Ep #9: Writing Your “Work with Me” Page
Today, we’re talking about creating your “Work with Me” page of your website. It is extremely important that you really think about this page and plan it out before you begin writing it.
Join us as I give you the blueprint for creating a successful “Work with Me” page as well as the formula for signing new client for your coaching business. From writing an engaging headline to crafting copy and your call to action, you’ll learn everything you need to know to create a “Work with Me” page that will resonate with your potential clients and entice them to hop on a coaching call with you. Don’t miss this episode!
Listen to the show
What You will discover
- The formula for signing new clients.
- What a mini-session is and how you can use it to pitch your potential clients.
- The importance of knowing exactly who you’re talking to.
- How to craft your call to action.
- The difference between writing and copywriting.
- Why people are afraid to sell.
- How to write a headline for your “Work with Me” page.
- Examples of copy for the page.
- How to schedule your calls.
- The contents of your “Work with Me” page.
Featured on the show
- Get your Life Coach School Toolbox and access cheat sheets here
- 14 Steps to Building Your Life Coaching Practice
- Time Trade – Online appointment scheduling
- Vcita – Client Engagement Platform for Small Businesses
Get the Full Episode Transcript:download the transcript
Hey there, everyone. Welcome to episode nine of How to be a Life Coach. Today I'm going to talk to you about writing your Work with Me page. This is a pretty meaty podcast and we will have some good toolbox information over there and our Life Coach toolbox, which you can access by going to the lifecoachschool.com/14-steps, and we will hook you up. If you opt in there, we will send you a link that will take you right to our toolbox that will give you access to all the worksheets that you can need, and some information about how to implement a lot of the stuff that I am telling you about. We also have created a resource page there that will give you access to all the resources that I talk about on the podcast.
Today, I'm going to talk about that Work with Me page. It's really important that everybody think about this page before they just write it. A lot of what I have seen is coaches that just have pages with their pricing on it. The truth is that used to work back in the day. I used to just have a page and it would have my pricing and people would just sign up right from there. I do think that does work for some people but I don't think it's the best way. The format and the formula that I encourage you to use is from the website to a mini session, to signing up with you. We're going to talk a lot more about mini sessions when we get further along in the podcast, probably in about another five episodes.
For now, what I want to talk to you about is the page that gets them to the mini session. Basically, just as an overview, you get on someone's website, you read about them, you go to their Work with Me page and they invite you to a mini session. You get on the mini session with them and they give you a little bit of a taste of them, their style; they get to know you a little bit. They give you a little taste of their program, and then they offer you to work with them further. That's the formula that I have found to be very effective. It is not as effective to do an entire free session with someone and then not offer them to work with you any further. Sample sessions that don't have a pitch at the end can be good practice and they can be good for your clients, but they're not necessarily the best way to sign up your clients for programs.
I studied this a lot. I've done a lot of research on this, so this is the formula that I've come up with. Of course, you can adjust it as you want, but I recommend you try it this way first. OK, so let's get started.
This is the page that you will have on your website that is the Work with Me page. When you look on those 14 steps that I have for you, step number two is get a website, basically, and create your home page or your about page or Work with Me page and your blog page. So far, we've talked about the about page; that was our last session. Now we're going to talk about the Work with Me page. I recommend for most of you that you have your home page be your blog and we will be talking about that next week, which will be writing your blog page. OK? The home and the blog page can be the same, also, on the home page, you're going to have your opt in, but we will talk about that all next week.
Let's talk today about your Work with Me page. One of the things that I want you to remember is that your Work with Me page is a sales page. I know that some of you will freak out with the idea of the word sales because none of you want to sell anything, and we're going to talk a lot more about that on this podcast, too; your willingness to be able to sell something and how important that is when it comes to building your business and also helping people. The first thing that I'm always going to come back to that is so important for all of you to remember is that you have to know who you're talking to.
Step number one is pick a target. You have to pick a target market. You have to know who you are working with, then you will know how to speak to them. If I'm selling something to a little boy, it's going to be very different than if I'm selling to an elderly woman versus if I'm selling to a teenage boy versus a woman my age. Narrow that down and then get even more, more, more, more and more specific. First, who are you talking to specifically. This page, in my opinion, should have one call to action. When we are confused we don't do anything. When we have to make a decision it is much less likely that we will take action. If there's only one thing to do and we don't have to decide between two things or three things, it's much more likely that we will do that one thing. Your Work with Me page should have one call to action.
