The Lucky Titan

The Seven Secrets to Coaching Websites that Convert with Jason Gracia

December 17, 2020 Josh Tapp
The Lucky Titan
The Seven Secrets to Coaching Websites that Convert with Jason Gracia
Chapters
The Lucky Titan
The Seven Secrets to Coaching Websites that Convert with Jason Gracia
Dec 17, 2020
Josh Tapp

Jason Gracia is an author and entrepreneur with over 20 years' experience in online business and website design. After turning what was meant to be a hobby website into a million-dollar business, he launched SavvyHippo.com, where he and his team use the same client-generating strategies to build websites exclusively for coaches and consultants. 

1. Learn more about our service: SavvyHippo.com

2. Free PDF on Websites that Convert: SavvyHippo.com/theluckytitan

Show Notes Transcript

Jason Gracia is an author and entrepreneur with over 20 years' experience in online business and website design. After turning what was meant to be a hobby website into a million-dollar business, he launched SavvyHippo.com, where he and his team use the same client-generating strategies to build websites exclusively for coaches and consultants. 

1. Learn more about our service: SavvyHippo.com

2. Free PDF on Websites that Convert: SavvyHippo.com/theluckytitan

Josh: What’s up everybody, Josh Tapp here again and welcome back to the Lucky Titan Podcast. Today, we are here with Jason Gracia and I’m so excited to have him here with us today. We’ve been talking for half an hour ago, for this interview and I should be recording this the whole time. Jason is the founder of Savvy Hippo and has been building website for coaches and consultants and the reason I really want to bring him on is because he is so niche and so specific with, he promotes and that’s the reason he been able to create multiple figure companies. So, Jason, say what’s up to everybody and let’s hop in.

Jason: Ah, Josh, this is a greatest thing ever, hm. Like were just saying, talking business is nothing better especially when you’re getting specific tips from people that can actually you. So, what’s up to everybody and I’m so excited to share these tips with you. To help you create a website that actually converts cause that’s the key. That’s we all want.

Josh: Hm. Love that! But we’re gonna be talking about, he teaches you right there. He’s gonna be sharing his five steps process to building a successful coaching website. And this is something that, this isn’t figurative, I mean, you guys have built hundreds of websites that why, he builds one of these websites to multiple millions of dollars. So, he knows what converts. Like, what type of websites steps you should be taking to actually flows deals and that’s the part I’m excited to have him for. So, Jason, let us have you dive right in, and I will close my mouth.

