Tag Archives: value proposition

Quick Guide to Building a Website and Audience for Your Coaching Business

First of all I want to say congratulations for taking the daring leap of faith that is entrepreneurship. I’m sure you’ll find it a journey that is incredibly rewarding as well as very frustrating. I know I do.

"The more challenging the goal the more obstacles you are going to cross." - Jeff Hawkins (Palm Computing) Click To Tweet

As you are aware the first step for building up an audience for your coaching business is your website. All of your online marketing efforts will either start there or, more likely, end there as people see your marketing, visit your website, see if it looks professional, and then sign up for a consultation.

Value Proposition:

Before you start work on your website you need to figure out what you’re going to say on your site. That begins with what is called the value proposition.

All marketing is selling somebody on a better version of themselves. This is true for car commercials, purse ads in magazines, and insurance commercials on the radio (saving money makes a richer you). With your marketing for your coaching services you are doing this literally.

With that in mind let’s first look at your value proposition. Here is one formula (from Steve Blank at Stanford) about coming up with your value proposition:

“We help X do Y by doing Z”

X = your audience

In this case the X is your audience. Who are they specifically? You need to have a very clear idea about this for two reasons:

  1. It is easier to tailor your message when you can picture your audience. (Check out this article for more information about customer development.)
  2. Your first instinct is to not limit your possible customer base but that is exactly what you should do. You can pick out a niche (a smaller segment of your overall audience) and own it with very targeted messaging. Once you conquer that niche (be the big fish in a small pond) you can expand. Or, said differently, if you try to sell to everyone you’ll end up selling to no one. Instead start by selling to exactly one person (a niche of your niche).

Y = the better version of themselves

Be specific about what this is. “Achieve your goals” or “find success” are very vague and mean different things to different people. “Smile more”, “sleep better”, and “secure a promotion” are bit more specific goals that somebody might have. (I haven’t done coaching but I imagine the more specific the goal your client has the more actionable the advice you give can be. And the more actionable the advice the more likely they are to follow it and achieve a positive outcome.)

Z = that action required to achieve Y

Your coaching services but what specifically does that entail? Weekly or monthly meetings? In person? Over the phone? Is it an x-step process?

“Renew the adventure in your life with one small step a day.”

A way that I came up with to reach a value proposition is using the “Five Whys?“.

This website visitor wants to hire a coach.


To gain confidence.


They feel overlooked and/or taken advantage of.


Nobody asks them for their input at work.


They are not viewed as an authority/leader.


They keep to themselves and do not attract attention.

So, in this example (and it is just an example) they think they want to gain confidence but they really want more attention, recognition, etc.

“The path to wins, recognition, and accolades starts with one step.” (signing up for a free consultation)

tldr: be specific about your service and the outcome right at the top of your page.

"Resilience is something you do. Get up and go forward every day with hope and optimism." - Jackie Speier (U.S. Congress) Click To Tweet


Back to selling somebody a better version of themselves I would recommend that your site use images with bright colors. Show them the person they want to become. Specifically for the first image I would use an image of an attractive female smiling (research shows both men and women are more likely to click a button on a landing page that features an attractive woman).

You can use Unsplash to find images to use on your site. I like this one if it were to be inverted (so she is facing left to right):

Photo by Fernando Brasil on Unsplash

This one also seems appropriate for coaching and could be used further down the page:

Photo by Catherine McMahon on Unsplash

Testimonials are great (they form what is called social proof) but they are even more effective with the picture of the person. Your testimonials should be on the front page of your site and, if you can, put smiling pictures next to each one.

"Expect the unexpected and whenever possible be the unexpected." - Jack Dorsey (Square/Twitter) Click To Tweet


As much as you possibly can you want to write your copy about the visitor rather than you. A good exercise it to replace “I” and “we” in your copy with “you”.

Secondly, be confident. Phrases like “I think” and “I believe” weaken your message.

Finally, tell me about what the process will entail for me as a client. What happens day one? Is there a plan tailored to my goals and time frame?

Traffic and trust:

Most entrepreneurs learn fairly quickly that putting up a website by itself does not actually result in any customers. This is particularly true for service businesses as opposed to ecommerce businesses. You likely will get some business from people you know and referrals but you will not initially get any from strangers on the Internet.

But you can change that!

You can build trust with your audience by developing a relationship with them and building your brand. Typically on the Internet that is done with social media, blog posts, email, videos, podcasts, etc. Focus on one or two of those.

Basically you need to put in a lot of hours and give everything away for free at first. The people that connect with you the best will be the ones that become your customers.


I strongly suggest email being one of your ways of building an audience, and a relationship with them, because it is a direct line to your audience that you own. You’re going to need to start with an email marketing platform. I really like Drip but there are others out there (Mailchimp probably being the most popular).

Sign up for Drip and create a five-day educational email course where you go in depth about a single sliver of what you cover in your coaching. Five lessons on meditation might be something that would be popular. Five lessons on workplace communications, going back to work after having a baby, marital nitpicking, etc. There are lots of problems that people would love to learn to handle better. Write up five emails about a topic and then on the last email mention that if they would like to explore further they can reply to the email and set up an appointment.

Put an opt-in form for this email course on your homepage.

Another way to get people to signup for your email list is by giving away an ebook. They don’t have to be long but, like with an email course, you are demonstrating what you are an authority and why somebody can trust you. (This is my guide to creating an ebook.)


