Does Your Website Send “Don’t Work With Me” Signals? ... health coach website essentials part 4

website Apr 02, 2020

I’m back today with the final part of the “website essentials mini-series” for health and wellness coaches.  

Before I dive in, here’s a quick recap of what we covered earlier: Part 1 looked at the 4 questions your website home page must answer.  Then in Part 2, we looked at how to activate your website's marketing power to get you more clients.  Part 3 was about the 5 ways to get your site visitor to pick YOU as their health coach. 

This final part is about your visitor’s experience with your website.  This is important because it gives clues about what it will be like working with you.  And believe it or not, I actually see many websites that send subconscious “don’t work with me” signals to their site visitors.

To help you avoid that problem, this article will cover the 5 things I see most that can turn-off your site visitor.  So let’s get to it!

1. The Visually Noisy Website

I’m not a sloppy person, but I’m an extremely busy person.  So stuff piles up around the house. Especially my kitchen. It often has that “lived-in” look.  There could be stacks of mail and papers on the island, dishes drying next to the sink, and a pile of clothes on the floor near the washer on laundry days.

That lived-in look makes my kitchen “visually noisy.”  And I don’t really want to be there unless it’s to cook or do the dishes.

That’s when I know it’s time to call in the cleaning goddesses.  (That’s what I call my cleaning ladies, because as far as I’m concerned, they perform miracles.)

By the time the goddesses get through, every room of the house says, “come in and stay a while!”  Everything is put away (okay, that was my job the night before, but still). My house has that “just cleaned house” smell.  And I actually want to spend time in my kitchen.

Well your website is the same!  

Whenever I land on a visually noisy website, I get a sense of overwhelm.  I’m not sure where to begin. And I’ll tell you right now, I know I don’t want to stay.  I want to leave there as quickly as possible. 

Here are examples of things that give your site a visually noisy look:

  • Tons of copy with long paragraphs to wade through
  • Icons that are used to “fill up” white space and don’t actually do anything
  • Too many photos that don’t serve a purpose

Your website should look like the cleaning goddesses have just passed through.  If you’re not sure it does, ask a friend to look at it and give you their honest opinion.  Do they feel tempted to stay on your site, or does it feel a little overwhelming?

2. Copy that’s confusing or hard to read

There are a couple of reasons people tend to write copy that’s confusing or hard to read. The first one you can blame on all of your english teachers. 

They had good intentions.  They wanted to turn you into a “good writer.”  But for many adults who now try to “sit down to write,” something weird happens.  They often think their writing has to sound a certain way, like “professional,” “informative,” or “scholarly.”

The problem with that kind of writing is it’s often confusing.  And quite honestly, it’s usually downright boring. 

So that’s the first reason. Now the second reason people write confusing copy is they think it needs to be catchy or clever.  This is especially the case when they’re writing their headline.  

Sometimes it can work great.  But most of the time it’s not clear what you’re trying to say.  

The biggest problem with both of these is that it makes a person have to work.  They have to think to process what you’re saying and figure out what it means.    

The easiest solution to this is to just write the way you talk.  Better yet, pretend you’re talking to a 10 year old. Use words and sentence structures that a 10 year old would understand without any trouble.

3. The treasure is buried

I often see websites that have some kind of treasure that’s buried at the bottom of the page or deep inside the site.  It could be the opt-in for a valuable resource, impressive credentials or social proof, or some kind of unique way you get people results.

These types of things are like treasure!  They need to be on the Home page. And a person shouldn’t have to scroll much, if at all, to see it.

Think of it this way.  If your website was a coastal town, the part of your Home page that they see before scrolling is the waterfront property.  In other words, it’s prime real estate. If what you say there doesn’t grab their attention, you can’t assume they will go any further.  So make sure you put the most compelling things where they’re most likely to be seen.

4. Pictures that send the wrong message

Pictures make an instant impact.  They send a message that goes right into your brain without passing through any “thinking” filters.  That’s why it’s so important to pick the right pictures for your website.

Choose pictures that relate to what you do and who you serve.  If your perfect client is menopausal women, don’t show pictures of twenty-somethings on your site.

Ideally, your pictures will reflect how your perfect client will look and feel after they get your help.

5. Website “dead ends”

Every page on your site should include a call to action that invites the visitor to do something.  It can be to download information, check out your latest article, or book a call. Here’s why this is so important.

You need to invite your site visitor to keep engaging with you. Otherwise they reach a dead end.  And that creates a negative feeling … even if it’s subconscious. So make sure every page has a call to action on it.

There you have it!  The 5 things I see most often that can subconsciously tell your site visitor not to work with you.  

If you found this helpful, you’ll like The Health & Wellness Coach Website Essentials Checklist I created.  It tells you the 13 crucial elements your website needs to help you attract and engage more clients. If you haven’t already downloaded it, you can get it here free. 

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