A Coach’s Home Page That Works
Meet Oksan Pilafas and You Redefined Coaching. (https://youredefined.com). I recently ran across Oksan's website and was so impressed by its clarity and personality I immediately scheduled a call with her. There are some great lessons here for crafting your own coach's home page.
Oksan starts with an eye-catching positive, energetic hero image at the top of the page.
What a killer image! Notice how she's leaning in to meet you. No school yearbook-style "headshot"!
Usually I advise coaches to lead with a big, bold, compelling image that expresses the emotion of the client's desired state -- joy, pride, clarity, peace, etc. -- rather than the coach herself. It should communicate the feeling the client longs to experience. But Oksan's picture is so energetic, powerful and engaging, it also serves to express this desired state. "Yeah, I want what she's got!"
Her headline clearly expresses who she serves and what she provides: Helping Women Navigate Life Transitions through a Process of Self-Discovery. I know instantly if I'm interested -- or not. Vague language does not serve you here.
Oksan humanizes herself through photos and her story.
Torn jeans and killer blue pumps? By mixing wardrobe codes, she expresses her individuality.
She tells her backstory in a way that is relevant to her clientele. She's been there. She knows the pain you're in. The message is: I get you. She uses her story to presence her empathy rather than describe her expertise.
Oksan paces, heightens, and diagnoses her clients' problem state.
The section called "Tired of Tolerating Your Unfulfilling Life?" is just brilliant. In a few sentences she:
Validates her client's current problematic experience (stuck, disconnected, or lost) and normalizes it (you're not alone)
Introduces a key distinction - Role vs Identity
Tells a higher level story - You're not a f*** up. You've simply lost touch with your Identity in favor of your Roles.
Offers a solution - you need to recover your unique Identity.
She actually begins the coaching conversation with the brilliant question: Who are you, really? Do you get the power of that question? I'm still on her home page and I'm already engaged in self inquiry!
Oksan is not trying to describe or explain coaching. She is already coaching me!
She offers a high level roadmap of the coaching journey.
It's a simple-to-understand three-step process of awareness, discovery, and stepping into a new story.
Oksan includes multiple calls to action on the home page, as well as in the page header of all pages. I'll post more on calls to action later.
There are more lessons to be learned from Oksan's home page, but I'll conclude here. Bravo, Oksan!
Own your badassity!
