Jennie Lakenan - Invidious

Our latest family investment:
A Costco-sized box of Nutella snacks.

A few weeks ago, my kids told us they wanted to start earning money.

So we decided to our cleaners go and started paying the kids to clean the house instead.

We put a cleaning routine and checklists on the fridge.
And we pay them pretty well for it.

The funny thing is, now that my kid is the one responsible for cleaning the bathroom sink, there's suddenly a lot less toothpaste left in it.

Interesting how that works 😅

Anyway, they pooled all their money together and made their first big purchase: Nutella snacks in bulk from Costco.

Do I approve?
Of course 🤤

What's the first thing your kids bought with their own money?

4 days ago | [YT] | 1

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Jennie Lakenan

After building coaching websites for 8 years, I've learned that the most important part of the process is what happens first.

So before I design anything, I do 3 workshops with every client.

I call it Success Planning.

Here's what it looks like:

Week 1: Brand Script

We get clear on your messaging.
- Who is your ideal client?
- What problem do you solve?
- What transformation do you offer?

This makes sure the copy resonates with your target audience.

Week 2: Mood Boards

This is the part clients get most excited about.

We create 3 different design directions so you can see how good your website can look.

At this point we also make sure your tech is set up and ready to go.

Week 3: Sitemap & Tech Checklist

We map out every page of your website & technology and how it all fits together for the visitor.

By the end of these 3 weeks, you know exactly what you're getting in terms of the messaging, design, and structure.

In fact, clients find so much value in this process that I started offering it as a standalone service.

Even if you're not ready for a full website build yet, Success Planning gives you so much clarity on what you really need.

🔴 Ready to get your coaching website built by me and my team?

Head here to tell me about your website project:
jennielakenan.com/inquire/

4 days ago | [YT] | 1

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Jennie Lakenan

The most exciting part of getting a website built is often the mood board phase.
It's when you really see your site come to life.

In my process, mood boarding happens in Week 2 of Success Planning.

By this point, we've already:
- Identified your ideal client avatar
- Created your BrandScript (matching your avatar's problem to your solution)

So now it's time to figure out what your site is actually going to look like.

We create three different design studies.
Each one includes:

1/ Inspiration

Design approaches from excellent websites (sometimes coaching, sometimes not) so we can see what's working and identify how you can stand out.

2/ A mockup of sections of your website (desktop and mobile)

Using your business name and copy, so you can see how it would look for real.

3/ Mockups of other important website sections

So you can better imagine how the full site would feel.

This process helps us identify a clear design direction before we build the full site.

And it gives you the chance to tell us what you love and what you'd change.

It's usually the moment where clients realize:
"Wow, my website can actually look that good!"

→ Swipe through to see what the mood board phase looks like in action.

And if you're ready to get your website built...

Head here to tell me about it:

jennielakenan.com/inquire/

2 weeks ago | [YT] | 1

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Jennie Lakenan

🎄 Merry Christmas from the Lakenans 🎄

Hope your day is full of people you love and enough leftovers to last the week :)

1 month ago | [YT] | 2

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Jennie Lakenan

I asked 3,500 coaches how they chose their niche.
5 pieces of advice stood out:

1/ Look inward as well as outward

It's a great idea to do market research.
But self-reflection matters just as much.

Your niche will often be an extension of your personal experiences, passions, and strengths.

2/ Loosen your grip

Think of niching as curious discovery.
Not tight-fisted decision-making.

Commit to a niche, but over time pay attention to what resonates with the people you talk to.

Over time, you'll shift naturally to where your skills and market demand align.

3/ Start where you are

Many coaches found their initial niche by addressing problems they've dealt with personally.

Coach on "the place where you've been to hell and back."

This "hell-and-back" niche may not be where you stay long-term.
But it can be a great starting point for new coaches.

4/ Be willing to evolve

Several coaches I talked to noted that their niche has evolved over time.

Maybe you chose your first niche with your "strategic mind" when filling out niche worksheets.

But it just didn't feel like you.

Staying flexible and open to natural evolution as you grow your coaching practice is important.

5/ Combine your skills into something unique

Many coaches find success by merging two or more skills they already have.

Look at where the overlap is.
The bridge between your worlds.

This approach can help you create a unique offering that
- sets you apart
- helps the clients who need you to find you

→ Swipe through the carousel to hear from real coaches who embody each of these principles.

🔴 Want to know the 9 most profitable coaching niches?

Read the full article here: jennielakenan.com/life-coaching-niches/

1 month ago | [YT] | 2

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Jennie Lakenan

Most copywriting advice says "write at a 5th grade reading level."
But I never really thought that advice made sense.

When you're told to write for a 5th grader, you start imagining an 11-year-old.

But really, it's best to have your ideal client in mind as you write.
Who's probably a bit older than 11!

At the StoryBrand Summit, Donald Miller shared a framework I like more:

♦️ The Cognitive Load Scale ♦️

Here's how it works:
You "weigh" your copy on an imaginary scale that goes from 0 to 100 pounds.

0 pounds = effortless to understand
100 pounds = maximum mental effort

The goal is to get your messaging as close to 0 pounds as possible.

Here's why I love this framework:

Instead of thinking about age or education level, we're thinking about *effort*.
How hard does someone have to work to understand what you do?

