5 Pages That Should Be On Every Coaching Website

Last year I conducted an experiment and I wanted to see if I could build a coaching business from scratch in a totally new niche. So I took on five fitness coaching clients. I worked with those people, had a great time, and after that I decided, you know what, I should probably focus on my main business for a little bit. Nine months later, I decided that I just couldn't let it go. I was thinking about those clients I'd worked with and how much I enjoyed it and how much they got out of it. But there was a problem, which is that I didn't have a website for this fitness business. I didn't have content created so functionally. I was still starting from scratch. It was an interesting experience because having built a coaching business before is a blessing and a curse. Because the blessing is I have more knowledge, I know what I could do to get clients or what I could put on that website. But the curse is I know so much of what I could do that it's easy to get overwhelmed and it's hard to stay focused. And so I built a minimalist website this week. It just has five pages. And the reality is most coaches have too much fluff on their website anyway. They have 50 testimonials and they have a detailed Work with me page. And sometimes those things can actually detract from your main goals, which are, number one, to get people to sign up for your email list so you can start to build a relationship with those potential clients. And number two, to get people who visit your site to sign up for a free consultation. So I'm going to show you behind the scenes of this website I created for the fitness coaching business. And I'm going to take you through each of the five pages and tell you what the purpose of that page is and why it's important. So let's dive in. Alright, so this is the homepage of the website. My business is called Enough Fitness. And the purpose of the homepage, or in the navigation, it's called the Start here page. The purpose of this page is to explain a few things. Number one, we want to very quickly tell them what. What we actually do, what results we help our potential clients and our clients achieve. So you can see in bold right here, it says we offer online coaching. It says it's finally time to feel good about how you look naked. Right? So both of those things very quickly tell someone when they land on the site what the business actually does. The next thing we want to describe is who the business is for. So it says it helps busy guys in their late 20s, lose fat. Okay. So you want to tell them what the company does, who it's for, and then the third thing that we want to do on this homepage is to offer our lead magnet. A lead magnet is something. It's like a free download, Right. So it could be a cheat sheet or a checklist. It's something that we are going to give away in exchange for their email address. And this helps us build our email list, which allows us to build relationships with potential clients and build trust over time with people who may eventually sign up for a free consult for us or with us. Okay, so this is the homepage. We want to talk about what you help your clients achieve and who it's for. And you want to offer a free giveaway, a free lead magnet. So if I enter my email in here, my name and my email, you're going to see that it redirects to a thank you page. And this is the second page I built out on my site. So on this page, what we want to do is let them know that we're emailing them the lead magnet that they requested. Right. Your download is on its way. But we also want to capitalize on the momentum of them having taken that little step towards us for support. Right. They did something very low risk, which is just entering their email in for a free cheat sheet or checklist. But now we want to say before you dive into the free PDF, apply to actually speak to me. Right? Apply for your strategy session now. And you can see the language that I use here. But it basically says in order to make the most of your free download, you can. I'd like to offer you a complimentary strategy session with me or a member of my team, and you're going to link them to your apply page. So that's the third page we're going to go over. So on your Apply now page, what you want to do here is help explain what it looks like to work with you and to become a client. And then you want to get them to fill out this application. All right? So you'll see that I very clearly say, you know, there's three steps to becoming a client. You're going to fill out the application form that helps us assess whether we might be able to help you. Then if we do think we're able to help you, we're going to send you an email with a link to our calendar. Then you'll have your complimentary strategy session. And I'm telling them, here's what we're going to do out of the call. Here's what you're going to get out of the call whether you become a client or not. I also have this note here explaining what we look for in applications. So it talks about their level of motivation, their coachability, their. Their ability to invest in reaching their goals. Okay. And then I have this application which you can see on enoughfitness.com apply and you can look at some of the questions that we ask. Alright, so that's the apply page. And you'll see that actually on this page, I take away the other navigation options because I want them to focus on the action that they're going to take. They either apply or they leave the page completely. Okay. All right, so those are the first three pages we talked about. The homepage, the. The thank you page, the Apply now page. You also want a blog on your site, right? So right now I just have one article here, but this is a piece of content I created this week as well. Talks about the seven daily habits that help people lose weight. It has some gifts and stuff like that just to make it more readable. And this is related to the lead magnet I created. So I'm walking them through the seven habits that I list on this habit tracker. So this is another opportunity at the bottom of this post where I allow them to opt in and encourage them to do that, which again, will lead to people booking consults because of that thank you page that they get redirected to. All right, so blogs obviously, and articles on your site help you build trust, help you build credibility with potential clients before you even ever get on the phone with them. The final page I have on the site is a case study page. All right, and this is from one of the five clients I worked with last year. And. And it's the client who got the best results, who I had the best chemistry with, and he's actually who I modeled all the marketing off of on this site. So the reason I've been able to be so specific on the homepage about who I want to work with is because I took one out of the five, first five clients I worked with and said, all right, that's the person I want to multiply. I'm going to speak directly to him. That makes it easier to niche down strategically because instead of building a website based on your assumptions of who you think you want to work with and who you think is going to pay for your coaching, you actually work with five clients first and then choose one or two to model the website off of and you can use their language words that they actually use to create the messaging. So this is a case study. I have a video that I created with him speaking about what it was like to work with me. I have a headline here and I actually have included texts and messages he sent me along with questions that he answered at the end of our engagement and the results that he got and quotes from him. So I find that doing case studies like this that are in depth work a lot better than quick little testimonials that just say, hey, you know, this person's awesome to work with. You should definitely work with them because it allows your potential clients to put themselves in this person's shoes and see what's similar for them about this person's situation you're talking to and the results they were able to get. So better to have one or two really detailed case studies than than 10 testimonials that just say you're great because those don't actually help people trust you and sign up with you. Okay, so we have the start here page, the blog page, the case study page, the apply now page, and then we also have that almost there page that they get redirected to. It's not in the main navigation at all. It's just something that they get sent once they sign up for your lead magnet on this form. All right, so that's the five page website that I built this week. So for the fitness business, if you want to follow along my journey as I continue building this new business, make sure that you subscribe to my channel on YouTube and you can also go to my blog@gregfaxon.com blog and you can see detailed write ups with links to everything that we cover in these videos. So thank you again for watching and I'm looking forward to continuing on next week.