How to Create an Opt-in That Gets You Coaching Clients

How to Create an Opt-in That Gets You Coaching Clients

10 minute read  |  By Daniel Wolfsong

Do you have an email list?

If not, let me tell you—a high-quality email list is still one of the most powerful ways to get new coaching clients in 2021.

But if you’re like most coaches, you may be finding that your opt-in isn’t getting many subscribers, and the ones you ARE getting aren’t becoming clients.

Well, what if you could revamp your opt-in to become irresistible to your people, and turn it into a lead-nurturing email system that works on autopilot—something you only have to create once, that scoops up highly-targeted leads from your website and warms them up to become paying clients?

In this article, I’ll show you exactly how to create a system that does this for you!

But first, you’ll have to forget what you think you know about email marketing and open your mind to a method that’s a little bigger, a little bolder, and guaranteed to bring more clients into your coaching practice.

Ready? Good… let’s dive in.

Step 1: Choose the right email marketing app

The first thing you’ll want to do is choose an email marketing service that’s aligned with your marketing strategy: from what happens after they sign up, to keeping leads categorized for specific marketing campaigns, as well as tracking conversion rates.

The lead-nurturing system I mentioned above requires an automated email feature, which allows you to create a series of emails sent at specific intervals after someone signs up for your mailing list.

This feature comes with a premium account in most email marketing apps like Mailchimp, MailerLite, and ConvertKit.

Other items to keep in mind when choosing the service that’s right for you is cost and ease of use.

Each service comes with its own pros and cons when it comes to cost, features, and how easy the interface is to use. You’ll want to think about your current needs, but also what you might need—and how much it will cost—later on down the road as your email marketing needs evolve and your mailing list grows.

Step 2: Create a must-have lead magnet

Your lead magnet is what motivates your people to sign up for your email list.

It’s a useful freebie related to your coaching work—something your ideal client would be willing to give you their email address for, because:

  • it helps them solve a problem they have
  • it gives them exclusive or insider information they want
  • it gives them a helpful insight or tool

This could be a guide, a worksheet, a template, a video, or a quiz.

An effective lead magnet gives your ideal client a “quick win” — something they can consume in a short amount of time, with an instant benefit.

This means you’ll want to stay away from lengthy ebooks and other time-consuming content they might never get around to.

Why? Because the purpose of your lead magnet isn’t just to get their email address—its job is to give them a taste of your expertise, and to form a positive association in their mind about you (which comes from the “quick win” they get).

Think of something they’ll find irresistible!

Once you have your idea, there are all kinds of ways you can create your lead magnet:

  • Create a document in Word or Pages and save it as a PDF
  • Create a Google Doc and make it available to anyone with the link
  • Create a quiz using TypeForm (or some other quiz making app)
  • Create a video, upload it to Vimeo, and put it on a special page of your website

Once you’ve got that done, you’ll be ready for the next step.

Step 3: Create a high-value drip campaign

A drip campaign (also known as an automated email campaign, an autoresponder, or a marketing automation) is a series of emails your subscriber will receive over a pre-defined course of time—usually 5-7 days.

The purpose of your drip campaign is to introduce yourself to your subscriber, and warm them up to the idea of working with you by providing them with lots of value over the course of the campaign.

Now, there are a few ways you can do this:

You can create a lead magnet that acts as a stand-alone info product, which you then follow with a drip campaign that builds on what you’ve shared in the lead magnet.

Alternatively, you could create a drip campaign that acts as its own lead magnet—for example, a 5 day training in which your subscriber receives 1 email per day for 5 days. Each email would offer some bite-sized nugget of information, building on the others to help your subscriber achieve a valuable end result.

The power of a drip campaign lies in you giving away some of your “secret sauce” — this will demonstrate your personality and expertise, making it possible for your subscriber to achieve a desired end result, but they’ll soon realize that working with you as a paying client will get them the BEST results.

After seeing you in their inbox for several days, getting to know you and your personality, and getting a taste of how much you can help them with their problem, they’ll be primed to set up a consultation call with you.

Now, you may be thinking: “But I don’t want to give away too much information!” …and this is natural! After all, what’s stopping them from just taking the information you share and never contacting you again?

Well, that’s the trade-off. Many folks will do just that.

But some will realize that they really do need your help. And these are the people who will become paying clients.

See, the people who take your free training and run were never gonna become clients anyway.

But the people who WILL become clients are the ones who visited your website, were inspired by you and what you can help them achieve, but need that extra push to actually set up a consultation call.

Your drip campaign is that extra push they need.

And because it’s set up to run on autopilot, you’re successfully nurturing these would-be clients into paying clients without any effort beyond initially creating the campaign!

With this in mind, a good drip campaign is one that provides tons of value, shares some of your secret sauce, and gets your people well-acquainted with your personality and what they can expect working one-on-one with you… while also leaving them wanting more.

The truth is, no matter how much information you share, it simply can’t compare to working directly with you—and by the end of the drip campaign, your people will realize this.

Step 4: Create an irresistible opt-in box

Let’s be real here: “Subscribe to my newsletter” won’t get you a large, high-quality email list. Neither will promising “insider tips” or “updates”.

While YOU may know how valuable your emails are, your people won’t automatically know this. They need a solid, upfront reason to give you their email address.

This is where a must-have lead magnet comes into play—but in order to get your potential lead seeing the value in it, your opt-in box has to be compelling.

Its purpose is to sell your offer.

An irresistible opt-in consists of 3 parts:

  • A benefit-rich headline
  • A short, benefit-rich description
  • A strong call-to-action button

Your benefit-rich headline

Remember: your people will be continually, subconsciously asking themselves:

What’s in it for me?

A benefit-rich headline answers this immediately. What’s the benefit your lead magnet can offer them? Write your headline around that.

Here are some examples of high-converting opt-in headline templates you can use:

  • X Easy/Simple Ways to [Desired Result]
  • Discover Your [Relevant Thing] Type/Archetype (great for quiz lead magnets)
  • The Essential X: [Things] That Every [Audience] Needs
  • X-Point Checklist for [Desired Result]
  • A [Desired Result] Starts with [Thing you specialize in]
  • Get the [Desired Result] Free Training
  • Want to Know Exactly How to [Desired Result]?

Once you have a great headline, follow it up with…

Your short, benefit-rich description

This will be 1 or 2 sentences that build on your headline to demonstrate value.

Your headline is the what—use the description to tell them how your lead magnet will improve their lives, with specific benefits.

If your lead magnet is a free training, checklist, or how-to, tell them exactly what it will help them to achieve and why that matters.

If it’s a quiz, tell them how it will help them get closer to their desired goal.

Keep your description brief and power-packed.

Then, seal the deal with…

Your strong call-to-action button

Give your subscribe button a strong, enthusiastic call-to-action, like:

  • Yes! I want this!
  • Tell me more!
  • Get instant access!
  • Get/Grab/Download your free [guide/worksheet/etc] now!
  • Send me my free [guide/worksheet/etc] now!

Avoid “Subscribe” as a call-to-action and think of something that will make them really want to click that button. Align your call-to-action with the excitement generated in your headline and description, and make it specific to what they’re getting.

Step 5: Strategic placement

So, you’ve got a must-have lead magnet, you’ve mapped out a high-value drip campaign, and you’re selling it all with an irresistible opt-in.

Now’s the time to think of where to place it for maximum visibility and engagement.

Ideally, you’ll present your opt-in at multiple places throughout your website. However, you want to do this in a way that feels natural to the overall experience, and doesn’t feel annoying or disruptive.

There are many ways to accomplish this, but they’re not all ideal for you as a coach.

For example, I’m not a fan of pop-ups that appear midway down a webpage, because while they do work, they also interrupt the emotional connection you’re trying to build.

Instead, focus on placement that allows for a smoother, more natural experience.

The first place I recommend for your opt-in is “above the fold” on your homepage—in that first section your visitor sees, before they scroll down. Here, your first website headline and block of text will be devoted to generating a lead.

In this case, don’t make the name and email fields visible at first. Instead, use your call-to-action button to generate a pop-up that contains these fields and the actual subscribe button. This will keep your intro looking streamlined.

When going this route, it’s important that your headline and description are not only effective in generating a lead, but also as an introduction to you and your coaching.

This means that even if your visitor doesn’t click anything, the headline and description still serve to create the emotional response you want them to have. This will take some thought and creativity, but it’ll be well worth it!

Another good place for your opt-in is at the bottom of every page of your website.

