlighting client testimonials and detailed case studies that showcase the transformations your coaching has facilitated. Use real names and photos (with permission) to add authenticity and connect emotionally with prospective clients.
Hint: Use video testimonials for an even greater trust.
5. Not Updating the Website
An outdated website can signal neglect, diminishing your credibility. Regular technical maintenance is key to ensuring your site remains secure, functional, and relevant. Schedule periodic reviews to update content, refresh design elements, and implement new features that enhance user experience. A current, well-maintained website reflects your professionalism and commitment to excellence.
Hint: Add web presence maintenance to your overall business plan and budget.
Bonus Tip: Integrating Your Website with the Customer Journey
Your website should be more than just a digital brochure – it should be an active participant in the customer journey. From informing visitors about your coaching philosophy to engaging them with valuable content and aiding in their conversion into clients, every element of your site should serve a purpose. Stay tuned for a dedicated post on crafting a website that seamlessly aligns with the customer journey, creating a cohesive and compelling path to engagement.
Building a website that resonates with potential clients and drives business growth doesn’t have to be a daunting task. By steering clear of these common mistakes and employing strategic best practices, you can create a digital presence that not only reflects your coaching brand’s essence but also actively contributes to your success.
Remember, your website is your online home – make it a place where clients are not only welcomed but are also compelled to stay and engage.
