Websites: It’s not just about content – it’s about users. 1

A coaching website is on many new coaches to do list, in today’s guest post Mei Qi Tan shares her expertise and knowledge about what to focus upon.

Websites: It’s not just about content – it’s about users.

By Mei Qi Tan from Hubworking

When it comes to websites, it seems like all everyone’s talking about these days, is content. SEO is a great tool for enhancing the findability of your website online, through making sure your individual pieces of website content like pages, and posts contain key words, phrases and concepts. This is what many SEO professionals call ‘optimised content’. ‘Content’ is the diesel that runs the proverbial search engine, but it’s ‘optimised content’ that makes it purr like a well-fed tabby cat.

However, we should try to distinguish the concept of content, from information. Information is vibrant, the creation and exchange of it, interactive. There is a human element to information – obtaining it helps us achieve our goals, whatever they may be. I don’t know what it is, but the idea of information online as a body of ‘optimised content’ just feels, well, rather dead.

Focus first on knowing what your clients want when they visit your website, not on what they think they might want. If I can find the information I want, and do the thing I wanted to do with little distraction and no fuss, then your website works (Hallelujah!) and I will return to use it again.

People visit websites to achieve specific goals. If their goal is to read articles and stories, then by all means, keep writing and keep linking. But if their goal is to buy a product, then you’re better off making sure your shopping cart is up-to-scratch, or that the information on where your business is located is easily findable and instructions clear as crystal. Websites are an extension of your business online – make sure they are purposeful, and designed to help your clients achieve their goals online, whatever that might be.

Don’t let the content storm distract you from designing your website specifically around the information needs and goals of their clients.

Here are the questions you need to answer before trying to design your website:

What do my clients want to achieve when they engage with my website? And how can I help them achieve those goals in as smooth and efficient manner as possible?

You will need to do some basic research into your website users. Don’t just find out why they use it, but how they use it. You could try setting someone a task to complete on your website and observing their actions while completing the task (i.e. Locate the address and store the telephone number in your phone)

It’s time to stop thinking about clients as visitors, and rather, as users.

When it comes to creating, or updating your website, here are some tips to get you thinking about it from a user’s point of view:

  • Be careful not to mistake relevant content for related content.

It’s important to remember that all content on a website needs to serve a function. If you’ve determined one of the primary goals of your users is to find your contact details, then a piece of relevant content that should be promoted on your site is a map of your office’s location, not a page on the history of your business – that would be related content. Save that for your company blog (if you have one)

  • Know who will be using your website, and what for

Let’s say Sarah, 25, is a big fan of your retail products and avid online shopper. Make sure your shopping cart can store her credit card details so she doesn’t have to enter it in every time she wants to buy something. Rather than using a generic ‘target audience’ to build a website for, why don’t you do some research into the people who most use your website, and create some personas for who you can specifically design an ‘experience’ for? You will pick up on situational and contextual details that influence how a person might use your website – details that you would otherwise have never discovered on your own.

  • Design for mobile

Ever noticed that mobile versions of websites seemingly scale back to the most basic of website versions? The future of the web is mobile: Businesses or organisations will never, ever, have control over what kind of device clients will be using (or what situation they may be in) trying to access your website. So once you’ve figured out what it is your clients really want from you online, invest in good web design that makes information findable, readable and accessible to your audiences – whether they’re on top of Mount Kinabalu at sunrise, relaxing at a desk, or crammed up against someone on the Tube during peak hour.

About the Author/Further Resources

Mei has recently arrived in London from Sydney and is embarking on a Masters Degree in Electronic Publishing. She is also working part time for Hubworking, contributing to their social media activity.

Note from Jen; the owner of Coaching Confidence, this coaching blog: For those who don’t already know Hubworking provides Ad hoc, pay as you go meeting space for businesses in central London. If you are looking for a coaching or meeting room in this area it’s a great resource.

How to start charging for your coaching – part two

When to make a transition to start charging for your coaching?

Last week I discussed what’s stopping you from charging for your coaching? This week I want to continue that conversation and look at some different approaches people can take to making the transition to easily asking for an exchange of money?

I’m not going to tell you what you should do but let me share the following approaches and see which appeals to you.

You may even notice that you have been trying one approach and it hasn’t been working for you.

You may spot that I use the word exchange a lot in this article. That is deliberate because you are exchanging your service for an agreed payment of some kind.

All sorts of beliefs, values and fears can get in the way of a coach charging. I will also offer the perspective that what you ask for in exchange for your service can be changed.

  • Coaching provides value. It is your duty as a coach to communicate that value by ALWAYS asking for an exchange of money.

I have no doubt that this school of thought is said with all the best intentions in the world. They already see the value that you can bring to your clients. However, I’ve also seen it be a belief that has stopped coaches from practicing because they didn’t feel ready to charge. The end result being that they don’t do any coaching so are not bringing any value to anyone.

If you are happy with this approach you may choose to start charging right from the word go. Your clients will soon let you know if they are not happy with what you are asking for in exchange. 🙂

  • Coach as many people as you can, regardless of if there is an exchange of money or not. Anybody who will agree – from the person who delivers your post to old school friends. Take the opportunity to get lots of experience.

This approach works particularly well if you are willing to notice the difference your service makes for your clients. While, it may take some longer than others, you will start to see the value that you bring – something that makes agreeing an exchange of money for your service a lot easier.

If you want to use this approach, make it easy for yourself and put in place some form of system that supports you to spot the difference you make for your clients. You choose what will work for you: perhaps it’s getting feedback from a knowledgeable third party, maybe it’s having a set of questions you work through after each coaching session or even ask your client directly!

  • Invite your client to pay you what they feel the value that your work has provided.

Some people feel that this avoids making a “difficult” request for money and provides them with an incentive to do superior work. You may also choose to use that method of exchange if you feel that your client is cash poor.

This will depend upon your style but some clients may feel awkward with this request.

  • Invite your client to exchange your coaching for some other form of payment other than money.

In effect this is like a bartering system. For example, perhaps you will agree to work with a website designer to create a site for you in exchange for coaching.

If you choose to use this system then you will make it easier if both of you agree in advance what will be provided by both of you.

Remember that different services will have different value to each individual. For example, someone who does not have a computer and has no intention to have a website will not consider that a website design will be that valuable to them. Someone else who is looking to create a website but hates the idea of working out how to design it themselves will value a website design much more highly!

This means that sometimes in a barter exchange one half can end up feeling that their service is being under valued etc.

  • Exchanging your coaching for an agreed donation to a charity of your choice.

Many who start with this approach use it as a stepping-stone to being comfortable accepting a payment themselves. They find that they can practice asking for a payment in the comfort that a charity who’s work they believe in will benefit.

  • Make an agreement that your client will “pay it forward” by donating their time and/skills etc to someone else.

Again this is often a gentle approach that some like to take to get comfortable asking for an exchange for the service they provide, before moving onto asking that exchange involve money.

  • Wait until a set time/event has happened

This normally takes the form of not charging until qualified or attended a particular course.

Sometimes this particular approach has a moving goal post, for example, I’ll charge once I have done the first training weekend becomes, I’ll charge once I am qualified becomes I’ll charge when I’ve worked with x number of clients or when I’ve done another course etc.

Have I missed an approach? Want to share which way you used, or the option that appeals most to you? Fill in the reply box below and click submit comment.

About the Author

Jen WallerJen Waller is on a mission to support, nurture and encourage coaching skills and talents from non-coach to coach and beyond.

She has created a free 7 day e-course about how to create your own unique coaching welcome pack that works for you and your clients. Get your copy here.