How To Make A Personal Brand Website For Coaches & Consultants

You know how important it is to build a great personal brand. It’s one of those things that online entrepreneurs constantly talk about, and for good reason too!

To some extent, it’s not terribly hard to know what to do when starting a personal brand. Some people even manage to do it by intuition – talk about what they know, take good vertical videos, post them on social media, and build up a following.

But when it comes to creating a personal website? Different story. It just feels much more technical. It’s not like posting on Instagram or TikTok or making YouTube videos in your home office. Now you’re getting into “website design” and you’re having to come up with “landing pages.”

At least, this is the narrative I tend to hear quite a bit. There’s actually a lot of ways you can make good looking websites without an extensive technical background.

Nevertheless, making a website tends to intimidate people, even those who are otherwise both business savvy and tech savvy. So in this guide, I’ll break down what you need to do to set one up on your own.

(And if you need more hands-on help, we have a service for that, and you can book a call here.)

What’s personal branding? Here’s what you need to know first.

Personal branding is how you establish your reputation on the internet. The act of personal branding, for coaches and consultants, is similar to putting together a resume or CV. What you’re trying to do is distill your skills, personality, and expertise into something that potential clients can immediately understand, thus encouraging them to reach out to you.

I go into more detail on this in The Ultimate Brand Strategy Guide For Coaches & Consultants. But for now, I’ll summarize seven steps you can follow to build a personal brand:

  1. Figure out what you hope to accomplish with your branding.
  2. Define your dream client.
  3. Craft a unique selling proposition (USP).
  4. Define your offers and processes around your USP.
  5. Craft a clear brand identity to communicate your USP.
  6. Develop a plan to become a thought leader.
  7. Decide on methods to build your online presence.

If you don’t have a clear plan for personal branding in general, I would recommend that you start there before putting together a website.

Unique Selling Proposition Diagram
Unique Selling Proposition Diagram

What are websites supposed to do?

For coaches and consultants, websites need to fulfill three basic functions. They must:

  1. Describe what you do in a clear, easy-to-understand, succinct manner.
  2. Encourage readers to take action, such as booking a call.
  3. Reinforce your overall brand messages and objectives.

Some people will visit your website directly, but the vast majority will get to it through a search engine, social media, or some other source. That means you need to give them the context to know who you are and clear next steps so you can do business with them.

What separates good websites from bad ones?

Bearing in mind the basic functions of a website, it’s also helpful to think about things that separate good sites from bad ones. Here’s a quick list of qualities good sites have:

  1. Clear messaging. Visitors know immediately what you do and who you serve.
  2. Clear conversion pipeline. Visitors know exactly what they need to do on your site, whether it’s booking a call, requesting a quote, or something else.
  3. Consistent branding. Your fonts, color palette, photography style, and other visual elements need to match your other marketing materials, as does your general tone of voice.
  4. Mobile-friendly design. Your site needs to work properly on phones and tablets.
  5. SEO-optimized pages. Each page on your site needs to be designed to rank for certain keywords on Google and other search engines.
  6. Fast loading pages. Each page on your site needs to load as quickly as possible, ideally within a couple of seconds on most devices and networks.
  7. General professionalism. Your site needs to be free of unsightly mistakes, typos, and other unprofessional errors.
  8. The ability to support your content marketing goals. For example, if you plan to use blogging to build an audience, your website needs to have an easy to use blogging system on the backend.

As a rule of thumb, remember – it’s better to have a smaller website that meets all these requirements consistently than a large one that does not consistently meet these requirements.

Bearing this in mind, here are 12 steps you can follow to set up an excellent personal brand website.

1. Clarify your message.

To make a strong personal brand, your message must be clear. Think about what you offer that’s different and why someone should choose you. Keep your message specific, but simple.

For example, if you’re a life coach, you might say, “I help people achieve their dreams by overcoming fear of rejection.” Whatever your messaging strategy may be, make sure you are consistent so visitors have no question about what sets you apart from the others.

Easy Step 1: Write a one-sentence summary of your service, focusing on your unique selling proposition.

2. Think about how to encourage conversions.

Encouraging conversions means getting visitors to act, like signing up or contacting you. Make sure your website has visible call-to-action buttons like “Book Now” or “Contact Us.”

Place these buttons where people can easily find them, and use colors that stand out. Offer something valuable for free, like a downloadable guide or a free consult, in exchange for their email address. This makes visitors more likely to engage with your site.

Easy Step 1: Figure out what action you want people to take. 

Website Example
Many websites have clear calls to action in the “hero section” of their home pages, as well as in the top right corner of the navigation.

3. Find the right web hosting provider.

Choosing the right web hosting provider makes a huge difference for your website’s technical performance and ease-of-use. Look for a host that offers fast loading times, strong security features, and excellent customer support.

A reliable host helps make sure your site is always up and running smoothly, which is important for a professional image. Consider the amount of traffic you expect and choose a hosting plan that can handle it without slowing down your site.

For WordPress, consider Siteground or Hostinger. For eCommerce, consider Shopify. If you want a simple web builder, Squarespace is an excellent option, and Webflow has been increasingly popular in recent years, though it is more complex.

