Website must-haves for coaches

I love working with coaches to help them design beautiful and strategic websites. As a solopreneur myself,  I understand the importance of having a website that grows your business, feels professional, and attracts your ideal clients. When designed right, your website is your most valuable ‘employee’ working hard for you 24/7.  

I love working with coaches to help them design beautiful and strategic websites. As a solopreneur myself,  I understand the importance of having a website that grows your business, feels professional, and attracts your ideal clients. When designed right, your website is your most valuable ‘employee’ working hard for you 24/7.

Here are 8 must-haves your coaching website should include:

1. Simple navigation menu

The first thing you need is a menu at the top of the page where visitors can easily locate it. Try to keep it to 5 options and under. Decision fatigue is real. If you give visitors too many options in the navigation, they’re less likely to choose any of them. They need to quickly find the information they are looking for. And if you have more pages, consider using dropdown menus or adding important pages to your footer.

Your pages should include:

  • Home (but do not list in your navigation menu!)
  • About
  • Work with me (or services)
  • Blog
  • Contact

2. It’s instantly clear who you are and what you do

Less than a second. That’s how long it takes us to make up our minds about a website. Is it instantly clear what you do when someone gets to your website? If you don’t catch someone’s attention or give them a reason to stay, they’ll be gone.

Here’s what you need to have front and center on your home page:

  • Introduce yourself and your coaching business and exactly who you help.
  • Give them a good reason why they would read more and what’s in it for them.
  • Make sure it is clear exactly what you do.

You should also consider this information throughout your entire site. Sometimes people access your site through a different page, many times that’s your blog. Is it also obvious there? Maybe you need to add information to your sidebar or in an author box at the end.

3. Make it about them, not you.

Give your website copy a read. How many times do you start a sentence with “I” or “we”? Your copy needs to be about your ideal client, not about you. So for example:

“I have programs that help people struggling with their weight transform their bodies and live happier lives.”

That’s okay but would be better if focused with “you”.

You want to transform your body and live a happier life? Let’s talk. I’m here to help you reach your goals.

4. Call to action:

Every page should have a call to action (aka a CTA) that supports the purpose of the page. This is what tells your visitors what to do. Do you want them to book a call with you? Or sign up for your masterclass? Maybe get on a waitlist for your upcoming course.

CTA’s should be brief and conversational. Always start with a verb and tell the user what they are going to get when they click on the button. So for example, not just contact me, but “Contact me for a free consultation.” They should be placed where they’re most logical to someone reading the page, and it should be obvious that the user can click on them.

Make sure that you put your site’s primary CTA in the upper right corner in the form of a button or a very visible call out. And be sure that every single page on your site includes a CTA. You can have more than one CTA on a page, but keep them to a minimum of three, otherwise you’ll confuse your visitors.

5. A blog where you share free helpful information

Content creation is vital in every niche but especially in the coaching space. Whether it’s blogging, podcasting or creating videos on Youtube you need a place where you can share your educational content with others and establish yourself as an expert. By doing so, you are creating relationships with your potential clients and building your know, like and trust factor.

Having this content also boosts your SEO (Search Engine Optimization). Every time you publish a new blog post or Youtube tutorial, Google gets notified that you exist and are providing relevant and helpful content. And in turn, your website will be rewarded for that.

If you don’t have a blog yet, get in touch with your web designer and get one added. And then take it slowly. Consider posting one a month to begin. Consistency is key. Not sure what to write about? Ask your audience what they are interested in learning more about and start there.

6. Social Proof: Client Testimonials

Nothing brings more confidence in your visitors’ decision to choose you and your services than social proof. So exactly what is it?

Social proof is external validation from a client or donor that your product or service is worth their investment. To put it simply—social proof in the form of testimonials builds a lot of trust. And trust is an essential factor in the purchasing decision of your potential clients & donors.

These testimonials should appear on both your homepage and your services page. To ensure scanability (because we already know our visitors attention spans are S.H.O.R.T.)  pick out 1-2 sentences to stand out. You could highlight these sentences by designing them larger than the rest of the text, changing the color, or playing with the layout. And if possible, try and include the photo of who gave you the rave review. Another way to incorporate social proof is to consider adding an interview series or case study to your blog to up your game.

7. An irresistible freebie:

Once people are on your website, besides getting them to take the first step with you in your sales process you also want to get them onto your email list. And how do you do that? With an irresistible freebie (opt-in) that does the following:

  • It’s actionable. You can take action and get results
  • It solves a problem or resolves a pain point
  • It makes the subscriber be the hero
  • And it makes you wonder if you’re giving too much away for free

Your freebie should be designed to attract your ideal client and make sure that the people who sign up want to be there.

Ideas include:

  • Tutorials
  • How to guides
  • Checklist
  • Toolkits
  • Sneak peeks
  • Done For Your templates

Basically, anything that gives immense value to your visitor and makes them be happy to be part of your email community. You can learn more about how to make and integrate an irresistible freebie here.

8. A call scheduler

I find my scheduler is such an important integration on my website and makes for an insane client experience. By having a scheduler you can have your clients schedule that first call with you at the touch of a button. No more emailing back and forth to figure out the best day and time. It reduces a bunch of steps in the sales process and makes it simple for people to get started working with you.  I use HoneyBook which is also a CRM but there are other options such as Calendly or Acuity that work just as well.

And there you have it. My 8 must-haves for your coaching website. Having those things in place is going to help your website do so much more for you and your business – it really is your best employee!

I’d love to know if these tips have been helpful to you or if you feel like your website is working for you right now. Which of these tips do you think you can implement?

hey there!

I'm Jenny!

Let’s build a website you’re obsessed with and book more clients

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Hi, I'm Jenny!

I help entrepreneurs and small businesses build websites that communicate and connect with your visitors and attract your ideal client.

I understand that building a brand and website can be very overwhelming. Not only are you working with your clients but you’re responsible for marketing, administrative tasks, and so much more. 

There’s never enough time in the day to get it all done — let alone worry about your website.



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