5 Essentials You Need for Your Coaching Website

Web Design

So you’re a coach and you want to create a coaching website? Great idea! A coaching website can be the key to building your coaching business, getting more clients, and making way more money.

Many people are looking for coaching help, but struggle to find the right coach. Why is this? One reason is that they don’t know what to look for in a coaching website. And as a brand and website designer for coaches, I can tell you this is something you can actually use in your favor by having the right things on your site.

Eryn Morgan - coaching website design by Penguin Designing example

In this blog post I’ll go over the must-have essentials I recommend to have on a website for coaches:

1) Your Bio/About Page

2) An Active Blog

3) Clear Calls-to-Action On All Pages

4) Your Process And Audience Self-Identifiers

5) A Scheduler/Calendar Booking System

Let’s explore each one.

Have a great bio or about page

What happens when a client is ready to take their life to the next level, but they don’t know where to start? There are many coaching services that will try and help guide them towards what it means for themselves. The question then becomes — how do you decide what coach or service might be best suited for your needs or goals in this particular moment of your life?

This is why it’s so important that you understand who your clients are and exactly what transformation you will help them achieve. And of course, your about page is a great place to do so because you are opening up the nurturing space while always leading with value.

The bio page on your website helps you connect with better clients by helping them understand your philosophy and work more clearly before you even start working together.

There won’t be any surprises later down the line which can often lead to someone feeling like giving up or that it wasn’t what they needed because they weren’t prepared going in.

Pro designer tip - bio pages help you connect with better clients.

What an about page is not:

This is not the place to tell your life story,. This is not the place to go on and on about you. I know the name “about page” can be misleading but it’s not an autobiography. It’s about you as a coach and what you can do for clients.

Remember it is always about them. Your whole website is about them and how you help them achieve their goal.

Have an active blog

Blogging is a great way to provide value and education to others, while at the same time creating a strong platform for your coaching business.

It’s also one more place where people will find out about your work when they’re looking for a knowledgeable coach. Blogs are so important these days that many businesses have them as part of their marketing strategy… but not just any old blog, a well-written blog on something relevant to what they do best, taken from multiple angles.

Your goal should be writing blog posts that educate readers without being too preachy; show how past clients have seen transformations, touch on other things that are part of your clients’ lives that could be improved by educating them on things you cover with your service.

For example, if you’re a business consultant who focuses on helping clients grow past their limiting beliefs, you can blog about how they might reflect these limiting beliefs in the low prices they have, how they keep saying yes to clients they should have said “no” to because now they have less time and more stress, putting them back on the struggle bus.

Your blog is a helpful resource for people to learn about your business and how it can help them achieve their goals. It doesn’t have to be a direct “you need me and my coaching services because XYZ”, you know better than anyone what your clients are dealing with, what are their struggles, and how that directly affects other areas of their life. Do by providing help on those things, they get educated, implement some quick win moves, and trust you because you have brought all this value, even before working with you 1 on 1.

And I always suggest having a call to action on the blog posts as well so that if the reader is interested in coaching services, they can click on your “contact” page and book a time to chat. Don’t make it hard for people to book you.

People don’t have time to be bored with tutorials that feel out of a textbook; they want something that helps them make immediate progress every time they read a post on your coaching website.

How to use a blog to grow your coaching biz?

You can create this for them by ensuring each article has the following three hooks:

1) Quick Wins- Provide quick, tangible steps readers can implement immediately and see results right away

2) Stay Out of Trouble- Prevent common mistakes

3) What You Should Be Doing Now – Suggest the next best step

People are always looking for ways to get their business or situation improved quickly so try giving value upfront before asking anything from people like an email address or contact information as soon as possible.

Clear calls-to-action on all pages

Why not go for the gold? It’s important to include clear calls to action on every page of your website. Whether you’re offering something free or asking visitors to make a purchase, it is necessary that they know what their next step should be. Get them from one page to another and into your funnel so they can move from simple viewers into warm leads!

If you’re looking for a way to make your coaching website more effective, then this is it! Just add some simple text and hyperlinks on all pages of your site. For example: “Let’s chat” or “Start the Process.”

