Can I just say that I am in love with business coaches?
And I swear I’m not just saying that to kiss ass since today’s video is about copywriting for business coaches.
I really mean it.
I invest a fair amount of what I make back into my business, and the investment in a business coach and specific, focused, coaching courses has been by far the best money I’ve spent. Even better than the software I use that saves me loads of time, the hard drive I bought to store all the videos I make, or even the super cute metallic pink iPod nano I just bought so I can listen to my favorite podcasts without towing my computer around.
Because without a business coach to guide me and help me see the areas I need to improve on and the strategies I needed to execute, none of those other things would have been possible.
I might have even ended back up in the corporate world. (The shock! The horror!)
So, business coaches, cheers to you with the best alcohol I have in my kitchen. Seriously. I will gladly drink to what you do any day of the week.
And to go along with that toast, I’ve got a video for you where I walk through and live-edit three different websites of business coaches to show you how you can improve your own website copywriting to get more interest, more leads… and more clients. (Which all equals more money. We love money.)
Copywriting for Business Coaches
Today we’re talking about effective copywriting for business coaches and how to remedy a common copywriting problem I see very often in the business coach community.
I’m using three websites I found at random from Worldwide Association of Business Coaches’ Directory. They all have very different feels and would serve very different customer bases, but suffer from the same copywriting problem.
And before I cut to the screen where I walk you through making the changes, I’ll go ahead and tell you what the problem is: it’s selling what their clients need vs. what their clients want.
Let me explain that a little bit, in case you’re confused. (laughing a bit) And I’ll use my own business coaching program as an example.
I’m a part of a business coaching program called “Book Yourself Solid.” The program follows a very systematic (and arguably very boring) approach to booking more business.
That system is EXACTLY what I need, but it wasn’t what I wanted when I was shopping around for someone I could pay to help me grow my business.
You see what I mean?
They sold me what I wanted, which was getting booked solid, even though they still delivered the exact thing I needed, even though I didn’t know at the moment exactly what that was.
So let’s look at a few examples of this…
- The first one I want to show you is Barb Girson’s site, which is called “My Sales Tactics”
I LOVE the name of her site and the feel of it, even if it’s a bit of a dated template.
But the first thing people will read when they land on her site are these two headlines, and right now they only describe what she sells to her clients.
It’s very likely that her prospects land on this page already knowing they need help with their sales tactics, so this isn’t terrible.
BUT we could use this valuable on-site real estate to still talk about those sales tactics that she’s selling and cut to the core, emotional reason her prospects are seeking help with their sales tactics.
So instead of “Welcome to My Sales Tactics,” what if she wrote “Sales Tactics to Double (or Triple) Your Monthly Sales?”
And instead of “Sales Strategies & Sales Tactics” she wrote “See the Sales Strategies I Use to Help You Make This Happen.”?
Two things happen here:
The less obvious one is she keeps her SEO power for sales tactics & sales strategies by keeping both of those words in her headlines.
The second and more business-altering thing though, is that she INSTANTLY makes you curious about what she’s offering. Because who the hell doesn’t want to double or triple their monthly sales? I think that’s the exact reason why someone would be seeking out her services.
And if you adjusted this bottom text here with a more compelling CTA, I can guarantee there’d be more click-throughs.
- So Barb’s site had more of a slant towards solopreneurs, but this company offers more of a corporate feel. But this guy, Bob Dianetti, is more slanted towards a corporate environment for his clientele.
He clearly needs a new font that’s easier to read, but he’s also wasting precious space in this header area with his name and title instead of hooking his visitors with the results he can offer.
But if we read this little paragraph here, we can see he’s got some gold: “…business owners who want to get control of their businesses and their lives” and “…individuals and teams do more, be more, and achieve more than they ever thought possible.”
So right now, the only thing he’s really selling is himself as a coach. Which isn’t inherently wrong, but his prospects aren’t going to know why they should hire him and not the next guy.
Do you see how these changes bring his core and most important offerings to the forefront?
I was a little limited here with the setup of the on-site theme, but I think you get the picture: these are the real benefits his corporate clients would be seeking.
- And finally, PeopleResults.
Unfortunately, this piece here is an image so I can’t edit the text, but I’ll talk you through it anyway.
I absolutely love their message here of helping their prospects become trailblazers and trendsetters in their specific industry, but phrases like “turn the tide” and “start the wave”, while meaningful if you take the time to think about them, don’t deliver that meaning INSTANTLY… which is what you need on the internet.
Instead, they could write something like:
“Don’t be like the rest of your industry’s crowd. Become the trailblazers and innovators. Become THE standard everyone else is measured against.”
So here it’s more of a direct ego appeal than it is a bottom-line appeal, but that’s what PeopleResults is going for.
I hope walking through the messaging of those three different business coaching websites helped you see how you can improve your own on-site copywriting to help you convert more of your potential customers into prospects.
If you’ve got more questions or would like more tips, check out the Copy Power blog, which is at getcopypower.com slash blog.
And if you liked this video, it’d be great if you could share it on social media.
You also want to make sure to hit “subscribe” because even though this video is for business coaches, I’ll have other videos coming out that will help you with more specific things on your website—no matter what your type of business is.
And if you want even more tips on how to improve your on-site conversions now, I’ve got a link to my free e-book in the description below. It talks about five hacks I use on the landing pages I write to decrease bounce rates and increase conversion rates, which I think is something we all want from our websites.
Thank you for watching! See you around!