46: 6 Steps to Ace Your Coaching Website ‘About’ Page

This episode is the 7th in the series called Client Winning Coaching Websites. In past episodes, I’ve coveredwhat to do before you start your websitewhat exactly makes a website client-winning branding benefit statementsand an interview with the best web designer for coaches  It’s worth listening to the whole series because we’ve been building up a clear picture of exactly what a client-winning coaching website looks and sounds like copy-wise.If you know your target audience well and have drilled down your niche, you can follow the series to create or improve your website so it attracts and pre-sells clients to work with you. If you know right now that your coaching website is not going to help you build the business you want full of ideal clients who pay you well, let’s have a Strategy Session. I’ll review your site and share my recommendations based on two decades of expertise about client-winning websites.If you’re stuck, reach out. One call can lift you out of confusion on any topic so you can surge forward.Writing Copy Is An Art And there is some science to it as well.I help my clients write all of their copy in my VIP program Coaching Business Breakthrough. And by the time we’ve finished their business foundation, they know how to write great copy on their own. It took me far longer to learn.When I started as a coach I had a lot of ideas about what made for good writing. Most of them came from school. And then, over the years, I had to slowly unlearn the stodgy rules in order to learn to write compelling copy. The kind of copy that inspires reading and taking action.Your ABOUT page is a critical part of your website. And the truth is, all web copy is important because in relatively few words you have to strategically plan for one effect … to inspire action. Copy does that through relevance and building trust.Not So Much About YouThere’s a temptation to talk a lot about yourself and coaching on this page but that won’t help you attract and enroll clients.When an ideal prospect lands on your website, you want them to feel totally at home and as if you are speaking directly to them. This is true for every page, even the ABOUT page.It’s actually less about you and more about them.People will go to the ABOUT page of your site when your other pages have made them curious. They want to know — can this person help me overcome my biggest challenges on the way to reaching my biggest goal?How you’ll answer that question might surprise you …Illustrate how well you understand them.They don’t want to read a CV. In fact, credentials are the last thing they care about. And that’s why those go last.Learn what to write in your About page here.