Now, this footer opt-in will look different from the one you place above the fold on your homepage. You’ll want a different headline and description to get their attention and keep the website experience feeling dynamic.

Once you have these elements I’ve outlined set up and working together in harmony, you’ll have a truly effective opt-in that builds your mailing list much faster… filling it with the kind of people you’ll want as clients, and warming them up to want YOU as their coach!

Need some help?

I know there’s a lot to do in order to create an opt-in that works. And it does require getting cozy with some tech that you might not have the time or the bandwidth to dive into.

Instead of adding something big to your plate that you might never get around to finishing, let me handle the heavy lifting for you.

I can help you figure out the perfect lead magnet, design it for you, handle the tech side of things, and get your opt-in up and running on your website. That way, you can focus on what you do best: coaching your clients!

I’m an experienced brand + web designer who knows marketing. I work exclusively with coaches who have big goals, and are motivated to achieve them.

Would a powerful marketing machine that works on autopilot 24/7, generating high-quality leads and nurturing them into clients help you achieve your goals?


Did you enjoy this article?

hey!  I'm Daniel.

I believe that greatness begins with a bold vision and a stellar plan.

My clients are visionary life coaches: the helpers, the illuminators, the life changers. You're crazy in love with what you do and you're motivated to achieve big goals!

I'll build you a beautiful, strategic website with powerful messaging that's genuine to you... getting your ideal clients engaged and wanting to work with you.

Ready to have them at hello? Let's team up and make some magic.

What No One Told You About Your DIY Squarespace Website

What No One Told You About Your DIY Squarespace Website

13 minute read  |  By Daniel Wolfsong

Did you build your own website using Squarespace?

Maybe you haven’t yet, but you’re thinking about it.

After all, it’s a more affordable option than hiring a web designer—and with all the gorgeous templates available, it seems easy to have a website that looks amazing.

But here’s the thing no one tells you:

Squarespace may help you “Build it Beautiful”, but it leaves lots of room for blind spots when it comes to a website experience that’s strategic.

It’s not enough for your website to look great… it’s gotta be smart, too!

The truth is, most DIY coaching websites aren’t living up to their full potential—not even by a long shot.

I get it, though. There’s something really appealing about owning a Squarespace website.

Maybe it’s the collection of fresh, modern templates… the enticing promise of a website that looks professionally-designed, for just a low monthly subscription fee.

Maybe it’s the idea of building it yourself, because you’re a DIY kinda person.

In this article, I’ll explore the reasons I’ve found Squarespace to be the wrong solution for 95% of coaches. But first, I’d like to share a personal story about blind spots with you.

You don’t know what you don’t know

Recently, I went out of town to visit my parents. We had a great time over dinner and coffee, just talking about life and enjoying each other’s company.

The next morning, my dad called. He told me that my car had left a big oil spot on their white driveway, and that I should have it checked out. Yikes. I hadn’t noticed this because I live in an apartment building with a parking garage.

Plus, my car is fairly new and I don’t drive it very often. An oil leak was way off my radar.

Well, I took it in to my local mechanic that day. Turns out, the cause of the leak was just a loose oil plug from a recent, improperly-done oil change (thanks, Jiffy Lube). He tightened it up for me, topped off my oil, and boom: problem fixed.

Now, if I hadn’t gotten that insight about my car leaking oil, who knows how long it would’ve continued unchecked. Over the coming weeks, I probably would’ve noticed that my car was acting funny, and I’d have no idea why.

Eventually all the oil would have leaked out, causing serious engine problems that would’ve cost thousands to repair. 

This is the terrible power of a blind spot. We don’t know what we don’t know, and when problems arise as a result, we don’t know what’s causing them—leading us to make assumptions that we’re usually wrong about.

But with insight, our blind spots can be illuminated—saving us from the havoc they’d otherwise wreak if left unchecked.

So… what’s this got to do with Squarespace?

One of the big selling points with Squarespace is the visual aspect: the templates look fantastic. And to the everyday small business owner, this is enough.

They just want their website to look good. They assume if it looks good, and performs the basic functions (like a contact form and a blog), it’ll get them the results they want.

But I’ve been doing web design for a long time (since 2003!), and I’ve had my fair share of clients who came to me after they built their own Squarespace website and realized it wasn’t attracting new clients.

I’d hear things like, “I need a real designer to make it look better. Can you help?”

