Your health coaching website will be, in many cases, your first point of contact for potential new clients. And it takes only 50 milliseconds for visitors to form an impression of your brand If they don’t like what they see, potential clients have a lot of other options to choose from!
This competition means your website has to stand out.
Make your visitors eager to learn more about you and your brand. Do this and you’ll one-up the competition, capturing leads and potential clients in no time. But, how much competition is actually out there for your health coaching website, and how do you cut through the noise to be seen?
Health coaching website competition (in figures!)
The US health coaching market is growing rapidly, and it’s looking to increase yearly by 5.4% reaching a market value of $7.85 billion by 2022. Looking at this logistically it equates to around 109,000 health coaches and educators in the US alone, with a predicted 20,000+ joining them by 2022.
Highly competitive industries are both a blessing and a curse: you have established leaders that you can look up to for advice, but you also have many who wish to become leaders who are doing the same.
Lots of health and wellness coaches out there are trying to do the same thing you are – become trusted experts in their field and attract more customers. But it’s hard to stand out when everyone is trying to stand out.
That said, one of the biggest myths in business is that if a market is saturated, new businesses can’t thrive. But actually, if you find your USP (unique selling proposition), that something that makes you, you! The amount of competition won’t matter.
So, the big question is why are some health coaches more successful than others? Because they use a good website strategy to reach the people that need their services.
Here’s how to achieve this:
Health coaching is an industry, but you can make this more specific. The more niche you take your services, the more unique you become and this makes you the authority and ‘go-to’ for a certain type of target audience. For example, you can specify down according to:
- Demographic – are you only going to coach women, men, older clients, younger clients?
- Lifestyle – are you going to focus on those who are overweight specifically, have medical conditions or an existing diagnosis?
- Sector – Are you going to become a health coach for corporate businesses? Perhaps you may be the choice for schools or institutions?
Just remember to pick a niche that is large enough to grow with you, but specific enough that you’re narrowing down the competition you’re directly against.
The most successful brands are the ones people can relate to and feel connected with. In fact, SproutSocial did a survey to find out what people actually want from brands and asked how they feel connected to a brand.
The results gave some crucial insights:
- 66% define connection as trusting the brand
- 53% feel connected when the brand’s values align with their own
- 51% say they feel a connection when they find the brand understands them and their desires
How can you use this to your advantage to make your health coaching website stand out?
Honestly, it goes beyond discussing successful outcomes and what services you offer. A lot of coaches out there are successful. Instead, you need to share your personal experiences. Be open about your own journey and relate this on your website to your visitors, readers, and leads. Share your brand values, ethos, and what you stand for.
Personal experiences, especially the struggles and worries you had along the way, make you relatable, and readers will feel connected to you because they are experiencing the same struggles you have.
#3 Create Social Proof
Social proof is how you show your customers that you’ve had real success and usually these are done via reviews or testimonials of previous clients. Think about the last time someone recommended a product or service to you. You probably didn’t spend much time looking at other options because you trust that person that recommended it. That’s how social proof on your health coaching website works.
Anyone can make a claim, but if you can prove it, you’re already gaining trust with potential clients straight away.
A survey by Bizrate reveals that 92% of consumers will read reviews first, with the majority reading between one and six reviews. The “before/after” format is hugely popular in the health coaching industry. While it’s true that everyone is doing it, it doesn’t mean it won’t work for you too. You just have to take it a step further.
Most coaches will do a simple two-picture side-by-side of visible health improvements, but you can give an in-depth look. Sure, the end result shows the success, but you will get more engagement if you document the journey with your client.
A video journey, for example, shows your prospects the good and bad sides, the struggle, the connection and support, the happiness when you overcome a big hurdle – everything that makes it worthwhile working with you. Plus these are extra shareable on social media!
#4 Show training or qualifications
Add some bonus proof and authority to your website by showcasing your certifications, training, or industry associations. Health coaches that are part of associations, play an active role in local communities and prove they are being held accountable make your potential clients take you seriously.
There is a slight caveat to this. There are a ton of options for certifications and courses out there, but only a few are truly worth it. So do your research on what training is going to make you stand out. Don’t forget to see if there are training options specifically for your niche. For example, if you’re working with schools, training on teaching or interacting with children would make you more attractive and stand out to potential clients!
#5 Be crystal clear with the details
A common mistake made with health coaching websites is to avoid putting specific information about processes and services because you want that personal interaction conversion. But this can often have the opposite effect. I completely understand you would rather have a discussion or consultation with a potential client first, but if you don’t allow visitors to your website to get the answer to basic questions they won’t bother staying on your site.
Instead of them wanting to book an appointment or call, they will just scour the web to find a health coach who will inform them about all the aspects of their coaching without wasting their time or paying a penny.
#6 Audience-focused web design and content are the way forward
Your health coaching website strategy must consider the language, colours, and layout that your audience likes. Plus, the language of your site must convey more than just keywords for search engines. You are trying to position yourself as an expert, so use terms and phrases that your target audience is using as well.
Be clear, concise, and simple in your website copy – it nurtures feelings of trust in you and your expertise. Colour psychology is a strong design aspect of branding, so find colours that appeal to your target audience. Are you catering to women or men, are you warm and inviting, or fresh and optimistic? All of these aspects determine what colours will work best.
For example, blue is associated with spirituality, trust, security, but also professionalism. Light blue tones evoke healing and health, while dark blue is tied with expertise and corporations. Yellow inspires action and evokes feelings of positivity.
Of course, your website design is your call, just make sure you’re thinking about what your audience want to see. Making a health coaching website just for your audience makes you stand out and shows that you know them well!
Your Health Coaching Website Strategy Will Change
There’s one simple truth about your health coaching website strategy: you will never be finished with it. With growth comes fierce competition and your competitors never rest. They are looking for new strategies to attract clients, and you should do that too.
As the industry changes, new research becomes available and new trends have to be considered. So, staying ahead of the competition is an ongoing, fluid exercise.
If you need help making your website stand out among the competition, let’s come up with the right branding and ingredients together! Get in touch.
Before I go, what’s your USP for your health coaching business?