When you’re trying to get someone’s attention, it can be hard to know what words and phrases will work best. Choose what aligns with the action you want them to take but also with the brand voice you use in your business.

Some will have a more conversational tone and some will be more formal. However, you want to make sure that the text is clear on what they should do next. A simple “Let’s Chat Now” can go a long way in getting your visitors to contact you.

I actually go over calls to action and what different types there are on this blog post.

Your Process And Audience Self-Identifiers

Allowing your audience to self-identify yields the best leads.

It’s so important for you to let your audience understand your process and let them decide they are ready to take the next step when choosing you are their coach.

Let them know the steps they can expect to take when working with you.

When do I get an initial call? How long will it be before we start coaching sessions together? Which tools does your coaching work use and why are those best for me as a person or business owner? What is your pricing structure?

See where I’m going with this? Be clear, and let them know your process so they can decide if this is the right fit for them.

When you truly want them to experience a transformation, they need to be ready for your coaching, otherwise, they will be challenging you every step of the way. And resistance is not the path for transformation.

Take some time to go through all of your website pages and make sure they are aligned with the message you want to communicate.

This is where the self-identifiers come in. By having opportunities in your message to let people know exactly what your help them with and what the exact transformation is, they will be able to immediately feel “yes this is exactly what I need” or “nope, this is not it”. And you want that.

Allowing them to self-identify and take action based on it will yield the best leads because you gave them the power to say “yes”.

And as a rule of thumb? Always state the transformation on the homepage header area.

Visitors need to be able to understand what you do, who you do it for, and what transformation they get. So be clear and concise with your messaging. In fact, this is something that needs to be worked on even before you have a website created, this is a cornerstone part of your brand. When I work with coaches and other clients on their brand design and websites, I actually do this as a first phase all about the strategy to really make sure there is a clear message that can be used throughout any marketing and client touch-point.

A Scheduler/Calendar or Booking System

I think many companies could benefit from having an online booking system or scheduler. The scheduling software saves time, and it’s cost-effective and most times included in popular CRMs (client relationship management systems).

For coaching websites? A must! You want to make it easy for clients to take the next step and book you or start the process to become a client.

I recommend a scheduler like Calendly or Acuity Scheduling if you’re not already using something like Honeybook to keep track of your leads, projects, etc. And actually, all of them embed really nicely on Showit (here’s how to add your Honeybook scheduler in case you’ve wondered how to do it!)

Both are easy to set up, and they integrate with many popular CRMs such as HubSpot, Facebook Messenger Calls, Zapier account, etc. The best part is that it’s very affordable – Calendy lets you start for free! So really there is no excuse not to have one integrated on your website.

In a nutshell:

• Make it easier to manage and coordinate with clients

• Coaches need a way to make their services easy to purchase; this includes making it simple for potential coaching clients through an easy booking system

• Reduce the workload of managing multiple communications platforms because you only have one place to go

Coaches: you need a scheduling or booking system on your website

Now, it’s time to implement!

Your coaching website is your storefront and should be a reflection of you. You now have the tools you need to create an effective and attractive coaching website. I hope you found these tips helpful! Please share it with any coaches you might know who are looking for a little inspiration or guidance in creating their own site. 

Want an expert brand and website designer to help you with your website design?  I’d be happy to learn more about your coaching business. Inquire on our contact page or send me a message at the bottom of this post!

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Business, Web Design


I'm Ingrid, welcome!  I'm a branding designer + Showit Design Partner, doggy mamma, and tea drinker.

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Hi I’m Ingrid

I design strategy-led brands and Showit websites that confidently represent you.

I’m a designer with a magic touch for monetizing websites. I’m also a tea-lover, dog momma, Ravenclaw, INFP and 2w3 (for all you personality-test nerds like me). 

I’ve also been called a Showit website expert (been with them since 2013), and a sucker for understanding customer journeys, brand psychology, and consumer and sales psychology. My clients have some pretty cool results after working together, things like doubled shop conversions, booked-out services in weeks, and increased monthly revenue, among other cheer-worthy celebrations.

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