But after closer inspection, I could see that there were bigger reasons why their websites weren’t bringing in new clients:

  • Their copy (written content) wasn’t compelling
  • Their navigation menu was overloaded and confusing
  • There was no sense of direction or flow guiding visitors to take important actions
  • Their email opt-ins were uninspiring and ineffective

…Just to name a few.

In short, their websites had no strategy behind them.

Naturally, the need for a well-planned website strategy wasn’t on my clients’ minds—their realms of genius were in running their businesses—so they didn’t realize this was the problem.

Blind spots.

If you currently have a DIY Squarespace website, or if you’re thinking about one as a low-cost solution to building your coaching practice, keep reading so you can get some insights into why it might not be the ideal solution for your business.

The templates can be… misleading

If you already have a Squarespace website, you probably realized this pretty quickly:

The templates do look beautiful at first—because they rely heavily on pre-loaded, designer-selected stock photos that make them look impeccably cool and modern:

Of course, these images are rarely (if ever) appropriate for your coaching business, so they’re the first thing to go.

And unless you have a library of your own striking, on-brand images to replace the pre-loaded stock photos with, your website may not be telling the visual story you think it is.

This is one of those tricky cases of you don’t know what you don’t know.

In other words, without a designer’s eye and skill set, you may choose images that you think look just fine… but are you sure they’re sending the intended message?

Your ideal website images:

  • Meet your people where they currently are, mentally and emotionally
  • Communicate feelings they want to feel, that are specific to what you do
  • Tell an inspiring, cohesive story about you and your brand

Without these strategic elements, your website imagery won’t serve you as well as it’s meant to—which means lower engagement with the people who matter.

Your website images should never serve purely as decoration. They’re right up there in importance with your messaging, so make ’em count.

There’s also the matter of how Squarespace templates format their content: you might be tempted to follow suit with your own content, which can go against your best interests.

For example, the first thing you read in the template pictured above is “Welcome”, the company name, and some descriptive text. There’s also an “Our Story” button.

It’d be easy to just replace that with your own name and a description of what you do, and replace “Our Story” with “My Story”, leading them to your About page… right?

Well, this isn’t the ideal way to make your first impression—because your homepage headline and introduction should be all about your ideal client, not about you.

Furthermore, your first call-to-action button should never take them to your About page. Instead, it should serve as a means of generating a high-quality lead.

Following this template’s example would be an easy and innocent mistake to make, but it would leave your potential client wondering “What’s in it for me?”

And that’s something you never want them wondering.

The templates aren’t focused on your exact needs

As a coach, you want to guide your people through a website experience consisting of 3 major phases:

  • Emotional connection
  • Lead generation
  • Taking your most wanted action

A Squarespace template isn’t necessarily designed with this specific experience in mind, so it’s up to you to figure out how to achieve it on your own.

Is your website telling your visitor within seconds that they’re in the right place? Is it forging an immediate emotional connection with them, leading them further inward?

Is it quickly intriguing and enticing them to sign up for your mailing list, so you can nurture them into a future client? Is this happening at multiple strategic points across your website?

Is your website also guiding your potential ready-to-be clients in a simple, focused way toward the action you most want them to take—either scheduling a consultation call, or submitting an inquiry/application to work with you?

Most importantly, is your copy doing the heavy lifting in all of the above? Is it creating the ideal mental and emotional connection with your people, keeping them engaged, and inspiring them to take action with concise, outcome-oriented messaging?

The right “experience elements” are crucial to your success — without them, you’ll have a website that may look great, but it won’t be doing the job it’s supposed to do.

And the worst part is, you may never know why (because, blind spots)—I’ve worked with coaches who thought their marketing campaigns just weren’t working, or their services were too expensive, when those things weren’t the problem at all…

They just had a website that wasn’t doing its job!

You definitely don’t want to leave this to chance with a template that you selected mainly because it looked good. Creating a well-structured website experience—one based on a strategic outcome—is super important!

Site speed can be an issue

Squarespace websites rank pretty low in terms of site speed, and a primary reason why is…

Image optimization.

See, a professional web designer will optimize images for file size and loading speed manually, and Wordpress has plugins that will do it automatically for less tech-savvy folks.

But since Squarespace doesn’t allow plugins in their platform, and it doesn’t have a native image optimizer, what ends up happening is people just upload their images at full size.

