As of January 2020, there are over 1.74 billion websites. You have a website and you’re on social media. But you’re still struggling to find clients for your online coaching business. How can you make your services more appealing and generate more quality leads? How can you avoid becoming one of the 9 in 10 start-ups that fail?
The answer is with landing pages. Lead generation pages and forms are indispensable marketing tools. These are standalone pages on your site that communicate your unique value proposition. They’re typically created for marketing campaigns that visitors “land” on after clicking through an ad on platforms like Google and Facebook.
Here we’ll look at how you can master your online coaching landing page. Implement these steps to convert more visitors into qualified leads for your coaching business.
Understand Your Consumer Profile
The key to building a landing page that converts starts with consumer psychology — the study of why people buy things.
Start by identifying the pain points of your target audience. What problems are they currently facing? Describe the pain points on your landing page in as much detail as possible. Then continue to agitate them in your copy to really drive the point home. Don’t be afraid to touch on sensitive points as doing so can make your copy more emotional.
Here’s how Mandyy Thomas, a financial coach, hits on various pain points that relate to problems her audience struggles with:
Finally, offer up your coaching services as the solution to what your audience is looking for and close with a strong call to action (CTA). Consumer psychology works because it allows you to understand the thought process behind what motivates your audience. That in turn will allow you to craft more compelling marketing messages for your landing pages.
Invest in a Quality Landing Page Design
The importance of having a good website cannot be stressed enough. It allows you to increase your reach online and showcase your expertise. Equally important is the design of your landing pages as it impacts how your audience perceives your brand.
Just imagine landing on a site like this:
The design itself doesn’t exactly do a good job of conveying trust. There’s a good chance you’ll bounce out simply because it’s poorly designed. You’re not alone either as 48% of people judge the credibility of a business based on how their website looks.
Here’s an example of a clean and simple landing page from Notion:
Make a great first impression with potential clients by investing in quality design for your landing pages. Even with minimal web design experience, you can choose a WordPress page builder that makes it easy to build professional looking pages.
Alternatively, you can also hire a developer or a web development company to build a landing page for your online coaching services. Use a platform like Codementor to find a developer you can work with one-on-one. Be sure to check out this Codementor review to learn more about this platform and why it’s worth a closer look.
Increase Engagement With Videos
Most online users don’t read every single word on a webpage — they skim to quickly get the information they’re looking for.
Adding video to your landing pages is an effective way to communicate the value of your coaching in a concise manner. It can also help boost your conversion rates as 50% of people watch videos and product demos to help with their purchasing decision.
Here are a few ways you can utilize video on your landing pages:
Explainer Video
An explainer video is a short video that provides an overview of your coaching services. Get right to the point and focus on the value of your services. What can clients expect when they sign up? What is working with you like?
Here’s an example of an explainer video that Xero features on its homepage:
Instead of reading through the text, visitors can simply watch the video to learn more about the product. As for the video itself, you can work with a video production company, a freelancer, or a graphics company to create a 3D product animation for your landing page or you can create a video yourself using an online video editor like PlayPlay.
Coaching Demonstration
What makes product videos effective is they give viewers a closer look at the product itself and all its features. Similarly, you can use video to demonstrate your coaching services or even let visitors watch the first few minutes of your first lesson for free.
Customer Testimonials
Customer testimonials are a powerful form of social proof — the psychological phenomenon where people follow the behavior of others. Seeing many people rate a product or service favorably could sway your purchasing decision. Testimonials are a great way to enhance the credibility of your coaching services and add a more personal touch to your landing pages.
Attention spans are short on the web, so remember to keep your videos short. Anything longer than two minutes and you risk visitors dropping off.
Implement Live Chat
Working with an online coach is an important decision. Some visitors may have additional questions about your coaching services before they decide to work with you.
Make it easy for visitors to get in touch by implementing live chat on your landing page. This is a chat box that allows visitors to type in a question and receive a response. It’s an effective sales tool that can help you generate more qualified leads. Here is an article that compares different live chat solutions such as LiveAgent, LiveChat, Tidio and Jivo Chat. Many of these providers even feature (limited) free plans.
Here’s an example of how GILI Sports implements live chat on its site:
Visitors can get the answers they need without having to call or send an email. But if you decide to implement live chat on your coaching landing pages, it’s important to respond to any inquiries as soon as you can. Otherwise, you risk prospects leaving with a negative impression of your brand if you take too long to respond.
It’s important to maintain a healthy sleep and work balance. Set a fixed schedule for when you can respond or consider delegating live chat to an assistant who can answer questions on your behalf. That will allow you to save your time and energy towards growing your client base.
Make it Easy For Visitors to Book Sessions
Booking appointments over the phone is incredibly time-consuming. A prospect would have to pick up the phone and dial your number. Then you would have to provide available time slots and they would have to confirm the booking. This process can be rather off-putting to potential clients and could even have a negative impact on your bottom line.
With more and more services being pushed to remote platforms, it’s important to make sure you can compete. One of the best ways to increase sales is to make it easy for visitors to book your coaching services. With MeetFox, you can add a booking button to your landing page and even customize it to reflect your branding.
Our online scheduling tool also features in-browser video conferencing — no downloads or plug-ins required. You can conduct your consultations online from any device. With an integrated payment system, you’ll be able to automatically send invoices to your clients and accept payments for your work. Use invoice templates to speed up the process of invoicing. Once your landing page is set up, you could work on qualifying your leads.
Promote Your Landing Pages
Your landing page is finished and finally, live. But don’t celebrate just yet as you can’t expect leads to start coming in without any marketing.
Here are some ways to promote your landing page:
SEO
SEO or search engine optimization, according to Loganix experts, is all about “improving your visibility in search engines” like Google. Start by optimizing on-page factors of your landing pages like your titles, headers, and meta description. Include relevant keywords throughout your text to improve the relevance of your content. To find these keywords, you can leverage a keyword research tool. You can input a primary search term in these tools and they'll show you all the relevant keywords from which you can choose the one that suits your requirements.
Optimizing your landing pages for SEO is a great start. But you’ll need backlinks from relevant sites to rank at the top of the search results. There are a number of ways you can build links from posting on social media to guest blogging on other sites.
Google Ads
SEO is a process that can take weeks or even months to rank. Advertise your online coaching landing page with Google Ads, a pay-per-click network in which you only pay when a user clicks on your ads. It’s an effective way to drive targeted traffic to your site right away. You can start with a small budget and gradually ramp up as you grow your client base.
Facebook Ads
Social media has gained in popularity over the last decade. Facebook is by far the most popular network with well over a billion active users. Drive more traffic to your landing pages with Facebook Ads. You can choose the demographics that best fit your audience. Track, optimize & automate your advertising with affiliate tracking software like Voluum. However, Facebook is quite strict when it comes to running ads on their platform. You might run into issues such as getting your account restricted. If you ever encounter this issue, you can follow this guide to recover your suspended Facebook ads account so you can start advertising again.
If you are running Facebook Ads, you must also focus on facebook comment moderation.
Final Thoughts
Online coaching is becoming increasingly lucrative as more people hire coaches to help them work towards their goals. That’s good news as it means there’s a growing demand for coaching services you offer.
Landing pages are effective marketing tools that can help you land more clients. Follow these tips above to turn your landing pages into a lead generation machine. As an online coach, it feels like you’re doing everything yourself. Remember to stay hydrated and maintain a healthy work-balance to avoid burnout.
About the Author
Jeremy is the CMO at Wordable, a tool that helps you export Google Docs to WordPress. He also runs a content and PR agency, uSERP
