Why I Don’t Like to Eat at Olive Garden
The other day I was invited to a business lunch with a colleague. He really liked to eat at Olive Garden, so I thought “Why not?” After all, I don’t eat very often there.
In fact, it had been so long since I had eaten at the Olive Garden that I didn’t even remember why I had stopped going.
However, Once we were seated, it all came back to me. We were handed 3 different menus, plus there were all sorts of different smaller menus at the side of the table by the condiments.
I can understand 3 different menus if one contained the lunch specials, one had their standard fare, and the third had some kind of new promotional dishes they were trying out. But, these menus all had different things, along with the same things on them. There were some of the lunch specials on all 3 menus! Talk about confusing! We were just there for lunch, and now I had to sit down and decipher what was available and what I actually wanted.
The reason I am bringing this up is because many coaching websites do the same thing.
They confuse the prospects.
People don’t like to have to think about what it is they want.
They are coming to your website for a simple reason: they want their problem solved. Whatever problem you are solving, they want to find the answer and get the available information and make a choice right there.
They do not want to do research. This is a fundamental marketing problem with most coaching websites.
Is the purpose of each webpage clear?
Does a new visitor have to stumble through your site to find what they are looking for?
If they do, they will not stay on your site very long.
The internet is full of confusing and ambiguous websites that get visitors there and then lose them with all of the options available. Your website should have a simple flow to it.
Basically, your landing page should have only one clear action. Whether it is click here for more info, or click here to buy now. The other pages should be set up in the same manner.
Your blog, or RSS feed can be set up a little different. But if you are taking them to a blog page as your landing page, it will lead to confusion.
Remember this: IF YOU CONFUSE THEM, YOU WILL LOSE THEM!
This means lost clients, sales, and money. The clearer your site is, the better the response will be.
No one website can answer or solve everyone’s problems, but you can make it easier for a prospective client to see if what you are offering is what they are looking for.
Jay Abraham calls it the Strategy of Pre-eminence, or becoming the obvious choice. If you want to be the obvious choice for your ideal clients, your site needs to make it easy for them to make that choice about you.
Simon Sinek talks about making it so easy for a prospective client that they don’t want to even consider using another company.
How did my lunch go?
Well, after looking at the “menus” for a few minutes, I asked the waiter “What is the fastest item that the kitchen can fix?” I ended up with the Soup, Salad, and Breadsticks, and a resolve not to go back to the Olive Garden.
Please understand that on your coaching website, people will not be so generous to stay and look or even buy, they will depart and you will never see them again.
If I had been alone, I would have told the waiter “No thanks” and left empty handed, and gone elsewhere.
Always design each webpage on your coaching website so that it is easy for the prospect to see your purpose for that page.
They don’t care about your vacation, or pictures of your family.
Maybe after a relationship is developed, they will be interested in that.
But, at the beginning, you need to tell them why you are the obvious choice, and do so in compelling language that will make them want to know more.