You may be wondering whether have a website is a relevant investment for your business. With the rise of digital technology, the question becomes more acute: is it essential or simply a plus? To answer this question, you need to analyse the specific needs of your customers, the objectives you have set yourself and the resources you are prepared to mobilise. This article takes a pragmatic and accessible look at the issue, drawing on key figures and current data to guide you in your thinking.
Your customers' expectations
Whether your customers are looking for a coach to improve their performance or a craftsman to carry out a specific job, their expectations are well defined. According to an INSEE study, almost 85 % of consumers consult the Internet first before calling in a professional¹. So you need to ask yourself how they find you. Without an online presence, they run the risk of missing out on your skills.
You You probably want to polish up your brand image. A website allows you to showcase your achievements, testimonials and prices. When you're targeting a local audience, the notion of proximity remains important. However, there are a few things you should bear in mind, have a website can help you rank in geolocalised searches, for example "coach sportif Paris 15" or "artisan plombier Lyon". By optimising your site for SEO, you increase your chances of appearing in the first search results, which often translates into an increase in qualified leads.
From a psychological point of view, your website plays a reassuring role. It testifies to your professionalism and reliability. Without a platform where you can showcase your skills, you leave the door open to your competitors, who are more visible and better referenced. It's not just a question of ticking a box to be "present online", but of building a "presence" on the Internet. your credibility.
Competition and differentiation
The market for coaches and craftsmen has become increasingly competitive. According to a survey by the Fédération Française du Bâtiment (FFB), the craft sector has over 600,000 companies actives², while demand for personal development coaching rose by +35 % in three years³. In this environment, it's crucial to stand out from the crowd.
You may decide to play the proximity card, relying on word-of-mouth and social networks. However, these channels alone may prove limited, as they are not always controllable or sustainable. The other way round, have a website offers you a space entirely dedicated to your services, where you control the message, ergonomics and design. You can structure your message according to your strengths: your coaching techniques or your craftsmanship. Customer reviews and your achievements are clearly visible, reinforcing your legitimacy.
Cost and time: a necessary investment?
Many craftsmen and coaches hesitate when faced with the cost and time involved in creating a website. Between design, development, hosting and maintenance, the bill can seem high. However, there are now affordable turnkey solutions, ranging from site builders (Wix, WordPress, Shopify) to predefined themes. You can start with a modest budget and gradually improve your platform.
You also need to consider the return on investment (ROI). According to a study by IFOP, a well-referenced website generates an average of 30 % additional customers for a craftsman⁴. For a coach, the percentage can rise to 45 % if you offer high value-added content (articles, videos, ebooks). You understand that the drive towards have a website can quickly be offset by the increase in requests and the loyalty of your audience.
Having a website
Concrete benefits
- Increased visibility Your future customers can find you 24 hours a day, wherever they live.
- Enhanced credibility : Professional design and customer testimonials illustrate your expertise.
- Message control You decide on the content, keywords and appearance, without being restricted to the formats imposed by the social networks.
- Acquisition of qualified leads Contact forms, online appointment booking, newsletters - all these tools encourage conversion.
- Performance analysis Monitoring tools (Google Analytics, Search Console) allow you to measure the impact of your actions and adjust them in real time.
You realise that these benefits can accelerate the growth of your business. In particular, the possibility of regularly publishing blog articles or case studies positions you as a reference in your field. A sports coach can share training tips, a carpenter can display before-and-after photos of his work. This content marketing strategy improves your SEO and engages your audience.
The most common brakes
- Technical complexity Some people hesitate because they don't master web development. However, CMS such as WordPress or online platforms make it easy to create a website.
- Initial cost Even on a limited budget, it's possible to get started with basic hosting and a free theme. You can invest more when you generate sales.
- Management time : You have to devote time to updating content and maintenance. But this regular work is rewarded by lasting visibility and improved referencing.
- Competition from social networks Many people prefer to invest heavily in Facebook Ads or Instagram. But these channels are not free and are subject to algorithms. A website remains an asset that you own and over which you have autonomy.
Alternatives to a website
If you feel that have a website is not your immediate priority, there are several temporary alternatives:
- Listing in specialist directories Platforms like Houzz for craftspeople or CoachHub for coaches offer interesting visibility.
- Professional profiles on social networks A well-managed Facebook page or Instagram account may be enough in the first instance.
- Online appointment booking platforms Use services such as Calendly or Doctolib to make booking easier.
- Guest blog : Collaborate with well-known blogs to publish articles and obtain backlinks.
These solutions can generate leads, but they remain dependent on the rules and visibility dictated by third parties. In the long term, have a website gives you total independence.
How to get your site off to a good start
To ensure that your project doesn't turn into a headache, follow these clear steps:
- Define your objectives Generating leads, publishing content, e-commerce of derived products? Your needs will guide the choice of platform.
- Choose your domain name : Choose a simple, easy-to-remember name that ideally includes your business (e.g. coachingparis.fr, menuiserie-dupont.com).
- Choose reliable hosting : Compare hosting offers, paying particular attention to performance (loading time) and security (SSL certificate).
- Design a coherent graphic charter Use colours and fonts that match your image. Your photos should reflect the quality of your work.
- Write optimised content For SEO, include relevant keywords (e.g. "coach professionnel Nantes", "artisan céramiste Marseille"). Don't forget the title tag and meta description.
- Include testimonials Authentic customer reviews increase your conversion rate. Always ask for feedback after each service.
- Plan maintenance Updating your CMS, plugins and SSL certificates is essential to avoid security breaches.
By applying these tips, you can minimise the risks and optimise the time needed to get your site online. You You can then measure the effectiveness of your site using indicators such as the bounce rate, the number of pages viewed and the number of contacts reported.
The impact on your sales
For a craftsman, have a website can lead to an increase in 20 to 40 % of the number of quotes received, according to the Fédération des Artisans et Métiers⁵. For a coach, an optimised online presence can double your visibility to a targeted audience, thanks to blog posts and clear service offers. This way you can measure the ROI of your investment: hours spent versus number of new customers.
What's more, even a modest e-commerce site can enable you to sell ancillary products (ebooks, training courses, accessories) and generate passive income. A coach can offer videos on demand, a craftsman can market his handmade creations beyond his geographical area. This extension of your business can diversify your sources of income.
Conclusion: weigh up the pros and cons
When all is said and done, the question "Do you really need a website if you're a coach or a craftsman?" comes down to an analysis of your market, your budget and your objectives. If you want to increase your visibility, establish your credibility and generate qualified leads, have a website is an essential asset. It's not just a question of being present online, but of controlling your presence, engaging in dialogue with your prospects and building a coherent narrative around your services.
On the other hand, if you are just starting out and your financial and time resources are limited, you should start by managing your social networks and professional directories. Then, as you develop, you can consider creating a more complete site. You This will give you the flexibility to adapt your strategy as your business evolves, while bearing in mind that the initial investment in a well-designed site is often quickly recouped by the opportunities it generates.
¹ INSEE, " Consumer Internet use ", 2023
² FFB, " Overview of craft businesses ", 2024
³ Observatoire du Coaching, " Developments in the coaching market ", 2023
⁴ IFOP, " The impact of digital on the craft sector ", 2022
⁵ Federation of Crafts and TradesSurvey on the digitalization of the craft industry, 2023
