Welcome! This is post #2 of my new series, Why You Should Update Your Website to Showcase Who You Are Now. If you missed the introductory post, check it out here. And post #1, How to Create a Soulful Messaging Guide.
This week I’m going to teach you a super simple formula for your Work with Me page.
The Ideal Client
Before you begin, make sure your ideal client is indelibly embedded in your mind.
He or she should be super specific.
Jody Moore coaches stay-at-home Mormon moms who want to stop yelling at their kids.
Corinne Crabtree coaches women who’ve had a lifelong struggle with obesity and have 100 pounds or more to lose.
Krista St. Germain coaches young widowed moms.
Katrina Ubell coaches female physicians in clinical practice on weight loss.
These coaches all have incredibly successful businesses. Because when they’re talking to their ideal client, they know exactly who they’re talking to – and their ideal client recognizes herself in their messaging.
If you’re a doctor in clinical practice who wants to lose weight, that’s exactly the coach you’d trust to help you with your problem.
Your Work with Me page should speak exclusively to a very specific ideal client.
Underneath the “Work with Me” header, you need a headline. The headline should tell the reader exactly what you do and who you work with.
Mine is Copywriting for Coaches. It’s not flashy, but it is INFORMATIVE. You want people to know immediately whether they’re in the right place.
Are some people going to click away, because you clearly don’t work with them?
Yes. But stay with me: people clicking away is a good thing. Because the people you DO work with are going to think, YES! This is the coach for me!
You can ask a question with your headline, like Meaghan Lamm (OBM) does: Are you ready to be the badass CEO you were born to be?
Or, you can make a statement that will appeal to your ideal client, like Krista St. Germain does: Move beyond your grief and become the hero of your story. I can teach you how. (Krista’s could actually be a tiny bit more specific – she works with widowed moms.)
How can people work with you?
List no more than 3 options. More than 3 is just confusing.
Spend more time talking about the benefits (what clients will gain) and less time talking about the features (how you’ll deliver the program or service).
Important note: If you’re selling a program, or if you highlight different programs and services at different times of the year, or if you’re running Facebook ads to cold traffic, you must have a dedicated sales page in addition to your Work With Me page.
So if you’re running a Facebook ad for your group program that starts next month, that ad should run to a sales page that’s only about that group. If you link it to your Work with Me page, people will get confused.
If you have a dedicated sales page for one or more of your programs and services, just summarize that offering on the Work with Me page and link to the sales page for more details.
The Call to Action
Make the call to action clear and specific and have just one call to action per offering (preferably, just one CTA for the whole page – you might repeat it several times but ideally it’s the same action).
It might be scheduling a free call with you. It might be signing up for your webinar, or downloading your free guide, or joining your free Facebook group.
If your business is more established, the CTA can be to buy.
A dedicated sales page is generally a better place to sell. When you use a dedicated sales page, you’re usually directing people there who are a bit more primed to buy – maybe they just saw your webinar, or downloaded your guide and read an email nurture sequence, or have been in your Facebook group for a week or two.
Make the CTA clear and specific. Use buttons instead of links (buttons have a better conversion). Use fun button copy (avoid words like “submit,” “schedule,” “download,” as these have a lower conversion rate because they psychologically place the burden of the action on the user).
I love having testimonials on a Work with Me page, but you could also create a dedicated Testimonials page and have them live there. Just make sure you link to that page so folks browsing your Work with Me page know where to look. I’ve seen a lot of people lately use a cutesy name for their Testimonials page, like Praise or Love Notes – personally, it takes me a second longer to register what these pages mean. Confusion kills conversions, so I recommend using “Testimonials” or a straightforward phrase like “What Clients are Saying.”
If at all possible, include names and photos with testimonials – it increases the social proof.
Here’s another tip: don’t just post what your clients send you. I like to ask my clients questions about how our work together impacted their business, and then craft a quote for them to approve. It ends up being less work for them, and it helps me get a more powerful quote.
Are you ready for some help with the copy on your Work with Me page? Sign up for a quick consultation call and I’ll give you some tips for free.
I’ll be back next week with some tips for creating an About page that gives your ideal client a tingle of recognition!
September 24, 2018