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As a professional coach, you’d like to spend most of your time helping others, not doing marketing or writing copy for your website or blog. Helping people is 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 get more clients. That’s where marketing and copywriting come in. 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 that marketing doesn’t have to be all-encompassing. And it doesn’t mean putting yourself in the uncomfortable role of sales person. The content written on your website can 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, therapist 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 it’s typically a slow way to grow. If you want to expand your coaching practice more quickly, and also compete effectively in today’s crowded coaching market, work with a professional marketer or copywriter because word-of-mouth is 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 as a professional coach.
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. Your website can also make your current customers aware of the full range of your capabilities.
Finally, a quality website can help you to future-proof your coaching business. A recent report, Executive Coaching 2022: Future Trends, predicted that coaching will become a commodity as more people join the industry. Additionally app-based coaching platforms will become a significant trend in the coaching industry. To compete, you’ll need to have an exceptional website that makes visitors want to hire you on the spot!
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. It’s also a good way to keep your business going strong in an era when COVID-19 has people limiting their in-person contact with others.
You already know you can service these people by using Zoom or a similar video conferencing service, further supported by phone and email. So why not broaden your horizon to include global markets?
Offer virtual coaching services. You might even want to consider offering virtual coaching at a lesser rate than in-person coaching, opening your business to people who truly need your service but may not be able to afford your full rates.
A professionally written website that explains all of your services, including virtual coaching, can be a game changer for your coaching practice, and that’s true no matter what type of coach you are:
No matter where your coaching 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.
Is it worth it? Absolutely. Consider the earnings of established coaches from a 2020 executive coaching survey:
One of the reasons many professional 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 once you do, you’ll be amazed at the volume of visitors coming to your website. After all, isn’t that how you found the very page you’re reading right now? (FYI – It was written by Susan Greene, SEO copywriter.)
Coming up high organically (as opposed to paid ads) in Google search results is the type of free advertising that could make your business the awesome success you’ve imagined.
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, therapist or trainer. Explain that they can expect meaningful and measurable outcomes.
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. That’s not your job. You’re also not going to make them dependent on you. Instead, you’ll be moving them toward self-reliance while helping them navigate toward a more engaged, successful and satisfying future.
Let your prospects know, there’s no shame in asking for help. We live in a complicated world, one where succeeding in life, in career and in relationships can be filled with challenges.
Turning to a coach, an objective party, for guidance in determining how to act or to bounce ideas off of, can help a person achieve clarity and make better decisions. It can also help them to grow as a person and learn from prior mistakes.
Coaches are an essential part of their learning process. They provide knowledge, encouragement, accountability and even judgment when warranted. And who among us couldn’t benefit from some of that!
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 Zoom or Skype? It’s okay to offer coaching sessions in multiple forms, and to price those services differently to attract various levels of clients.
Quantify the time commitment. Give the total length of a typical coaching engagement. Is it weeks, months or years? Also explain how frequently you like to meet and the length of time for individual sessions or provide options, i.e. 30 minutes, 60 minutes.
Talk about your style of coaching. How do you run your sessions? What are your clients are expected to do? Explain how you will hold them accountable and challenge them to grow in ways that may feel uncomfortable.
Differentiate yourself from other coaches. Life coaches are different from sports coaches. Spiritual coaches differ from leadership coaches. Clarify your coaching focus and personal philosophy.
Provide proof in the form of prior clients. Tell them some of the stories of clients whom you’ve coached (without divulging names or any personal information, of course). Perhaps you helped an entry-level worker rise to an executive position or an entrepreneur grow her business or an athlete train for and win a competition. You want prospective clients to know that your coaching works!
Describe the perfect client. Your prospects want to know if they’re a good fit for your services. Explain that the people who get the most out of coaching have a fierce desire to learn, improve and grow. Tell them who you can help and why. You might even consider mentioning who you can’t help to avoid attracting clients that aren’t a good fit your services.
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. Or offer options such as less-expensive virtual sessions over video.
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, praying 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 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.
When you look at the potential earnings from converting a prospect into a client, you can see the value of offering a free initial consultation. Consider these numbers from Sherpa Coaching in 2019.
The cost of acquiring a new client can be well worth it when you look at the long-time value of the business that client represents.
Keep these elements in mind as you design and write your coaching or consulting website:
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.
Once you’ve been a professional coach or therapist or a while, and your business becomes established, you’ll likely want to focus on attracting the right clients as opposed to just any clients.
You’ll know your strengths and the types of clients from whom those strengths will have the greatest impact. The right match is essential for optimal outcomes. Your website and marketing materials should identify the types of clients you seek.
You should also keep in mind that the clients who benefit most from working with a coach have a strong desire to learn and grow. By articulating that personality trait in your marketing materials, you’re more likely to get clients with whom you’ll be successful and be able to avoid, hopefully, people who have behavioral issues and iron-clad belief systems that they’re unwilling to change.
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 hesitant to create 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. It’s okay to get help in growing your coaching practice.
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.