Why is it that most life coaching websites fail?
That question shouldn’t come as a shock. It may be that your own website isn’t getting you the results you want or expect.
Some people say that there’s too much competition out there. That life coaching websites fail because there’s too many people doing life coaching. Well, I certainly don’t believe that’s true. There’s far, far, far more website designers than life coaches. While there are certainly struggling website designers there’s many more who are squeaking out a living – or better. And there’s more potential life coaching clients out there than website clients.
So if it’s not competition, what is it? Let’s look at a few reasons life coaching websites fail.
- Your website is unattractive or even dated
You don’t have to have a cutting edge design to have a successful life coaching website. But you do want your site to be attractive and modern. So many life coaching websites I see use dated website templates or are plain-old ugly. I’ll be the first to say that you don’t need a show-piece design in order to have your website work for you. But you should strongly consider the perception people will have of you and your coaching practice when they view your site. Think about what your potential clients might be thinking about your practice if your website is ugly and dated.
- You have a ‘do-it-yourself’ website
Of course, I’m bias here. But almost never do I see a DIY website that presents your life coaching practice well. Often these sites fall into the category above. And when the design is attractive seldom are these sites well organized. Usually you see not enough of the right content and poor use of graphics. In essence most DIY life coaching websites fail because they don’t present your practice in it’s best light. There really are major advantages to working with a website designer.
- You have no REAL calls-to-action
I evaluate a lot of websites and I see this mistake more often than any other. Here’s one simple question: what do you want people to do when they find your website? Your likely answer is ‘hire me.’ And that seems reasonable, right? Yet most of your website visitors aren’t looking to hire you – at least not yet. Most are looking to start a relationship with someone who they feel might help them. So give them options other than your ‘free consult.’ And make those other ‘calls-to-action’ clear and easy to do.
- You don’t have a photo of you
Remember what I said above, when people find your website they’re most often looking to begin a relationship with life coach they can hire later. How are people supposed to feel connected to you if you don’t have a photo of yourself on your website that’s easy to find? I get it. I hear it all the time. “I don’t want my website to be about me.” But it is. It’s about you AND your connection to potential clients. And they want you. That’s why they’re at your site in the first place. Just because you have a photo of yourself on your site doesn’t mean it’s all about you. But not having one can lead life coaching websites to fail.
- You don’t have content that’s written for THEM
Too often life coaching websites fail because your content is too much about you, your modalities, your practice, etc and not enough about them. People only care about who you are and how you help them AFTER they feel you can help them. The best website content combines empathy and understanding about their struggles with clarity and hope of what their life can look like after they get help – you just happen to be the one who can help them. Focus your content, as much as possible, on ‘them’ and you’ll find people staying longer, reading more and actually clicking your (new) calls-to-action.
- You don’t have the right type of social proof
Social proof is incredibly powerful. Yet so few coaches use it effectively. I’ve avoided the term ‘testimonials’ here because you’re probably going to think, ‘well, I have testimonials on my site.’ But do you have the best type of testimonials on your site? Usually you see testimonials that say, ‘so-and-so is a awesome coach’ or ‘I’d hire so-and-so.’ These are okay, but they say nothing about what your client received. A better testimonial might be, ‘I had struggled with my weight all of my life. I tried everything, I thought. But by working with so-and-so I found that kept weight on as a way to protect myself. As we uncovered why I felt the need to protect myself I started feeling so much better about who I am. Incredibly, my weight started to drop off. Now I’ve lost 35 pounds and I feel amazing – happier than ever.’ Make your testimonials tell your client’s experience and results of working with you.
There’s others, of course. But these 6 are foundational reasons life coaching websites fail. I see it every day.
Yet, it doesn’t have to be that way. With the right help your website can go from an after thought to a platform for generating leads of potential clients. It’s sort of like your car. If you find a good mechanic (s)he can keep your car running well for a long time. But if you don’t work with a professional to keep you car running, soon you’ll be replacing your car with another.