What drives website conversion for your health coaching business? The truth is, in this industry, it’s almost always how your website makes your audience feel.
Personality makes you relatable and develops trust which is a crucial metric for your audience and whether or not they convert. Of course, design and layout play a role, but when your website creates a strong (positive!) emotional response, it also increases the visitor’s intent to buy. Which is how you improve your website conversion.
When you can connect with your audience through your website, your brand becomes stronger, and the more likely they’ll take the next steps towards becoming your client.
Ultimately you can’t fake that personality long-term, no matter how much you pay or traffic you get. So, here’s why connection is important and some changes you can make to your website today so your personality shines through.
The role of positive experiences in website conversion rates
The State of the Connected Customer by Salesforce gives a lot of insight into what people actually want from businesses and their websites, health coaches included.
In fact, 84% of customers agree that the experience they have with you is as important as the services you provide. And for health coaches, this is actually excellent news because your entire service model is based on experience.
You just have to create that connection to improve website conversions for your health coaching website!
Where does your personality tie in with that?
Just think about why we like to hang around some people. What do we like about them?
- They are fun or interesting.
- You share common interests.
- You can learn something new from them.
- They provide a new point of view that you haven’t considered!
In short: We like people for their personalities and how they make us feel.
The same is true for brands and websites. People are magically drawn to websites that ooze with strong personalities.
So it should not come as a surprise that your health coach website conversions go through the roof when you start adding your personality into the mix!
Your personality is as important at selling your services as your expertise is, if not more.
So, your goal should be to add personality to your website, and the best way to do this is to have a strong brand strategy and guidelines!
This is something I specifically help health coaches with, but here are some quick tips to give your website a quick-fire injection of personality and connection.
5 Tips For Adding Personality To Your Health Coaching Website
#1 Find Your Voice
This means finding a balance between professional expertise and being personable on your health coach website. Your tone of voice is what makes you different from others and for health coaches, a conversational tone is usually the way to go.
Ditch the big words and speak like a person, as you would speak to your friends in a coffee shop and the clients you’re guiding already. Lighthearted, meaningful conversation is what you should aim for.
When people start reading your website, it will feel familiar. It will feel like you are talking directly to them – and only them.
Also, make sure your website copy isn’t too different than your own personality. If you’re an introvert, you can still create a connection, but if the tone of your website is too far from your coaching personality, you may end up converting the wrong type of audience.
PRO TIP: Just be you! Creating your website’s tone of voice sounds complicated but the truth is, it’s simply a way of polishing your own personality and reflecting it for your business.
#2 A Picture is Worth A Thousand Words…
Professional photography, although expensive, can make a huge difference to the feel and connection to your audience. When your images are crisp and giving off a message, you can create the connection you want. Blurry shots or free stock images are a great placeholder but they don’t always add the personality you need.
Have someone follow you around in your usual for a day and capture you in action because ultimately this is how your potential clients will see you and interact with you.
Even without a professional camera, today’s smartphones and a tripod can do a brilliant job of capturing polished photos if you’re in a pinch. You in your natural environment will give your clients and potential new clients insight into what’s going on.
Make sure all your visuals are in tune with your personality. I always add my logo and my brand colour palette so it immediately says it’s me (and this creates brand awareness and recognition too!)
PRO TIP: It’s okay if you coach from an office, and spend your days making nutritional plans and documents. Show this side of you too. That’s what makes it genuine.
#3 Connect With Social Too
According to Sprout Social, a whopping 35% of customers will never buy anything from a brand again if they get ignored on social media.
I think this shows well just how much customers are looking for a meaningful connection nowadays!
Social media gives you the opportunity to connect on a very personal level, so use it!
Respond to fan’s comments, answer their messages and be prompt about it. How fast you respond directly correlates with how satisfied your fans and followers will be, so the faster, the better!
PRO TIP: If you’re busy but want to make sure you’re not leaving your audience hanging, make sure you set up automatic responses on social media. They can offer resources, a different way to contact if you’re offline, as well as a stop-gap until you can speak to them again.
Psst: You can also set up chat options on your website to automatically capture conversations and start that connection too.
#4 Show Your Results
Nothing says personal connection like a recommendation, testimonial, or social proof from a client. Social proof increases your health coaching website conversions because it highlights the personal and positive connections you’ve already created with your clients. It speaks volumes on what prospects can expect to get from working with you, and creates a little FOMO (fear of missing out) too!
PRO TIP: Have a review section on your homepage and feature reviews from your current customers. If you don’t have lots of reviews yet, talk to your current clients and ask them if they would be willing to write a few words about you.
#5 Create Ongoing Connections With A Blog
A blog is a hub of information for your visitors where you can truly showcase your personality, all the while giving them lots of valuable information and teaching them something new.
Share short guides that help solve a burning issue of theirs. This demonstrates just how good you are: If a health coach can solve an issue through a blog post, imagine what they can do with one-on-one sessions! It’s also a way to let your personality shine through as you talk directly to them, whether weekly, bi-weekly or even monthly.
PRO TIP: You can use your blog to share client wins, new insights you’ve learnt, or even interesting stories that are relevant to your audience. Not everything has to always be strategic. That’s what makes it personal.
First Steps To Figuring Out Your Website Personality
Okay, so you’re probably wondering now how to come up with your website’s personality. Here are the first steps to take! (and a little homework, you’re welcome!)
Step 1: Check Your Audience
There will be no health coach website conversions for you if you have no idea exactly who you’re trying to connect to. Think of it like dating, you need to know their profile to know if your website will be a good match.
When your audience sees you are talking exactly about what they are dealing with right now, they will immediately see you as someone who just gets them.
Step 2: Define Your Voice in Three Statements
When you know who you want to reach, you’ll know what tone and voice will work well. This step is crucial now so don’t overcomplicate things here!
Simply define your voice with three short sentences. Do you want to be:
- Conversational, but not too casual?
- Educational, but not patronising?
- Entertaining, but not overly funny?
When you have this, put these in context with your personality and website. What do they mean? For example, educational would mean that you will provide a wealth of valuable information to your website visitors, while the not patronising part means that you don’t want to come off as a superior looking down on everyone else.
Step 3: Have a Guide (And Update it Often)
It’s easier to stray from your voice than you imagine! An inconsistent voice and personality will hurt your website conversion because people will feel like it’s not you, but someone else, someone they don’t have a connection with. Think about your writing:
- Do you speak in the 1st person? Or do you speak in 3rd?
- Do you address your readers with you?
- Do you write in a conversational tone?
- Do you prefer short paragraphs?
Whatever your style is, that’s absolutely fine, but just make sure that you stay consistent! But remember: your style guide is not set in stone! You will grow and your website personality and style guide must follow!
You’re in a highly competitive industry, and your website conversion depends on how your site makes people feel. Your tone and voice have a direct impact on the emotional response you’ll get from your visitors, so infuse your website copy with your personality.
Make visitors feel good. Understood. Wanted. Like they belong. It will drive your website conversions through the roof!