Let’s be real—you didn’t become a life coach to spend hours obsessing over website layouts. You’d rather be knee-deep in breakthrough sessions or designing that killer program helping clients ditch self-doubt. But here’s the awkward truth: your coach website isn’t just a digital business card. It’s your 24/7 salesperson, your vibe-checker, and the first impression that decides whether someone thinks, “This is my person” or “Hmm… next.”
We’ve all been there. You pour your soul into a site, only to realize it’s as inviting as a dentist’s waiting room. Or worse—it’s so vague that visitors leave wondering, “Wait, what does she actually do?” After auditing 87 coaching websites (yes, we’re nerds) and surveying 200+ clients about what makes them hit “Book Now,” we’ve cracked the code.
Here’s the good news: You don’t need 15 pages. Just these 6 non-negotiables. Think of them as the avocado, lime, and salt of your website guacamole—skip one, and the whole thing falls flat.
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1. The Homepage: Your Digital Front Porch
(Where “Meh” Turns Into “More, Please!”)
Imagine walking into a café. The barista glares at you, the menu’s handwritten in cursive, and you can’t tell if they sell coffee or kombucha. That’s a bad homepage. Your homepage should be the equivalent of a cozy booth, a clear chalkboard menu, and a free cookie sample.
What to nail:
- A headline that’s NOT “Welcome to My Site”
Swap generic greetings for a one-liner that punches fear in the face. Example: “Helping Overthinkers Stop Spiraling & Start Living (Without Toxic Positivity).” - A vibe check in 5 seconds
Use photos where you’re not in a power suit. Show your real laugh lines, your cluttered desk, or your post-session dance party. Clients crave humans, not stock photos of women meditating on cliffs. - One clear call-to-action (CTA)
Don’t ask visitors to “Book,” “Download,” and “Follow” all at once. Guide them like a GPS: “Start with a free consult” or “Grab the Overwhelm First Aid Kit.”
Pro Tip: Ditch the carousel slider. 53% of users find them annoying. Instead, use a single hero image that screams your brand.
2. The About Page: Where You Go From “Stranger” to “Soulmate”
(Hint: It’s Not Your Résumé)
Most About pages read like a LinkedIn profile crossed with a humblebrag. Big mistake. This page isn’t about you—it’s about them. It’s where you say, “I see your messy, beautiful life, and I’ve got your back.”
What works:
- Your “Why” Story
Clients don’t care that you’re an ICF-certified NLP master. They care that you survived burnout, rebuilt after divorce, or navigated parenthood without losing your sanity. As Marie Forleo says, “People buy why you do it, not what you do.” - A Mirror Moment
Use phrases like:“If you’re tired of…”“What if you could…”“I help people like you…” - “If you’re tired of…”
- “What if you could…”
- “I help people like you…”
- A Photo That’s Not Perfect
Include a candid shot of you mid-laugh or sipping coffee. One coach saw inquiries jump 30% after swapping her studio headshot for a pic of her hiking with her hyper dog.
Skip This: Listing every certification. Save those for the footer or a dedicated “Credentials” page if you must.
3. The Services Page: No Jargon, Just Transformation
(Because “Holistic Alignment Packages” Scare People Off)
Your services page isn’t a menu—it’s a pre-session. It should answer the subconscious question, “Will this fix my specific dumpster fire?”
Must-haves:
- Plain Language Over Buzzwords
Compare:❌ “3-Month Quantum Leap Empowerment Container”✅ “Ditch Imposter Syndrome in 90 Days: Finally Feel Worthy of Your Success” - ❌ “3-Month Quantum Leap Empowerment Container”
- ✅ “Ditch Imposter Syndrome in 90 Days: Finally Feel Worthy of Your Success”
- The “How It Works” Roadmap
Break it down like IKEA instructions:Step 1: The Clarity Call (No pressure, just vibes)Step 2: Your Custom Plan (We co-create this)Step 3: Bi-Weekly Sessions + Voxer Support - Step 1: The Clarity Call (No pressure, just vibes)
- Step 2: Your Custom Plan (We co-create this)
- Step 3: Bi-Weekly Sessions + Voxer Support
- Investment, Not Price
Instead of “2,000 for 3 months,”frame it as:“Less than your monthly Target runs(2,000 for 3 months,”frame it as:“Less than your monthly Target runs (497/month) for lifelong confidence.”
