web designer for coaches - Kenn

Giving Your Coaching Website an Authentic Personality

Here’s a quick 2-minute read with a hearty “websites for coaches” lesson to help you attract clients.

I ran into brand archetypes about a year ago during a nature walk with my friend, copywriter, and German comrade, Kirsten Back (The Word Distiller).

I’ve seen a lot of branding stuff out there but got sucked into a new learning vortex after one of our brainy, business-blabbing hikes with her pups. 

I tweaked a quote from her below in the comments, which is so true. Using brand archetypes is hotwiring our audiences’ brains.

Carl Jung (psychology pioneer) wrote about archetypes personality too. You might have read his stuff. You can search Google to get the basics of the 12 types here (opens in a new tab).

As a website designer for coaches, I love brand archetypes because it keeps your visuals, writing, and overall vibe glued together nicely.

Actually, it’s better than that.

Brand archetypes can breathe life into your website. And online, that’s a big deal because so many templated, overnight-builds are boring and soulless. Clients no likey.

My biggest tip when choosing your brand type is to get coffee and review them all with a business-savvy amigo. See which one of them seems a fit. 

They might all be fun to talk about, but deep down, one will make the most sense for your coaching and best kinds of clients.

Two coaching website examples with brand archetypes: The Sage and The Caretaker. 

Lisa Guillot is a trauma recovery coach.

Her brand archetype is Caretaker, which is perfect because her clients struggle with past pains and need a safe place to recover. 

See how the visuals, colors, and wording all work together on her website at TraumaRecoverySupport.com (opens in a new tab).

Marianne is a career coach.

Marianne Welsh’s website uses the Sage archetype, which is about teaching and guiding clients on their journey. She’s coaches folks on their careers, so that’s perfect. 

We did fire up the sage archetype a little red to bring in some energy, bravery that her clients need when making career moves. See MarianneWelshCoaching.com (opens in a new tab).

So yes, brand archetypes are worth a good pondering as you develop your website and online visibility strategies. 

What’s your brand archetype? What ideas do you have? Perhaps a secondary archetype too? Tell me about it here:

I’d love to hear from you. Post below.

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4 Comments

  1. The Brand Archetypes concept is unfamiliar to me. However, I will research Carl Jung’s Theory on Archetypes Personality Traits.

    Lisa Guillot’s website, I believe, is very comprehensive. She identified the attributes of persons requiring Trauma Recovery Support for a number of scenarios and how she will implement them.

    I am in the process of developing a website on Grief and Loss and can possibly use the Archetypes concept. I am also interested in obtaining The Coaches Guide book from you. Thanks

  2. Don’t get me started on brand archetypes…

    I love them so much because they are like a hotwire into our audience’s brain. They take you past the confused “teenager” stage of your brand and let you show your audience who you are as an entrepreneur.

    I am a “Sage” with “Creator” influences – and knowing that has helped my messaging (visually and written) to an uncanny degree.

    Understanding and expressing your archetype makes you leave the confusion behind and proudly say “this is me! And here’s how I help you!”