What Pages Should a Coaching Website Have? The 5 Core Pages I Recommend
If you’re planning a new coaching website, it is VERY easy to convince yourself that you need about 27 different pages.
Home. About. Services. Separate offer pages. Testimonials. Resources. Podcast. Blog. FAQ. Freebies. Events. Press. A page for your methodology. Another page explaining your philosophy. Maybe a page for that one offer you haven’t actually sold since 2023 but don’t quite want to delete yet…
And suddenly what was supposed to make your business clearer has become a flippin’ enormous website project. In my experience, most coaches and service providers really don’t need a massive website.
In fact, I usually prefer keeping things fairly concise. A smaller website with 5-7 really intentional pages is often much easier for someone to understand and navigate than a huge website where every part of the business has been given its own little corner.
Your website doesn’t need to contain everything you know, everything you’ve ever created or every possible piece of information somebody might want. It needs to make the important things obvious.
What you do.
Who it’s for.
Why your approach is worth paying attention to.
Whether you can be trusted.
How someone can work with you.
And what they should do next.
For most coaching and service-based businesses, I recommend the followinng core pages:
1. Homepage
Your homepage is the overview of your business. Someone should be able to land there with very little context and quite quickly understand who you help, what you help them with and where they should go next.
Your homepage doesn’t need to explain absolutely everything. In fact, trying to make it do that is usually where things start becoming messy. It should introduce the main problem you solve, give someone a sense of your approach, introduce your core ways of working together, show enough proof to start building trust, and then guide people deeper into the website.
Think of it as the page connecting everything else together rather than somewhere you need to squeeze the entire business. If somebody reads your homepage and still can’t really tell what you do or whether you’re for them, adding another three sections probably isn’t the answer. The message itself usually needs to become clearer.
2. A separate service page for each core offer
If somebody is seriously considering paying you, give them somewhere to properly understand the offer. I generally recommend having a separate page for each of your main services rather than trying to squeeze three completely different offers into one general Services page.
Your service pages are where you can go deeper into what somebody is struggling with, what they want instead, who the offer is right for, how you work, what’s included, the results or experience they can expect, and what they need to do if they’re interested.
And particularly with higher-ticket coaching or services, people usually need a bit more than a paragraph and a “book now” button before they’re ready to enquire. There is one caveat though: I wouldn’t create a separate page for every tiny thing you sell. If you have seven offers, three old workshops, two freebies and a €20 product knocking around, they do not all necessarily deserve equal space in your main website structure.
Your website should reflect the business you actually want people to buy from now. For the majority of my clients, one to three core service pages is plenty.
3. About page
Your About page isn’t really there so you can write your autobiography. People usually click it because they want to know more about the person they might potentially be trusting, learning from, opening up to or handing quite a lot of money to.
So yes, tell your story. Share your experience and qualifications where they matter. Talk about what you believe and why you work the way you do. But keep the reader in mind. I’m much more interested in the parts of your background that help someone understand your perspective, trust your expertise, or get a feel for what it might be like to work with you than knowing every job you had between university and now.
For coaches and service providers in particular, this page matters because the person behind the work is often a huge part of the buying decision. You don’t need to turn yourself into some perfectly polished “expert” version of yourself either. But do let people actually get a sense of YOU.
4. Testimonials page
I really like having a dedicated testimonials page once you have enough strong proof to fill one. For an established coach or service provider, your existing clients can often make the case for your work far more convincingly than you can. A strong testimonials page gives somebody who is already interested somewhere to go and think, okay, other people have actually done this and got something meaningful from it.
But I wouldn’t hide all your proof there. Your best testimonials should also appear throughout the rest of the website, especially on your homepage and relevant service pages where somebody is actively deciding whether they trust the offer.
Think of the dedicated page as somewhere people can explore more proof if they want it, rather than the only place your client results ever appear.
And where possible, give the testimonials some context. A quote saying “Anna is amazing!!!” is lovely, but a testimonial showing where somebody was before, what changed, and what the experience was actually like gives a potential client much more to work with.
