6 Big Questions Every Coaching Website Must Answer
Answering these six
important questions on your coaching website will provide the opportunity for
you to make a deep connection with potential clients in order to turn them into
paying clients.
If you want to convince prospects to hire you as their
coach, you’ll need to answer some very basic - but very critical - questions. Most coaching
websites don’t do this at all. Instead, these websites merely have contact
information, a summary of credentials, maybe a picture of the coach and perhaps
a simple list of services. Far from what you need to make a convincing case for
your services.
 Clear-cut answers to these questions
can make a big impression. Because coaching services aren’t
readily understood, and the value of coaching is often difficult to grasp,
answering these questions is a HUGE opportunity for a coach to make a deep
connection with potential clients - the kind of connection you need, in order
to turn them into paying clients.
Here are the
questions …
Question 1: What is this?
A common approach to
answering this is to say, “It’s coaching.” Labels in general don’t convey
much about any profession, including the coaching profession.
Another approach to answering this question is to try and explaining what you
do such as telling them you will hold them accountable to their actions and
will raise their awareness to identify opportunities. This method doesn’t have
much of an impact.
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A more tangible and exciting way to answer the “What is this?”
question is to phrase it in terms of what your prospect can clearly relate to:
their situation, their challenges, their pains, their desires, their goals -
factors that impact the client’s life.
Therefore, instead of saying: “I’m a business coach” or “I’m a
career coach,” try: “I help you get more clients and increase
sales” or “I help you get out of a dead end job and headed towards an
exciting career.” This is easier to understand and more exciting for
your prospects.
Question 2: Is this for
me?
There’s no reason for
a prospect to stick around if your website isn’t suitable for them.
To convince visitors
that your coaching is for them, you’ve got to demonstrate that you know who
they are; what they do, what their typical day is like, what challenges they
face… their thoughts, their pains, their joys.
If you show a prospect that you know them well, it leads them to assume,
“You can do this for ME.”
And this ties in with your niche. When you are specific about who you’ll work
with, the situation they’re in, the challenges they face and the goals they
want to achieve, it’s much easier to show that what you do is for them.
Don’t say: “I work with everyone.” Say: “I work with
professional men and women who are 20 years into their current career and want
to make a major direction change.”
If your niche is narrow, say: “I work with new mothers, aged 25 to 35, who
are working full time in suburban regions and are overwhelmed with the
responsibilities of being a mom, a wife and an income producer all at the same
time.”
Question 3: How does it
work?
By answering the
first two questions you’ve explained what you do and have shown that what you
offer is for them. Now, prospects will begin to wonder, “How does your
coaching work?”
Here’s where you can put a simple, easy-to-understand framework around what you
do, in order to show prospects how your services work AND how valuable they
are.
For example:
“At the core of my coaching program there are three critical stepsÂ
to success. They are:
1 - Define Your Intrinsic Goals - Intrinsic goals come from the heart. They are
goals that energize, excite and make you feel alive, thus making success more
likely.
2 - Remove Hidden Blockers - There are stoppers to your success that you are
not aware of. We need to dig them out and remove them. It’s like greasing the
slide to success.
3 - Take Actions with Energy - With blocks removed, clarity, and motivating
energy, you will make things happen - you will act.
Â
A solid framework, process or system also says that you are organized; that you
have a method. You have something that works. It satisfies the “How does
it work?” question and, again, it shows tremendous value.
Question 4: Will it work
for me?
Granted, you won’t
know for sure that anything works unless you try. But still, prospects have
this question and need it answered. And it’s another question that can
emphasize the value of your coaching services.
Show that you’ve helped others. Use testimonials that specifically touch upon
who you work with, the problems these clients have faced, and the results
they’re achieved. Be sure to spell out the results. For instance, instead of: “My
business is better,” clearly point out that: “My sales have doubled
in one year.”
What’s more, give prospects free information, such as an article on a topic
within your area of expertise, to help prove that your services do work.
Articles that show your clients how to solve their problems translates to
belief that you can solve their
problems.
And, of course, the proof is in the pudding: Offer a free session to try out
your coaching services. Whether in an individual, group or online format, a
good sampling helps prove that your coaching does and will work.
Question 5: Why should I
work with you?
Your prospect has
many options to choose from when it comes to solving their problems, including:
reading books, going to seminars and hiring other coaches/consultants or
professionals.
Here’s where you need to give them something “unique to you,” so that
when stacked up against all the other options, a prospect can see that your
services are different, and better.
Some examples:
> You work with a select group, like owners of diners in New York City.
> You have survived cancer (or have had a similar challenge to your
audience).
> You’ve been coaching for 30 years.
And, as you explain your differentiation, emphasize the value:
Â
> You work with a select group, owners of diners in New York City - and
because of that you know it takes to get local New Yorkers to come in and eat.
> You have survived cancer and know the pain, struggles and challenges that
accompany it first-hand.
> You’ve been coaching for 30 years and have accumulated more than 35
different techniques and used them with more than 2000 people, to help them
succeed.
Point out your uniqueness, and explain why it’s valuable.
Â
Question 6: What do I do next?
Up to this point in your website, your prospect should be very excited about
working with you - and about a brighter future. You need to lead them on to the
next logical step.
For many coaches seeking new clients, this is often a request from the client
for a free coaching session. It could also be a free tele-class or qualifying
assessment.
Whatever next step you choose, make sure it’s very obvious and visually
dominant. Make sure it’s clear and explain what will happen when a prospect
takes the next step.
For example, if you do a free session, let them know when you will get back to
them, how to schedule the appointment, what obligations they face, how the
session will be conducted, and the duration.
By taking a leadership role, you - the coach - will and lead your website
visitor to their success - and to your growing client base.
In conclusion …
You
need to answer key questions in your visitors’ minds, in order to help them
make the decision of whether to hire you as their coach. Take advantage of this
opportunity by giving clear , easy-to-understand answers and emphasizing the
value you have to offer. It will help you get more clients.
About the author
Kenn
Schroder helps coaches who are struggling to attract clients. He provides web
design, web marketing and search engine optimization to help you build a
client-attracting coaching website. Get your FREE
report and FREE newsletter to help
you build a practice full of clients. http://www.CoachingSitesThatWork.com
Tags: business coach, career coach, Challenges, coaching services, convincing case, credentials, critical questions, dead end job, desires, labels, phrase, profession, prospects
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