I might recommend podcasting as your second avenue for building an audience as it is really hard to standout in the blogosphere these days and it is less work than video. Possible formats for a podcast:

  • Q&A (either with a “caller” or where people write in with questions and you answer)
  • Interviews
  • Book reviews
  • Discussions on books, academic papers, etc.

Stick to one format for your podcast (you can launch more if you want) as I hear it is good to get into a rhythm for them and it allows you to be creative inside constraints.

"Creativity loves constraint." - Marissa Mayer (Google) Click To Tweet


Instagram could be a powerful platform for reaching your ideal client and seems to be a place where inspiration (and self-help?) thrives.


Eventually you are going to want to track the number of people who visit your site and how they find you so install Google Analytics.


Some days I struggle to find the motivation to work on my business and do my ONE Thing. One thing I posted on my business dashboard is a question, “Why are you trying to help and how can you best help them?”

Passion and Perseverance

If you needed any further entrepreneurial inspiration check out my book, Passion and Perseverance, which is a collection of advice from entrepreneurs much smarter and more successful than myself.

"Your best day is always in front of you." - Mark Forchette (OptiMedica) Click To Tweet
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Use the five whys to get to your value proposition

For one of my products I was getting getting polite interest but not turning any leads into customers. That is a recipe for a failed business. I knew that the product was a good one that would allow the leads to make a huge jump with their business in terms of retaining existing customers and winning new customers but nobody I talked to was signing up.

I had a problem.

Either I had grossly misread my niche’s needs or I was not communicating my product’s value proposition well enough. (Or maybe a bit of both.) I had done some customer development prior to building the product but at this point the product was built and ready for users. And if I had been effective at communicating the value of the product you would have expected to get some people signing up and trying it out.

Since that wasn’t happening the issue was clearly that the value proposition in my marketing materials and sales calls was not good enough. I needed to improve it.

When I had originally created the product’s website I had tried out some of the common value proposition formulas such as Steve Blank’s:

“We help X do Y by doing Z”.

And this is Geoffrey Moore’s:

“For (target customer) who (need statement), the (product/brand name) is a (product category) that (key benefit statement/compelling reason to buy). Unlike (primary competitor alternatives), (product/brand name) (primary differentiation statement).”

Those did not work for me in this case. I suspect that is because a lot of them are about positioning your product versus a competitor for potential customer who is already sold on the need. In my case I needed to sell the customer on the need for a product in this category rather than tell them why I am better than the competitors. One day I was reading a business post-mortem which was laid out with the “five whys” and a light bulb went off. I should use that for finding my value proposition.

The five whys are a powerful business tool that were originally developed at Toyota. The technique is used to get to the root of a problem by asking why five times. Start with the problem and then ask why it happens. Take that answer and ask why it happens. Repeat until you have asked why five times and you will be much closer to figuring out what in the organization is causing the problem you are seeing.


Groove value proposition

For using this technique for finding a value proposition let’s use the example of Groove which provides help desk software. These are the five why’s they might ask about their customers:

Five Whys:

A customer needs help desk software:

  1. Why? – They want to better manage their support requests.
  2. Why? – To provide better service to their customers.
  3. Why? – To reduce churn.
  4. Why? – To increase revenue.
  5. Why? – To grow their business.

Value Propositions:

Based on this they could try the following as value propositions:

“Build a world class business by providing world class customer support.”

“Simple help desk software for successful businesses.”

“Help desk software you can scale with.”


Buffer Value Proposition

Five Whys:

A customer needs software to handle social media:

  1. Why? – They have a lot of social media accounts.
  2. Why? – They want to connect with their audience no matter what social network they are on.
  3. Why? – To share their content.
  4. Why? – To provide value to their audience.
  5. Why? – To build relationships.

Value Propositions:

“Build relationships with your audience.”

“Engage your audience with your best content whenever and wherever they are.”

“Turn followers into customers by making sure they see the content you share.”


Drip Value Proposition

Five Whys:

A customer needs an email marketing platform:

  1. Why? – They want to dynamically send emails.
  2. Why? – To provide different content to different segments of subscribers.
  3. Why? – To deliver content that feels personal.
  4. Why? – People respond better to personal emails.
  5. Why? – More engaged people will move down the sales funnel.

Value Propositions:

“Deliver personalized emails to every customer and future customer.”

“Provide personalized content that converts at every stage of your sales funnel.”

“Build personal relationships by making every email personal.”

“A business is built on relationships and relationships are between people. Make every email personal.”

I suspect a lot of Drip’s customers, if not the majority of them, are moving to Drip from other email marketing platforms. In that case they don’t need to sell the visitor on the benefit of email marketing software but why Drip is better than the software the visitor currently uses.

(I actually really like what they are using here: “The best marketing automation platform, hands down.”)

Five Whys:

Drip is better than competitors:

  1. Why? – It is easier to use.
  2. Why? – Because it has a visual campaign builder that ties all the features together.
  3. Why? – So you can customize every communication.
  4. Why? – Because that will convert more subscribers to customers.
  5. Why? – The founders know from their years of experience.

Value Propositions:

“Created by business owners who understand that powerful software should be simple to use.”

“Decades of email marketing experience at your fingertips.”

“Developed by, and for, entrepreneurs.”

“An email marketing platform proven to be easy to use and powerful enough to convert your subscribers into your customers.”

Test. Test. Test.

Some of those value propositions were better than others but what is nice about this exercise is that by slightly altering the premise and going through the five whys again you will end up in a completely different place.

There are a lot of ways to figure out your value proposition and you should be continuously testing to see which one resonates best with your audience. It can be the difference between having a successful business and being out of business.