Amber Vilhauer is the founder of No Guts No Glory Enterprises, a digital marketing firm that helps consultants, authors, speakers, and coaches establish their presence online.
On December 13th, she hosted a webinar with More Clients More Fun (Check out the amazing Facebook group here) on the 5 must-haves that consultants and coaches should have on their website in order to use it to generate more business.
I was blown away by the quality of her advice, which aligns perfectly with what I teach.
Here are my key takeaways from the webinar:
5 Features Every Coach and Consultant Needs On Their Website
- The digital age has shortened all of our attention spans, and now it’s harder than ever to get people to pay attention to you.
- You need to invest in your website because it allows you to present your best self online. Would you show up to the boardroom wearing a t-shirt and shorts? No, because how you present yourself is critical. And in the digital age, it’s the same with your website — a professional website is like professional attire.
- You need to have different offerings and lead magnets for different sections of your website — not all of your visitors want the same thing. Amber want’s her visitors to download her service menu, and she makes this crystal clear on her website.
- Video is the most important thing on your consulting website, as it allows your visitor to see you and hear you. It’s a method of authenticity and transfer of enthusiasm — which is what sales is all about.
- All consultants and coaches on their website should have a “welcome” video, where they explain the Who/What/Why/When/Where, and the next steps you want your visitor to take.
- You should invest in professional photography if you’re going after big clients like Google or Apple — but if you’re going after small business owners, they want someone relatable. In the latter case, it’s fine to use a webcam or a good smartphone camera.
- It’s useful to have a video on each of your services pages, where you explain what it is you do with said service.
- What most consultants and coaches do is use a small headshot of themselves. This is no good. You want a waist-up, professional headshot.
- The typical headshot that most providers use makes it feel as though your hiding yourself. With waist-up photo instead of a shoulders-up photo, your prospect can see much more of you — and this helps them trust you more.
- Never hide behind stock photography. It pays to invest in a professional photo shoot. And you don’t have to be too fancy for that — simply wear what makes you feel the most confident and comfortable.
- Amber likes Unsplash as a great resource for beautiful, free stock photography.
- Social proof is critical because it shows your prospect that you are great at what you do.
- You need to ask for testimonials from your clients — and video testimonials are the best types of testimonials.
- If you want video testimonials from your client, all you have to do is ask. Much more than you think would happily oblige:
- Script: “Hey NAME, it was a fantastic experience working with you. Would you be willing to provide me with a quick video testimonial on how it was to work with me? I’d deeply appreciate it — you talking about me will have much more of an effect than me talking about myself!”
- You also want to include social proof like logos, certifications, books, and any other types of images or resources you have that are proof that you’re an expert at what you do.
- Good content helps your prospect understand that you truly know them and their market — whereas generic, cookie-cutter content is a big turn-off.
- You don’t have to write content like an academic — simply write it exactly like you would say it (that is what Amber does).
- If you have difficulty coming up with your content, try writing to a single person that you know. Meet your reader in their mind — what do they want to know? What could you share that would change their business? What are they struggling with? What do they desire? Craft your content around what that single person needs.
- It can be helpful to hire an expert to give you honest feedback on your content, and how you can improve it.
- In order to hire you, your prospects need to understand your value. The more resources you provide for them, the more they get the change to understand your value.
- Put your best content out for free. When you do this, your potential client will think “Wow, if their free stuff is this good…imagine their paid stuff!”
- Because Amber puts out so much quality content, by the time she hops on a sales call with a potential client, they literally say to her: “Wow, Amber, it feels as though I already know you. I know all about you and your expertise…and I just want to talk to you so we can figure out the best way to work together.”
Live Q and A
- How important is the branding and logo for my website?
- Amber: It’s important that you love your logo. All of the rest of the design decisions made for your website will revolve around your logo, as it’s the centerpiece of your brand.
- How can you find a good, reliable vendor to provide website services?
- Amber: Do they practie what they preach? Do you like their work? Do they provide training? Also, make sure that they provide you the rights to your website so you own it, not them. You want to make sure that you’re working with someone whose skilled and reliable.
- Does content precede design?
- Amber: Generally, yes — content precedes design. But sometimes I will provide my client with sketches, which helps them inspire them to create the kind of content that will go on the website.
- Is it OK to use Wix for my site?
- Amber: Yes — as long as the platform allows you to put the elements that you need on your website in order to build trust with your prospects, and AFAIK, Wix allows you to do that. Given the nature of the business, you’ll need to redesign your website every 3-5 years anyway, so use the platform that works best for you now.
- What are some good example websites?
- Amber: Quadrant International is a great example of a coaching/consulting websites that does most things right. Notice the video and the professional design that allow this consultant to put his best self forward.
All of this great information goes to waste if you don’t use it!
The easiest way to make use of this list is to audit your website and use this list as a checklist.
- Are you including video on your website?
- Is the photography that you’re using professional?
- Do you have lots of social proof on your website?
- What type of content do you have on your website — and do you have enough of it?
- How many resources do you have on your website for your clients to learn more about you?
Without these 5 must-haves for your consulting website, it’s likely that your website is holding you back instead of moving you forward.