What Should a Coaching Website Include to Actually Convert?
Let’s be honest. Your coaching website isn’t just a place for people to ‘learn more’. It’s your most hardworking salesperson. It should be attracting your dream clients, building trust, and gently nudging them towards working with you.
If it looks the part but isn’t bringing in leads or bookings, something’s missing. Here's what your coaching website needs if you want it to actually convert.
1. A Clear, Compelling Headline
When someone lands on your site, you’ve got a few seconds to catch their attention. That first headline needs to tell them exactly what you do and who it’s for.
Forget the fluffy intros. Get straight to the point.
Try something like:
"Helping coaches launch high-converting websites"
or
"Nutrition coaching for women ready to ditch the all-or-nothing mindset"
This kind of headline hooks the right person and filters out the wrong one. Be specific, be bold.
2. Copy That Connects (and Sells)
Good copy speaks directly to your ideal client. It shows you get them. Their struggles, their goals, their hesitations. But it doesn’t stop there - it also guides them to take action.
Your coaching website should include:
What you help people with
What the outcome looks like
Why you’re the one to help them
The transformation they can expect
A bit of your personality (people buy from people, remember?)
And yes, you should use keywords naturally in your copy. Think phrases like “life coach for working mums”, “business coach for creatives”, or “website designer for coaches”.
3. A Clear Offer (No Guessing Required)
Don’t make people dig around trying to figure out what you actually offer. Be crystal clear. Whether it’s a 1:1 coaching package, a group programme or a one-off session, spell it out.
Make sure every offer includes:
Who it’s for
What’s included
The result they'll walk away with
A call to action (more on that in a sec)
If you're selling premium services, make it look and sound premium. That means clean design, confident copy, and no vague promises.
4. A Strong Call to Action
You know what you want them to do - book a discovery call, download a freebie, apply to work with you. But do THEY know?
Your call to action should be visible, easy to understand, and repeated throughout your site. Don’t just pop it once at the bottom of your homepage and hope for the best.
Use buttons that say things like:
“Book your free call”
“Apply to work together”
“Download the guide”
Be clear, direct and action-focused. No one wants to click a button that says “Submit”.
5. Social Proof That Builds Trust
Client testimonials aren’t just a nice touch - they’re essential. They help new visitors see that other people have trusted you, and it worked.
Ask past clients what life was like before working with you, what changed, and how they feel now. Then feature those testimonials in the right places - on your homepage, your services page, and near any CTAs.
Bonus points if you include photos, names or even a video. That extra layer of trust can tip someone from "maybe" to "yes".
6. Mobile-Friendly, Fast and Functional
Most people are going to land on your site from their phone. If it loads slowly or looks clunky, they’ll bounce - and you’ll lose the lead before you even had a chance.
Make sure your coaching website:
Loads quickly (use compressed images and avoid heavy animations)
Looks good on all devices
Has easy navigation and clear buttons
You don’t need fancy features, just a smooth experience.
7. SEO Built In
If you want to show up on Google, you need to give it something to work with. That means optimising your coaching website for relevant keywords.
Start with:
Page titles and meta descriptions
Keywords in your headings and copy
Image alt tags
Clean, keyword-rich URLs
But don’t force it. Write for humans first, Google second.
8. A Personal Touch
People aren’t just buying a service. They’re buying you. Your perspective, your experience, your energy.
Include an About page that shares your story - why you do what you do, who you love working with, and what makes your approach different.
Photos of you, behind-the-scenes shots, even a quick video can help build connection. That’s what gets someone thinking “this the coach for me”.
Final thoughts
A good coaching website doesn’t just look good. It guides, it connects, and most importantly, it converts. If yours isn’t doing that, it’s time for a refresh.
Want help creating a strategic brand and website that actually brings in clients? That’s my thing. Explore my services here
