Browse any advertising book worth its salt and you'll find the following words (or something similar): "People don't buy products."
Yes, you read that right: People really don't buy products (or services, for that matter). They buy the results they'll get from using products and services.
Think about it: you don't buy shampoo just for the sake of buying shampoo; you buy it so you can have clean hair. You don't buy movies so you can own another DVD to fill your entertainment center; you buy an experience that you can capture over and over again from the convenience of your own home.
People don't buy luxury cars or brand-name clothing because they enjoy spending loads of money; they invest in a certain status level that those items represent (and, of course, some of the other benefits those products offer).
It's the same thing with services. Customers aren't looking to hire a business coach just so they can say they have a business coach. They may not even know that they want (or need) a business coach. They just know that their business phone isn't ringing, they're broke, and they have no idea what to do.
It's your job to convince them that you're the answer to their problems. You have to show them that through working with a coach (specifically, you), they can become successful or happy or (fill-in-the-blank with your own benefits).
To put together your own benefit-rich, attention-grabbing web page, you'll first need to brainstorm the benefits you provide to your clients. Then write an intro paragraph followed by a simple bulleted list of benefits, each with a one- or two-sentence description. End with a strong call-to-action that entices visitors to contact you/sign up for your newsletter/etc. If you fill your own website (especially your home page) with benefits, you'll generate interest and excitement from the readers who matter most: your current and prospective customers.
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