Case Study: After simplifying her services page, Sarah, a career coach, booked 8 clients in 2 weeks. Her secret? Adding a “What You’ll Avoid” section (e.g., “Wasting years in a job that drains you”). If you need help with your coach website design contact us today.
4. The Testimonials Page: Social Proof That Doesn’t Feel Like Bragging
(Because “Jane D. Changed My Life!” Feels Sketchy)
Testimonials are tricky. Too vague, and they’re forgettable. Too polished, and they feel fake. The goal? Raw, relatable stories that make visitors think, “That’s exactly my struggle.”
How to curate them:
- Ask for Specifics
Instead of “Can I get a testimonial?”, say:
“What’s one thing you tried before working with me that didn’t work?” or “What almost stopped you from booking?” - Use Video
A 30-second clip of a client saying, “I was scared to invest, but…” builds trust faster than text. - Group Them by Struggle
Headings like:“For the Chronic Overthinkers”“When You’re Stuck in a Career Rut”“Rebuilding After Burnout” - “For the Chronic Overthinkers”
- “When You’re Stuck in a Career Rut”
- “Rebuilding After Burnout”
Pro Move: Include a “Progress, Not Perfection” story. One coach shares a client’s 1-star Yelp review turned 5-star after 6 months. Vulnerability = credibility.
5. The Blog or Resources Page: Your “Give Before You Sell” Playground
(Where Google Becomes Your Wingman)
“But I’m not a writer!” Relax. Your blog isn’t about Pulitzer prizes. It’s about answering questions your ideal client is already Googling at 2 a.m.
What to post:
- ‘How-To’ Posts With a Twist
Instead of “10 Tips to Reduce Stress,” try:“Why ‘Just Meditate’ Is Terrible Advice for Type-A Women”“How I Stopped Ghosting My Friends (Without Feeling Guilty)” - “Why ‘Just Meditate’ Is Terrible Advice for Type-A Women”
- “How I Stopped Ghosting My Friends (Without Feeling Guilty)”
- Client Q&A Series
“You Asked: ‘How Do I Set Boundaries With My Overbearing Mom?’” - Behind-the-Scenes
“A Day in My Life: Coaching Sessions, Chaos, and Chocolate Stash”
SEO Bonus: Use tools like AnswerThePublic to find real questions people ask about your niche.
6. The Contact Page: Where “Maybe” Turns Into “Let’s Go!”
(No Ghosting Allowed)
The contact page is where hesitation meets action. Yet most look like a DMV form. Spice it up with:
- A Mini Quiz
“Not sure where to start? Answer 2 questions, and I’ll point you in the right direction.” - Multiple Pathways
Offer a calendar link, email, and a quick WhatsApp voice note option. - Anti-Anxiety Assurance
Add a line like: “No pitch, no pressure—just a chill chat to see if we click.”
Real Talk: One coach added a GIF of herself doing a happy dance with the caption, “Me when you hit ‘send’,” and saw inquiries double.
BONUS: The Page 99% of Coaches Forget (But Clients Secretly Crave)
The “Who This Is NOT For” Page
Seriously. Weeding out mismatched clients saves you time and heartache. Try something like:
- “Please don’t book if:You want a quick fixYou’re not ready to take responsibilityYou hate dark chocolate or dog memes”
- You want a quick fix
- You’re not ready to take responsibility
- You hate dark chocolate or dog memes”
Your Next Move: Audit, Don’t Overhaul
You don’t need a fancy redesign. Grab a coffee, open your site, and ask:
- Does my homepage scream “YOU’RE IN THE RIGHT PLACE” in 3 seconds?
- Would I trust this person if I landed here as a client?
- Is it obvious what to do next?
If not, tweak one page this week. Add a candid photo. Rewrite one headline. Swap a jargon-y service title for plain language.
Remember, your website isn’t a static brochure—it’s a living, breathing extension of your coaching. Treat it like a client: nurture it, listen to feedback, and let it evolve as you grow.
Now go forth and make that digital space as vibrant, messy, and transformative as your sessions. We’re rooting for you.
(P.S. If you’re stuck, pretend you’re explaining your work to a 12-year-old. It works wonders.)