This is a guest post written by Matt Rosenblum. Want to contribute?

Today, I'm analyzing Tony Robbins' home page for insights on how you can improve your coaching website.

When I think of an extremely successful coaching practice, I think Tony Robbins. Regardless of how you feel about his material (I personally really enjoy it), there's a lot to be learned from him about how he markets his business — a topic many coaches don't always think to explore.

Rather than generically tell you five things every coaching website needs, I'm going to show you a specific website analyses of the world's most famous coach.

How much can you communicate without words?

On Tony's home page, there's a video montage of an enthusiastic Tony Robbins (could Tony Robbins be anything different?) jumping up and down, laughing, kissing his wife, intensely coaching people, volunteering, speaking on stage and overall being a happy, loving and excited fellow.

From this video, we as visitors immediately get a snapshot of what Tony values, what kind of person he is and how he feels about his life. We also get the impression that Tony is big and well-known — he's speaking on a stage to a highly energetic crowd that's very happy to see him. We learn all of this about Tony without him even saying anything about himself. Notice how powerful it is to show with images, rather than describe with words, who you are and what you're all about.

He does have an "About Me page", but the nonverbal video montage on his home page is much more powerful. From that video, we already know what we need to know about him entirely from nonverbal communication. We understand what he can offer and we don't even have to read anything more! Everything else that describes him on his website is just supplementary.

What outcome will coaching help me achieve?

There's some large text in front of the video montage that says "Transform Your Life: Close the Gap Between Where You Are Today — And Where You Want to Be." And then below that a call to action to "Take Our Free Life Assessment." We are given a whole lot of information without even having to scroll or click.

Again, without doing anything, we know who Tony is, we know how happy and satisfied he is and we know that he's a big deal. From the text, we also know that he can help us transform our life and achieve our goals. And we know the first step we need to take to make that happen: taking a free life assessment.

On your own coaching website, are you communicating your coaching outcome front and center? Is there a free assessment that you can offer to get visitors started on this outcome? The point here is not to copy Tony directly, but to take ideas that influence you that you can modify to your own brand.

A personal and inviting experience

Once you go to his website and wait a few seconds, a little comment bar appears asking you "What is the purpose of your visit to our website today?" This comment bar is like a virtual salesperson, playing a similar role to the salespeople that talk to you when you walk into retail stores. Personally I think the comment pop-up is inviting and gives the website a prestigious, personalized feel. It symbolizes that the Tony Robbins brand cares about their customers and wants to get to know them personally and directly. You can learn about adding this Hotjar comment bar to your website here.

Without scrolling or exploring the website at all, I've learned about the the power of personalization in a coaching website. The invitation to take a free life assessment promises something very personal to whatever we may be going through and the comment pop-up gives the website and brand a one-on-one kind of feel.

One-on-one personal support and focus is what coaching is all about and coaches should take advantage of that unique feature and showcase it whenever they can. There's no need to make a coaching site look and operate the same way an impersonal large company or product-based business operates. Why not lean on the strength that the coaching industry has to offer and make everything you can on your website personal, intimate and inviting? When you're smaller, it's actually easier to do this than when you have a large team, since your brand is just you having a conversation with your audience.

Three web-design questions to ask yourself

Notice these questions are more about overall user experience and communication of your value rather than color, font or theme.

1. How can you tell us everything a potential customer needs to know about you and your business without using any words?

2. Does your website present a clear big outcome and button for next steps, front and center?

3. Does your website present a personalized, inviting, and intimate experience?

Demonstrate value before asking to book a coaching call

If you scroll past the main headline on his site below the call to action to take a free assessment, you see another call to action to "sign up for a complimentary coaching session today" and "schedule your call." Notice that this invitation to book a coaching call isn't the first thing that you see, but it's still on the home page. Tony demonstrates his value before asking for a call.

If the invitation to sign up for a coaching session was the first thing you saw, you wouldn't, as a user, be inspired to book a coaching call. But because we understand his value from the video montage and big headline that communicates the outcome of his coaching, we know why we should book a call.

Offering different paths, social proof and interesting content

When we keep scrolling down the home page, we get options for different paths based on what the visitor's interested in. There's a path for transforming your business and another path for transforming your personal life. We get a snippet of Tony's biography and a few celebrities that he's worked with including Hugh Jackman and Pitbull.

To mimic this on your own coaching website, you could place some testimonials of clients you've worked with in this section. If you can use their headshots (and they look like Hugh Jackman), even better.

Near the bottom of Tony's home page, we get a wide range of content mediums including blog posts, podcasts, an app, videos, events, charity work and an invitation to join his newsletter. His content acts as a supplement and deeper dive into work, but the priority of his home page is to get people to take a free life assessment or schedule a coaching call. Make sure you know your most desired call to action on your website, so it's clear to you what goes front and center and what goes on the periphery.

Action steps for your home page

As a coach, I'm sure you appreciate the value of action steps. I always like to include them in my pieces when I can.

1. Put your coaching outcome on your website front and center. Make sure it's big, clear, and inspiring

2. Communicate your value as much as possible on your website without using words. If you couldn't use any words on your home page at all, would visitors still understand what you and your website is all about?

3. Make the language you use on your website authentic, personal, down-to-earth and inviting

4. Express your outcome and value before asking visitors to book a coaching session

5. Add testimonials, credentials, and content to the bottom of your homepage to flesh everything out

I hope you got a lot of value out of this article. If you enjoyed this piece, please share it with other coaches, and make a comment about what specific changes you're going to make to your home page.

About Matt Rosenblum

Matt Rosenblum is the owner of Advanced Life Coach Marketing, which helps life coaches grow their practices, become famous in their niche, make online courses and more. He has a wealth of knowledge about self-improvement & marketing. Be sure to check out Advanced Life Coach Marketing’s Free 6 Page Report to Growing Your Life Coaching Practice.

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