Website KPIs for Coaches: Which Metrics Should You Be Tracking?

Dec 30

Hey there, coaches! Today, I want to chat about something that I know might make your eyes glaze over: website KPIs (Key Performance Indicators). I know, I know - you'd rather be helping your clients crush their goals than crunching numbers. And it’s definitely not as exciting as brainstorming new website ideas or a shiny new rebrand. But trust me, keeping an eye on these metrics can make a big difference in the overall success of your coaching biz! Let’s jump right into it!

Why Tracking KPIs is Important

First things first - why should you even care about these numbers? Well, imagine trying to coach someone without ever measuring their progress. Sounds pretty ineffective, right? The same goes for your website. By tracking KPIs, you're essentially giving your website a regular check-up. It helps you understand what's working, what's not, and where you can make improvements to attract more of your ideal clients.

Plus, let's be real - your website is often the first impression potential clients have of you. Wouldn't you want to know if that first impression is landing or if it's sending people running for the hills? That's exactly what these KPIs can tell you.

Now, let's break down the key metrics you should be tracking:

Traffic

This is the biggie - how many people are actually landing on your site? There are two main aspects to look at here:

Total visitors: This is pretty straightforward - it's the number of people visiting your site over a given period. Are those numbers going up month over month? That's a good sign! If they're plateauing or dropping, it might be time to ramp up your marketing efforts.
Lead sources: This tells you WHERE your visitors are coming from. Are they finding you through Google searches? Clicking through from your Instagram? Referrals from other websites? Knowing this can help you focus your efforts on the channels that are bringing in the most traffic.

Engagement

Okay, so people are landing on your site - great! But are they sticking around? That's what engagement metrics tell you:

Average time on site: This shows how long visitors are hanging out on your website. If people are bouncing off after just a few seconds, it might mean your content isn't grabbing their attention, or maybe your site is confusing to navigate.
Pages per session: This metric tells you how many different pages people are visiting in one session. Are they exploring your services, checking out your blog, AND looking at your About page? That's a good sign they're interested in what you're offering!

Conversion

This is where the rubber meets the road - are your website visitors taking action?

How many people contact you?: This could be through a variety of channels - phone calls, emails, chatboxes. The key is to track how many of these inquiries are coming directly from your website.
New contact form sign-ups: If you have a newsletter or offer a freebie on your site, how many people are signing up? This is a great way to start building a relationship with potential clients.

SEO Performance

Last but definitely not least, let's talk SEO. This is all about how well your site is performing in search engines:

Which keywords: What terms are people using to find your site? Are they the keywords you're targeting? If not, it might be time to tweak your content strategy.
How much organic traffic you're getting: This is the number of visitors coming to your site through unpaid search results. The higher this number, the better your SEO is performing!

Monitor and Use Your Website KPIs

Now, I know what you might be thinking - "This all sounds great, but HOW do I actually track all this stuff?" Good news! If you're using Squarespace (which, as you know, I'm a huge fan of), a lot of these metrics are built right into your analytics dashboard. For more in-depth data, you can also connect your site to Google Analytics.

The key is to set aside time regularly - maybe once a month or maybe just every 90 days - to review these metrics. Look for trends, celebrate the wins, and identify areas for improvement. And remember, these numbers aren't just for show - use them to inform your strategy. If you see that a particular blog post is getting tons of traffic, maybe it's time to create more content on that topic. If your contact form isn't getting many submissions, perhaps you need to make it more prominent on your site.

It’s not always the BIG changes and rebrands that make a difference. Subtle tweaks you make after looking at the data can make a huge difference in the bottom line for your business.

Ready to Put Your Website KPIs into Action?

Tracking these website KPIs might feel a bit overwhelming at first, but I promise it gets easier with practice. And the insights you'll gain? They're absolutely worth it. You'll have a clearer picture of how your website is performing and be able to make data-driven decisions to grow your coaching business.

Ready to dive into your website metrics but feeling a bit lost? That's where I come in! I specialize in creating strategic, high-converting websites for coaches just like you. Whether you are looking for a one-page website (my specialty) or a full-blown website. Let's chat about how we can make your website work harder for your business. After all, you're busy changing lives - your website should be working just as hard as you are!