the type of offering
the name of
your offering
helping you overcome this struggle so you can achieve this longing.
The goal of this paragraph is to establish an emotional connection with your reader. Think of someone who’d be perfect for this offering, and speak directly to her.
Describe how she’s feeling right now in relation to your area - her exact struggles and longings. You want her to think, wow, how does she know? Is she in my head?!
Tell her about the transformation your service, course or programme can offer.
benefits / likely outcomes
this offering can help you:
Go from feeling this to feeling that
Go from feeling this to feeling that
Go from feeling this to feeling that
Go from feeling this to feeling that
Go from feeling this to feeling that
Get more of this in your life / love / biz
Get more of this in your life / love / biz
Get more of this in your life / love / biz
Get more of this in your life / love / biz
Get more of this in your life / love / biz
This is what I most want you to know.
This is a very flexible section where you can take your reader deeper into your offering.
Maybe you’re telling her what inspired you to do this work, and why it’s important.
Maybe it’s an explanation of the approach or technique you use, and why it’s powerful.
Maybe it’s a Love Note to your reader - why you believe in her and what hopes you have for her.
Here’s how it works
01. first
This section is great for breaking down the process or components of your offering. It offers a simple roadmap of sorts, which can be really clarifying and reassuring for the reader.
02. then
You might be describing the modules of your course, the phases of your coaching programme, or the steps towards working with you. Keep each paragraph short and of similar length.
03. finally
Of course, you can add more ‘steps’ to this section! Just bear in mind that we don’t want to visually overwhelm your readers; 3-6 steps is probably a comfortable range to work with.
your invitation
THIS IS WHAT I WANT YOU TO LEAVE WITH.
This is another flexible section where you can deepen your emotional connection, and offer your reader a heartfelt invitation to work with you.
This can also be where you clarify the essential details of your offering, for example:
Duration: Hours / Months
Location: Address / Zoom
Investment: Amount
testimonial
“Concise, heartfelt words that capture your loveliness and the difference that you make.”
THIS IS FOR YOU IF:
Getting really specific about who you are / aren’t for can be very powerful, both to call in your perfect-fit clients,
and to set boundaries for yourself, so that you can work in a way that really lights you up.
Think about the personality, mindset & needs of the people you do / don’t love working with.
THIS ISN’T FOR YOU IF:
Turn these descriptions into concise bullet points to make this section visually digestible.
You could make both columns about your perfect-fit clients if that feels better.
And if you don’t want this section at all, just swap in another testimonial or quote.
You can also direct readers to other offerings you have that might be more suited to their needs or budget.
FAQ’s
WHY HAVE AN FAQ SECTION?
I love FAQ sections. It helps keep the body of your page clean and readable, while still offering the depth and detail readers need to make a decision. FAQ sections are great for providing counter objections - think of all the reasons someone might be hestitant, and reassure them with your responses.
WHAT ARE SOME GOOD FAQS?
Aside from addressing common objections, you might want to describe your modality or approach in more detail, elaborate on certain benefits or features, mention your Refund Policy, and/or explain next steps.
HOW DID YOU CREATE THIS OPEN/CLOSE EFFECT?!
Pretty cool, huh? I love how it keeps things looking clean and clear, while allowing for lots of juicy information and keywords (SEO points!). The accordion effect is not an in-built Squarespace feature, so I used custom code to create it. If you're using Squarespace, you can get the code over here. And of course, if you purchase this template, you'll have it all set up and ready to go!
HOW MANY FAQ'S SHOULD I INCLUDE?
This is entirely up to you. If you're using the accordion effect, then anything less than 4 will look a little sparse. Any more than 10 and you may start to visually overwhelm your reader. I'd say 6-8 FAQ's is a good range to aim for.
IS IT OK TO REPEAT MYSELF?
Yes! Even if you've already mentioned something elsewhere on the page, remember that people seldom read sites 'cover to cover', so it doesn't hurt to repeat key information.
HOW CAN I PURCHASE THIS WEBSITE TEMPLATE?
I've created this template as a free resource for coaches and therapists. Feel free to use this as a reference when building or enhancing your own website.
If you want to purchase this website template so that you can just plug-and-play, it will be available for sale in October 2020 as part of my 'DIY Website Therapy Kit'. There'll be brand clarity exercises, copy guidelines, and video tutorials on customising your site, SEO essentials, and other helpful resources.