It shouldn't say, "You can hire me for one hour or two hours or seven hours or three months or 17 weeks. Here are the different prices," and now I have to decide between 17 things. I've made this mistake so many times on my own website and I can see how it causes so many issues for people, and so deciding what is that one call to action. Remember, what I recommend is that your call to action should be the mini session. Your goal of this page is to get them to schedule a mini session with you. Number one, know who you're talking to. Number two, have one call to action. What is the one thing you want them to do on this page. The rest of the page is going to be about selling them on doing that one thing. That's when we have to get into a little bit of copywriting. I'm going to give you the structure for this page and tell you exactly how to write the page. Before I do that, I want to back up a little bit and give you a little bit of a lesson in copywriting.
What is copywriting? Copywriting is basically writing that sells. It's writing that gets someone to take action. Here's the best news: you do not have to be a great writer in order to be a good copywriter. If you didn't do well in school writing short stories or you didn't do well in writing all of those term papers and your writing skills aren't the perfect grammatically correct dissertations, so to speak, do not worry, because copywriting is one of those things that you do not have to be a skilled writer at because it's basically breaking all of the rules. I want to give you some tips when you are using copy, which just means writing, when you are using your writing in an effort to sell something, there are some important things to remember. The first one I already told you, remember who you're writing to. Number two, one call to action.
Here are some other tips: you want to write in short, active language. You don't want to use a lot of there are, there is. You want to use the verbs. You want to use active verbs when you are writing. One of the things that I like to do is when I go back through my copy is I try and see where I can take out passive language and put in active language. Another thing that's great about copywriting is you can use fragments. You can write as if you are speaking. You do not have to use proper, full grammatical sentences. I know some of you, I feel like I have the grammar police that like to write me letters and tell me how my grammar isn't correct. I love you all because you were like straight A students and did so well. I always got an A for content and like a C for grammar.
What's great about copy and having your own website is that you can do whatever the heck you want, and so writing in fragments is a good idea because you want to use short, active language, and you want it to be easy to read. Make sure you're willing to sit down and write a really crappy first draft. Let it be long, use lots of words, use lots of passive language, but then you go back and you try and slash it in half. The longer you take editing it, the shorter your client will have to take reading it. That is a beautiful thing. We want your clients to not have to do any work. We want you to do all of the work.
Another thing I want to remind all of you is to be honest. Write from your hearts. Tell the truth. Your clients can tell when you're BS'ing them and it's not pretty. Nobody wants to be BS'ed. Tell your clients the truth in your writing. Do not tell them that you only have one spot available if you have 50 spots available. Tell them what's really going on. You don't have to tell them personal truths and you don't have to tell them everything. Whatever you do, don't make anything up. Always tell the truth.
One of the reasons why a lot of people have a hard time writing and selling or copywriting is because of fear. What I have noticed is that people are afraid to sell because they're focused on themselves as a coach instead of on their client. The best way to release yourself from writing from a place of fear is to focus on how you can help your client. Focus on serving them. Remember you want the content to be tight and focused and easy to read visually. I like a lot of white space. I don't like it to go too far along the page. Short, easy to read sentences. Easy to scan. Remember you want to write clearly; no confusion. Have somebody else to read your copy when you're done and ask them what they want to do, what they think the copy is urging them to do. If they're confused at all, make sure you clean that up.
The next step I have for you is to believe in what you are offering. If you do not believe in what you are offering and what you are selling, you have no business selling it. My clients always ask me what should I charge, I say, "Charge what you would genuinely be willing to pay." If you love your product and you know that it's quality and you know that you would pay the price that you're asking for it, then you will believe it in deeply and it will be easier for you to sell it to somebody, because you will know that it's of tremendous value to them. It's easy to sell something that you know is of great value and they're getting more than what they're paying for.
Lastly and this is probably most importantly, write in basic language. Do not write in coach speak. Do not use terminology that you learned in your training. Do not use terminology that you use with your fellow coaches. You need to use terminology that the lay person can understand. Don't use a lot of flowery, professional, corporatey language. Just as if you were speaking to a friend that had no idea what you do for a living; how would you explain it in a really clear and concise way that's not confusing and that doesn't use terminology that your clients will not understand when they're first starting out with you. This is a real tough one because most of us, because we're so involved in our own world, we don't know that there is a language that we speak that other people may or may not understand.
