Your website is the backbone for all of your marketing. When used correctly your coaching website is the best tool in your tool-belt for filling your coaching practice.

This sounds easy enough but there are two common misconceptions that coaches have when they start marketing themselves online.

1. That marketing gets them clients.

2. That your website is for selling.

You're probably wondering how those two things could possibly be misconceptions, I mean they seem to be pretty much common sense!

And yes, you can't get clients without marketing, and you will sell stuff with your website, but those are not the primary purpose of these two tools.

1. Marketing is about creating awareness of you brand.

You share your content and knowledge, you get your brand in front of your audience, and you drive traffic back to your website. By doing so you create awareness that you exist, you start showing up on your prospects radars and you start becoming known for your unique perspective.

Marketing is not a sales activity, you use marketing to drive people to a place where they can take action. In most cases this is your website, it may also be a particular sales page, social media profile, or something else that you want eyeballs and action on.

And here's where the second conundrum raises its head.

2. Your coaching website is about starting a conversation, not making a sale.

Let's say you're driving a ton of traffic to your website. If your website is all about Buy! Buy! Buy! not only are you going to sound like a popular 90′s band, but if a visitor that has just became aware of you in this very moment isn't ready to hand over their money, they're going to leave your site most likely never to return again. (Not because they don't want to, but the chances of the planets aligning and them finding you again are slim.)

So you want your website to be geared toward starting a conversation by making an extremely low barrier to entry offer, like asking a visitor to give you their email address in exchange for more information about what they're interested in getting help with.

This is easy to say yes to, now that you have their email now you can build a relationship and invite them back to your website whenever you like.

Does this mean that you shouldn't sell stuff on your website?

It absolutely doesn't! Of course you want to have your coaching services and programs on your website with the ability to buy, because there are always exceptions and some people WILL come to your site and want to buy right away.

The point here is that your primary call to action and the tone of your site should be geared toward starting the conversation rather than using every square pixel of space to make an offer or tell visitors about everything you do so that they can hire you this very moment.

So let's talk about when the selling part comes in.

3. Your sales come from your follow up strategy.

When you want to sell a particular program you send very direct emails that share what you have to offer and bring prospects that are interested in said offer to a sales page where they can make a purchase.

These pages could be on your main website, or they may be pages that no one ever sees until you email them the link (such as for a program that is only available during certain times of the year).

So let's recap what these 3 steps look like:

• Step 1: You create awareness of your brand (who you serve, what you do for them, and what makes you different).

• Step 2: You start a conversation with your website by collecting visitors email addresses and share content with them.

• Step 3: You make a targets sales offer via your keep in touch strategy after your prospects have shown interest and you've built a relationship.

And of course, there will always be exceptions but if you have a marketing and sales system that is built with these steps in mind you will maximize the number of clients you have signing up for your coaching programs.

Author's Bio: 

Holly Chantal is the founder of The Land of Brand, a website design and branding company for coaches and solopreneurs. Go to and download a free video training on how to use your personality to create a unique brand - because your mom was right when she said you were special.