Creating a successful website for your training business – whether you do it yourself or bring a web developer on board – can be a challenging task.
- How should it be structured?
- What information should you include?
- What attracts visitors and turns website hits into enquiries and, better still, bookings?
To help you, I’ve put together a list of eight essential things every training business website needs to successfully sell training services:
1. A clear sense of who the client is
I’ve said it before but I’ll say it again: no business can universally appeal to everyone and, in trying to do so, many businesses manage not to attract anyone.
Before you work on your website, even if it’s just refreshing your existing site, it’s important to have a clear sense of who the client is. What’s their industry and their position within their organisation? What do they care about? What are the problems that keep them awake at night within the context of what you do?
This is the person your website should be talking to and designed to reach.
2. Promote what you can do for that client
Once you know who you’re talking to, your next task is to show them how working with you will meet their current needs.
Think about the language they use to talk about their role, their staff, their business, and reflect this in the headlines on your website, in the body copy and in the calls to action.
3. Have a strong, unique focus on each page
Every page on your website should have a strong, unique focus that is immediately obvious when a visitor lands on the page. People shouldn’t have to look around to confirm they’re in the right place – it should be obvious at a glance.
Show what the focus in by identifying it in your headings and subheadings, in the images you use, the copy, calls to actions and even the navigation on your website.
Think about what people would be expecting to see if they found the page in a Google search and then make sure that the page delivers their expectations.
4. Use calls to action
Once a visitor has landed on a web page, they will appreciate being told what to do/where to go on the site next. You can help them with this by providing a clear call to action.
Hubspot has put together some examples of 31 call to action buttons that you can’t help but click, which is a great read if you’re looking for advice about creating compelling calls to action.
5. Offer a lead magnet/irresistible freebie
A lead magnet is an incentive – e.g. a free ebook, a series of video tutorials, whitepaper, etc. – that you can offer to potential clients in exchange for their email address.
I’ve written various blogs about lead magnets that you might find helpful:
- 11 irresistible lead magnet ideas for freelance trainers
- How to make a passive income as a freelance trainer
- How to grow your mailing list as a freelance trainer
Above all, a lead magnet is a great way to offer something to your potential clients that demonstrates your expertise and willingness to provide content of value, while encouraging them to contact you about your paid services.
Since the General Data Protection Regulations (GDPR) can into effect in May 2018, it’s been more important than ever to collect and store client data properly. This means that you must explain what people will get when they sign up to your mailing list, as well as how and why you will contact them.
6. Feature reviews
People, whether acting for themselves or on behalf of an organisation, look for ‘social proof’ from others about whether it’s a good idea to buy from a business.
One of the most powerful forms of social proof is reviews. It’s far more compelling to hear from a happy client about how great and transformative your training services are than from you. After all, you’re bound to say good things about yourself!
Look at ways you can feature snippets from reviews throughout your website or think about adding a ‘Testimonials/Raves/Reviews’ page. Case studies are also persuasive when it comes to showing potential clients what a difference your services have made to others.
7. Use high quality, original images (preferably featuring you)
If your budget can stretch to it, it’s always fantastic to see original, high-quality images on a website as opposed to the same old stock pictures that crop up time and again. Even better is if those original images feature you!
People connect to people and will appreciate being able to put a face to your name. Also, original images go a long way towards making a website stand out from the crowd. Given that most phones have fantastic cameras these days, you may even be able to get a friend to take some useable images of you.
8. Have a great About page
For most websites, the About page is the second most visited page after the Home page. For this reason, it’s important to give your About page some extra care and attention.
Again, Hubspot has put together an excellent guide to some of the best About pages and what makes them so compelling. You might find this guide helpful when creating your own.
Does your website include all of these features? What do you consider to be website essentials? When was the last time you updated your site? I’d love you to share your thoughts in the Comments below.
And don’t forget to check out part two of this blog, which brings you ANOTHER seven website essentials to attract enquiries and convert them to bookings.