your web site: an important marketing tool for Coaches
par Linda D. Walker
When I began coaching adults with attention deficit disorder more than two years ago I was faced with the challenge of finding and accessing these prospective clients. After all they don’t look different from non-ADHDers, they don’t go to the same church or to the same networking events. On top of that, they don’t necessarily want to be publicly identified as having ADHD. So as part of my marketing plan I included strategies such as doing presentations at ADHD Support Groups and marketing to ADHD practitioners. I also created a Web site, like many of us do.
What started as an online “presence” became one of my most powerful client magnet. More than 75% of my current client base came from prospects that found my Web site and contacted me! I get an average of 5 prospects per week from my Web site alone! What’s most impressive is that I do not use the services of a Webmaster to update it and add new information pages. Would it surprise you to know that every one of the 200 pages on my Web sites I wrote and uploaded by myself.
Creating a living site, that is, one that is updated regularly has become so easy with new tools that allow a non-technical person, like me, to create, upload and market their Web site without having to take special technical training. All I had to follow were some simple rules early on in the conception of my site and to make sure that each page I add follows the rules for Search Engine Optimization. This is easy because the tool I use analyses the pages I create and makes recommendations to improve the chances that Search Engines like Google will pick it up and classify it.
Besides using easy-to-use tools, there are a few other things to consider when marketing your Web site:
1) Select a niche for your business.
This makes it easier for you to market and talk to your audience. So many coaches refuse to choose a niche because they think they will have more clients by keeping their “generalist’s” hat. The problem with this strategy is that when you try to “talk to everyone” you end up “speaking to no one”. I chose a niche within my niche, that is, I work with adults with ADHD who are either entrepreneurs or professionals. I refer out all other clients who come my way!
2) Find out what the client needs and provide it.
The system I use allows me to find out how many times people online have searched on keywords related to my business in the last full month. This allows me to establish the demand for certain information. I found out that my niche wanted information on different treatment options, help with better managing their time, etc. So I offered free teleclasses on treatment options and a time management program, as well as articles on these subjects.
3) Be very generous with information.
You’ve heard that information is power. This is true but only as long as you share it! Many think that if they keep information for themselves, they will have power over others. But I have found that when I provide my visitors with information, they learn more about themselves, realize I know a lot about their issues, and discover the extent of my expertise, without my having to brag about it. I provide clients with free eCourses, newsletters, and free information about how to overcome some of their challenges. My visitors can subscribe to my newsletters and eCourses and to register for my programmes and so I build a relationship with them.
What began as a Web site to send people to once a telephone connection was established, became one of my best marketing strategies for getting known fast. For more information about the system I use, visit my Web site at http: //www.add-adhd-coaching.com/marketing-with-a-web-site.html
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