Journal Entry: Week 9 (Exactly What To Include On Your coaching Website)

Most coaches have too much fluff on their website.

They include detailed “work with me” pages, links to all of their social media accounts, and a whole slew of testimonials.

And sometimes those things can be helpful.

But more often than not, they actually prevent you from accomplishing your two main goals: getting email subscribers and booking consults with potential clients.

So, what should you include on your website if you want to take a more minimalist — and often more effective — approach?

That’s what we’re going to talk about in today’s journal entry.

(If this is your first journal entry of mine, read this post to learn more.)

What happened this week:

Built a minimalist website. The new website includes 5 basic pages:

  • Start Here - This is the site’s home page. It should briefly explain what you do and who you help. It should also offer a lead magnet in order to encourage new visitors to subscribe. The gregfaxon.com home page is a bit more built out.

  • Thank You - This page is not visible in the site’s navigation. Your visitors get redirected to it after they opt-in for your lead magnet. The goal of this page is to capitalize on that initial momentum and invite them to apply for a consult.

  • Blog - Your blog attracts new visitors to the site and increases trust with existing ones. I like to include relevant lead magnets in each of my articles so that I can grow your email list faster and get more clients.

  • Case Study - The primary purpose of this page is to provide “social proof” by spotlighting a client (or multiple clients) who have gotten great results. The secondary purpose is to encourage potential clients to book a consult with you.

  • Apply Now - The purpose of this page is to have potential clients apply for a free consult. The goal is NOT to sell them on working together (that’s what the call is for). I highly recommend this approach to a long “work with me” page.

I use Squarespace to build all of my websites, and this one is no different. My main site, gregfaxon.com, uses the template Pacific and enoughfitness.com uses Bedford. If you’re wondering what platform to build your site on, just use Squarespace.

Automated my existing business. In the past, I’ve offered both courses and live coaching on gregfaxon.com. Since I need to free up more time for my new business, I’ve focused all of our systems on selling DIY courses like Foster Your Roster. That way I can make some passive income from gregfaxon.com while I spend time on Enough Fitness.

Narrowed my niche strategically. You’ll notice that on the Enough Fitness homepage, I’m very specific about who my coaching is for. But I didn’t start off with this level of clarity. Last year I worked with 5 fitness clients. Out of those 5, there was one that really stood out (this was Emmett from the Case Study page). Once you work with a client that you want to multiply, you can use them as the reference point for all your marketing. This is one reason why I recommend you put an offer out to your warm network before you spend time building your website. That way you can test your assumptions in the real world first.

What I learned this week:

Knowledge can be a blessing and a curse. Since this is my second coaching business, I know a lot more about what to focus on in terms of getting clients. And I’ve already built the sales and marketing skills that I need to be successful. But this creates two new challenges: First, I’ve had to consciously shift myself back into a beginner’s mindset. Second, I’ve had to avoid getting overwhelmed by all the things that I know I could do to get clients and choose a few simple things to start with.

My freedom number. When you are starting a new business, it can be helpful to figure out how much money you need to make each month to be financially free. Start by determining your average monthly expenses (this includes stuff like bills, groceries, vacations, investments and anything else you currently spend money on). Then take that number and subtract any money that comes in automatically (for me this includes passive income from my existing business as well as income from my wife’s job). You can use this number to determine how many clients you’ll need to get at your chosen price point in order to maintain your current lifestyle.

What I'll focus on next week:

Booking 5 calls with potential clients. It’s fun to spend time working on your website, but it’s also the type of thing that can easily become Creative Avoidance. I’m going to be putting out a call for more clients next week, so stay tuned to see how I do it!

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If you want to read my past journal entries, I've listed them all here for you: