How To Craft an Effective Home Page For Your Coaching Website 

9 June 2023

If sitting down and writing the text for the home page of your coaching website is something you know you need to do but you keep putting it off because it feels overwhelming…

…you’re definitely not alone. 

I have worked with many many clients who have found themselves putting this off for months for fear of: 

  • Not knowing what to write 
  • Being unsure of how much detail to include 
  • Comparing their efforts to other coaches

If this sounds like you, let’s make sure that those fears don’t stop you from putting your brilliance out into the world. 

You don’t need to be a literary genius to craft a message that reflects you and your brand.

All you need is a little bit of guidance and self-confidence. 

Remember, done is better than perfect. So the intention of this article is to help you move from stuck to done. 

Why your website home page is important

Your website’s home page plays a crucial role in creating a lasting impression and helps entice potential clients to explore your website further. 

In this post, we’ll look at practical tips and strategies to create a compelling home page that strikes the perfect balance between professionalism and approachability. 

And most importantly, makes an emotional connection.

Let’s dive in!

Understanding Your Target Audience 

To create an impactful home page, start by understanding your target audience. Take the time to identify their pain points, aspirations, and goals. 

Understanding your audience and where they are right now will help you create a deeper connection. Having these insights will enable you to tailor your messaging and content to resonate with your perfect people. The kind of people who recognise that you understand where they’re coming from, and who really want to work with you. 

You’ve probably done Ideal Client Avatar exercises before, and the typical ones can feel as though you’re pulling teeth, because do you really need to know what kind of car they drive and what their favourite shop is? 

Not really…

It all helps build a picture, but the real magic comes when you start to understand their inner tussles – the voices in their head that are keeping them awake at night. 

And when you nail this, ALL your marketing becomes so much easier.  

Craft a Powerful Headline 

The headline is the first thing visitors see on your home page, so it HAS to let them know that they’re in the right place.

  • Highlight the unique value your coaching business offers. 
  • Use concise and compelling language that clearly communicates the benefits of your services. 
  • Incorporate keywords relevant to your niche to improve search engine optimisation (SEO) and attract organic traffic.

Establish Credibility 

Instilling trust and credibility is essential for any coaching business. 

Showcase your expertise, qualifications, and relevant experience prominently on your home page. 

Testimonials on home page

Consider including testimonials or case studies from satisfied clients.

We instinctively look to other people’s experiences of a product or service, and sometimes, these can be the deciding factor on whether someone works with you or not. 

Highlight any certifications, awards, or media mentions to bolster your reputation. 

Demonstrating credibility will reassure potential clients that you are capable of helping them achieve their desired outcomes.

Clearly Define Your Services 

Provide a clear overview of the services you offer. 

Be concise, yet descriptive, in explaining how your coaching programs can help clients overcome challenges and achieve their goals. 

Use bullet points or sections to break down your services, making it easy for visitors to scan and find what they need.

Include calls-to-action (CTAs) throughout the page to encourage visitors to explore more of your website, or to reach out.

Remember, that the goal here is not to give them ALL the information, but enough for them to want to know more so you can signpost them to a page with further information. 

Showcase Benefits and Results 

Highlight the tangible benefits your coaching services provide. 

Instead of solely focusing on features, emphasize the transformative outcomes clients can expect. Paint a picture of the positive changes they can experience. Incorporate real-life success stories or client testimonials to showcase the results your coaching has delivered. 

This will inspire confidence and motivate potential clients to take action.

Use Engaging Visuals 

Visuals play a pivotal role in capturing attention and conveying your brand’s personality. Use high-quality images, videos, or infographics to make your home page visually appealing. 

Avoid stock photos that appear generic, opting for authentic images that align with your coaching business’s values and target audience.

Keep the design clean, uncluttered, and easy to navigate.

LIfestyle images on website

Pulling it all together 

When you are designing your home page, I recommend these five sections each of which should have an overall purpose and a big idea. 

  1. Hero section: The main area of the page with a headline and enticing visual
  2. Pump up the value: Where you outline what makes you unique
  3. Choose your journey: Give the prospect an overview of how they can explore your resources further
  4. Make your mark section: This is a really short bio – literally a couple of sentences
  5. Powerful proof section: An area with testimonials or social proof 


Some time ago, I pulled together a compilation of great coaching sites to give you some inspiration. Remember not to fall into comparisonitis and to stay in your own lane!

Other pages

The home page is clearly just your opening gambit. If you want an outline of the other pages you should include on your coaching website, you can read about those and the elements to include on them here.


Crafting an exceptional home page for your coaching business is a powerful way to make a lasting impression on potential clients. By understanding your target audience, conveying credibility, showcasing benefits, and utilising engaging visuals, you can create a professional yet friendly home page that resonates with your visitors. 

Remember to continuously review and update your home page to stay relevant and maintain a strong online presence. Follow these tips to be well on your way to creating an outstanding coaching website home page. 

Captivating home page guide

And if you’d like a full guide to creating your client-winning home page with a detailed outline of the content to include in each section, with examples and a text framework, dive into my Craft Your Captivating Home Page guide for just £69. 

Vicky Etherington

Vicky Etherington has been running her own online marketing agency since 2003, and in 2015 transitioned to working with coaches and therapists to teach them how to create their own client-attracting websites. 

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