Jason: (Laugh) You got it! Okay guys, so, like Josh said, we do websites specifically for you, for coaches and consultants that want to convert. So, the big picture before I dive in the tips, there’s a difference we have to understand and that is most websites are brochures. They might look pretty; they might look great and the design might have charge you a whole lot money for it. But brochures are not the same as machine. And so what you need is a machine. So, if you already have a website up, I want you to look at it after these steps. Through that filter; is it a brochure? Am I giving such information in that content form? Or is it a machine that has an automation. That walk people through steps without you having to do a thing. So, I will just like to keep these tips of with a quick story. I am in Mexico with my wife back in the past where people went places and no work allowed ang I got the other and that’s okay, no work allowed. But before I left, I added certain elements to my website. I was testing this out. And then we flew away, couldn’t work and during the time I was gone. Someone was sharing my site with our audience. So, I’ve made a little quick partnership, she said that I love what you’re doing, I’ll share your work. Normally, that wouldn’t turn that up in anything. Finally, we land. I able to check my business email. And, the network connects and I see and appointment book from that partner. And I was like, well this work like this is interesting. And then another one, and then another and then another, and another, and another and ended up with 40 appointments. So, I’m in Mexico, sitting on a beach while my business is thriving from under my feet and I didn’t even know it. That’s what makes me excited that my website was working when I wasn’t and so I had 40 sessions booked. Many of those become clients, tens and thousands of dollars, with which I didn’t have to do anything the website did the work. So, that’s what I wanna share with you. How to make the machine work? Okay, five steps. Step Number 1, this is the looks, this is the what most people will think of, when the think of a website. I wanted to look professional framing which is important. I’m not discounting look; people judge you by what they see. So, here some quick tips that I want you to follow, to make your website look premium. No.1, I want you to limit it to two (2) to three (3) colors. Pick your primary colors and you can have your 1 to 2 accents. Now, finding colors came very easy. You go to places like canva.com, colors.com with two oz, there’s a ton of two oz, just search your niche, your target, your style you’re looking for. For us, color came, you’re gonna get a ton of option. The key now, is to be, to have the will power to resist from a thousand colors in your website. You got to stay consistent minimal to the three colors and what does it help to establish a brand. It will be a brand image, instead of a hunch pudge of colors everywhere. Same thing with fonts, I want you to pick two fonts, a header font and then a body font and stay consistent. Consistent on your website but also in your marketing materials, your collaterals, social media as much as you can more with colors, but stay consistent. Just how you try to develop this website brand. And supposed to like I said hunch pudge. The next things, images, so images matter. As coach and consultant, I usually, tell my clients, professional photo shoot. It’s worth it. It’s an investment, but it is worth it that makes your money back. A lot of my clients, their money comes back with their first client because it’s in the stage 4 professionalism. As the coach and consultant, you are the product and so this is like having a beautiful product shot. You are the product shot. Now, they do cost money but they are worth it like I said it’s an investment that will definitely pay itself back. If you can’t go that route or because of COVID, its just harder to book a session. You can still use great stock images. So, I use a place pexels.com that’s p-e-x-e-l-s.com, free stock images and they’re gorgeous. You can edit them, you can use them in commercial, some stock images you can’t use commercially when you’re selling. In Pexels, you can. So, professional images, you got to make sure within 3 seconds we judge you.  Based on what we see, and if see consistent color, font, and professional images. I’m gonna have a good impression you were at about. And the last thing when it comes to design, layout. What you want are low-calory layout, which means, don’t make our brains work. No, salad wall of texts. Those are like there walls. There are salad block of walls.You got to think about. We want this to be low-calory for the brain. We want to use bullet points. Call-outs. Small words, small sentences. Small paragraphs. Wide space. There need to be breathing room. So, I want you to do, painful as it is. I want you to go at your website copy. I want you to cut 50%. And then, I want you to cut 50% more. What’s gonna be left behind is the essence of the message. What the people actually need to see. An average 68% of words are ignored out on a website. So, these Noble people writing in and coaching ducking in because you guys are having so much to share. But you gotta remember that this website is not a diary. Your website is a machine to grow your business. We have to look at it that way. So, when it comes to writing, you gotta just zero in on the one message you just need to share. Don’t let the clutter take over. So, colors, font, images and then make sure they are just low-calory layouts. That’s gonna help you look premium and actually get people to read your content. 
Okay, step number 2. The MVP, the Most-Valuable-Page on your website, not the homepage, not the about page, it is the discovery call landing page. Now, you might call something different in rolling call, free session, free consult, but it is your booking page. It is where you offer a change to speak with you for free and on that call, you deliver value and then your featured program. That is the heart we teach in hub spoke model. And the hub, that is your discovery call landing page, where people will book a call is the center of everything. Something you wanna have on that page, headline and a benefit headline, this call shouldn’t have just be a let see if we’re a good fit, let me sell you, let me pitch you. There’s value you bring. The typical coach, figures out where you are, figures out where you want to be. And then help you uncover road blocks, that just a standard procedure for lots of coach and consultant at least in take call. A lot of coaches and consultant don’t see the value there, they just see I’m trying to figure out if we’re fit, no, no no, there are people who will go their entire life never knowing, where they really are because they’re making excuses what they want because clarifying what you want your goals is one of the hardest things you can ever do and then finding out what is actually stopping them and anyone knows what actually stopping them. They need someone with perspective, they need someone who’s outside the problem. And so there are so much value you bring to these calls. Even though a lot of people just its like a toss away. No, no, no. there’s so much to bring, in the headline that’s where you can feature them. Also, just a little bit of body copy to explain, to create benefits. You are a train coach and consultant, you probably invested thousand in your education. You know things that they do not know and you’re gonna give it to them for free. That is an incredible opportunity. The other thing I want you to do on its pages, don’t feature for free. It’s you session that you’re covering the cost for. A lot of coach and consultants, they have a hard time getting away their value for free and I get it. So, this is a way for you to use this business to all but without undercutting yourself, without undermining your value. So, what you say is its actually worth $500 but I’m gonna cover the cost for you or this is a complementary session, a one-time session that I’m gonna cover the fee. That’s a way of giving away a free session but still maintain your authority and credibility.
