Have you ever questioned the effectiveness of launching your services online? Drawing from my experience of launching my first digital product in 2018 (and in the digital world, those six years are equivalent to a decade of evolution), I’ve studied digital launches with industry experts. Today, I’d like to share insights and debunk three of the most common myths about what it takes to launch effectively—and how a launch can benefit you and your business.
For service-based business owners and coaches looking to expand their client base online, getting it right from the start is critical. Whether you’ve invested in content, a beautiful website, or even a growing social media presence, if you’re not seeing results, it may be because you’re caught up in one of these myths.
Here’s what I’ve learned from helping business leaders in Europe and the American market, and how these myths can keep your online efforts from driving real results.
Myth #1: A large social media following equals a successful launch
Many coaches and consultants believe that because they have a sizable LinkedIn or Instagram following, their service will practically sell itself. However, I’ve seen time and again that while a big following can help, it’s not enough on its own. In fact, a high number of followers and sporadic product posts rarely guarantee sales.
In both the American and European markets, I’ve met countless business owners who announce their services or products online and expect an influx of clients. But there’s a big gap between awareness and conversion. Here’s where the breakdown often occurs:
Assuming Awareness = Interest: Just because people know about your service doesn’t mean they’re ready to buy. Followers may engage with your content, but without clear guidance, they’ll stay at the awareness stage.
Lack of a Customer Journey: Converting followers into clients requires a mapped-out journey that takes potential clients from awareness to interest to action. For example, posting testimonials or sharing success stories can spark interest, but without a next step (such as a free consultation or a workshop invite), followers won’t feel moved to reach out.
Missing Lead Magnets: To turn interested followers into clients, you need an effective lead magnet, like a valuable checklist, eBook, or mini-training. This gives potential clients a low-stakes way to engage further with your expertise.
The Solution: Instead of just posting about your service, create a system that helps your followers along their journey. Share a few posts specifically designed to nurture engagement, like interactive Q&A sessions or a “client success week” series. Encourage followers to take the next step with a simple, clear call-to-action.
Myth #2: Having a beautiful, expensive website will guarantee sales
Here’s a story I’ve seen repeatedly: A client invests thousands in a stunning website, thinking that once it’s live, clients will flock to it. One client from the Irish market had an excellent product, invested in a professional website, but after going live, saw only a handful of visits and zero sales.
Why? Because a website without a marketing strategy is just a digital business card.
Your website can be an invaluable tool to sell your services, but only if it’s connected to a solid, well-thought-out strategy. Here’s where business owners often get stuck:
Missing Traffic Sources: A beautiful website is useless without visitors. If you’re not actively driving traffic to your site through content, ads, SEO, or social media, you won’t see any impact on sales.
Lack of Engaging Content: Just having a “Services” page isn’t enough. Each page should be designed with the potential client in mind, including valuable, engaging content that speaks directly to their pain points and shows how you can help.
No Clear Path to Take Action: Websites that convert are clear and concise. Make it easy for visitors to reach out, schedule a call, or take advantage of a free resource you offer.
The Solution: A website should be part of a broader marketing strategy. Start with a plan to drive traffic to the website and give visitors a reason to stay and explore. Don’t just tell them what you do; show them how you can solve their problems and invite them to take the next step.
Myth #3: Creating an online course means you’ll start selling digitally
Infoproducts and digital courses are a booming industry, expected to reach USD 12.91 billion by 2029. It’s easy to see why creating a course might feel like the fast-track to digital sales. However, just creating a course isn’t enough to guarantee that it will sell.
I’ve seen entrepreneurs invest weeks and even months into creating digital courses, only to find that no one buys. Why? Because even the most amazing course won’t sell if there’s no audience primed and ready to buy it.
Here’s why many course creators face this challenge:
No Validation of the Course Idea: Before creating the course, it’s essential to validate that people actually want it. Have you engaged your audience on the topic? Surveyed or spoken to potential clients to confirm there’s a need?
Lack of Marketing Plan: A course, like any other product, requires a marketing plan to reach the right audience. It needs promotion and a clear sales funnel to lead potential students from interest to purchase.
Assuming a One-Time Launch is Enough: Many entrepreneurs think they can launch once and be done. In reality, courses often need ongoing promotion to sustain sales, whether that’s through evergreen webinars, email sequences, or partnerships.
The Solution: Validate your idea before creating the course. Use mini offers or free resources to gauge interest and build an audience interested in the topic. Then create a marketing strategy to launch, and maintain a steady stream of traffic to your offer.
Building a successful online launch in 2025: What you really need
So, what actually works when it comes to launching your services online? Here’s what I recommend:
A clear client journey: Think of the client journey as a roadmap that guides potential clients from awareness to conversion. Consider each stage—awareness, interest, decision, and action—and design content, emails, and calls-to-action (CTAs) that support each stage.
Traffic sources: To generate sales, you need visitors. Identify where your ideal clients spend time and focus your efforts on those platforms. LinkedIn, Instagram, Facebook, email newsletters, and collaborations with other brands can be excellent sources of traffic when used strategically.
A lead magnet that speaks directly to pain points: Lead magnets should provide real value and solve a specific issue your clients face. It could be a free checklist, a workbook, or an introductory mini-course that draws them into your ecosystem and encourages them to learn more.
A follow-up system: Many leads need nurturing before they’re ready to buy. Use email marketing to keep in touch, share valuable content, and guide them through the decision process.
Real-Time analytics: Monitoring your launch data allows you to see what’s working and make adjustments. It also gives insight into where potential clients drop off so you can address any gaps in the client journey.
Consistency and patience: Building a successful launch strategy takes time, testing, and tweaking. Stay consistent in your efforts, and don’t be discouraged by initial results. Over time, you’ll start to see patterns that reveal what’s working.
The key takeaways
Followers alone don’t equal sales – Engage them with a structured client journey.
Websites need a purpose – Use them as part of a larger marketing strategy to drive conversions.
Courses aren’t a quick win – Validate your idea, create a targeted marketing plan, and maintain promotion.
Ready to avoid these myths?
If you’re feeling stuck or frustrated by your online efforts, you’re not alone—and you’re not without options. By avoiding these myths and focusing on clear, actionable strategies, you can create a launch that truly showcases the value of your services.
Let’s make 2025 the year you overcome these common obstacles, reach your ideal clients, and grow your business online with confidence. If you’d like help creating a custom strategy that suits your unique goals, feel free to reach out—I’d love to support you.
Also, if you want to receive the latest marketing & digital sales strategies for service based businesses, coaches and consultants directly to your inbox, join me [HERE].
See you in the next post!
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