Essential pages for coaching websites and elements to include on each page 

6 May 2023

A website is arguably one of the most important marketing tools your coaching business has. So, whether you are newly certified and excited to find your first paying clients, or have been in business a while and now feel ready to build your website, this is for you, to help you pinpoint the essential pages for coaching websites.

I know that building and designing your website can sometimes feel a little overwhelming at first. 

But with some knowledge, and a little help you can plan, build and design your own client-winning website.  

Once you have decided that it’s time to commit to building your website you need to map out the pages you should include and plan out the content for each page.  

Hence the question: “What website pages should my website have?

All websites start with a home page, but what other pages should you include on your coaching website? 

Let’s have a look at a website’s must-haves; why certain pages are more important than others and talk about what elements you should include on each page. 

Ultimately your website needs to be designed with three things in mind: 

  • Your target audience
  • What do you want them to learn 
  • What action you would like them to take 

Let’s start with the five pages that are a must on every coaching business website. 

What Pages To Include On Your Website

A website needs to quickly engage potential clients, and be visually clean and user-friendly. 

Visitors generally have a low attention span, sometimes as short as three seconds, so it’s important to ensure people quickly recognise that they’re in the right place to solve the issues that they’re looking for solutions to. 

So let’s have a look at the most important elements of your website design. 

We’ll start with the home page.

Home page

What is the home page? 

People are going to land on your website via many different avenues and pages. However, for the most part, their first interaction with your business online will be through the home page. 

Your coaching home page tells people:

  • Who you serve
  • Why they should care
  • And what their next action should be

This page is the best chance you have to make a powerful first impression, so it’s important that your home page quickly shows potential clients what they need to know. 

Why is your home page so important? 

Think of this page as you would your favourite high street store. It should be laid out in a clean and tidy manner, look inviting, make sense and pull visitors in to explore further.  

Elements you might want to include on your home page?

 These are the key sections I recommend:

  • A headline – (hero section) usually fills the whole screen with an image and large catch text to get the attention of the reader. (The top of your website is like a book cover, it needs to grab the reader.)
  • Service Overview – here you use a short paragraph to describe what you do and guide them to the inner pages of your website, where they can find more information.
  • About snippet – this is the short bit of text that summarises what value you provide as a coach. Try to do this in a few short lines.  
  • Testimonials – social proof for the coaching services you provide are a powerful indicator of trust. Include a few short quotes. 
  • Call to action – signposting people to the next action they should take – these form an integral part of your user journey

Even if a visitor only views this page they should leave having a clear idea of what you do, who you do it for, the problems you solve, and what makes you different.

About Page 

What is the About page? 

Your About Page is where prospective clients come to learn more about you and what you do. It’s the page where you introduce yourself, allowing readers to see you as the human being behind the business. 

This page sums up your values, mission and your story (why you do what you do). A great About Page should be genuine, approachable and set you apart from other coaches. 

As the second most visited page on a website, it’s really important that you nail this page.

Why is the About Page so important?

When potential clients are looking for a coach to help them with the problem they are experiencing, a large part of how they make a decision to work with you or not will be based on how relatable you are and how connected they feel to you as a person and a coach.

This is the page to set aside any fears they may have about working with you and make an emotional connection. 

This is the page where you tell them about YOU. Before you panic, you don’t need to write a biography. Sharing a relevant chapter of your story is similar to the potential client having a mirror held up to themselves and their problem. 

You can share your own journey to becoming a coach and how it changed you. 


  • Your business was struggling, after working with a business coach you transformed your business, leading you to help others in the same way. 
  • After going through a messy divorce you lacked direction – decided to work with a life coach, which led you to train as a life coach. 
  • After a lifelong struggle with hormonal problems, you found a nutritional therapist who transformed your diet and health, this led you to train as a nutritional therapist and help other people. 

Your potential clients want to know about you because they want similar results; they want to be inspired and see that they can move from where they are now to where they want to go and that you understand a little of their challenges. 

Elements you should include in your About Page

When it comes to laying out your page I recommend including: 

  • Your name and a professional photo that reflects your coaching brand.
  • Your coaching philosophy and the values that guide your work. This will help potential clients understand what they can expect from working with you.
  • Your qualifications and credentials, such as your coaching certifications or degrees, to establish your credibility as a coach.
  • Your experience as a coach, including any specialities or niches you have developed expertise in. This will help potential clients understand how you can help them achieve their goals.
  • Testimonials from previous clients to show the impact your coaching has had on others.
  • Your approach to coaching, such as the types of coaching sessions you offer, how you work with clients, and the tools and techniques you use to help them achieve their goals.
  • Call-to-Action, such as a button or link to schedule a consultation or sign up for coaching services.

Services Page 

What is the services page?

The services page on your coaching website provides an overview of the different ways people can work with you. This page is intended to give potential clients a clear understanding of how you can help them, and what kind of transformation they’ll achieve by working with you.

Typically, the services page will include information about the specific coaching programs or packages that you offer, along with a description of the benefits and outcomes of each program or session. The page may also provide information on the your coaching philosophy and approach, as well as the types of clients that you typically work with.

Why is the Service Page important? 

Ultimately the Services page is the one that will help potential clients make an informed decision about whether to contact you for more information or to schedule a coaching session. 

