A business owner arriving on your site has already been pitched by consultants, agencies and other coaches. They are skeptical by default.
Everything on the page has to answer one question: has this person actually done it, and what exactly happens.
Industry alone is not enough. A pre-revenue founder and a fifteen-person company have nothing in common as buyers.
Name both. "Trades businesses between one and five million" is a position. "Entrepreneurs" is not.
If you have run something, led a team, carried a number or exited, that is your primary credential with this buyer.
Coaching certifications support it. They do not replace it.
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Owners evaluate this as a business expense. Discovering the price after two calls damages trust.
Length, frequency, what happens between sessions, and a price or range.
Not your philosophy. The sequence. What gets assessed, what gets built, what gets measured, and what the owner is expected to do.
Owners are not buying insight. They are buying a sequence they can start on Monday.
Many owners cannot tell, and the ambiguity costs you engagements.
State whether you build capability, deliver work, or both.
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Use client examples with permission and accurate framing, and avoid implied typical results.
UNCERTAIN: substantiation expectations apply to outcome and earnings claims.
Business type and stage, your operating background at the top, the engagement structure and investment, and the first ninety days described concretely.
Owners are not buying insight. They are buying a sequence they can start on Monday.
Action Plan
- Name the business type and stage on your headline.
- Move your operating background to the top.
- Publish engagement structure and investment level.
- Write out the first ninety days.
- Explain how you differ from a consultant.
- Define a small first conversation.
Take the free Marketing System Scorecard. Twelve questions, about a minute.
The Business Coach BrandPack includes the website, engagement presentation, booking and sequences. Start free for 14 days, then $97 a month.
Related: Marketing for Business Coaches
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