Make it ridiculously easy to say yes to working with you

If someone lands on your website ready to work with you today, how easy is it for them to say yes?

I spent a recent group session with coaches on enrollment workflows. That's what it looks like for a stranger to come into your world and become a paying client. We looked at websites, sales pages and the steps in between. One idea kept coming up.

Make it ridiculously easy to say yes to working with you. Then make it hard only where you mean to.

Your button is doing more work than you think

I've lived many lifetimes in my fifty-two years. One of the things I spent a lot of time learning is conversion rate optimization. That's the craft of making sure people click through to the next step.

Most of it comes back to something simple. Those really obvious, in-your-face calls to action are super, super powerful. The big button that says apply now or book a call does a lot of the work on your site.

So the first question is what that button is for. What's the ultimate end goal of your website? For most coaches it's a conversation about coaching. If you run a training or a program, it might be an application. Pick the one that matters most.

Put it on every page

Once you know what the button is for, put it at the end of your menu. We call that a persistent call to action. It stays in the same place on every page.

That way, wherever someone goes on your site, they've always got a way in. They can read your story, watch your video or look at your testimonials, and the next step is still right there.

Say what they get, and spell out free

The words on the button matter. "Coach training" tells me what the page is about. "Get certified" tells me what I get. Use words that mean and matter to the person getting the benefit.

If the first step is free, say so on the button. You have to spell it out. People don't assume something's free unless you tell them.

Then look at what draws the eye. If the biggest button at the top of the page says log in, it's working for the people who've already said yes. Make log in a plain text link next to your main button, or move it to the bottom of the page.

Hold people for what they're here for

A lot of coaches have more than one thing to offer. That's a good problem to have. But be mindful of what you put in that main spot.

Say your website is there to start conversations, but the main button sends everyone to your other product. Some of them will land there, scratch their head and never do anything else. So hold them here for what they're here for. Keep the main button pointing at the conversation.

Your other offers can still have a place. On my own site, my book has a small bar that comes up at the bottom of the page. It's there if you want it, and it doesn't get in the way of the main step.

When to make it hard on purpose

Easy is the default. Sometimes you want it harder.

If fit matters for your program, an application is a gate you've chosen. So is a short form before a call, or a filter question that helps the wrong people step away. That kind of friction does a job. It means the people who reach you have thought about it first.

The gate should still be easy to find. Keep the effort in the step you chose, not in hunting for the button. What you don't want is friction by accident, like a confusing menu or a button that sends people somewhere else.

Check whether it's working

Google Analytics is free, and your AI can walk you through setting it up. Once it's in, you can see how many people land on a page and how many take the next step.

Say 100 people visit your page and 12 fill out the form. That's a 12% conversion rate. You can also see your bounce rate, which is how many people leave the page without doing anything.

If you've got almost no traffic yet, these numbers won't tell you much. Once people are visiting, they show you where they're dropping off.

A prompt to try

Paste the text from your homepage into your AI, or give it a screenshot, and use this.

Act as a visitor who's ready to work with me today. Walk through my homepage and tell me every step between landing here and saying yes. Point out anything that slows me down or sends me somewhere else. Then tell me where I've made it hard on purpose, and whether that gate is in the right place.

If your AI already knows your offers, it'll give you sharper answers. That's the idea behind the Human Stack, where your AI works from what you've written down about your business.

Your first move

Open your website on your phone. Find your main button without scrolling. If you can't find it, add one to the end of your menu, with words that say what people get.

The people who want to work with you shouldn't have to hunt for the way in.

If you'd like your AI to know your work well enough to help you build pages like this, that's what Amplify OS is for.