Your health coaching website is likely to be the first impression you make on potential clients. So there is a bit of pressure to get it right!
Are you trying to figure out which pages your new health coaching website needs? Did you check what others are doing with their sites and now feel overwhelmed?
Don’t worry, I’ll provide a bit of guidance on that in a minute, but before I do there are two crucial elements that every single page of your website should have: a call to action and an opt-in form.
A Call to Action is THE Website Essential
Every page of your health coach website has a goal (if you don’t know what it is, then you need to figure this out if you want them to be successful) and the Call to Action secures it.
No matter what your goal is whether it’s getting new subscribers, new appointments, or selling a specific service or product, asking your visitors to do what you want them to is the easiest way to achieve it!
You don’t ask, you don’t get.
The biggest mistake that all business owners make when it comes to websites is assuming that a visitor will know what to do on the page. This is fake news. You need to let them know how they can take action and what options are available to them!
A well-placed and optimized CTA can:
- Increase traffic to your site – When visitors subscribe to your newsletter, they will visit more often.
- Increase conversions and boost your revenue – You’ll get more clients, exposure, and traffic
But what makes a good CTA? It can be anything (well, almost)! Plain text, an opt-in form, or a simple button, whichever you like. The only rule to follow is that it stands out from the rest of the elements on your page.
See the CTA in the image above? It’s the first thing you notice on this section of my website. I’m showing you what to click on, and giving you the option of what will happen when you do.
Choose a distinguished colour for it that’s not used for anything else. I suggest you pick a contrasting colour to really make it pop as part of your branding!
This also ties in nicely with opt-ins…
The Opt-In Drives Conversion
Emails are your primary way of keeping in touch with people who have visited your website. But you can’t just add a bunch of emails to a list and send out your campaign blindly!
You won’t know whether these people are your targeted audience, and more importantly, it’s illegal to send unsolicited emails!
You must get your visitor’s permission before you contact them via email due to anti-spam and GDPR laws.
But you can entice them to sign up by offering something like an e-book on the main problem you solve in exchange for sharing their email address through the opt-in form.
There are two ways to set up the form on your website:
- A single opt-in – When people put their details into the form, they automatically join your email list.
- A double opt-in – When people put their details into the form, they receive an email with a validation link first. Only when they click the link will they join the list.
Do not ask for too much information because you want to make it as easy as possible for them to sign up. Usually an email address and name are enough.
Use the double opt-in where possible. It keeps people safe from unsolicited emails in case they used somebody else’s email in your form and it also keeps you safe from breaking regulations!
Now let’s talk about the pages that are an absolute must for your new health coaching website…
#1 A Home Page to Capture Attention
The homepage ranks high on the list of health coach website essentials because (duh!) it’s the very first page visitors engage with.
A well-designed health coach website home page will have your branding information, an image to capture attention, your mission statement and tagline, and a CTA.
The so-called “hero section” of the homepage is most important: it’s just below the navigation bar and immediately communicates to visitors what to expect from your website. Put your mission statement or tagline, or even a CTA, there!
Pro tip: Keep things simple!
Of course, there’s more to you than your mission statement or tagline, but do not overwhelm your visitors with all of it immediately!
If you place too much info on the home page, the focus will scatter with no clear way on where to move next. Remember: you are guiding them, not trying to confuse them!
Keep their focus on what matters – what you do and the CTA on what to do next.
#2 An About Page to Create Connection
Your About page is the powerhouse of your whole website. Now, this is the page where you can write about who you are, what you are doing, and why. It’s the page that connects and makes visitors feel closer to you.
The about me page is where visitors will have the “AHA!” moment and make a decision to work with you.
Imagine meeting somebody new at an event for the first time. The first thing you do when engaging them is to look for similarities between you. Basically, the About page is where you put all those similarities. Ask yourself:
- What do I want people to know about me?
- What would people want to know about me?
List your competencies and expertise, but focus on how these solve your client’s problems.
This is where visitors get to know you, learn about your story, and decide whether they can truly trust you. It’s where they will determine whether you truly get them and their struggles so make sure what you’re saying is relevant.
#3 Service Pages to Give a Sneak Peek
The service pages are not often found on health coach websites, but you absolutely need one! It gives visitors a clearer picture of what’s on the table, and it helps them visualise what they can expect from you. It also helps to give quality control from potential clients and get them further down the sales funnel quicker. If they already know which service they want when they contact you, it’s going to take a lot less to onboard them.
Each service you offer should have its own section and unique copy. Do not overdo it here, however. The copy should:
- Be clear and concise.
- Emphasise the benefits the clients will get and be specific about them.
- Link to more in-depth resources about the service (if you have them).
Your services pages can be more than just a list of services and their cost. Make a services page that does what it should: get those coaching clients.
#4 A Contact Page to Solidify Leads
Contact pages tend to be quite bland, don’t they? There’s an email address, a phone number, or a form if you’re lucky. Maybe you’ll find business hours, an office address, and a map with directions on how to get there.
That’s not enough!
The contact page is the very last nudge many of your prospects need to take action.
Since those who are visiting your contact page are quite sure they would like to work with you, make the contact page the ultimate finisher that will affirm their decision.
A simple statement nudges your visitors to start that first conversation.
Put an availability calendar directly on your page and eliminate the back and forth emailing. Ditch the basic form and put some work into it.
Your form should capture leads and get lots of information on them at the same time! It should work for you, not against you. A good form will let you know your clients even before the first discovery call:
- Have a checkbox menu where they can choose which services they are interested in.
- Ask them about the challenges they are facing.
- Ask them what they wish to gain from working with you.
- Leave an open form box on for additional info.
Health coaches should treat the Contact page with the same diligence as their About page. A good contact page helps streamline all client inquiries and makes your job easier.
#5 A Blog to Get More Traffic
Any website for health coaches will benefit from having a blog! It’s not a question of whether you should have one. The real question is: Why don’t you have one already?
I’m not a blogger, but you’re reading one right now!
Blogs give you an additional way to connect with your audience on a more personal level. You can write in-depth articles and guides that can inspire them to take action and get that healthier lifestyle with your help. If you don’t enjoy writing, you can record videos instead and then transcribe them using a service like Rev.com.
Besides, a blog keeps your website fresh if you publish new content regularly, and it helps you build an online presence on topics that matter. Through your articles and/or videos, you can showcase just how much you know, which gives a nice boost to your authority in the field.
It’s also a treasure trove of content that’s perfect for social sharing, SEO and rankings online, and showing your expertise to potential clients.
You can repurpose your blog posts into social media formats and reach even more people with easy-to-digest tidbits from original posts.
Don’t forget your branding!
Your branding must be consistent through all your pages! Your logo, colour palette, and typography should be pleasing to the eye, so visitors enjoy their stay and something that speaks directly to your demographic.
Switching things up between pages might sound cool, but if every page has different colours or fonts, visitors will feel as if they are jumping from one site to another instead of being with you.
The ideal goal of keeping things uniform and neat is that visitors start recognizing you only based on your logo, colours, and your name, and connect these with positivity, optimism, and willpower. Such positive feelings will keep them coming back to you!
To Sum It Up
A website for health coaches must act as a path to your visitors. From the very first page they land on, all the way to your contact form, your website will be their guide on the journey to work with you and become healthier.
This is a lot to do on your own, I realize that. If you’re struggling with putting all these pages in the right order or make them really stand out, don’t hesitate to get in touch and let me see how I can help you!