Are you pulling a "Field of Dreams?"

Are you pulling a “Field of Dreams?”

For the past 5 days, I've been talking about the 6 biggest mistakes I see coaches make when it comes to their websites... and now we're on the last mistake.

And it's a biggy.

Here are the mistakes in case you missed any...

In the movie, "Field of Dreams" Kevin Costner's character keeps hearing, "If you build it, they will come."

I won't give anything away in case you haven't seen it.

And writing this is making me want to go watch it again. It's been years.

Great premise for a movie.

Not so great when it comes to building a website.

And I've seen a lot of coaches have the idea that all they need to do is put up their website with...

  • a lot about the coach and their credentials
  • some vague language about "becoming your best self," "living your best life"
  • one page with all of their packages and prices, each with a short description
  • and an offer for a free strategy session, breakthrough session, or clarity call

Let's look at why this is not such a great strategy.

First, there are millions of websites out there (if not billions at this point).

Second, out of the millions of websites, there are thousands of coaching websites.

Third, if by some miracle your ideal client happens on your website and you're talking about you and not talking about how you can help them, they're going to pop off before ever realizing that you were exactly who they were looking for.

Fourth, if they don't pop off right away and should happen to find the page about your packages and prices. And on that page you've given them 3 options for coaching, it's going to confuse them.

See, they don't know what's best for them and which package they need. You're the expert. They're not. They don't know how long coaching is going to take, or if they need the group or one-on-one with you.

Finally, when they see your offer for a free strategy session, breakthrough session, or clarity call, one of two things will happen.

a) they'll see it right away as an opportunity for you to sell them coaching, and so far all you've done is talk about yourself and how you can help them live their best life. But they don't actually know what that means.

b) because they've seen dozens or even hundreds of coaches offer these calls, they'll ignore it because it doesn't have any perceived value for them. What does a breakthrough session even mean?

So what to do about all of this?

Here are a few tips:

  1. 1
    Make sure that your niche is dialed in so that your messaging is targeted to your ideal clients. And remember mistake #3. You've got to make sure you're talking about their specific problem and how you have the solution.
  2. 2
    Name your coaching call something results focused and matching exactly what your ideal client wants. Describe it in a way that makes them think, "I gotta have this."
  3. 3
    Sell your coaching call. Doesn't matter if it's a paid call or complimentary (never use the word "free" btw)
  4. 4
    If you are going to have your packages on your site, make sure it's only one and sell it as well. And I don't mean a paragraph w/ a few bullet points. I mean a full on sales page.
  5. 5
    Once you've got these first four pieces in place, then you're ready to take your ONE marketing approach and work it big. Think of your marketing as a laser beam. You're focusing in on your ideal community. Not everyone. Only the people you serve. Everything you put out into the world, whether it's social media, SEO, paid advertising, or partnering with others, should be focused on your ideal community. And no one else.

Ok. So that wraps up this series on the 6 biggest mistakes I see coaches with their websites.

Please let me know if you found it valuable in the comments below.

With love & joy,

Selena

P.S. Is there someone in your life who could benefit from reading this post? Why not share this with them?

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