The short answer
Most people advising coaches start from experience. I start from a count. I read 11,009 coaching websites and scored every one of them, and I build from what that says rather than from what sounds right.
Experience has real value and I am not going to pretend otherwise. It is also filtered through somebody else's market and somebody else's situation, and you are in neither of those.
Before this
I have been selling things since I was eight. Copying computer games at school and selling them to the other kids, which I am not especially proud of, then a door to door car wash before I was tall enough to reach the roofs.
In 2007 I went into the driving school market with one eBook about marketing for driving instructors.
Twelve years followed. A call centre answering sales calls for my clients. A media centre building their websites and running their local SEO. A column in the national trade magazine. A Facebook community of 6,000 instructors. Training products, paid speaking including a trip to Australia, workshops, international retreats, and three national conferences with 150, 150 and 268 people in the room.
I sold it in 2019.
I never told those instructors what ought to work. I researched how their market moved, built everything to match it, and ran that for twelve years before I sold it.
What the counting says
So far: 11,009 coaching websites read and scored out of 10, 11,384 LinkedIn profiles, and 2,000 books their buyers actually paid for.
The average website scored 4.5.
That number is the reason I keep doing this. A coach who knows their subject cold, who has done the inner work, who is genuinely good in the room, still ends up with a homepage scoring under 5 to the stranger who lands on it. Not because they are lazy. Because they wrote it from the inside, using the words they use with other coaches, and nobody ever showed them what their buyer types at eleven at night.
Why a cartoon reads your website
Angelo does the reading, and Angelo is a cartoon.
That is deliberate. The audit really is a machine reading your homepage the way a stranger would, in about a minute, and I would rather it looked like a machine than pretend to be me leaning over your shoulder. When I am the one doing the work, you will know, because it will have my name on it and it will take longer than a minute.
Where to start
The buying triggers page is the front door. It takes a couple of minutes and it tells you what your market is already responding to. Nothing after that happens unless you want it to.
If you would rather just talk, I am at david@goingbeyondtheillusion.com.