The Client of My Client Is Also My Client

I ran into a problem creating text for a client’s website earlier this year.

We had a full-day workshop, during which she talked excitedly about the history of her business, how she helps her clients, and what she wanted out of the new website text.

During that full-day workshop, I took extensive notes.

I came back to my home office and reviewed all the different types of clients she works with and how they feel after her coaching.

But something about the text was off. It wasn’t quite hitting the right tone for her website.

I sent her a first draft for discussion, and then we talked.

We realized in the course of our conversation that while the text appealed to one type of client, it was not focused on her “ideal” client.

She told me to think of Amal Clooney. She also gave me the name of one of her C-suite coaching clients and sent me to visit the person’s Wikipedia page. My client told me to keep those two people in mind when I went back and revised the website text.

I’ve been in many workshops where we are told to narrow down our “ideal client” to a single individual. At first, I thought it would be impossible, since I help so many different types of people. But you can’t speak to all those different types of people on your website.

There’s a saying: When you try to appeal to everyone, you appeal to no one.

There is value in focusing on a single “ideal client” in crafting your website text. Hang a photo in front of you if it helps.

I revised that website text to appeal to Amal Clooney, because in writing the text for MY client, I had to actually write it to appeal to HER client.


It’s easy to get so caught up in the day-to-day of servicing your existing clients that you neglect your website. I can help you give your website the attention it needs.

Whether you just need a quick checkup or a serious overhaul, I offer a few options for working with me. Visit my Website Coaching page for all the details or contact me to get the conversation started.