Why You're Not Attracting New Clients & How To Fix It
Dear Neurodivergent Entrepreneur
Sometimes, during a slow patch, it can be easy to believe that nobody is interested in working with us.
As a neurodiverse businesswoman, this can feel like a personal rejection. If you have Rejection Sensitivity (RSD) it can feel excruciating.
Let me assure you, there are plenty of people out there, eagerly seeking exactly what you have to offer, they just haven't found you yet.
There are two things we need to do:
We need to help new people find us.
Make sure prospective clients/customers understand that WE are the ones who can solve their problem (everybody is seeking answers to a specific problem).
Confusing or Vague Messaging
What I frequently observe on websites is that the messaging lacks the clarity or strength needed to engage potential clients.
It either doesn’t specify what it is they do, or it’s muddled, with too many elements, messages, and information competing for attention.
In today's fast-paced world, people spend less than 2 seconds on a website before deciding if it’s for them and moving on.
Potential clients/customers won’t dig around on your website to see if it could be a good fit. They haven’t got time and can’t be bothered.
This means we have an incredibly brief window to capture their attention.
How do we capture attention?
Very simply. We say WHAT we do and WHO we do it for and this needs to be at the very top of our website.
My website clearly states what I do and who I serve. As an experienced copywriter, I have flexibility in how I phrase things. A simple "Business Coach for Neurodivergent Women" would have been effective, but I chose to get a bit more creative. The key takeaway here is clarity.
My website does a great job of attracting new clients because it's immediately clear what I offer. Visitors know instantly what my site is about, and that's key to getting them interested enough to explore further and see if we're a good fit.
If your website isn't doing this yet, make it a priority today. Those precious few seconds can make the difference between gaining a new client and potentially losing them forever.
Target Audience
I delve into the importance of identifying your target audience in my 4 (Surprisingly Simple!) Strategies for Neurodiverse Women, but it's a topic worth revisiting, especially when it comes to crafting your website's key messaging.
Simply stating "Life Coach" might generate some interest, but "Life Coach for Perimenopausal Women" (or insert niche) is far more likely to attract your ideal clients.
If you try to appeal to everyone you won’t appeal to anyone (well not many anyway).
If you aspire to gain regular clients and achieve consistent income, it's essential to stand out.
This is where niching down becomes so important. I know it can feel scary like you might be turning people away. But trust me, being specific about who you serve and what you offer is crucial.
Without this clarity, generic messaging gets overlooked, and potential clients will likely choose someone who appears to offer precisely what they need.
Here’s an example:
Imagine I'm searching for a cooking coach (I’m a terrible cook!).
Firstly, this coach must specialise in vegetarian cooking. If I came across a website simply stating "cooking coach" I would likely assume—whether accurate or not—that it caters to meat eaters and move on.
Additionally, as a single woman who loathes cooking, I'm on the lookout for quick and easy meals that I can batch cook, freeing me from dreaded hours spent over the stove.
Let's delve even deeper. Consider that I'm perimenopausal. What if this coach had expertise in meals beneficial for shifting hormones?
Let's look at which would inspire me to learn more...
Cooking Coach (not quite)
Vegetarian Cooking Coach (a step in the right direction)
Vegetarian Cooking Coach for Women Who Hate Cooking (much better)
Vegetarian Cooking Coach for Perimenopausal Women Who Hate Cooking (absolutely—take my money!)
This example is hyper-specific, and you'll likely not be able to niche down quite this far or want to. But the closer you can get, the better. Aim for the sweet spot where you're attracting the right clients without unnecessarily limiting yourself.
Contrary to popular belief, niching won't alienate all those outside your target audience. Ever since I started coaching years ago, I've exclusively marketed to women, yet I still attract male clients. When you project authoritative energy, a diverse range of clients and customers will be naturally drawn to you.
If you don't already have a niche here are some examples to get you thinking.
Web Designer catering to Yoga Teachers
Party DJ for Gen Xers
Wedding Photographer for Gay Couples
Writing Coach for Aspiring Novelists
Dating Coach for Single Mums
Graphic Designer serving Wellness Businesses
Copywriter for Tech Entrepreneurs
So, let’s recap. You’ve got amazing skills and talents, and there are people out there actively searching for exactly what you offer.
Your job is to make it crystal clear who you are and what you do so they can find you. Think of your website as your storefront – you want it to instantly grab attention and draw the right people in.
Start by honing in on WHO you serve and WHAT you do for them, and put that front and centre on your website. This is the most effective way to turn those fleeting 2-second glances into genuine interest.
As neurodivergent entrepreneurs, it's important we get our ducks in a row to minimise unnecessary effort. We need to make things as easy as possible for ourselves.
Some other posts you'll like:
Why Proactive Rest is a Great Strategy for Neurodiverse Women
The Gift Of Hyperfocus: It's an Outstanding Business Strength
