Updated: Jan 5
By far, the biggest mistake I see new coaches, consultants, and service-based entrepreneurs make when they start their business, is going out and immediately investing hundreds (if not thousands) of dollars on a new website as a way to attract clients.
I speak with dozens of new service-based entrepreneurs who are frustrated and confused as to why, after investing in their beautiful new website, posting their new photos, and setting up their payment and scheduling platforms, they aren't getting clients.
Here's Why: Lack of CLARITY
If that beautiful new website doesn't communicate...
✅who they serve
✅the specific problems or challenges they help with.
✅the outcomes their clients can expect from working with them.
then it won't get them the clients.
Without this clarity you won’t connect with the people who you can actually help. What you'll have is a pretty website but that's it. Believe me I know this from experience.
When I ask new entrepreneurs to describe who they serve, the problem they solve and how they solve it, the majority of them struggle to answer.
There are lots of words about what they DO with some coaching and consulting speak thrown in – “inner child, stand in her power, own their worth”.
Usually, the response sounds something like this.
“Well, my niche is crystal clear. I’m a success and confidence coach for women” or
“I help entrepreneurs stop playing small”.
“I’m a success and confidence coach for women is all about the coach It says nothing about the prospective client. What does it mean to play small? Is this what’s keeping your prospective clients up at 3 AM?
These statements do little to attract potential clients because they don’t call out anyone specifically, address an urgent problem or talk about a solution. They are ambiguous at best and do little to help any prospect understand how you can help them or what exactly you can help them with.
It's logical to assume that as a professional you need a website.
When that website is created it FEELS like you've made progress.
But your mind also knows instinctively that you need to put yourself out there and talk to potential clients.
That feels so uncomfortable.
The not so logical part of your mind will happily talk you out of this discomfort by saying something like...
"It will be easier to talk to potential clients once I have my website set up. I better do that first."
Again, not your fault - it's what your mind is created to do - keep you comfortable and safe.
But what you want are clients, therefore what you need is CLARITY
If you want to attract more clients, you need to dig much deeper and be much more specific about two things - YOU and THEM. That means getting specific about the experience you promise your client – which is your brand, and being absolutely certain about who your client is, their specific issue, and your solution – which is your niche.
Without having CLARITY on these elements of your business, your marketing, content strategy, and even your programs won’t work.
Let’s start with your Brand. Most people think about branding as the colors or the logo associated with a business. These are part of a brand story but not the true essence of it. A powerful brand creates a meaningful, thought-provoking connection with your clients and provides, focus, intention, and energy for you in building your business.
Because so many of the coaches, consultants, and experts I work with are solopreneurs THEY ARE their brand. How you show up for your clients and interact with them is the foundation of everything you do. The logo and fonts come later.
Your brand is all about YOU. Your uniqueness, your brilliance, your values, and your expertise. If you want to communicate a magnetic message to your potential clients, then you need to be able to answer these three questions which are the foundation of all brands:
Who am I?
What do I stand for?
What am I an expert at?
When you have clear answers to these questions then you can distinguish yourself in an authentic way that attracts people who want what you‘ve got – aka your ideal clients.
But your brand is just the first part of communicating a magnetic message to your clients . Next is your niche which answers the same who, what, when and why about your clients.
Who are they?
What is there urgent issue and what do they want instead?
When do they want it?
Why do they want it?
Answering these questions allows you to craft a powerful message to your clients – a message that makes them feel like YOU are reading their minds and that you have the solution to their problem. You connect directly on an emotional level, so they are ready to invest in themselves by hiring you. To do this, you need to go out and talk to the people you think you want to serve.
Let’s look again at the example from above.
“ I’m a success and confidence coach for women” vs. "I help experienced female coaches and consultants create 6 and 7 figure businesses while creating life-changing results for their clients."
The first example tells us what the coach does. While the second statement calls out directly to a specific niche (experienced female coaches and consultants) and the result (create a 6 & 7 figure business and create powerful client results).
The takeaway – the more clarity you have about your brand and niche the more magnetic your content, marketing message, and offers will be to the clients you want to attract. Once they feel confident that YOU are the person to get the result they seek, you will increase your own confidence which leads to attracting even more clients. What will get you there is some self exploration, research, and conversations with potential clients.
NO WEBSITE REQUIRED! (At least not in the beginning)