One of the ways that I like to do this is "Explain it to me," that's what I say to my accountant anyway, I say, "Explain this to me like I'm a third grader," like really keep it in that most basic language. Think about how easy it is for us to read a third grade book. That's how you want your copy to read. You don't want it to sound complicated or flowery or being really thick, heavy to read paragraphs. You want it light, easy to scan, easy to read, very clear with one call to action. That's my prep for all of this. The most important things that I've taught you here are what copywriting is; you have to know who you're talking to, and this page should have one call to action.
Now, I'm going to give you the exact structure that you should use when you're creating this page. If you go to the lifecoachschool.com/14-steps, you can get access to cheat sheet for this that will tell you exactly how to do it. Page format, at the top of the page, you need to have a headline. It shouldn't just be Work with Me. It shouldn't say Welcome to my Work with Me page. It should be a real attention grabber. One of the things, if you read anything about copywriting, what all of them will say is that the job of the first sentence is to get them to read the second sentence. If the first sentence isn't any good, then they will never read the second sentence, and they will certainly won't take action. What's important to remember when you're creating a headline is you want them to keep reading. If that first sentence is good, they will read the next one.
There's some important things to remember: I once was asked the question, "If you saw an ad in a magazine, what for sure would make you read it top to bottom?" I came up with a lot of answers and they said, "The real answer is if that page were all about you, if it had your name at the top, if it had a picture of you, and if it talked about you and your life, you'd be like, "Holy cow! This is about me. I'm totally going to read this." All of you listening know if you were reading in a magazine and all of a sudden you saw your face and your name, you would read it word for word, probably more than once, if someone had written an article about you. That how compelling we want our writing to be. If we know exactly who we're writing for, then it will be as close to a page about them as we can do. That headline needs to speak to them.
One of my favorite headlines is a question. I like to ask a question because I feel like the brain always wants to answer a question, and especially, if it's an intriguing question. It can also be a claim. You can make a claim. I will help you lose 10 pounds in 10 days or losing weight is hard but I can make it easy for you; something like that. That's a claim. You can be intriguing. I have a secret that I've been working on with my clients and here are the results; or I had a client who was never able to lose weight until I taught her this one thing. It's intriguing. I want to know more about it. Your headline can be bold. It can make a huge claim, it can be bold, it can invite your client to do something. Spend some time on the headline. You want it to be attention grabbing and you want it to be speaking to your client about their problem, about your solution. Make sure it's very clear. That's number one, you have to have a good headline.
The next section is you describe their problem. You have your target market; they have a problem that you're going to solve. The first part, you want to describe their problem to them in a way maybe that they haven't even been able to describe to themselves. A headline might be, "Is emotional eating keeping you overweight." Then I would describe, "Emotional eating is when you come home from work and you right to the refrigerator and you start eating. You don't even know what you're eating, you don't even know why you're eating it; you're not even hungry. The next you know, you are making dinner and you're not even hungry. Then you eat your dinner and then you feel like you want some dessert. Before you know it, you've been eating all night." That may be a way that I would describe emotional eating to one of my clients.
I could say, "Have you ever found yourself halfway through a bag of chips and you don't even remember opening the chips. You don't even remember buying the chips and all of a sudden you're halfway through. Then you beat yourself up for it and you get upset about it. You notice that your weight is going up but it's not something that you're able to stop doing." I'm able to describe the problem to the client because I understand their issue. I know what it looks like. Another way that I might describe it is "You know the way to lose weight is to eat less and exercise more, yet you can't find a way to do it. If you're so smart, why aren't you able to do this very simple thing? I'll tell you why. It's because it has nothing to do…" Then I start describing the solution.
We have our headline was first. We describe their problem and then you describe your solution. You describe your offer, which is your call to action, the mini session, as part of the solution. You could say, "If this sounds like you, I have a solution for you. I can give you a few tips in about 10 minutes that will have you thinking about this differently. You'll be able to start making changes that maybe you've never been able to make before just because of a few little tweaks that I'm going to give you on the phone after our mini session." You start describing your offer as a solution to their problem. You've already given them the headline, you've described their problem, then you describe your offer as a solution. Those are the first three sections.
I know that some of you are listening to this and you're like, "Oh my gosh, it's so hard. I don't really know my client's problem. I don't even really know what my solution is." Then you got to go back to figuring out who is your target market. This will reveal if your clear enough there. If you are, you'd be able to describe their problem better than they can describe it. Then you'll be able to describe the solution and how you can offer them a taste of the solution in the mini session.
