As a professional coach, you’d like to spend most of your time helping others. That’s why you chose this profession and it’s where you shine brightest.
Do you feel like you’re missing out on great coaching clients because people don’t know about you and your consulting services?
Are you certain you could make a positive difference in people’s lives if only they’d come to you for help?
The reality is the only way you can spend more time coaching is if you spend more time marketing. Like any personal service, you have to put yourself out there so that when someone has a need, you’re the name that springs to mind.
The good news is marketing doesn’t have to be all-encompassing. And it doesn’t mean putting yourself in the uncomfortable role of sales person. You can use your website to act as your surrogate seller. And it can be every bit as tactful and engaging as you are!
If you’re a coach, consultant, trainer or speaker starting a new business or looking to take your current practice to the next level, your website could be the most important marketing tool you use to achieve success. Word-of-mouth referrals is a tried-and-true process for building a business, but in today’s highly competitive market, it’s just not enough.
If you could turn your website into a lead-generating machine, it would enable you to:
A website crafted by a professional copywriter and web designer will give you credibility in the eyes of prospective clients. When people search the web, they’re seeking a solution to a problem they have.
To be that solution, your copy needs to tell the world who you are and what special gifts you bring to the table.
A well-written website should differentiate you from competitor consultants. It should present your credentials and your coaching or training philosophy.
By explaining what you do best, you’ll attract prospects who are a good fit for your services. And you’ll also make your current customers aware of the full range of your capabilities.
Perhaps up until now, most of your clients have been people you’ve known personally or referrals from your network.
Or maybe most of your consulting clients have been local, in or near your own city.
Now imagine what you could achieve if you had national, or even international, exposure. Think how much you could grow your business if you could be found by people needing coaching or training from anywhere in the world.
You already know you can service these people by using Skype or a similar video conferencing service, further supported by phone and email. So why not broaden your horizon?
Every type of coach needs a website:
Corporate trainers and professional speakers fall into this category as well. No matter where your teaching talents lie, a well-written and well-designed website can give you the global exposure you need to take your coaching/consulting business to the next level.
One of the reasons many coaches choose to work with a professional copywriter is to succeed with SEO. SEO stands for Search Engine Optimization. If you want people to find your website, you need to write your content in a way that allows Google to favor your site in search results.
A professional copywriter knows what factors Google and other search engines consider when determining the rank for a site. You can get on that first or second page with the right content. And that’s the type of free advertising that could make your business an awe-inspiring success.
What should you put on your website? The best copy is written from the reader’s viewpoint. It answers the question on every visitor’s mind, “What’s in it for me?”
Focus on the benefits clients will attain from working with you as a consultant or trainer. Tell them how, using your coaching abilities, you can help them to:
Your prospects should understand that as a coach you’re not going to “fix” them, but you will help them navigate toward a more engaged, successful and satisfying future.
What’s holding prospects back from contacting you? After all, doesn’t everyone want the promise of a better future?
Here’s where you get into the features. You answer the logistical questions that might be on their mind.
Explain how your coaching is delivered. Do you prefer to meet one-on-one with clients in your office, schedule telephone sessions, or use a video-call tool like Skype?
Mention the total length of a typical coaching engagement, how frequently you should and for approximately how long and how long your sessions are.
Talk about your style of coaching and what your clients are expected to do. Explain how you will hold them accountable and challenge them to grow in ways that may feel uncomfortable.
Describe the perfect client so prospects can determine if they’re a good fit.
What are your prospects afraid of? Why are they hesitant to commit to coaching?
You can alleviate their fears and help them look upon your services in a positive light by speaking to the most common objections.
For example, if money is a chief concern, mention your affordability and flexible payment plans.
If fear of having others find out about their problems is on their mind, then discuss your discretion and promise confidentiality.
You may have found that some prospects are concerned that professional coaching is spiritual and relies on premises like “harnessing the energy in the universe.” While that may be appealing to some, it can also be an incorrect pre-conceived notion that others fear. If that’s the case, explain how your style of coaching doesn’t involve activities like chanting or meditating.
