I’ve noticed on a few occasions that the customers who don’t have basic contact information on their websites are often the ones pointing out that they don’t get contacted very much.

When put that way, this problem might seem self-explanatory, but often we find ourselves reminding our customers the importance of starting from the basic and most important information.

Who, What, Where, When, Why & How?

These are questions that potential clients are usually going to ask, so thinking of how you answer these questions is helpful when putting your website together:

WHO are you?
• Are you using a consistent name, spelled the same in all instances?
• If you go by nicknames, or people might know your maiden name, etc, is this referenced at least once in your website content?
• Is/are your business name(s) and personal name(s) presented clearly as such?
• Are you using first and third person correctly (“contact me” when
you’re a solo practitioner, “about us” when it’s multiple people, etc.)?
• Have you clearly explained your occupation, business, etc.?
Your website should say more than just your name, it should explain who you are, and SHOW who you are.

WHAT sort of practice do you have?
• Related to who you are. I asked above if it’s clear what your occupation is, is it clear what business you’re in? Many small businesses start the conversation with an assumption that website visitors know what they do, and start saying “What I do is treat each client as the most important person” or “my technique is to show the client how they can help themselves after they leave.” This is great, but before you discuss details of your business style, make sure it’s clear what business you’re in. The above sentences should be said after it’s clear that the practitioner is a Psychotherapist, Yoga Teacher, etc.
• Be specific. What modalities do you use? What client base do you focus on?

WHERE are you?
• Is your location clearly shown in the sidebar of your website <can we that sentence link to the sidebar blog>?
• Is there a map and directions to your location, so people can easily find your practice?
• Even if you don’t want the public to know your exact address, do you indicate at least where you are based? Remember, most people look up for businesses based on their location. Someone in Chicago looking to try on hats is more likely to do a search for “Hat stores, Chicago” than “Hats”. Unless you put your address, or at least your city and state on the site, your site probably won’t appear in local searches
• If you don’t want/need people to know where you are, do you say why not? For instance, if you do online consulting or interviews by phone, is this clear and obvious?
• Are there nearby towns and cities that people might commute from? Any place that’s close enough to you to have potential clients should be mentioned on your site!

WHEN are you…available to talk to clients?
• Does your website make it easy for clients to know how to contact you to ask basic questions, to set up an initial consultation, make an appointment?
• Does your website mention when your appointments might be?

WHY are you the business the client should choose?
• What’s so special about you? No, really, what titles, awards, or recommendations have you gotten?
• What is unique about you that a client would pick you over another business? Think about your mannerisms, styles, techniques, trainings, influences…and back to who you are.
• Are you doing anything that makes it especially convenient to work with you? One common thing I’ve seen is practitioners such as therapists and coaches who work with clients by phone, or have late night hours, or make house calls, and I would never have known this if I didn’t call to ask why they didn’t show their address. Think of your selling points.

HOW will this all work?
• Again, is it clear how a client can contact you, make an appointment, visit you?
• A client calls you, now what? Is there a step-by-step process for new clients? Is this process clear, or are you assuming your clients know how the business works? Is it easy for clients to ask you questions?

Of course, these bullet points are hardly the extent of the things you might consider, but hopefully, they’ll get some creative juices flowing. It bears repeating that one of the best things you can do to help your website; or any promotional tool, is to have a friend who is not familiar with your business take a look. If they didn’t know what your business was about, would they by looking at the site? Did they find the answers to all the above questions?

I hope this proved to be helpful! Remember, we’re here to help you make the most of your website, but it’s YOUR website.

Rich M – CoachingWebsites Support
Email any questions to [email protected]