The next section is you describe how it works. How does it work for them to do a mini session? First thing, headliner. Second thing, describe their problem. Third thing, describe your offer as a solution. Fourth thing, describe how it works. "We jump on the phone for about 10 minutes; I help you through some of your blocks when it comes to emotional eating. We help discover why you're taking the action you are, what's going on in your brain and how that's creating an emotion that's driving that action that feels so out of control. I'm going to teach you how to manage your mind so you never get to the point where you feel out of control again. I'm going to give you two ways to do that. I'm going to show you right there on the phone and you're going to be able to start applying it right there in that day."
"Once you start doing that, you will notice a significant decrease in how often you overeat. I may not be able to help you solve that problem totally, but I can definitely get you started. We can definitely, significantly decrease the overeating. We're going to jump on the phone; you're going to call a certain number. We're going to talk about it for about 10 minutes and then I'm going to tell you about some other opportunities that I have for you to work with me on longer term basis." That's how you describe how it works.
Then you describe the benefits of that call alone. Do not get caught up in describing the benefits of your total program. They will be very similar. Your program benefits will be very similar to the mini session, but you want to stick to the mini session. You can say, "Once you jump on this call with me and you're able to start applying this, what you will notice is that over the next few days, you will start feeling a lot more in control. You'll notice the reasons why you're overeating. You'll be able to see it so clearly. Your awareness will be increased. What that will do is ultimately reduce the number of calories that you're eating that you don't need because you're hungry and that you're not even enjoying because you're not even paying attention to. Ultimately, this will lead to less overeating and ultimately, over the long run, less weight on your body."
The next thing you're going to do is describe the steps to the call to action. You're going to tell them exactly what to do. They've read the headline, you've described to their problem, you've described your offer as a solution, you described how it works and you described the benefits of doing it, these are all about three sentences each. Then you're going to describe the steps to the call to action. "What I want you to do is first, click on this link. Second, give me your name and your email address; or click on this link and schedule an appointment." In a few sessions ago, I talked about using a program called Time Trade to schedule an appointment. Jody More, who is my enrollment happiness specialist, she listens to the podcast, she laughed at me and said, "I don't use Time Trade. I use vCita," It's V-C-I-T-A, we'll put that in the show notes, ".com and what clients can do is click on there and schedule an appointment with you."
If that was your step, you would say, "First, you're going to click this link. Second, you're going to put your name and your contact details and schedule an appointment with me. Then we're going to jump on the call and we're going to talk about this. I'm going to give you some tips that you can start applying right away and then I'm also going to tell you about some ongoing programs that I have." You want to tell them exactly what to do. Do not give them choices. Do not give them five different options. Tell them exactly what you want them to do for that call to action.
Then I want you to anticipate their objections, what might they say no to; why might they not sign up for you mini session. Whatever you think their objections might be, "I don't have time; I don't feel comfortable talking to someone; I don't really understand what's going to happen on the call," whatever you think their objections are, you want to address them in that next section. Once you've described the steps to the call to action, then you're going to overcome any objections. The next section you want to have a testimonial or two or three. Hopefully, with a picture from one of your clients that talks about the mini session. Try not to get a vague one. Have them talk specifically about the call to action that you're asking them to take, and the benefit that they got from that mini session. Then you have the call to action again very clearly.
You've have the call to action twice, so you have it with a link right there. Then you overcome objections, testimonials and then you have the call to action again with the link again. All right, I'm going to go through this again. Again, we have these on a cheat sheet, if you go to the toolbox. For those of you who are taking notes, I'm going to go through it one more time. The top of the page is your headline. The next section is you describe their problem. The next section is you describe your offer, the mini session, as a solution. Then describe how it works and give them the details. You describe the benefits of the mini session, which is what they will walk away with - what will they have that they didn't have before they did the mini session. Then you're going to describe the steps you want them to take, the call to action. You're going to overcome any objections that they have. Then you're going to have a testimonial or two about the mini session, and then you're going to have the call to action again.
You want this page to be clean, easy to read, one option, very easy to click on, very easy to do. That is your Work with Me page. I know this one was a little longer than normal but it's a really important page. It leads them to that mini session, and once you get them on the mini session, then you can talk to them about your programs. We'll do a whole other section on that specifically.
Next week we're going to be talking about your home page and the blog. I will talk to you all then. Take care everybody. Bye-bye.