1. Who am I really trying to reach? There are any number of exercises you can engage with to define your answer, but I like whittling it down to its simplest elements: “I help people who struggle with ___________, to stop _______________ and start ____________________.”
Action step: Write out, longhand, what you want to help people with (there are clarifying questions in the Coaching Blueprint digital marketing program that are quite detailed), and then get it into one simple, straightforward sentence.
2. Is it “me”? I’m of the belief that a person’s website should be as visually representative of who they are as the messaging. It’s like putting on the clothes that make you feel most like yourself: if all black and a moto jacket are how you like to roll, you’ll feel completely out of place in a Laura Ashley dress. The same goes for websites. Does it feel like you, visually? Does it “sound” like you, when you write or create ongoing content?
Action step: make a list of any way that your website doesn’t feel like “you” and create an action plan to start shifting things.
3. Does my “about” page tell people about me, or about how I help them? Focus on the latter and tell people about how what you do translates to helping them. Yes, people are interested on some level about you—but only because they’re trying to get a sense of what it would be like to work with you. “Is this life coach ‘my’ kind of coach? Does she sound like someone I’d want to receive help from?” That’s what someone is unconsciously or consciously asking themselves when they read an about page.
Action step: re-write your about page from the perspective of how what you’re about, helps your clients. Move away from auto-biography.
4. Is my Services/Coaching page streamlined? As anyone who has read The Coaching Blueprint digital marketing program knows, I’m not a fan of packages. Packages demean the work of coaching. I know of very few people who would trust any doctor or lawyer who said, “I’ll charge you X for one appointment, but if you buy my Super Sparkle Package, you can save 20%!” Additionally, packages for one-on-one work undercut one’s hourly rate by offering incentives for paying less.
Action step: you want to check and see if your Services page is streamlined, see if you can fill in this sentence: “I charge _________ per session, with a commitment of ___________ weeks/months.”
5. Am I speaking to client needs? Look at your Services pages and ask yourself if you are clearly identifying what your clients struggle with/need help with.
Action step: Look at your last 10 blog posts and ask yourself if the posts identify specific things clients struggle with/need help with. If they don’t, re-write or edit them so that they do.
6. Am I articulating the solutions that I provide? Look at your Services pages and your last 10 blog posts and ask yourself if they speak to the solutions that you provide. Note that a “solution” is not “Hire me for a session.” If I have a sink of dirty dishes, my “solution” is cleaning them, not buying the dish soap.
Action step: Same as #5.
7. Are there multiple places where people can engage with my work? Look to see if there are many different ways to sign up for your newsletter; many different options for engaging with you on social media; many different ways to join communities you might have created. If someone’s only option for engaging with your work is to hire you, you’re limiting their long-term interactions with your business.
Action step: create multiple points where people might sign up for your newsletter or engage with you on social media.
8. What’s your ongoing approach for engaging people? Is it blog content, a podcast, video, something else? You need a reason for people to regularly come back and a way for them to see the totality of the content that you offer. It’s not just one blog post or video or piece of content that makes the website; it’s the work pulled together that really shows people what you’re about and how you can help them.
Many small business websites have blogs that just showcase their latest features or offerings. If someone is in the tech industry, this can be helpful—if I’m using your newsletter service, for instance, knowing that you rolled out a new feature that will help me to do business is helpful—but for service-based industries, just hearing about new availability to take on clients or sign up for a course, isn’t as engaging.
Action step: write out what your actual, ongoing approach for reaching people will be, and particularly note how this approach will help your clientele with what they struggle with, and offer them solutions.