This results in a website that has to load lots of big image files on every page, sometimes 10-20 times bigger than they need to be, which slows the page loading waaaaay down.

You want to make sure your images—especially large background images—have been optimized for small file size without deteriorating the quality. This will ensure your website isn’t loading too slowly.

There’s limited support for marketing apps

Squarespace does come with native Mailchimp integration, but for coaches who use a different app to handle their opt-ins and marketing funnels (like MailerLite, ConvertKit, etc), the only solution is to bring a 3rd party app like Zapier into the mix.

Zapier is great for integrating marketing apps into “walled garden” platforms like Squarespace, but it’s also a paid service that comes with a technical learning curve. Some apps require code to be manually inserted. Most coaches don’t want to deal with this.

A solid email marketing strategy is essential to your coaching business. You want to be sure you can use the marketing app of your choice, without needing to bring additional services, complexity, and costs into the picture.

It can be terrible for your SEO

This is yet another case of you don’t know what you don’t know. 

A good web designer will code your website to follow best-practice SEO (Search Engine Optimization) guidelines, making your website attractive to search engines like Google, and optimizing it for important searches.

But… if you don’t realize that your website’s headlines should be coded a certain way (rather than just styled in a large font to look like headlines), and that the rest of your pages should follow a specific code hierachy to rank well in search engines, well…

Squarespace won’t have your back there.

In fact, Squarespace is infamous among web designers and developers for coding text and image elements all wrong, leading to low search relevancy, and in some cases making your website practically invisible in important searches.

This problem is worse in some templates than others—something you’d have no way of knowing before selecting that particular template. Another blind spot.

More recently, Squarespace has allowed for more manual control over how your website appears in Google results, but this still requires understanding things like “meta descriptions”, and knowing the best way to format them.

Again, these are things a good web designer will do automatically for you—and if you’re like most other coaches, you have better things to do than staying up-to-speed on the latest SEO best practices.

Which brings up another big problem:

Squarespace’s poor SEO performance aside, how much do you know about writing page titles, headlines, and content that help you rank well in Google searches?

You’re definitely not alone if you thought “Not very much” or even “Huh??!”

This kind of stuff takes a lot of continual research, learning, and technical skill.

It’s an art and a science, and it’s ever-changing.

You’re already busy perfecting your craft and helping your clients improve their lives—you probably don’t have the interest or the bandwidth to add learning SEO to your plate.

Still, this stuff is important if you want organic search traffic, and Squarespace has a long way to go in making it easier.

Other issues

Here are some other reasons why I don’t recommend going DIY with Squarespace:

  • You don’t own your site, and you can’t move it if you want to leave Squarespace
  • No live phone or chat support
  • Getting your website to look unique will require a lot of customization
  • Fine-tuned customization requires knowledge of HTML and CSS
  • Customization can easily break things, and Squarespace support won’t help you with that

Is Squarespace really that bad?

In experienced hands, a Squarespace website can be a truly great marketing tool.

I know this because I’ve designed powerful Squarespace websites for clients, and I know other web designers who build all their clients’ websites in Squarespace with amazing results.

The key is knowing the areas where Squarespace falls short, and being able to compensate for them. Having good web design and development skills plays a huge role in this.

Knowing precisely how to create a website experience that gets the right people engaged and taking action is essential.

The big choice you have to make

Do you want a website that comes with a smaller price tag and can be set up within a few days, but requires some serious DIY know-how when it comes to implementing solid strategies (website, messaging, and SEO) that get you clients?

Are you OK with handling some tech stuff around integrating your marketing apps, optimizing site speed, and getting your basic SEO right?

If so, then a Squarespace website might be fine for your coaching business.

But if you’d rather hand this off to an experienced brand + web designer, so you can spend your time doing what you love—helping your people achieve big goals, and working on your business—then I might be your guy.

A Squarespace website is cheaper upfront. But it can cost you a TON in the long run if it’s not working as a powerful marketing and client-converting tool on your behalf.

If a would-be client bounces because your website didn’t sell them on your coaching services, how would you know? It’s not like they’d tell you.

How much is that lost client costing you? How about 10 lost clients?

Now let’s flip it and reverse it—if you were to invest in a professionally-designed website, and it resulted in one new client, how much would that be worth to you?

How about 10 new clients?

