“If you build it, they will come.”
Your website is central to your business and your inbound marketing strategy. It’s how you’ll connect with future clients and the rest of the world. It’s where you can express your business brand and post your marketing content (e.g. blog), and it’s how your web traffic (followers, audience, and potential clients) will turn into leads.
A website also gives your business credibility, and sets you up as an expert in your niche health coaching field.
Today’s post is Part 3 in the PHCI marketing series. Here we’ll share our tips on how to build an irresistible health coaching website.
Building Your Website
Don’t worry if you’re not an experienced web builder. There are plenty of options for you to choose from depending on your level of experience that will produce a professional looking website.
Before you start constructing your website, there are three simple steps you need to perform. Let’s go through them now.
1. Get a Domain Name
A domain name is the address, or URL, of your website, and acquiring one will be your first step towards building your site.
2. Choose a Website Builder
WordPress is the most widely used website builder, and has an impressive blogging interface. It can be be used by anyone regardless of experience, but you will need to invest a little time into learning how to navigate the system.
3. Choose a Website Theme
A theme is basically the design and layout, or look and feel of your website. It’s important to choose a website theme that will appeal and attract your ideal client. You also want to make sure that your theme has all the features you’ll require to run your online business.
Website builders usually have hundreds of themes for you to choose from, including health and wellness specific designs.
Essential Components to Include in Your Health Coaching Website
While constructing your website, it’s important to remember its purpose—to attract visitors and convert them into clients. This will usually involve collecting their email and getting them to book an appointment.
When considering this, we recommend you include the following components:
The aim of a homepage is to clearly express as quickly as possible:
- Who you are
- What you do
- How you can help
- How to contact you
Here are 10 tips to keep in mind:
- Use attention-grabbing, thought-provoking headlines.
- Avoid clutter.
- Address your clients’ pain points and offer suggestions (whilst keeping your niche audience in mind).
- Make it clear what to do next. Having a CONTACT ME or BOOK NOW button at the top of the page is an easy way to get clients into your sales funnel.
- Keep your content concise.
- Consider using a video, as studies have shown this improves conversion rates by up to 80%!
- Use real testimonials, as this gives future clients proof that you’re a reputable and knowledgeable health coach.
- Avoid having too many pages on your site. Try and provide all essential information on your homepage as this is the page a prospective client will land on when they follow a link or type in the URL to your website.
- Offer something of value to those who visit your website, such as an ebook or a complimentary 15 minute consultation, as this will allow someone to see what you’re about before making a financial commitment to your program or product.
- Optimize your homepage for smartphone use.
2. Contact Form
As the the ultimate goal of your contact form is to get your visitors to complete it, you need to make sure it’s a main focus of your website.
The formatting and design of your contact form will have a direct impact on conversion rates.
Here are five components you should consider to maximize your conversion success:
- Positioning – Position your contact form so that the viewer does not have to scroll down the page in order to see it.
- Length – When deciding on the length of your form, you want to find the right balance between not collecting enough information and asking for too much information. A shorter form will usually generate more leads, but the quality of the leads may not be a good as a longer, more in-depth form.
- Fields – When deciding on which fields and questions to include on your contact form, it’s important to remember that you only need to collect enough information so that you can contact and qualify your visitor. You can always ask for more information later. At the bare minimum, you should always ask for their name and email address.
- Submission button – The submission button is the the last major component of your form, and you visitor must press it in order for you to collect their information. While the default text for this button is “Submit,” studies have shown that “Click Here” or “Go” actually generate high conversion rates.
Another handy tip is to use an online form builder to construct your contact form. These form building platforms allow you to customize the look and feel of your form. You can add your logo and edit the copy to reflect your brand persona. Your goal is to construct your form in such a way so that your visitor feels a genuine connection to you and your business simply by filling out a form.
There are loads of form building tools for you to choose from. Here are our top picks:
3. Lead Magnets
A lead magnet is an incentive offered by a business to prospective clients in exchange for their email address.
The sole purpose of a lead magnet is to maximize lead generation.
A few popular lead magnets you can offer your website visitors include:
- Free eBooks, whitepapers
- Email courses
- Food lists
- Invitations to events
- Savings coupons
In addition, lead magnets help to forge a stronger connection between a visitor and your brand, and also educate a potential client as to what your health coaching business is about.
Business blogging is a marketing strategy that uses blogging to improve the online visibility of a website.
The goal of a business blog is to attract traffic to your website and provide opportunities for that traffic to convert into leads.
The best way to do this is to cover topics in your blog posts that are highly relevant and appealing to your ideal client.
For example, if your niche audience is a mom with three kids, then some relevant topics you might blog about could be How to Prepare Primal-Friendly Meals on a Budget or Seven Secrets to Improving Your Relationship With Food.
The idea is that your health coaching blog will initiate conversion that will drive more business.
5. About Page
An About Page is where your site visitors go to learn more about you and your business. A well-crafted About Page can greatly increase your visitor conversion rate.
A helpful tip for writing a captivating About Page is to answer the Five Ws:
- Who are you?
- What do you do?
- When did you start doing what you’re doing?
- Where are you located?
- How are you accomplishing what you claim to do?
It’s best to answer these questions quickly and concisely, usually within 1-2 paragraphs.
Bonus Tip! Set up Google Analytics and Google Search Console
Google Analytics provides statistics on your website traffic including total visits, average time on site, and bounce rate. You can also track your website’s audience and demographics.
Google Search Console provides data on your website’s visibility in searches. You can see how many impressions your site is getting in search engines by keyword or by page. Google Search Console also allows you to monitor click-through rates from search engine results to your site. For a step-by-step guide on how to set up Google Search Console for your website, head to Moz’s post A Beginner’s Guide to Google Search Console.
In conclusion, setting up your business website is central to your inbound marketing strategy. With well-thought-out planning and careful execution, your health coaching business website will go a long way towards maximizing your visitor conversion and lead generation rate.
Here’s a list of our marketing series posts in order:
- Two Essential Questions You Must Address Before Developing Your Health Coaching Marketing Plan
- How to Use Inbound Marketing to Win Clients
- How to Build an Irresistible Health Coaching Website
- How to Generate Traffic for Your Health Coaching Website
- How to Use Content Marketing to Gain Clients
- 3 Simple Steps for Converting Web Traffic Into Leads
- How to Use Email Autoresponders to Convert Leads Into Clients While You Sleep
- How (and Where) to Hire Freelance Writers, Designers, and Tech Support
- 8 Tactics for Closing the Sale on Your Next Discovery Call
- How to Delight Clients and Keep Them Coming Back for More
- PHCI Marketing Glossary: 43 Essential Marketing Terms for Health Coaches
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