If the objection you most frequently hear is related to time limitations or you note a a reluctance to make a long-term commitment, then use your website copy to explain how you are a practical coach who will stay focused on obtaining tangible, measurable results within a specific timeframe.
Once you take away your prospective clients’ fears and excuses by providing useful information, they’re more likely to take the big step of contacting you about coaching.
Even after reading the copy on your website, some prospects still won’t know whether you are a fit for their needs. Rather than lose a chance to demonstrate your value, offer a free initial consultation. You can even specify the time of the appointment, limiting it to 30 minutes or one hour.
People seeking a solution should be willing to at least invest the time, if not their money, to talk with you and get their questions answered. Then they can make an educated decision about whether to continue on as one of your clients.
Keep these elements in mind as you design and write your coaching website:
Include your photo on your website so prospective coaching clients can see who they’re working with.
A professional website can be powerful. It can put you on the map and transform your consulting business into a thriving practice with unlimited potential. But to be effective, it must accomplish these objectives:
Create Trust – Unless your prospect has met you or your reputation is so well established that it precedes you, your website must establish credibility. It should, through its words and professional appearance, give the visitor a comfort level that you’re legitimate. Well-written copy can go a long way in proving you’re authentic and creating that trust.
Promote Your Full Range of Services – Your consulting prospects should be able to see all you offer so they can determine if you’re the solution they’ve been seeking.
Remove the Risk – Any time you choose to purchase a service, you run the risk of wasting your time and money. By offering a free initial consultation, you allow the prospect to lower his guard and take a risk-free chance that you can help him.
Differentiate You from Competing Coaches – When your prospect searches for a professional coach, he’ll be presented with hundreds and possibly thousands of coaching service providers. You want him to zero in on your website and be able to determine why you’re the best choice.
Increase Customer Loyalty – Confirm to existing clients that they have made a good decision in choosing you as their coach.
Overcome Any Concerns – You can use your website copy to refute the most common objections your prospects may have. By demonstrating the value of your services, you’ll win them over.
Encourage Taking Action – It’s always easier to do nothing than something. Good copywriting will be supportive of the prospect and gently push him to take that next step. It will help him be able to imagine the positive results of working with you and pick up the phone to move forward.
The more inquiries you get, the more clients you can potentially land. A well written website not only helps you rank higher on the search engines, it also converts visitors into solid leads and sales.
Creating a website to promote your coaching services is Step #1. But your marketing shouldn’t be limited to one medium.
Plenty of other opportunities exist to use good copywriting in promoting your coaching and consulting business. Consider these marketing tools:
By consistently creating great written content, you’re more likely to get found by potential clients, all while building your brand and positioning yourself as a leader and authority in your field.
Composing persuasive copy takes skill and experience. If you lack the technical know-how and the time to write your own copy about coaching, consider working with a professional copywriter. A writer who understands coaching can create compelling copy that helps you grow your business. The Land of Brand blog recommends finding a copywriter who “can adapt their writing to fit your voice and personality.”
How does the copywriting process work? Of course, every copywriter has his or her own style, but typically you’ll start off with a discovery phone call in which the copywriter will ask you questions such as:
With answers to those questions, the copywriter can put together a proposal, which will include a plan of action and pricing. It’s okay to say you want to work only on one form of marketing for now, such as your website, your blog or sales letters. A copywriter for coaches will gear her proposal to your needs, taking into account your objectives and budget.
According to Coaching Blueprint, “When you’ve tried writing key pages of your website but aren’t getting anywhere, or end up in an anxiety spiral every time you sit down to try it, you know your energy would be better directed elsewhere. Let the copywriter do what she loves to do so you can get back to doing what you love to do.”
If you’ve been procrastinating in creating marketing materials for your coaching, consulting or speaking business, you’re missing out on potential customers and revenue. Don’t feel you have to figure it all out for yourself. Work with an experienced copywriter who can provide guidance and marketing execution, and you’ll soon be seeing results in the quantity and quality of clients your coaching business attracts.
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Do you need a copywriter to assist you in writing marketing materials to promote your coaching services? Contact Susan Greene, copywriter for professional coaches, today!