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Are You Making These Mistakes With Your Coaching Website

Coach Tahir Aslam by Tahir Aslam

What does Amazon, Uber, McDonalds, and Starbucks all have in common? They sell benefits, not features. When you think about the top companies in the world, what comes to mind? Products and services.

With Amazon, it's the brown box that turns up with one click. Walk into any McDonalds, place your order and your fries and burger are ready in minutes. Order a taxi via the Uber app and your taxi will arrive quicker than a rainstorm. Drop into your local Starbucks and you can get a fresh cup of coffee faster than it takes to make one at home.

But there's a deeper level to this. All four companies sell two things. Certainty and convenience. Think about it. You can buy a new phone cover for the same price from a local store. Still, people log on to their Amazon account and order one. You can book a taxi from a local cab company over the phone for the same cost. Lots of places sell fries and burgers, yet people flock to McDonalds in herds. Stroll into any café and you can order any drink you like. But come lunch time Starbucks is brimming with caffeine-starved customers.

People use Uber so they can track their taxis. There's zero uncertainty. You book a taxi via your local cab firm, there's no saying how long it will take. With Uber's visual mapping, you can watch your taxi arrive in real time. The founders of Uber understand one thing well, the human need for certainty.

Ray Kroc the founder of McDonald’s, knew a thing or two about what makes people tick. In his case the lazy mind. Everyone loves convenience. We create mental shortcuts. The shortest route to work. Buying the same brand of detergent. We rarely deviate from our 'programming.'

So how does this relate to the world of coaching services? Frictionless selling. Yes, I know 'selling' is a dirty word. But as you move along the journey of coaching at some point you will need to sell. As coaches, we despise the shady world of marketing. I get it. It's uncomfortable. As soon as you think about pitching your services you feel like a shifty used cars salesman. But we're not in the business of shifting rusty wheels to Mrs and Mrs Jones.

Create a frictionless experience for your clients. Combine it with certainty and convenience. Be clear about what you do. Make the booking process easy to navigate. Develop a simple three-step process that outlines your core offer.

Explain why your service is convenient. End the booking journey with a personal interaction. Let your prospect track each step of the process with an email, an introduction video, and a booking form. Your prospect knows exactly where they are in the process and what to expect next.

Don't litter your website with fancy widgets or endless pages that lead nowhere. Remove all distractions from your pages. The first point of contact should be seamless. Remember your website is your digital calling card. It shows people how to contact you. Yes, you need to explain what you do, and what you offer. But don't add more than you need to.

It's all about certainty and convenience. Strike a good balance between the two. Make it convenient, add lots of certainty, and you'll be off to a winning start.

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