I know how to plan, build, and launch a website that makes an emotional connection with your ideal people… one that positions you as just the coach they’ve been looking for, leading to more awesome, perfect-fit clients.

I can also get you set up with an email marketing system that generates a steady stream of high-quality leads from your new website, nurturing them into future clients… on autopilot.

What could you achieve with a website and marketing system that works this hard for you?


Was this article helpful?

hey!  I'm Daniel.

I believe that greatness begins with a bold vision and a stellar plan.

My clients are visionary life coaches: the helpers, the illuminators, the life changers. You're crazy in love with what you do and you're motivated to achieve big goals!

I'll build you a beautiful, strategic website with powerful messaging that's genuine to you... getting your ideal clients engaged and wanting to work with you.

Ready to have them at hello? Let's team up and make some magic.

10 Ways to Make Your Coaching Website Work Harder for You

10 Ways to Make Your Coaching Website Work Harder for You

13 minute read  |  By Daniel Wolfsong

10 Ways to Make Your Coaching Website Work Harder for You

Are you getting as many clients as you want through your coaching website?

Here are 10 ways to turn it into a marketing powerhouse that works hard for you—so you’ll get more high-quality inquiries, and more new clients.

1. Speak directly to just one person

That’s right. Just one. Your website’s most important job is to make a connection with your ideal client, and it’ll be harder to do this if your messaging isn’t super-focused.

The first thing you’ll want to do, if you haven’t already done so, is create a well-defined client persona. This is just a detailed profile—an archetype—of your ideal client, based on what you know about them through your research and experience.

Things like gender, age, income level, personality traits, goals, challenges, pain points… the more detailed you can get, the better!

Then, design your website and craft your messaging around this one person.

It’ll feel highly relevant and engaging to the person you want as a client.

Now, this can often be a little more art than science, because while your ideal clients will fit within an exclusive niche, they obviously won’t all be exactly alike—for instance, you might want to work with both women and men—in which case you won’t want a website that feels overtly feminine or masculine.

Strike a balance that suits the aesthetic and language they’ll both resonate with.

Engaging your people with a highly revelant website experience will draw the right ones in and increase the quality of your leads.

2. Tell your story to build a connection

What’s your own personal struggle and ensuing victory that led you onto the path of becoming a life coach? Do you have a story that your ideal clients will connect with on a personal, emotional level?

Tell that story on your website!

The fact that it’s so deeply interwoven with what you do means it’s a story that your people will find inspiring and relatable. Not only because it’s a quintessentially human story, but also because it touches on what they themselves are struggling with—including the victory they want to experience for themselves.

We all feel a strong emotional response to good storytelling… it’s just intrinsic to who we are. The more you reveal the heart and soul of your coaching business on your website, the more powerfully you’ll inspire your potential clients to take the action you want them to.

3. Say bye-bye to buzzwords and jargon

Being empowered. Getting unstuck. Reclaiming your true self. Achieving success.

And the ever-present… transformation.

No matter how good these phrases sound to you, they won’t excite your people—because they’ve already seen and heard them so often that they come across as generic, if not completely meaningless.

I know, it’s a bummer.

Don’t beat yourself up if you’ve adopted these common coaching phrases into your brand, though!

As business owners, we’re often too close to what we do to realize how our messaging is perceived on the outside.

Coming up with ways to communicate the power of our work can be super challenging, because it forces us to see it objectively—and that’s tough to do!

Good news: you can get your people truly engaged and inspired by meeting them where they are—with messaging that speaks to the outcome they’re hungry for.

When considering this outcome, ask yourself 3 questions:

  1. Is it specific?
  2. Is it tangible?
  3. Is it meaningful to them?

If you have a good, solid answer for all 3 of these questions, you’ll know you have a fantastic outcome that will resonate with your people.

As an added benefit, you’ll stand out among all the coaches in your field who are still using messaging laden with buzzwords and jargon.

By the way, the best way to communicate these outcomes is to…

4. Focus on their deeper wants and needs

Your website may be describing all the wonderful services you offer in your coaching work, and the goals you help your clients achieve—but y’know what will really get their engines firing?

Painting a mental picture of the ways their lives can be changed through achieving those goals… creating a vision that speaks to their deeper wants and needs.

Why? Because while we all want to achieve our big goals, it’s the specific ways we imagine our lives will look and feel through achieving them that truly excites and motivates us.