5. Contact page
Your Contact page should make taking the next step stupidly easy. If you want somebody to book a call, let them book the call. If you need them to fill out an enquiry form first, keep it focused on the information you genuinely need. And if there are things someone is likely to be wondering at this point, such as what happens after they enquire or when they can expect to hear from you, you can answer those too.
By the time somebody reaches this page, you ideally don’t want to introduce loads of new information or create another complicated decision. They’ve made it to the bottom of the funnel. Help them take the next step.
Optional but recommended: a blog
A blog isn’t essential for every coaching website, but I do recommend one if you’re willing to use it consistently. It gives you somewhere to answer the questions your potential clients are already searching for, build up useful evergreen content over time, and show more of how you think. It can also be great for SEO because every genuinely useful article creates another potential route into your website.
The important bit is that the articles actually relate to the work you want to be known for. If you’re a leadership coach, for example, writing useful articles around leadership, communication, managing teams or confidence at senior level makes sense. Writing five vaguely inspirational posts because you heard blogging was good for SEO probably isn’t going to do much.
You don’t need to publish every single week either. A smaller library of thoughtful, specific content that genuinely helps your audience is much more useful than pumping out generic articles for the sake of it.
How many pages should a coaching website have?
For most of the coaches and service providers I work with, I’d aim for around 5-7 main pages.
That could look like:
Home
About
Service 1
Service 2
Testimonials
Contact
Blog
And that is honestly plenty for a lot of businesses. You might have a slightly different structure depending on what you sell. If you only have one main offer, your website could be even smaller. If you have three genuinely important services, you may need an additional service page.
I wouldn’t add pages just because you feel like a “proper” website should have them. Every page creates another place for somebody to click, another page you need to maintain and another opportunity for the main journey through your website to become less obvious.
A bigger website isn’t automatically a better website. In my experience, concise usually wins. And just to clarify, I’m talking about your main website pages here, you’ll still need any relevant legal pages such as your Privacy Policy and Terms.
What I wouldn’t automatically add
There are a few pages I see added to coaching websites that often don’t need to exist as standalone pages.
You don’t necessarily need a separate page explaining your methodology if it can sit naturally on your About or service page. You don’t necessarily need an FAQ page if the relevant questions can sit directly on your sales pages. You don’t necessarily need a general Services overview page if you only have one or two offers and people can simply go straight to those pages. And your podcast, newsletter or free resources don’t all automatically need their own prominent place in the main navigation either.
They can be really valuable parts of your wider marketing ecosystem, but your website needs hierarchy. Your €5,000 service and your free PDF do not need to fight for exactly the same amount of attention.
Start with the journey, not the page count
The exact number matters much less than how someone moves through the website. A new person might land on your homepage, realise your work is relevant to them, click through to your About page because they want to know more about you, then explore one of your services, read a few testimonials and eventually book a call.
Someone else might find one of your blog posts through Google, spend ten minutes reading it, click onto your homepage, have a nose around your offer and join your email list instead. There are different routes through the site, but the important information should always be easy to find and the next step shouldn’t require detective work.
That’s what I’m thinking about when I plan a website. Not “how many pages can we add?” More like: what does this person need to understand, trust, and see before choosing to take the next step? Once you know that, the page structure usually becomes much simpler.
Your coaching website probably doesn’t need more pages. It needs clearer ones.
If you currently have a 15-page website, I’m not saying you need to immediately delete half of it. But I would look at each page and ask whether it genuinely has a job.
Is somebody likely to need this page?
Does it help them understand the business?
Does it build trust?
Does it help them make a decision?
Does it move them towards something useful?
Or is it mostly there because at some point you thought a website was supposed to have it?
Your website is there to make your business easier to understand and your services easier to choose. Keeping it focused makes that job a whole lot easier.
And if you’re currently planning a new website and already have approximately 738 thoughts about pages, copy, testimonials, offers, photos and everything else you need to organise, I have something that’ll help.
My free Website Project Planner is the Notion template I use to help map out the important pieces of a website project before you start designing anything. It’ll help you get your offers, audience, proof, pages and content out of your head and into one place, so you can actually see what you need , and, equally importantly, what you probably don’t.
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