5 ways to create genuine connections via your website

Laura Coddington • Feb 13, 2022

When your potential clients land on our website, how do you want them to feel?


My guess is that you want to create a connection with them. If you’re a coach or service provider, you need your clients to feel comfortable with you - they need to feel like they know you.


Working with coaches means that we prioritise connection in our website building process. We understand that your clients are buying into a relationship with you, so here’s a few things you can do to ensure that the point hits home, comfortably.

Talk in the first person


In some instances, third person (e.g. Sharon) works. If you were being featured in a publication, you might have a bio written about you, which would likely be in third person. However, on your own website, you want it to feel like you. Imagine that you’re writing an email to your potential client: how would you address them? What tone of voice would you use? How colloquial or friendly would you be?
The answers to these will vary depending on where your client is currently at in their journey - but make sure you consider them when you’re writing your copy, or are having it written externally.

Use real photos of yourself


This is something we really impress upon our clients. High-quality images of you speak volumes. Sure, a bit of stock photography is great for creating an aesthetic, but your potential clients want to see and connect with you! They want to see your favourite mug, your coffee shop set up, your home office and your snuggles with your cat.


Anything that impresses upon them that you’re a real person is worth its weight in gold - so let’s not skimp on the selfies, okay?

Include a video


If you’re feeling brave after your little rendezvous with the self-timer, why not record a welcome video? Some of the most successful coaches are those who capitalise on the connection of video. Seeing you speak, hearing your language and looking you in the eyes is very reassuring. Remember that in the entrepreneurial space, we’re often buying from people we’ve never met. As mentioned earlier, anything that impresses the realness of you and your brand upon a website visitor is worth investing in.

Share motifs about yourself (your dog, kids, fave drink etc.)


Choose a few key motifs and repeat them around your website. For example, do you always wear red lipstick? Are you obsessed with mermaids? Maybe you like referring to yourself as a ‘rockstar rebel’ - whatever it is, make sure that these motifs are dropped in the copy and design around your website. We’ve had clients who love making jokes about coffee, or regularly sip a cheeky prosecco - so we made sure their favourite indulgences were drip-fed into the brand.


These tiny motifs help to build a bigger brand and an overall impression of you. You can drop these into your social media captions and imagery too - allowing your audience to connect with you over things you might have in common.

Blog regularly


Finally, to create high-value connections with your audience, keep up the conversation. Sure, social media is very important for this, but if you’re pricing up high ticket programs, people need a little bit more. Blogging is a great way to exhibit your voice - but it also provides an avenue for you to deliver value. The more value content your audience sees, the more they trust you, know you and want to buy from you.

Value, value, value. We hate to sound like a broken record… but we kinda know what we’re talking about. There are well over 1 billion websites on the internet - we want to make yours stand out!

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