Easy Step 1: Compare hosting providers for best performance.

4. Pick a great template.

If you’re not working with a designer, one trick you can use to make a great looking website is to start with the right template and stick closely to it. A great template can make your website look professional and appealing with relatively little effort.

Choose a template that matches your brand style and is easy for visitors to navigate. It should work well on both desktop and mobile devices. Look for templates that allow you to customize colors, fonts, and layout without needing to know how to code. This helps you create a unique and functional site quickly.

Easy Step 1: Select a customizable and responsive template.

5. Figure out which pages you need.

Decide which pages are essential for your website. Common pages include Home, About, Services, Blog, and Contact.

Each page needs to serve a specific purpose, and more is not necessarily better. Make sure each page has a clear purpose and contains high-quality content.

Easy Step 1: List essential pages for your website.

6. Write great copy.

Writing great copy means creating text that grabs attention and communicates clearly. Use simple, engaging language that speaks directly to your audience. Explain how your services can solve their problems or improve their lives.

Use headlines to break up text and make it easy to read. Always include calls to action, encouraging visitors to contact you or learn more. Keep your tone friendly and professional to build trust and connect with potential clients.

Easy Step 1: Write the copy for the top section of your home page.

7. Add images and videos as appropriate.

Images and videos make your website more attractive and engaging. Use high-quality photos that relate to your coaching or consulting services. Videos can be powerful for explaining complex ideas simply and showcasing testimonials from happy clients

Be sure that all your visuals align with your brand and add value to the content. Remember to optimize images and videos for a fast loading time. Use stock photos and videos wisely – original assets are usually better when you have them.

Easy Step 1: Choose relevant, high-quality visuals.

8. Test for mobile-friendliness.

Testing for mobile-friendliness ensures your website looks good on phones and tablets. Most people browse the internet on their mobile devices, so your site must work well on these screens. Use different devices to check if your website adjusts automatically to different screen sizes. When you do this, be sure to fix any issues like tiny text or unclickable links. Remember: a mobile-friendly website offers a better user experience and can improve your search engine rankings.

Easy Step 1: Check your website on your phone and not just your laptop or desktop.

9. Optimize for SEO.

Search Engine Optimization (SEO) helps your website appear higher in search results. Use keywords that potential clients might search for. Place these keywords naturally in your titles, headings, and throughout your content.

Add alt text to images and meta descriptions to pages as well. These small steps make it easier for search engines to understand your site’s content, helping attract more visitors. Note that choosing a good template, checking for mobile-friendliness, and prioritizing a fast loading time will also help with SEO.

Easy Step 1: Decide which keywords you want to rank for.

10. Check loading time.

A fast-loading website keeps visitors engaged. If your site takes too long to load, people might leave before seeing your content. Use tools like Google PageSpeed Insights to check your site’s speed. Compress images, reduce the use of heavy plugins, and optimize your code to improve loading times. Faster websites provide a better experience and rank higher in search results.

Easy Step 1: Use tools to test and improve speed.

Websites like GTMetrix provide objective measurements for website performance.

11. Get feedback on your website to existing clients or customers, or members of your intended audience.

Getting feedback is essential for improving your website. Ask current clients, customers, or target audience members to review your site and share their thoughts. Encourage them to comment on the design, ease of navigation, and clarity of information. Act on the feedback to make necessary changes that enhance user experience and increase satisfaction.

Easy Step 1: Request honest feedback from familiar users.

12. Add your website link to your social media accounts and other public directories.

Linking your website to your social media profiles and public directories increases your online presence and helps drive more traffic to your site. Add your website URL to your social media bio sections, business profiles, and any professional directories relevant to your field. This not only boosts your SEO by creating backlinks but also connects you with a broader audience who can discover your services through different platforms.

Easy Step 1: Add your URL to all online profiles.

Don’t be afraid to hire help if you need it.

If certain aspects of building your website seem overwhelming, consider hiring professional help. Web designers, SEO experts, and copywriters have specialized skills that can ratchet up the professionalism of your website.

Remember, your website is a critical part of your business image and first impressions matter, so it’s worthwhile to get it right. Plus, it’s one less thing you have to do on your own!

(We’d be happy to help you do this, and you can book a call here.)

Final Thoughts

Setting up your website might seem very complicated, but it is well within your ability to do. By following these steps and focusing on a clear message and a user-friendly experience, you can create a website that attracts dream clients and positions you as a leader in your field.

Remember, your website is an ongoing project. Keep adding valuable content, experiment with different strategies, and don’t be afraid to seek help from professionals!

Frequently Asked Questions

Is a personal website important for my personal brand?

Yes, a personal website is crucial. It serves as a central platform to showcase your expertise, achievements, and personality, enhancing your professional credibility and visibility.

Is having a personal website worth it?

Absolutely. A personal website offers a dedicated space to control your image, connect with your audience, and display your work or services, making it an invaluable tool for personal branding.

Where can beginners go to create their own websites?

Beginners can start with platforms like Wix, Squarespace, or WordPress. These user-friendly website builders offer templates and drag-and-drop tools that make it easy to design and launch a website without needing technical skills.

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