Why the BLEEP! does my coaching website suck?
Why does no one go to it? Why doesn’t anyone do anything at it? Why aren’t they contacting me about coaching? How the hell do I make it more compelling? How do I explain what I do so that everyone wants to hire me?!?!
It can be a rough deal trying to make your website compelling to get people to engage with it.
One critical, core thing that you’re probably missing is the “out of place” factor.
According to top marketers, expert human behaviorists, and in my own online marketing experience of 10 years, people’s attention goes toward things that are “out of place”.
It’s like when someone who never curses, curses. You notice!
It’s like when you take the same path to work every day, but one day you notice the new advertisement on the street. You take notice.
It’s shocking how big the self-help section of Borders has grown.
It’s the entire wall closest to the café and very close to the front of the store. It must be 30 feet wide and 10 feet high.
Every author, coach, and motivational guru as a colorful looking book with a big smile boasting steps, secrets, and keys to some way of improving your life or career.
When looking at it, even though I love this topic, my attention goes to no specific book.
Nothing stands out.
The point is that, if you want people to take notice of your website and engage with it, it will need something that’s “out of place”.
But just sticking four green elephants with red-painted toes on your website won’t work.
This is because you’re “out of place” attempt is not congruent with the client’s internal “out of place radar”.
True, the elephants will garner some WOWness because it’s very unique. It will probably get a chuckle.
But, the visitor will simply smile, then wonder why the elephants are there, realize there’s no value in it, and then just move on.
What’s happening is that these elephants don’t relate to anything “out of place” in the visitor’s life, work or career.
The “out of place” elephants don’t matchup to something “out of place” in the visitor’s life.
So there’s no reason to continue with your site.
So, how do you create this “out of place” effect on your website?
The key is to think from your client’s perspective. Think about what’s “out of place” in their lives.
And a great question to ask yourself is What are my ideal client’s biggest challenges?
People’s challenges, problems, and pains are the things that are most “out of place” in their lives.
Their radars are on the constant look out and will sound off loudly when things appear that can put their situation in “proper” place.
For example if you’re a coach into parenting and you find that many parents have a hard time with kids who act out, you could have a big bold headline on your website saying, “How to Get Control of Your Wild Child”.
What parent with a difficult child wouldn’t be pulled to this?
As another example, if you’re a nutritionist coach, and many of your clients struggle with binge-ing, you can create a tagline under your business name that that says, “Beat Binge-ing Now”.
What emotional eater wouldn’t want to find out more about at your site?
In conclusion, to get attention and get people to engage with your website, be sure to create an “out of place” factor (challenges are perfect for this) on your website that will chime loudly on people’s internal radars.
And, here’s the The Million Dollar Question: What could be (or is) your “out of place” factor?