It’s the difference between wanting to be a more organized, productive person (goal), and wanting to enjoy the feelings of being more in control, more reliable, and having a calmer, more tranquil mind (the underlying wants and needs fueling the desire to reach that goal).

To do this, go beyond the immediate results you can help them achieve—like discovering their purpose, or getting healthier, or becoming more successful—and uncover the more fundamental, emotionally-driven desires leading them to wanting these results.

A few examples to get your wheels turning:

  • Your people may want to discover their calling and their purpose, but what they really want is to feel fulfilled… to feel worthy of love and other good things… to know that they have a place in the world… to be in control of their destiny.
  • They may want to be more successful, but what they really want is to feel admired and respected… to enjoy the lifestyle, security, and legacy that success can afford them.
  • They may want to get healthier, but what they really want is to feel more confident and secure in their own skin… to feel more accepted by others… to do and experience more of the things they want.

With website messaging that touches the deeper desires beneath the outcomes your people want, they’ll see a higher level of value in your coaching—leading to more warmed-up, ready-to-be clients.

5. Soothe common objections

While the above techniques will go a long way in forging an emotional connection with your potential clients, they’ll still have built-in objections that may keep them from scheduling that first call with you.

There are 2 tried-and-true methods for soothing these objections:

1. Address them directly. Are your people worried about feeling judged while working with a coach? Let them know that you create an uncommonly safe and caring space for your clients. Have they already tried and failed to achieve their goal a hundred times? Show them why your method results in success, no matter how many times they’ve failed before.

Be aware of all the barriers that might be coming between them and making a decision, and give them every reason to take a chance with you.

2. Provide social proof. Glowing reviews and success stories from past clients will give your website some serious va-va-voom. Our opinions are influenced by what our peers say, and that’s why testimonials are so powerful.

Include them in your website to get your people wanting to work with you.

And while we’re on the topic of testimonials:

Don’t put ’em all on a separate page of your website, because you don’t want your potential clients to have to seek them out—or worse, never see them at all.

Instead, place them liberally throughout your site. Get those testimonials front and center, impossible to miss. I’m talkin’ every single page.

Include bright, smiling photos of your clients, if possible. Don’t let your website visitors go very long without seeing someone else raving about their beneficial experience with you, and don’t be shy about including more than one at a time if you have lots to share.

Doing this will position you as a worthwhile expert who helps their clients achieve real results. Cha-ching!

6. Write meaningful headlines

Your homepage headline is the first chance you have to make a powerful emotional connection—don’t waste it with something lukewarm like “Welcome” or a matter-of-fact description of what you do.

A headline’s job is to immediately intrigue your visitor and get them excited to read more.

So, get their attention with an inspiring statement, an intriguing question, or a bold promise.

Think of the first thing you want your people to feel… how you want to set the tone for their journey into your unique brand of coaching. Write your homepage headline around that.

Continue reinforcing this connection in the headlines of your other pages. Avoid the usual, dime-a-dozen headers like “Coaching Packages”, “About Me”, and “Contact Me”—think of how you can evoke an emotional response in every headline with an inspiring statement, an intriguing question, or a bold promise.

This will make your website more engaging, which will lead to more of your people taking the action you want them to take.

7. Use fresh, striking images

Y’know that photo of the person standing on the mountain top, arms raised in victory?

Or the photo of the zen garden rocks, stacked 3 or 4 high?

How about the silhouette of the person standing in tree pose on the beach at sunset?

Yeah, it’s time to retire those. Sure, they’re meant to evoke feelings of freedom, success, balance, and well-being… but they’re everywhere. They have no oomph anymore.

You can do better!

If you want to convey freedom in your images, think about what freedom looks like for your clients. Choose relevant, high-quality images that speak to your people on a more personalized level.

Never think of your website images purely as decoration. They’re right up there in importance with your messaging, so make ’em count.

The best images will be the ones that evoke the feelings your people want to feel—meeting them where they are mentally and emotionally, while inspiring them with a vision of where they want to be.

Selecting uncommon, visually striking images will help you to stand out and be memorable.

8. Include a strong call to action on every page

You don’t want your people wandering aimlessly around your website, getting to the bottom of a page and then having to guess at what they’re supposed to do next.

An effective, well-designed website has a sense of direction and flow.

