Confession time: We’ve clicked through hundreds of coaching websites while researching this piece, and wow—do most of them blur together. Same stock photos of sunrises. Same vague promises about “unlocking potential.” Our mission? To help you create a coaching website that actually feels like you, whether you’re guiding CEOs or helping moms rediscover their spark.
Let’s ditch the generic advice and dig into what really matters for both online and local coaching websites.
Why Your Coaching Website Isn’t Just a Digital Business Card
Think of your website as your 24/7 salesperson, client nurturer, and vibe curator. For online coaches, it’s your entire storefront. For local practitioners, it’s often the first impression before someone drives across town. We’ve seen coaches triple their consultation bookings by nailing these essentials—and we’re sharing all the secrets.
What to Include on Every Coaching Website (Yes, Even Yours)
1. Your “Why” Front and Center
Clients don’t buy coaching—they buy transformation. Your homepage headline should scream their pain point, not your methodology. Life coaches: Swap “I help people grow” for “Tired of feeling stuck in your own life?” Business coaches: Try “What your profitable CEO friend isn’t telling you” instead of “Revenue growth strategies.”
2. An About Page That Doesn’t Put People to Sleep
Certifications matter, but your story matters more. We learned this from Harvard Business Review’s guide to personal branding, which emphasizes relatable storytelling. Share that career switch from corporate lawyer to life coach. Mention how your divorce inspired your relationship coaching niche. Humans connect with humans, not resumes.
3. Services Page That Answers “What’s In It For Me?”
Break down packages by outcomes, not hours. Compare:
- ❌ “6 Sessions: $1,200”
- ✅ “Break Free From People-Pleasing: 6 weeks to finally set boundaries (without guilt)”
Include a short video explaining your process—Wistia’s research shows pages with videos keep visitors 2x longer.
4. Social Proof That Actually Persuades
Testimonials work best when specific. “Sarah helped me land a promotion” is okay. “Within 3 months of working with Sarah, I negotiated a $28k raise and stopped working weekends” is gold. Case studies with anonymized clients? Even better.
What to Include on a Life Coach Website: Your Digital Safe Space
Online Life Coaches: Bridging the Screen Gap
Since 73% of therapy now happens online (per APA data), clients expect you to make virtual feel personal.
Must-Haves:
- A “What to Expect” video walkthrough of your Zoom setup
- Blog posts addressing isolation (“How to Build Connection When You Work From Home”)
- Scheduling software showing multiple time zones
Pro Tip: Offer a free 15-minute “Chemistry Call” instead of a consult—less pressure, more connection.
Local Life Coaches: Becoming the Community Anchor
Your site should reassure moms racing from soccer practice that you “get” their chaos.
Must-Haves:
- Photos of your actual office (not a stock wellness center)
- Nearby parking tips (“Free 2-hour spots behind the blue pharmacy”)
- Local partnerships (“Proudly featured in Denver Wellness Magazine”)
Comparison Table: Online vs. Local Life Coaching Website Needs
| Focus Area | Online Coaching Site | Local Coaching Site |
|---|---|---|
| Proof Elements | Global client testimonials | Local media features |
| Logistics | Time zone converter widget | Parking/directions section |
| Content Strategy | Posts about remote self-care | Guides to local stress-relief spots |
What to Include on a Business Coach Website: Speaking the Language of ROI
Online Business Coaches: Closing Deals Across Continents
CEOs vetting you at 2 AM need instant clarity.
Must-Haves:
- Upfront pricing (surprisingly rare—leverage this!)
- “Results Calculator” tool (“How much revenue are you leaving unclaimed?”)
- Live chat for quick Q&A during their decision-making window
Insight: Databox studies show coaches who display case studies with revenue metrics book 40% more high-ticket clients.
Local Business Coaches: The Expert Next Door
Small business owners want someone who knows their city’s unique challenges.
Must-Haves:
- “Local Success Stories” page featuring area businesses
- City-specific SEO keywords (“Austin small business coach”)
- Workshop calendar at co-working spaces like WeWork
Pro Move: Partner with local SCORE chapters for cross-promotion.
What to Include on a Career Coach Website: From Resume Tweaks to Reinvention
Online Career Coaches: The LinkedIn Whisperers
Your site needs to outshine the 100+ “career experts” in their search results.
Must-Haves:
- Free downloadable resume templates (gated behind email signup)
- Video critiques of terrible LinkedIn profiles (with permission!)
- Interactive quizzes (“Is Your Career Funk Temporary or a Sign to Pivot?”)
Data Point: TopResume reports that visitors spend 83% more time on sites offering interactive tools.
Local Career Coaches: The Networking Matchmaker
You’re not just selling advice—you’re offering connections.
Must-Haves:
- Map of nearby networking hotspots
- Testimonials from local hiring managers
- List of companies you’ve placed clients in
Golden Touch: Host free “Salary Negotiation 101” workshops at the public library.
The Tech Stuff You Can’t Afford to Ignore
Mobile Friendliness: Non-Negotiable
47% of coaching site visitors bail if pages take over 2 seconds to load (Google Data). Use compressed images and reliable hosting.
Quick Fix: Run your site through Google’s Mobile-Friendly Test.
SEO: How Your Ideal Client Finds You
Local coaches: Stuff your content with neighborhood names. Online coaches: Target questions like “how to prepare for career coaching sessions.”
Ah-Ha Moment: One career coach tripled her traffic by blogging answers to Indeed’s most-searched interview questions.
Your Website Isn’t Set-and-Forget (Sorry!)
Revisit analytics monthly. Notice your “About Page” has a 70% bounce rate? Maybe your bio sounds like a corporate robot. Seeing lots of mobile traffic but low conversions? Perhaps your booking button is too small on phones.
The Bottom Line
Whether you’re coaching virtually or at the corner café, your website should whisper, “I see you.” Ditch the industry clichés. Show your scars alongside your credentials. Answer the questions your ideal client is too embarrassed to ask.
Need inspiration? Check out how the best websites for coaches structure their sites. Then make it unapologetically yours.
Still overwhelmed? We get it. Sometimes you need a pro to handle the tech while you focus on clients. Either way—your future clients are searching. Let’s make sure they find the real you. Visit the best coaching websites to get inspiration today.