Elements you should include on your Service Page

  • Description of services: This should be a clear and concise description of the coaching services you offer, outlining the benefits of working with you and what clients can expect to achieve.
  • Coaching packages: You can list the different coaching packages you offer, outlining the different levels of support and the length of the coaching engagement. This helps clients understand what they can expect from working with you and the different pricing options available.
  • Testimonials: Including testimonials from past clients can help build trust and credibility with potential clients. You can showcase success stories and highlight the impact your coaching services have had on previous clients.
  • About you: It’s important to introduce yourself and your background, qualifications, and experience in coaching. Clients want to know they are working with a credible and experienced coach. This should be really brief, because if they want more detail, they can visit your About page.
  • Contact information: Make sure to include a clear call-to-action for clients to contact you. This can be a phone number, email address, contact form or link to book a call.
  • FAQs: You can provide answers to frequently asked questions to help potential clients better understand your coaching services and approach.

Blog page

What is a Blog Page?

Your coaching website’s blog is a section on your website where you can regularly publish articles, posts, or other content related to your coaching practice or industry. This can include tips, insights, case studies, industry news, personal experiences, and more.

Technically speaking, you can publish your website without a blog section, but it carries so many benefits that it’s a great opportunity to explore.

If you don’t have the bandwidth for blogging yet, you can add a blog section to your site later once you have more capacity.

Why is a Blog Section important? 

A blog is a powerful tool to help you build your online presence, showcase your expertise, and connect with your target audience. It can also help to attract new clients by demonstrating your knowledge, approach, and the value you can provide.

The benefits of having a coaching website blog include:

  • Establishing thought leadership: By consistently publishing quality content on your blog page, you can establish yourself as a thought leader in your coaching niche.
  • Increasing website traffic: Regularly updating your website with new blog posts can help to increase your website’s visibility and give people a reason to visit your site over and over. 
  • Improving search engine optimisation: Search engines value fresh, relevant content, and having a regularly updated blog page can help to improve your website’s search engine visibility.
  • Engaging with your audience: Blog posts can provide a platform for engaging with your target audience, allowing you to answer their questions and respond to their feedback. 

Elements you should include in your Blog section

  • Clear categories: It’s important to have clear categories for your blog posts, so readers can easily navigate and find topics that interest them. For example, you could have categories like “personal growth,” “career development,” “relationship advice,” etc.
  • Search function: A search function allows readers to easily search for topics of interest without having to manually scroll through all your blog posts.
  • Social media sharing buttons: Adding social media sharing buttons to your blog posts makes it easy for readers to share your content on their own social media accounts, increasing the reach of your content.
  • Author bio and photo: Including an author bio and photo at the end of each blog post can help readers connect with you on a personal level and establish your credibility as a coach.
  • Related posts: Including related posts at the end of each blog post can encourage readers to continue exploring your content and stay on your website longer.

Sign-up Page

What is a Sign-up Page

A sign-up page on a website is a page where users can register for a specific service or subscribe to a mailing list. It is usually designed to collect user information, such as name and email address, to create a user account or to add the visitor to an email list.

Why is a Sign-up Page important?

A sign-up page on a website is important for several reasons:

Building your email list: A sign-up page allows you to build a mailing list of people who are interested in your coaching services, products, or content. This email list can be used to communicate with your audience, share updates, and promote your offerings.

Lead generation: By collecting email addresses and other contact information on your sign-up page, you can generate leads for your coaching business. These leads can then be nurtured through email marketing campaigns and ultimately converted into paying clients.

People visiting your site are unlikely to make a purchasing decision on their first visit. A sign-up page enables you to nurture the relationship with those visitors well beyond that first visit. 

Elements you should include on your Sign-up page

When creating a sign-up page on your website, you should consider including the following elements:

Headline: A clear and attention-grabbing headline that communicates the benefit of signing up for your mailing list, such as “Get exclusive coaching tips delivered straight to your inbox.”

Form fields: A sign-up form with fields requesting the name and email address of the visitor. Keeping the form short will maximise conversions here.

Call-to-action (CTA) button: A prominent and compelling CTA button that encourages users to submit their information, such as “Sign up now” or “Get started.”

Privacy Policy: A clear and concise statement outlining how you will use the user’s personal information and the steps you take to protect their privacy. Ensure that your form is compliant with privacy laws in the areas in which you are operating.

Social proof: Including social proof, such as testimonials from satisfied clients, can help build trust and encourage users to sign up for your mailing list.

Incentive: Offering a compelling incentive, such as a free e-book or discount code, can encourage users to sign up for your mailing list.

Branding: Incorporating your branding elements, such as your logo and colour scheme, can help create a consistent and professional image for your coaching business.

By including these elements on your sign-up page, you can create a user-friendly and engaging experience for visitors, build your mailing list, and ultimately drive more business for your coaching services.


Your coaching website is your most valuable online resource, the place where the vast majority of your potential customers will discover more about you and your business. 

Building these five pages and including the elements will take you a step closer to building a site that you can not only be proud of but which deliver the kind of information that visitors to your site are looking to find. If you want inspiration for your own coaching website, have a look at examples of coaching websites which work well and pack a punch.

And if you are ready to build your own client-winning website with my help, check out details of my Rock That Website program so you can get your own website up and running.

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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