[Checklist] 5 ‘Must-Dos’ for a Client-Attracting Website
Creating a client-attracting website can be a lot of work.
Especially for transformational entrepreneurs – people whose work transforms lives and the world – getting the language just right so it expresses the essence of the work can feel like a monumental task.
Too often, coaches, healers, speakers and trainers have language that doesn’t attract clients, it confuses them. Worse yet, they use language that is actually uninteresting, and so lose business and the opportunity to help someone.
It doesn’t have to be that way. Follow these steps and you’ll have a website that is clear, attractive to your ideal clients, and gets them to take action towards working with you.
The case study:
Julie is smart, has studied marketing, and gets great results for her clients. The only problem? Not enough clients. (Sound familiar?)
After taking a look at her website, it was clear why this was happening. It was missing ALL 5 of the essential ‘must-do’ elements for attracting clients.
Here’s what her website contained (I’ve tweaked the wording so she can’t be identified, but this is the gist.)
Julie presents:
- Profitable Conscious Business
- Step-by-step guide to success
- (followed by a list of marketing activities)
- Branding
- Marketing Message
- etc.
That was it. So here are the 5 mistakes that Julie’s making, and why she’s not attracting ideal clients with a client-attracting website.
1. No clear call-out to a target market.
I wasn’t sure when I was on the page who Julie helps. Yes, it says conscious business, but that could be anything from the life coach next door to Tom’s shoes… If you’re one of those people that can ‘help everyone’ you, and your website, will benefit from narrowing down.
For example, she could call out
Conscious business owners
Spiritually-oriented entrepreneurs
Socially conscious entrepreneurs
Any of these at the top of the page would help her ideal clients feel ‘at home’.
2. No list of the pain points, or challenges they struggle with.
Julie told people what she could do – the marketing activities she could help people with. But she didn’t tell them why any of those would be helpful. This is fine if you’re working with an audience who knows exactly what they need, but if they don’t… it’s kind of like a doctor putting on her website ‘we do a chem7 panel!’ So what? what’s that good for? (Honestly, I don’t know – it’s something I heard on TV, but I think it’s a real test.)
As an example, she could have said:
“Do you struggle with:
Attracting your ideal clients?
Getting people to say ‘yes’ to you?
Making the money you want and deserve?
Figuring out how to attract people online?”
3. No benefits, or results that come from what you do.
A list of marketing activities isn’t the same as the benefits. One way to turn activities or processes into benefits is to use the phrase ‘so that’. For example:
‘You’ll learn a consistent sales process, so that more ideal clients say ‘yes’ to you!’
Another way to do this is to reverse the statement. For example:
‘Have more ideal clients say ‘yes’ to you with a proven, consistent sales process.’
One great way to do this is to use the phrase ‘imagine if you could…’ Here’s an example:
Imagine if you could:
- Have a steady stream of ideal clients that you love.
- Tell people what you do, and have them eagerly say ‘yes’!
- Double or triple your income each month.
- Create online courses that people rave about.
4. Nothing that describes what’s unique about you.
Because I chatted with Julie, I know she’s way cool. She’s savvy, experienced, and smart. But she didn’t have anything on her website that let me know that. You can do this in two different ways:
A. You can build credibility with a story. For example, I share on my site that I went from $375/month to a 7-figure business in less than 3 years. Some of my clients who are health coaches healed themselves from chronic disease, and they share that.
B. If you don’t feel that you have a story like this, you can establish your uniqueness through style. This could be a visual style, or a certain use of language. One of my clients has a sort of New Age ’rainbows and crystals’ look to her website. This doesn’t appeal to everyone, but her ideal clients L-O-V-E her because it speaks to them (and she’s getting LOTS of great attention with it!)
5. No clear ‘Call to Action’.
When someone visits your website, what action do you want them to take? Should they email you for a consultation, or download a free ebook of yours? Giving your information without telling people HOW to take the next step with you not only doesn’t help you get clients, it actually doesn’t serve the people who may be looking for you.
Here’s a new version. This is what Julie’s website might look like if she used this checklist:
Coaches, healers, and speakers:
Do you struggle with:
- Attracting your ideal clients?
- Getting people to say ‘yes’ to you?
- Making the money you want and deserve?
- Figuring out how to attract people online?
Imagine if you could:
- Have a steady stream of ideal clients that you love.
- Tell people what you do, and have them eagerly say ‘yes’!
- Double or triple your income each month.
- Create online courses that people rave about.
It’s possible! Hi, I’m Julie, and my story is… (include story here).
Can you see the difference between Julie’s version, and the new version?
What’s next so you can create your client-attracting website? Here’s your next step:
Want to create your own High-Ticket Offer, and price it right? Join my ‘High Ticket Offer Challenge’ and create something in just 5 days that you can sell for thousands of dollars!