On that page, embedded calendar, this is huge. If you guys do the email back and forth, you gotta step today. No one is going to won to the friction and hassle of emailing back and forth of you to find a day, to find the time, conflicts, it’s a mess. You gonna lose most of the people, who would want to talk with you. So, you gotta get a calendar embedded, we usually work with the Acuity and Calendly, it’s very easy, they offer a free account. Takes a few clicks to embed the calendar right into your website. There’s a lot more option if you wanna get a little more technical, or you have specialties that you need but for the most part Acuity and Calendly, they’re gonna take care of you.
Another thing you can add later on is few other are doing them is testimonial, video testimonials are best. If you kick on the video, at least get testimonial with name, positions and more details so that we know this is real and legit. Online of course there’s a lot of skepticism so that’s why video is so great. So, after these calls, built it in in your process that you get testimonials from them. Whether they buy or whether they don’t. So, you’re gonna have this page now, got a headline, some body copy, you can do some benefit bullets, testimonials and a calendar. This is your money maker, this is the cash register, this is the heart of the business, so that is step two. I want you to have a landing page, and that’s the only focus of this page is to book a call.
Number 3, Supporting pages. So, this is a new approach to thinking of what a website. This is for the machine aspects comes into it. The website we build, like I said approaches of the machine and how the machine work is everything points to that one MVP, Most-Valuable-Page. So, our homepages actually tell a story that teach you to click to go to the landing page. Our about page is actually a story to get you to click a button to go to the landing page. The content page, after someone fills in the content form, we set it up so it forwards to that landing page. Same with your services, sales letter, point them to the landing page. Your testimonials as a coach consultant you’ve got to have a page for testimonials or praise, an hours after we share these incredible stories, we say do you wanna add your story next? If so, click here for a chance to speak with us. That’s the page where you can direct people back to the landing page. So, I want you to think of hub and spoke, the hub is the discovery call page and then the spoke of every other page in your website and in all their pointing in.  They all have a call to action, which is click here to go to a booking page. 
Same thing with your blog, so the blog, and every blog post is a promotion to get you what you click to book a call. So, you build your authority in your blog post to teach an incredible information and fathom, you pitch that call if you wanna get started and ready to take the next step. If they wanna do more than reblog post. If they wanna get results, click below. That hub and spoke is the key because now when you’re out there doing the marketing you’re doing. You sending people into a machine, and then mechanics will automatically. You don’t have to do anything. You don’t have to confuse people. You don’t have sigh low of pages that each have their own call to action or objectives. They just don’t all come together synergistically. If you build a hub and spoke model, that’s really landing on that page, then the website, they’re going to be directed where you want them where people are gonna book calls. And how Mexico story happened, I put all these elements in place and it worked. Every page, I was getting the right message people they just click the button and book a call. That’s the key. So, think of your website as a machine, hub and spoke.
Now, it’s not just your machine that I want you to think as far as the website. The next step, which we have number 4, email marketing. I’m sure you guys know, of course, you Josh, he’s bringing you incredible.
Josh: that’s what we talk about here.
Jason: The key, email marketing is the key, and why? You, I’m sure you already why in it. It comes down, the sale cycle. So, I just gotta promotion, hmm just a little bit of a direct mail piece for loan care. Now, because of we’re going into inter-avenues consent, it’s like arctic for eleven months. Hmm I was not ready for that and so some people will think junk mail is a waste. But not if they hit me in spring. They need to reach out to me consistently until I go to the sale cycle until I’m ready to say yes. Now, quickly, the sales like I open is problem aware which means, these people know they have a problem. But that it’s. then they’re solution aware, they are aware that they aren’t paid and they are aware that there are people out there that could solve it but they don’t know about you. So, if you’re website just says, book a call and become a client. They are not there yet. The next is that they’re product aware or for coaches and consultants, they’re service aware. They know they’re in pain. They know that there are people who solves this and they know, you’re one of them. They’re still not ready to enroll. The thing is most people who come into your website are in those first three categories. They are not ready to enroll. So, if you don’t have a way to reach out to them overtime until there are ready. They’re your client. Up to 95% of people who visited your website are not ready with their wallets. And so, you have to have a way to stay in touch with them even if they just see their email and delete it every time. You’re still in their mind. You are still in their inbox. So, when they are ready. You’re right there. That’s why email marketing is so important. And I’m sure you already know that, that’s the key for us how we teach our clients, because the final box is where they are most aware, and that’s they’re in pain. They know that there are people that help, they know you are the ones that help and they know you are the one for them. A lot of coaches and consultants, their website is built for that one 5% that little slivers of the visitors. That’s why they’re struggling, they said that no one hiring coaches, where the person next to them who understands how it works, they’re making more than enough money. You’ve got to have a website that caters all the temperature of traffic and that’s what email does. But for our fifth step, they don’t often for newsletters. They don’t often for what they see is a more junk mail. It’s not gonna happen and I still see