In this guest post, we learn about what’s needed when creating an effective website to promote your business.
As a coach or consultant, it is vital that you share your knowledge and expertise with the people who need it. If you want to reach out to them all, you will definitely need a high-quality website.
What are the Benefits of a Good Website?
1. It can be used as a digital business card
Your website can incorporate all the essential information about your work and achievements as a consultant or coach. Search engines such as Google will then index these details to help people find you.
You can also share your URL and website address through printed brochures and social media platforms.
2. It is an essential marketing tool for promoting and selling your products and services
Besides promoting your professional services, you could also use the website to sell information products such as:
- Video courses
- Written lessons in PDF format
These products are popular because they are a passive source of income that will continue to generate revenue beyond your normal working hours.
3. It can attract leads and convert them into customers
One of the main goals of your website is to generate interest from potential leads and customers. They will then be able to use your site to contact you directly and this may in turn lead to profitable business deals. Moreover, satisfied customers will be more inclined to share your site with their friends and colleagues.
If you want to publicise new offers, newsletters or promotions, your website is the ideal platform.
How to Design and Present your Content
Before you begin creating website content, you need to bear in mind that it should include:
- Helpful and relevant information
- Appropriate solutions for your clients’ problems
- Advice that will result in positive action
When designing the site, it is imperative that you make every image and piece of text customer-centric. Try to ensure that the content is focused on the needs of your target audience and clients.
Furthermore, you should design and organise your content in such a way that it will attract visitors and convince them to:
- Use your services
- Purchase your information products
- Take advantage of your offers
There are various ways to present your online content to potential and existing clients. Here are some of the factors you will need to discuss with your web designer.
1. The website’s navigation menu should be user-friendly
Organise your pages in a logical order and select menu words that will be familiar to your visitors.
2. The site and its pages need to look professional
Make sure the layouts look clean, clutter-free and have lots of white spaces.
3. Make your content personable
When writing your content, try to imagine you are facing your audience and talking to them directly. If possible, avoid using industry jargon, especially if your visitors will not be familiar with it.
If you want to sound friendly and informal:
- Write in the second person (‘you’ and ‘we’)
- Use contractions such as ‘you’ll’
4. Optimise your website to help people find it
Search engine optimisation (SEO) will help your website rank highly on search engines such as Google. Your web developer and designer can show you how to optimise your site and its pages.
5. Use and customise your landing pages
If you are offering several types of services or information products, you can lead customers directly to their preferences by using landing pages. For example, you can utilise pictures to describe your products and services. Professional-looking images would be ideal but if you are on a tight budget there are alternatives:
- Stock photos are great but try to avoid the most commonly used
- Take the photos yourself or ask a friend who has some talent for photography. Even smartphones can take good photos nowadays.
6. Ensure your website content is filled with accurate and up-to-date information
You must be able to support any claims you make about your services with reliable evidence (e.g., published studies or statistics). However, once these facts become obsolete, you need to remove them from your site immediately as otherwise the outdated information may damage your credibility.
7. Place your contact information in a visible area of the web page
You can place your contact details in the footer of your web pages. Make sure the information is clickable as this will enable potential clients to get in touch with you straightaway.
What Pages do you Need?
When designing web pages for coaching or consultation services, you should only incorporate essential content. Here are the pages you will need.
The homepage is your website’s main landing page. The basic content should include:
- A short outline of the various areas of your website
- A guide to visitors through the use of strategically placed call-to-action (CTA) buttons
- An attention-grabbing image on the top page
- Social proofs, such as client ratings and reviews, at the bottom
2. Service page
After the homepage, service pages are the next most important section of your website. As you categorise your services, focus on the benefits and solutions that your clients will receive.
You could also include reviews written by satisfied customers who have used your company. Also, make sure you incorporate a strong CTA so clients can easily accept your offers.
3. Contact page
You have two options when presenting your contact information:
- Place it visibly on the footer of every page
- Use a separate contact page
An individual contact page has some benefits. For instance, you can hide the page and protect your personal contact details from search engine crawlers.
In addition, each visit to the contact page could be regarded as a conversion target, making it easier to optimise your site from a marketing perspective.
Your contact information should include the following details:
- A physical address – this helps to build trust and is also useful for local SEO
- A phone number – ideal for easy communication (through messenger if you prefer)
- An email address – most clients will prefer to contact you this way
If you are active on social media, include links to your profile. This will encourage potential clients to contact you and give you likes or positive ratings.
The profiles will also act as social proof while presenting you with some networking opportunities.
If you decide to place your contact information in the footer, include the following details:
- Email or newsletter subscription
- Bookings page
4. Bookings page
The bookings page is where visitors and clients can book your services. While you can display your prices publicly, there may be a need to send a customised offer. One solution is to display a specific price range for selected services.
If you are providing initial consultations or personal sessions, you should include a calendar service. This will enable potential clients to pick a convenient date for their appointments.
The design and content of the booking page should be simple in order to minimise any possible distractions and increase the conversion rate.
5. About Me page
The About Me page is your chance to highlight your experience and expertise in your chosen field. For example, you can explain your qualifications to potential clients to gain their trust. You may also wish to reveal snippets of your personality as well as your fun side (e.g., you may be passionate about a specific cause or you may play in a band).
6. Blog page
Blog pages are optional because they often entail a considerable amount of effort to write and publish. Nevertheless, they are excellent content marketing tools as they can be used to inform your audience about your:
- Current and upcoming projects
- Collaborations with clients
- Articles about relevant topics
You can also encourage visitors to sign up for your newsletters. In fact, if you offer them an information product in exchange for their email address, it could result in an increase in your conversion rate.
If you are a coach or consultant, websites are excellent marketing tools as they allow you to introduce yourself, promote your products and services, and offer a means of contacting you online. However, merely publishing a website will not suffice. You need to make sure that you design your web pages in such a way that they will attract your target audience. Then, when they visit your site, your valuable and relevant content should encourage them to stay and learn more about your offers. Once you have persuaded your visitors to stay, make sure they can easily find your CTAs and contact details so you can close your deals quickly.
Featured image by Fabian Irsara on Unsplash