Whether you’re a coach or a service provider, I can guarantee you that you didn’t build your website on a whim. You want your website to bring you clients — and if you’ve built your website right, it can absolutely do that.

But before potential clients take the plunge and hire you, there are some things you must have on your site. Those things will help make your website even more attractive to your visitors and make it easier for them to decide to work with you.

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7 Things Potential Clients Want To See Before Hiring You

7 Things Potential Clients Want to See on your website before they hire you

Trust is one of the most important things you’ll need before someone decides to invest in your services or coaching packages. To build that trust, here are 5 things to add to your website.

1. Your Mission Statement

Your brand mission statement defines what you do, who you do it for, and how you do it (differently). This lets potential clients know whether they’re in the right place and if you are the right person to help them.

For example, if someone is looking for mindset coaching and your website doesn’t have a mission statement that clearly says you provide those services, your visitors will assume you’re not the right person to help them. They’ll hit the back button and go somewhere else to find what they need.

The best place to include your mission statement is on your homepage, right in the header area. You can also include it on your about page or in the footer of your website.

2. Professional Design

A professional design might sound obvious but there are many factors that come into play when designing a professional-looking website. These include:

High-quality photos that aren’t blurry or stretched out
A cohesive design and layout on your website that makes it easy to navigate your website
Copy that’s free of typos and misspelled words
No wall-to-wall text that’s hard to read
Easy to read fonts

Even if you’re designing the website yourself with the help of a template, this is not something you want to overlook. Making sure that your website looks professional will tell potential clients that you take your business seriously and are in this for the long haul.

3. Your Personality

While your website needs to look professional, that doesn’t mean it needs to be void of any personality. In fact, showing your personality is one of the best ways to lean into what makes you different and stand out from others in your industry.

You don’t have to share your entire life story but a few personal details that go beyond your credentials will go a long way towards establishing a personal connection with your visitors.

And once they feel like they know you, they’ll be more likely to work with you rather than go somewhere else.

A perfect place to include those personal tidbits is on your about page.

Another way to show your personality is through your photos which is why it’s always better to have a set of branded photos than rely on stock photos alone.

For example, my client Drea makes it crystal clear throughout her website that she’s very much into rock — from the photos she uses to icons and even the names of her packages:

Personality-filled homepage design for Drea Fecht

Drea’s package names clearly reflect her personality

4. The Transformation

Your website is not really about you. It’s about your clients. As such, it needs to show them the transformation you provide for them.

Let’s use our mindset coach example from earlier. If a potential client is trying to work on their money mindset, a clear transformation would be going from worrying about every penny and refusing to even look at their bank statements to confidently recording every transaction and regularly checking their account balance.

This transformation needs to be clearly stated on your services page and on each individual service package page.

Remember, people care less about the features of your packages, they care more about the benefits they’ll get from working with you.

5. Testimonials/Case Studies

Back up the transformation that you provide with testimonials and case studies. This lets potential clients know that you can deliver the results they’re looking for.

You don’t have to share every testimonial you’ve ever gotten nor do you have to include the entire testimonial. Rather, focus on a few testimonials that really speak to the results you’re getting for your clients.

For example, a testimonial that simply says: “Working with Jane was awesome!” is not that useful for your client nor is it useful for you. The clients don’t know why working with you was awesome nor does it say anything about what you helped your client with.

On the other hand, a testimonial similar to something like:

“Working with Jane made a world of difference in how I approach money. Thanks to her help, I was able to realize my income doesn’t define me and I’m not afraid to look at my balance sheet.”

is a lot more helpful and speaks to the results you’ve gotten for that client. For one, it makes it easy for potential clients to see how you could help them.

Secondly, it also gives you actual copy you can use on your services page, social media, email marketing, and other content where you need to talk about your offers.

6. Timeframe

Just as potential clients want to see the transformation they’ll go through, they also want to know how long it’s going to take. While for some things it might be harder to give a definitive timeframe, you do want to include how long each package takes.

For example, my packages clearly state one day for the VIP Design Day and 2 weeks for my brand and website package.

If you have a similar intensive package, be sure to specify how long it takes. Some coaches have it set up as one 8-hour day while others split the intensive into 2 days, each lasting 4 hours.

For longer coaching packages, you want to include how long each package is — are they signing on for a month, 3 months, or a longer period?

7. Next Step

Lastly, potential clients need to see what’s the next step you want them to take. You’ve included all of the above information so don’t leave them hanging and make them wonder how to actually hire you.

There are a few ways to approach this:

You can include a call to action that invites them to fill out an application form
Include an online calendar so they can book a consultation or an appointment
Invite them to download your investment/services and pricing guide to learn more about the process of working with you

Whatever it is, make it as easy as possible for them to take that next step.