Give them a specific action to take at every stopping point in your copy. Use enticing call-to-action buttons below your copy to guide them to where you want them to go.

And instead of using call-to-action phrases like Click Here, make them want to click (or tap) with more decisive wording, like:

  • Learn More
  • How it Works
  • I’m Ready
  • Work With Me
  • Schedule a Call

Strong calls-to-action create a more focused experience for your website visitors, making them more likely to see the content you want them to see—and take the action you want them to take.

9. Spice up your opt-in form

Setting up a way to keep your people interested in you, even if they’re not ready to become clients just yet, is a fantastic way to nurture them into future clients.

But if your opt-in form isn’t persuasive enough, you run the risk of losing them forever.

Avoid opt-ins with vague, uninspiring headlines like Subscribe to My Newsletter or Get the Latest Updates, because these don’t convert very well.

Instead, entice them with a “quick win” if they sign up—something they’ll find useful, like a worksheet or a how-to resource.

Tell them what they’re getting, and how it can help them.

Having an email funnel in place that nurtures them with timed, automatic emails will build interest and keep you in their heads without any extra effort on your part—this is a powerful way to turn your website into a mighty marketing machine for you.

10. Make your page titles SEO-fabulous

Page titles (not to be confused with your page headlines) are those lines of text that appear way up in the browser tab on every page of your site.

Way too often, they’re the most neglected part of a website, despite serving 3 very important functions:

  1. If someone bookmarks a page, the page title is what appears in the bookmark text.
  2. Search engines use them to determine how relevant your page is for a search, and
  3. The page title appears as the headline in search results.

Now, there are a few common mistakes people make when creating their page titles:

Mistake #1: Not making them descriptive enough or using vital keywords.

If you have a page title that merely says “Services”, it won’t show up in search results when someone searches for the specific kind of coaching you offer.

It’ll also mean if someone bookmarks your page, they may not remember why they saved it later on when all they see is “Services” in their bookmarks—so they may never come back to your website.

Mistake #2: Just using your business name and tagline.

This is OK if your tagline contains important keywords, or if you don’t care about showing up in search results, but if your tagline is something like Live on Purpose then it won’t help your search engine visibility.

Mistake #3: Putting the name of your business first, with descriptive keywords after.

Google only shows the first 55 characters or so of your page title in search results, so if you put your business name first—which may not be as relevant to your people as the keywords describing your coaching services—the more important part of your page title may get cut off, which means they won’t see the keywords they’re looking for, and may not click on it.

Note: Unfortunately, Wordpress automatically puts the name of your business first in the page title of every page on your website. You can fix this by installing the Yoast plugin, which allows you to customize how your page titles are formatted.

Here’s the best way to style your page titles:

Put a descriptive statement of your page first—including important keywords that your people will be searching for—with your business name afterward, like this:

Coaching for Spiritual Entrepreneurs | Veronica Q. Coach

Use different page titles for each of your pages to increase your search engine visibility—use the example above as a template for your homepage, and then create descriptive, keyword-rich variations specific to the other pages of your website.

Pro-Tip: Do a few searches related to the coaching services you offer, and see what websites show up first in the results (after the ads, of course). This will give you some insight on keywords you might want to focus on, including ways you can write your page titles to stand out. It’ll give you an idea of how competitive your keywords are, too.

Is your website working hard for you?

At the end of the day, as a coach, you need a website that’s more than just an online business card or brochure.

Your website should be generating leads and heavily pre-selling your would-be clients, making your consultation calls easier and more fruitful.

If it isn’t doing this work on your behalf 24/7, turning your visitors into believers and giving you a steady stream of warmed-up, ready-to-be clients, then it’s not doing its job!

Implementing the methods I’ve outlined in this article will help.

Need more help?

Hate dealing with tech? Don’t have time to give your website and messaging the TLC it needs to bring more clients in? Let me handle the heavy lifting for you.


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hey!  I'm Daniel.

I believe that greatness begins with a bold vision and a stellar plan.

My clients are visionary life coaches: the helpers, the illuminators, the life changers. You're crazy in love with what you do and you're motivated to achieve big goals!

I'll build you a beautiful, strategic website with powerful messaging that's genuine to you... getting your ideal clients engaged and wanting to work with you.

Ready to have them at hello? Let's team up and make some magic.