Y’all… I’ve got some mad respect for life coaches.
They sit down, hear out all of our crazy goals, then hear out all of our crazy emotional problems and help us get a handle on them.
And if that weren’t enough, then they put custom-made action plans together to help us achieve our goals. You know, despite that fact that we’re so emotionally messed up.
I imagine it’s draining career a lot of days.
But also rewarding… which is why most of you probably got into it in the first place.
So in today’s video, I want to give life coaches a leg up. I want to help them figure out ways to improve their website copy so they get more clients that are a joy to work with, and less that are a drain on their energy.
I’ve got three main tips that will help you do this, and I’ll walk you through some on-site rewrites step-by-step.
Ready?
I won’t say by whom, but I’ve sometimes heard people write off life coaching as a soft, fluffy, non-serious career.
And while I’m not a life coach, it absolutely pisses me off.
Because from my perspective, life coaches have to deal with all the same bullshit from their clients as therapists, but with the added responsibility of actually guiding them through an action plan to accomplish their goals and dreams.
So, life coaches, I want to help you get more clients.
And not just more clients, but more of your ideal clients.
The kind that you get excited about a call with, not the kind that you dread hearing more of the “I can’t because….” complaints. People that actually take your advice, implement it, become happier in their lives because of it, and thank you for it.
And we’re going to look at three different copywriting tricks that’ll help you do it:
- Talking about what your clients want rather than about the actual services you offer.
- Avoiding wordiness & not getting bogged down by storytelling.
- Easing people into your process so they know what they’re getting into and feel prepared & excited for it.
Okay, so our first life coaching business is called Blush, and it’s a budget-friendly service that’s tailored to young women.
And let me just say, I LOVE this little line underneath the main photo. “Life can be mean. Let’s talk behind its back.”
Not only is it funny, but that humor and the acknowledgement of a real pain point in their target audience’s life really puts the reader at ease and makes them feel at home on this site.
What I want to focus on here though is the text in the hero image. “Online Life Coaching… professional coaching that fits your budget.”
I want to say upfront I am super impressed with this site, but as a copywriter, I’m always noticing things that can be improved.
In these two lines of text, we’ve mentioned the fact that this is a coaching service twice, so I think we can eliminate one of them and use the line to instead talk about an end benefit centered on a pain point.
I like that they talk about this being budget-friendly upfront, so let’s look at ways we can tweak this top line.
Reading through the page, I see benefits like:
-move past your current struggles. set goals for an exciting future
-get over the crap you don’t want to deal with
-a push for the future
-advice that isn’t from your opinionated bestie
And honestly, I think all of these would make great hooks.
And unfortunately, this text is an image so I can’t live-edit it for you to see, but imagine if it said “Advice that isn’t from your opinionated bestie… professional coaching that fits your budget.”
And you could A/B test it against another line that said “Move past your current struggles. Start your exciting future… professional coaching that fits your budget.” to see which one prompted people to scroll further down the page or got more conversions.
Do you see how talking about an end result and what your clients actually want makes a bigger emotional impact than talking about what your services simply are?
http://www.growingself.com/online-life-coach/
On this site, we’re going to talk about not getting bogged down in the wordiness of a story.
I get it, business (especially life coaching) is about connecting with your audience on a very personal level… and nothing lets you do that better than a story.
But too much of a story can be a bad thing.
Mostly because your page visitors will get caught up in your words, forget what you were talking about in the first place, and lose interest.
You DO NOT want people to lose interest.
On this page for example, this life coach talks about three types of people on the same page and their attitudes towards online life coaching.
(I’d suggest one page per target audience, but that’s another tutorial for another day.)
Let’s look at “Relieved to Meet with an Online Life Coach” section.
She says… [read the section out loud]
So what if we cut out some unnecessary text and added some white space to make it read like this:
Do you see how knocking out all of that unnecessary phrasing and adding some white space suddenly makes the story much easier to follow?
And not only that, how it helps you as the reader imagine your own situation and pain points related to wanting to hire a professional life coach, but not feeling like you have the time for it?
http://www.smartdatingacademy.com
And here we’ve got a coach for dating.
When you scroll down past the lead magnet offer, you see this:
[read out loud]
And when you scroll down a little farther, you see that this lady must really know what she’s talking about… with endorsements from the likes of Steve Harvey and The Today Show.
But what if she didn’t have these celebrity-level endorsements?
Would you feel comfortable hiring her based on these promises alone?
Probably not.
Yes, she’s speaking to the things you want as someone seeking a dating coach to help you find love, but since you don’t have any idea how she’s going to help you do it, you’d probably be a little weary of forking your money over…. especially if nothing else has worked up until this point.
So what if we kept the top part, and after “Nobody else coaches like we do”, we get into the specifics of what that actually means?
Like this:
[read out loud]
NOW I’d feel better about hiring this woman to help me find a long-term boyfriend, wouldn’t you?
I’d happily hand over my money to try a dating coaching service like this… especially if nothing else ever seemed to be working.
[Takeaways]
So, life coaches. You know the work you do has a massive positive impact in your clients’ lives and in the world at large. But sometimes you don’t know how to exactly put it into words to attract more of the right clients.
We’ve talked about:
- Talking about what your clients want rather than about the actual services you offer.
- Avoiding wordiness & not getting bogged down by storytelling.
- Easing people into your process so they know what they’re getting into and feel prepared & excited for it.
And I’m sure some of the examples have sparked some ideas on how to adjust the wording on your own site to show visitors your real value, draw them into your offerings, and prompt them to push that button to schedule some time with you.
CTA
So if you like this video, I have plenty more where it came from. If you’re watching on my blog, you can click the title at the top of my screen to get to my YouTube channel, where you’ll see all my past videos and subscribe to get in on the future ones.
I publish a brand new video every other week with ideas and examples of how to improve online copywriting to improve conversions and sales.
I’ve also pasted a link below to my ebook that has five easy-to-implement copywriting tips that’ll help you decrease your bounce rates and increase your conversions and profits for any page on your website. You’ll be able to read through it in 20 minutes, and it’s definitely worth the download.
Thanks for watching! Bye!