Many new coaches find themselves struggling to stand out online especially when competing against more established coaches with sleek websites and clear sales messages.
But how do you fix things so your site visitors click around, download your lead magnet, book a consultation call, or buy one of your services? The answer lies in having a clear value proposition—or, as some might call it, a clear sales message.
But before we get ahead of ourselves, let’s take a step back.
What is a Value Proposition?
When potential clients land on your coaching website, you have just a few seconds to grab their attention, and a clear value proposition will let them know who you are, why should they care, and how you can help them.
So what is it?
In everyday parlance a value proposition is the promise you make to your prospects.
It’s the answer to the question: “Why should I choose you over anyone else?” This statement should be front and center on your website, immediately communicating what you offer, how you solve their problem, and why you’re the best choice.
Why a Clear Value Proposition Matters
In the competitive world of coaching, especially for those just starting out, your value proposition is often the differentiator between someone staying on your site or bouncing off to a competitor’s.
Potential clients are bombarded with options, and they need to know within seconds why they should continue exploring your services. A clear and compelling value proposition helps you stand out by communicating three key elements:
- Who You Are: This isn’t just about your name or title—it’s about your personal story. The why behind what you do.
This is also where you position your personal journey in a way that resonates with your target audience. Are you a career coach who specializes in helping women overcome burnout at work? Or a wellness coach who focuses on holistic healing for busy professionals? Define yourself in terms that your ideal client will immediately relate to.
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- What You Offer: Your services shouldn’t just be a list of the “things” you offer, instead, they should focus on the solutions you provide.
Instead of simply listing what you do, show how your services solve specific problems for your clients.
Present your services in terms of the benefits of working with you. For instance, instead of saying “I offer career coaching,” you might say: “Helping overwhelmed professionals to find their voice and achieve success at work.”
- Why Someone Should Choose You: This is where you differentiate yourself from the competition.
What makes your approach unique? Maybe it’s your background, your method, or the results you’ve achieved for others.
Crafting a Strong Value Proposition
To craft a compelling value proposition, start by asking yourself a few key questions:
Who is my ideal client?
- Understand their pain points, desires, and what they’re looking for in a coach. The more specific you can be, the better your value proposition will resonate.
What unique benefits do I offer?
- Focus on the outcomes your clients will achieve through your services. How will their lives improve after working with you?
Why am I different from other coaches?
- Consider what makes your approach or experience unique. This could be your coaching style, a specific niche you cater to, or a unique framework you’ve developed.
Once you’ve answered these questions, distill your thoughts into a concise statement that captures the essence of your brand. Aim for clarity and simplicity—your value proposition should be easy to understand by your target audience.
Where to Place Your Value Proposition
I mentioned before that your value proposition is more than your headline, it’s who you are, what you do, and how you do it. Yep, all those things in a compelling sentence.
Once you have your value proposition, you’ll bring it all together in a magnetic headline that shows the world who you are and what you do.
Here’s an example:
Helping Bring the Kick Ass Back For Those On The Brink Of a New Beginning– At Work or Not. (This value proposition is so good that I get goosebumps.) That’s the response you want to elicit in your target audience.
Here’s how you might structure it:
Headline:
Example: Empowering 50- Something Women to Reclaim Their Life In Middle Age, Find Their Mojo and Embrace The Years Ahead With Purpose and Confidence.
Subheadline:
A brief explanation that adds context. Example: Get Ready to Achieve Personal Goals, Make Things Happen, and Thrive in the Best Years of Your Life.
Bullet Points
Three to five key benefits or outcomes clients can expect.
Example:
- Reclaim your confidence and self-worth.
- Develop a clear roadmap to achieve your personal and professional goals.
- Gain practical tools to manage stress and maintain work-life balance.
Standing out in a crowded coaching market isn’t just about having the fanciest website or the most impressive credentials. It’s about clearly communicating the unique value you bring to the table.
Your value proposition is the foundation of that communication—a message that tells your potential clients why they should choose you over anyone else.
So before you go back to tweaking your website for the tenth time, take a step back and focus on crafting a value proposition. With this foundation in place, you’ll be better positioned to turn website visitors into clients, no matter how established your competition might be.
