You know exactly what you do. The problem is that the person visiting your website might not.
This is something I see surprisingly often with coaching websites. The coach has years of experience, a clear approach and a very good understanding of how they help people. But when all that knowledge has to be turned into website copy, things can quickly become complicated.
It’s understandable, coaching isn’t always easy to describe. You might help someone with confidence, leadership, relationships or a major change in their life, but the work you do together will often go much deeper than the original reason they contacted you. The temptation is to explain all of that on your website. Unfortunately, your potential client probably isn’t ready for all of it yet.
Start where your client is
Someone visiting your website is unlikely to arrive thinking about your coaching methodology. They’re much more likely to be thinking about something happening in their own life.
They might feel stuck in their career. Perhaps they’ve lost confidence, their relationship is struggling or they’re overwhelmed by running their business. They may not even know exactly what kind of help they’re looking for.
That’s why some of the most effective website copy starts with the client’s situation rather than the coach’s solution. If someone can quickly recognise themselves in what you’re saying, you’ve given them a reason to keep reading.
Be specific about who you help
You don’t necessarily need to work with a tiny niche, but your website should give visitors some idea of whether they’re in the right place.
Compare a statement such as:
“I help people unlock their potential and create positive change.”
with something more specific:
“I help people who feel stuck in their career work out what they want next and find the confidence to make a change.”
The first could apply to hundreds of coaches. The second gives someone a situation they can recognise. Specific doesn’t have to mean restrictive. It simply makes it easier for the right person to see that your work could be relevant to them.
Use the language you use in real conversations
One of the simplest tests for website copy is to read it out loud. Would you actually say those words to a potential client?
It’s surprising how often perfectly approachable people develop an entirely different voice when they’re writing for their website. Everyday language gets replaced with industry terminology and long explanations because it feels more professional.
You don’t need to make your expertise sound complicated for it to be valuable. Clear language usually makes that expertise easier to trust.
You don’t need to explain everything
Your website has an important job, but it doesn’t have to complete the entire sales process.
Someone doesn’t need to understand every stage of your coaching programme or every principle behind your approach before they’re allowed to contact you.
They need enough information to answer a few much simpler questions.
- Do you understand what I’m struggling with?
- Do you help people like me?
- Do I like the way you approach it?
- What can I do next?
If your website answers those clearly, the deeper conversation can happen later.
Try explaining it without your job title
If you’re struggling to explain what you do, try removing the word “coach” altogether for a moment. Imagine someone at a networking event asks what you do.
Instead of starting with your title, finish this sentence:
“I work with people who…”
Then try:
“Usually they come to me because…”
And finally:
“What they really want is…”
You may find those three answers contain a clearer explanation of your business than the carefully polished paragraph currently sitting at the top of your website.
Your potential clients don’t need you to prove how much you know. They need to recognise that some of what you know could help them.