it. I still see website that say “Enter your email to join my newsletter”. I can tell you, zero percent conversion other than their mom and dad, so let’s say 0.1 percent conversion but it does not work. And that’s why the lead generator are taking all over the world because how you get people to give you their email. So, if someone comes into your website and someone say they have a website. They just see “book a call” or “apply the work with me”. They see, “get this great guide”. All you need to do in exchange just give me your email. That’s the key. Now, lead generators, people have different opinions here but really I think it should be free sample in the grocery stores. It’s just a piece of candy, it’s something little to wet their appetite. I want you to solve a specific problem, let’s have in Hippo, we do five tips to get these specific results. That’s establishes your authority and credibility. This person knows what they’re doing, they can actually help move me forward. And what they say in online marketing or marketing in general. If you can make someone make a dollar then they will pay you thousands. Because most people don’t actually help you to get the result. In a world of online business, most people do not get results. So, if you’re little lead generator that free sample can help them moving inch forward, they’re in. That’s I want you to do, don’t give eBooks. Ebooks for people who read them, which they will not but if you give an eBook and someone actually who read that you just work yourself out of the client because they’re gonna read that book and think, I got it. Why do I need a coach, you just solve their online problems? That’s what you wanna do, you wanna open the door to working with you. You don’t wanna close it. So, the lead magnet style suggest are just simple checklist that solves a specific problem and then on the end of that guide, the last page. You pitch your call, the link to the MVP. So, you can see, it’s not just a page of the hub and spoke that point to that page. Every element to your marketing. The email that you send. So,it having we set you up with email orders responder, you know email were promoting a link to that discovery call landing page. And our lead generator, we’re discovering the pitch your gonna click to the discovery call landing page. Every element. So, if you follow these steps and you put together these powerhouses of the page, I want you to put it everywhere, your email signature, business cards, social media profile, everywhere you go out in the world, you promote the link to the MVP. So, you can see, this machine as opposed to a brochure, that says here I am hire me, it’s night and day. These are the websites that work, these are the websites that help you grow six feet your businesses because it’s the machine that operating everywhere you grow, social media, on your website, when you’re doing a talk to a podcast interview, everywhere, you’re sending people to that MVP where the machine can work its magic. People can book a call and that’s where you pitch from where you get client. So, five steps that you can take. Design. Two to three colors, two to three fonts. Layout where we can breathe and actually read your words, and the professional images. A shoot if you can get it in there and you have the money to invest and then stock if you can but either way you got to have a professional image. Ohh and hmm. Please, if you are a coach no more stock racks via sunset. Okay? I don’t wanna get to detailed but the picture you should show on your website are the happily ever after. I should see myself what I want when I come to your website. If you are a weight loss coach, I wanna see someone who is in excellent shape and happy, if you are a parenting coach, I wanna see happy mom and dad with their kids. I don’t wanna see anymore sunset. You’ve gotta show them what’s possible. So, just a little side bar, when it comes to images, high quality but also the right images, you have to set the stage and you do that by showing what’s possible. That’s that what images do, they free frame you to make selling so much easier. Next, landing page for your discovery call that has no distraction, no extra length. It’s just a copy and a calendar. The hub and spoke, so every page on your website should promote that MVP. Email marketing so you can hit people weren’t their right spot and that sale cycle and the lead generator to actually get people on to that list. And on that lead generator, you do a sample just to taste and you pitch your discovery call on the last page.  That’s how you can build a machine. That’s how you can make a website that can make money. So, five simple tips you guys can do it but there are a lot of people who know they want this and they are not interested. I told Josh, were gonna offer everyone on this call if they’re interested of having us do it. A lot of coaches wanna focus on coaching, and not on being website developers just the right thing. Most CEOs, they are not a janitor, and not that we put ourselves in a janitor basket but you gotta think like an entrepreneur. They hire what they don’t want to focus on and what they don’t do best. Right? That’s how you grow business, so at Savvy Hippo, we do this for our coaches and clients, we do these five steps for you. So, if you’re interested you just go to savvyhippo.com/theluckytitan and that’s gonna be see what I’m doing there. I follow my advice; we have a page just for you on landing page where you can get a pdf that covers all the information that we cover here but also we’re actually doing a $500 discount on our service. So, anyone who’s listening to this, today when its live or later you got a $500 discount, just for being part of this community. And you see there are price that are extremely low so when you check 500 off, we try to make it a no brainer for coaches who know what they want a website that works but don’t wannna waste their time doing it themselves. So, if you guys are interested doing this but you don’t wanna do the work, you can trust us to do a good job for you. 

Josh: I love that! Well, Jason! I have to say thank you for you stuff. I did take a few pages of note here. I love that you were able to give enough value for people we’re saying. Hey! If you wanna do this yourself. Follow that five-step framework. We’ve seen this across the board. This is even if you’re not a coach, in my opinion. You can do that exact same framework (absolutely) to most high-ticket services. But if you want to do it yourself, we highly recommend that the same make sure you got to check it out that savvyhippo.com/theluckytitan. He is giving a crazy good discount guys you make sure got to check that out. And Jason, thanks to get for coming our show, man! 

Jason: Oh, thank you so much! I can do this all day long so this is a true pleasure. And I know when it comes to running an online business. For a lot of people who are listening, it does seem overwhelming believe me you can those I am not a tall, dark, and handsome. I maybe have one of those. You guys can do this. You really can! You just have to follow people like Josh, and you have to implement. That’s the key. Don’t learn and then just got Lazy. You gotta learn and implement. You can do this. I’ve seen it over and over again especially to people like Josh bringing you this value. If you do it. You got let it done.