Top Mistakes Coaches Make on Their Websites (And How to Fix Them)
Your website should be your hardest-working team member. It’s the 24/7 assistant that introduces you, explains what you do, and helps potential clients decide whether to book a discovery call.
But here’s the thing…most coaching websites aren’t doing their job. In fact, they’re quietly turning away dream clients.
So, let’s break down the top mistakes coaches make on their websites and (most importantly) how to fix them.
Mistake 1: No Clear Call-to-Action
The problem: Your visitor lands on your site, scrolls a bit, and… then what? If you don’t tell them what to do next (book a discovery call, join your email list, fill in the application form), they’ll leave.
The fix:
Add a clear call-to-action (CTA) on every page.
Make it obvious what step you want visitors to take.
Repeat your main CTA several times (especially on your home and services pages).
Example: “Book your free coaching call” or “Fill in the application form.”
Mistake 2: Vague or Confusing Messaging
The problem: Too many coaches use generic phrases like “unlock your potential” or “live your best life.” But the thing is, every coach says that, and high-ticket clients don’t buy vague promises.
The fix:
Be specific. Instead of “I help women feel confident,” say “I help women in their 30s break free from yo-yo dieting so they can finally feel confident in their bodies.”
Focus on your client’s pain points and the results they can expect from working with you.
Write like you’re talking to one dream client, not “everyone.”
Mistake 3: DIY Design That Feels Unprofessional
The problem: If your site looks homemade, potential clients might assume your business is too. It’s harsh, but true. High-ticket coaching clients expect a premium experience from the very first click.
The fix:
Keep it clean: white space, consistent fonts, and a simple colour palette (not 10 different colours, I would recommend 5-6 max)
Use high-quality images (bonus points for branded photography).
Invest in professional branding and web design when you’re ready to level up with a brand and website that’s unmistakably yours, captures attention, and gets you noticed for all the right reasons.
Mistake 4: No Proof of Results
The problem: Coaching is a big investment and some people don’t fully understand it’s value. If you’re not showing client results, testimonials, or case studies, you’re relying on trust alone- and that’s not enough to convince someone to part with a lot of money.
The fix:
Add testimonials from past clients (include a name + photo if possible).
Share case studies or stories showing the transformation you helped create.
Sprinkle “social proof” throughout your site - on your homepage, services page and even on your about page.
Mistake 5: Ignoring SEO
The problem: A gorgeous coaching website means nothing if nobody can find it. Many coaches skip SEO altogether, assuming clients will just somehow stumble across their site. But sadly, they won’t.
The fix:
Use keywords that your target market is Googling throughout your copy.
Optimise your page titles, meta descriptions, and image alt text.
Start blogging about topics your dream clients are Googling (e.g. “How to find the right business coach”).
Mistake 6: Overcomplicated Navigation
The problem: Too many menu options = decision fatigue. If visitors can’t find what they need quickly, they’ll bounce.
The fix:
Keep your navigation simple: Home, About, Services, Testimonials, Blog, Contact.
Remove anything that isn’t essential.
Make your CTAs easy to spot in both your header and footer.
Mistake 7: No Personal Connection
The problem: Coaching is personal. If your site feels cold or faceless, people won’t connect with you enough to trust you as their guide.
The fix:
Use professional but personal images of yourself (no stock photos where a smiley stranger pretends to be you).
Share your story and values on your About page.
Write in a conversational tone that feels human - not corporate or robotic.
Final Thoughts: Your Website Should Sell for You
Your coaching website isn’t just a digital business card - it’s a sales tool. And if you’re making these mistakes, you’re probably leaving high-ticket clients (and income) on the table.
But the good news is that every single mistake here can be fixed. And once you do, your website will work harder, feel aligned, and finally start booking you those dream coaching clients.
If you’re ready to turn your coaching website into a high-converting machine, let’s talk. I help coaches create strategic Squarespace websites that don’t just look good - they actually bring in clients.
Book a free strategy call with me if you’re ready to explore working together.
