If you’re a coach who wants to get clients, you need a website.  If you don’t want clients, you don’t need a website.  But in today’s world, any professional needs a web presence.  After a person meets you or just hears about you, one of the first things they do is to check out your website.  It’s kind of funny that even after meeting you in the flesh, people will go online to make sure you’re legit.

So what’s your coaching website need to look like?  Before we get into some examples, it’s helpful to distinguish between four levels of coaching websites, ranging from simple to encompassing.

Level One: An Online Brochure.  This describes most coaching websites and for a lot of coaches this is highly appropriate.  This is a static site (requiring few and infrequent updates) that provides one-way communication to site visitors.

Level Two: Brochure + Blog.  This might sound like a small step up from Level One, but it’s not.  When you add a blog, you commit yourself to writing for the blog.  If you’re not going to write at least once/week, you’re better off sticking to Level One.  Also, if you want to provide insights on an irregular or infrequent basis, then stick with Level One and have a “Resources” section for those pearls of wisdom.

Let me offer two things to remember with blogs.  First, the best blogs are really forms of two-way communication, so make sure you allow comments and that you respond to the comments (until your blog goes HUGE and you need to step back).  Second, your blog doesn’t have to be words, words, words.  A podcast is basically an audio blog (or even a video blog).  Your blog can be a mix of posts, audio podcasts, and video podcasts – whatever floats your boat and taps into your strengths.

Level Three: Brochure + Blog + Network Offer.  At this level, you not only provide a brochure and a blog to help folks get to know you, but you also offer some sort of resource in exchange for visitor’s e-mail address.  The giveaway could be a PDF infographic, an eBook, a video course, or anything like that.  For example, at the CAM site we give away a Beginner’s Guide to Christian Coaching as well as a Discover Coaching video.

Network offers leverage your website not only as a way for your visitors to get to know you, but also serves to let you get to know them.  By collecting e-mail addresses, you can follow up and provide ongoing resources and invitations.  As you can imagine, Level Three is perfect for coaches who want to reach out via e-mail systems like Constant Contact or Mail Chimp.

Level Four: Online Business.  A lot of great websites out there are really online businesses. The distinction I make between a business with a website vs. a business that is a website comes in terms of how central the site is to the business.  If your clients all come to you through your website and you offer of paid services/resources through the site, then you’re at Level Four.  At this level, the website is constantly being updated, there is multi-way communication (perhaps with a community group) and you probably also have a strong social media presence and maybe a podcast.  For most coaches, this level is beyond what you need unless you have a very well defined niche for which you are providing lots of resources in addition to coaching services.

So now, what about those 7 examples I promised?  Well, here goes.

Knauss Executive Coaching.  I helped David Knauss design this site several years ago and it’s a great example of a Level One site.  David didn’t just throw up a quick site.  He did his research and had the site designed with his audience in mind.  Take a look at the site and ask yourself, “Who’s his target audience?”  I’ll bet it’s clear, but if you can’t make it out, leave a comment below and I’ll walk you through it.  Also, if you HATE his site, that’s fine since you’re probably not his target audience.  Lesson: design your site to match your personality and the personality of your niche and don’t be afraid to turn off some visitors.

Stratos2.  This is the site for coaches Bryan Pettet and Laura-Catherine Etheridge, two Christian coaches who are serving in the corporate arena.  These guys do really well.  They do a lot of business and they do the coaching they want to do.  Honestly, I find them really inspirational.  I like their site because it’s an online brochure that serves them perfectly well.  These guys are too busy coaching to write a blog or manage a website and their clientele doesn’t expect or really even want that.  Lesson: sometimes less is more (or at least the path toward more).

Evergreen Leadership.  This is the site of coach Sam McKee and it’s another example of Level One site.  One thing I like about Sam’s site is how it balances a corporate feel and a personal presence.  Sam isn’t pretending to be a big company, but he is presenting himself in a very professional and polished way.  His site is also a great example of presenting coaching alongside other professional services.  Lesson: be as professional as your clientele, but don’t pretend to be something you’re not.

Voice of Courage.  This is the site of mother and daughter coaches Jan Kern and Sarah Bond.  This is a great example of a Level Two site that includes a blog.  Jan and Sarah and both great writers and the blog just flows from who they are.  The site is lovely and totally reflects their audience and mission.  Lesson: go with your strengths and don’t be afraid to stretch. 

Peace Mentors.  This is the site of Bill Graybill who helps teams resolve conflict, build trust and perform well.  He’s got a clear target market and he does a great job exemplifying a Level Three site.  He has a blog (look for it under Resources), but he also offers a copy of his eBook for folks who sign up with their email address.  I also really like his use of video behind the words, helping stir interest and keep you on the page.  Lesson: your audience needs the resource you provide in exchange for their email.

Caesar Kalinowski.  This is the first site where I don’t know the person behind it personally.  I’ve never met Caesar, but he’s got a great site and there’s a ton you can learn from it.  It’s obviously a Level Three site, with lots of free resources as well as a giveaway (as of the writing of this post, he’s offering A Start Up Guide on Leading Your Family and Community on Mission).  The thing I really like about his site is his use of video.  While he can obviously write, he feels comfortable in front of the camera and produces some really top-notch videos.  He also offers online courses and lots of things in addition to one-on-one coaching.  Lesson: if you like video and can do it well, do it!

Michael Hyatt.  Okay, so I don’t Michael personally, but I feel like I do considering all his books, podcasts, videos, etc. I’ve engaged over the years.  Michael isn’t really a coach, but his site is a superb example of a Level Four site.  His site is his business.  He’s got a blog, lots of resources, a giveaway, and plenty more.  While this site is likely way overkill for the average coach, it does give you a vision of what a Level Four site looks like, the work it takes, and just how all-encompassing it can be.  Lesson: don’t be afraid to sell, just keep it real.

So what are some of your favorite coaching websites?  What’s your website?  Feel free to share it and link to it below.  If you want feedback on it, ask and hopefully others will be willing to share.  I’d also be interested in knowing your biggest, most burning questions related to websites.