Welcome back to the 4-part “website essentials mini-series” for health and wellness coaches. This series is about how to transform your website from being an “online brochure,” into a powerful lead-gen marketing tool that will help you build your business.
In case you missed the first 2 parts, we first looked at the 4 questions your website home page must answer. Then in the second part, we looked at how to activate your website's marketing power to get more clients.
Now today, I’m going to tell you about 5 ways to build rapport with your perfect client and get them excited enough that they want to work with you! And a lot of this comes down to what you say on your site and how you say it. In other words, copywriting.
If writing isn’t your thing, don’t worry. Because writing is my thing, and I’ll give you clear examples that will make this way easier for you.
The key to getting this right is to remember something I said in Part 1 of this series …
That’s right. Your future client is looking at your website to find out more about you, but they look at it through the lens of “what’s in it for me.” So you want to write in a way that’s focused on your perfect client.
Now here’s the tricky part.
If you say, “I help my clients to …” that’s still about you. So you want to find a way to say things so it’s about your future client instead. Let me give you an example.
Let’s say a health coach focuses on helping people with rheumatoid arthritis. Her site could say, “I help people with RA find relief from their pain so they can get back to enjoying the activities they love.”
That sounds like a good benefit, but it’s positioned to be about the health coach. Now here’s a way we can make it about the site visitor.
“Imagine being able to bend down and garden without pain … or to go out for a long walk and enjoy the fresh air without your knees aching … or even to get back to your weekly tennis game with your friends. You can do all these things and much more. And you can do it quicker than you can imagine.”
See the difference?
So take a look at your website and find all the places where you say “I” or “we.” Then ask yourself how you can express what you said so it’s more about your future client.
Oprah said it best. After interviewing 37,000 people, she said there’s one thing we all had in common – we all want to feel seen and heard.
When it comes to your website, this means writing in a way that makes your site visitor feel understood. I gave you a great example of that in the first section. That shows you understand they’re missing out on important things in their life.
Another way to do it is if you have a personal story about going through the same struggle your site visitor is going through. If it’s part of your personal story, talk about it. But it can also be about someone you know … even a client whose story really touched you.
This is the part of your site where you CAN talk about you. You can start it on the Home page, but have it lead into the full story on your About page.
Imagine your site visitor has already tried different solutions to this problem. They may be a little jaded at this point. So you need to show them what makes you different from everything else they've tried in the past.
The best way to do this is something I talked about in part 1 – turning your roadmap into a magic wand. If your approach does something different, such as tackles the problem from a different angle than what most people do, that’s a great way to show how you’re different.
The way to do this is to know your perfect client intimately. Where are they on their journey with this problem? What have they tried before? What common beliefs do they have that you can shatter?
The reason why it’s so important to get clear on your perfect client is so you can find out this kind of detail about them. Because you, my friend, have the curse of knowledge. You know so much now that you may not be able to see the problem through the lens of your perfect client. But you need to. It’s the only way you’ll be able to create a meaningful connection with them.
There’s nothing more powerful than social proof. That’s why people seek out the advice of complete strangers to help them make a decision. You don’t need to look any further than Amazon reviews to see this in action.
So case studies and testimonials are hands down the most powerful part of your website when it comes to getting people excited about working with you.
Testimonials are ideal because they tell about a person’s experience with you in their own words (at least they’re supposed to be in their own words).
And case studies are the perfect way for you to show the journey you took a client through. This helps your site visitor see someone go from where they are now (with the problem) to where they want to be (without the problem).
If you’re just starting out, you may not have had any clients yet. In this case, my recommendation is to work with a few people free of charge. In exchange, they need to give you feedback on your process and an honest testimonial. If they’ll give you a video testimonial, even better.
We all have an inner critic who’s responsible for keeping us safe. When your inner critic gets too loud, it creates limiting beliefs. And if it totally takes over, it turns into self-sabotage. (If you struggle with this yourself, here’s a link to one of my most viewed posts about how I overcame sabotaging self-doubt and found success as an entrepreneur.)
Your site visitor has an inner critic that’s been yapping away at them about this problem. You just don’t know where they are on this spectrum when they get to your site.
So you need to think about all the possible objections your site visitor may have about moving forward. This will include things such as all the ways they’ve tried before to solve this problem ... to “it’s in my genes so there’s nothing I can do about it,” … to even, “These types of things always work for other people, but they don’t work for me.” And then you need to shoot holes in them.
One of the best places to do this is in your testimonials and case studies. If you have a client that had an objection, make sure that comes up. When you show how a client got results in spite of the objection, you help to get past your site visitor’s inner critic.
Another place is with an FAQ page. This is a great way to take your site visitor further into your process. For example, maybe their inner critic is saying things like, “I’ve been down this road before. She’s going to tell me I have to stop eating certain foods that I crave.” You can address these types of concerns on your FAQ page.
Okay, so there you have 5 powerful ways to build a rapport with your site visitor and get them closer to saying, “Yes!” to working with you.
In our final chapter of this mini-series, we’re going to take a look at website etiquette. That will be coming out in a couple of weeks after our next website review.
See you then!