We can all imagine what it's like to lift "50 pounds" vs "0 pounds."

But here's the problem:

It's hard to judge your own copy objectively.
You know what you mean, so it feels clear to you.

But to someone else, it might be 75 pounds.

So here's an AI prompt to get an objective view:

🔺

"You are a messaging clarity expert familiar with the cognitive load scale (0-100 pounds), where 0 = effortless to understand and 100 = maximum mental effort.
Weigh this copy and explain why you gave it that weight. Then rewrite it closer to 0 pounds:
[PASTE YOUR COPY]"

🔺

Try it on your homepage copy, your elevator pitch, Instagram bio, emails.
How "light" can you make your copy?

🔴 Want help creating zero-pound messaging for your coaching website?

My free Coach Website Blueprint walks you through exactly what to write, line by line.

Get it here: jennielakenan.com/blueprint/

1 month ago | [YT] | 1

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Jennie Lakenan

My 4-year-old is obsessed with a pair of velcro church shoes.
But a couple days after she got them, disaster struck.

The velcro on one shoe completely ripped off.
In her mind, the shoes were ruined.

Total meltdown.

But my husband James helped her calm down,
And they started troubleshooting.

Super glue didn't work.
But a needle, thread, and a very sturdy thimble did.

And the shoes were back in business.

This little drama reminded me of how some coaches see their websites.

You look at your homepage and think,
"This whole thing is trash. I need to start from scratch."

But usually it's not the whole website that needs reworking.
It might just be 1 or 2 sections that need some tweaks.

Most often, that top part of your homepage that loads first.

→ Swipe through the carousel to see the 4 questions that can usually fix any coaching website without a total overhaul.

And if you want help knowing exactly what to write on every section of your site, grab my free Coach Website Blueprint.

31 minutes of video, walking through the exact website copy framework I use with clients.

Grab it here: jennielakenan.com/blueprint/

1 month ago | [YT] | 2

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Jennie Lakenan

I've got a new mantra for when business is slow:
"Times of non-growth are times of arrogance."

When I heard Don Miller say something similar to this at the StoryBrand Summit, it really resonated.

This summer was full of great projects.
Some of the biggest and best websites I've done.

But then in September, lead generation fell off a cliff.

At first I thought I must be doing something wrong.

But when I talked to others in my industry -
My lawyer, some friends who also work with coaches -
They said: "It's been really slow for us too."

So I stopped doubting myself and thought,
It's up to me to do something about this.

So I started hosting webinar and creating more content.
Giving more value to potential clients.

I'm working a little harder now to help people.
And that's actually a good thing.

When things are easy, we get complacent and feel proud of ourselves.
But that's often exactly when you stop growing.

That's what Don meant when he said that times of non-growth are times of arrogance.

So if you're in a slow season right now, ask yourself:
Have I gotten a bit too comfortable?
Where have I stopped striving?

Then remind yourself of the value you have to give.
And get back to work sharing it.

Anyone else coming out of a slow patch?

1 month ago | [YT] | 3

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Jennie Lakenan

When I tell people "I build coaching websites," they usually think:
Fonts, colors, photos, layouts, buttons...

That's what most people think a website is.

But in reality, there's MUCH more going on under the surface.

Before I start designing, I ask clients questions like:
- What words would make them think "This is exactly what I need"?
- Why should they trust you over every other coach out there?
- What problem do they have that keeps them up at night?
- How does your coaching solve that problem?
- Who exactly are you trying to reach?
- What's your proven process?

This is the "underwater" part of the process that informs everything you see on the site.

I call this phase of my website projects "Success Planning."

It's what helps me design a website that:
- Aligns with their audience's needs
- Looks beautiful
- Converts

In fact, Success Planning actually helps some clients understand their own business better.

They leave clearer on their ideal client, their offer, and even their own reasons for being a coach.

Often, it's the most fun and energizing part of the whole process.

Except for the launch, of course :)

🔴 Unsure what your website messaging should be?

My free Website Copy Blueprint walks you through every line you need (and how to write it).

Get it here: jennielakenan.com/blueprint/

2 months ago | [YT] | 1

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Jennie Lakenan

StoryBrand just changed how I build coaching websites.
Here’s what’s new:

For years, I've been using the BrandScript with my clients.

It's a beautiful, comprehensive framework that covers:
- your customer's problem
- your solution
- the plan
- the call to action
- what's at stake

It's still the foundation of my websites.
But there's one problem with it:

Sometimes the BrandScript gives you TOO MUCH.
Too much for a first website consultation.
Even too much content for most homepage visits.

At the StoryBrand Summit two weeks ago, @Donald Miller introduced something new:

✨ The Soundbite Strategy ✨

5 punchy, memorable soundbites,
Written in a specific sequence,
That function as the "front steps" to your website.

Their purpose is to spark curiosity and get people to think:
"That sounds like something I need - tell me more."

At the Summit, Don told us that if you can't generate significant business from 5 strong soundbites, he'd be shocked.
After seeing them in action, I believe him!

→ Swipe through the carousel to see what the 5 Soundbites are.

🔴 Stuck with your website messaging?
Go here to get my free Website Copy Blueprint: jennielakenan.com/blueprint

31 minutes of video walking you through every line you need (and how to write it).

2 months ago | [YT] | 1

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