What Pages Does a Coaching Website Need?

Your homepage is doing one job: making the right people immediately understand that this site is for them, and showing them the obvious next step.

It is not a portfolio. It is not a biography. It is not a place to explain your entire philosophy of coaching.

A homepage that converts has:

A clear, specific headline.Not “helping people live their best life.” Something like: “I help burnt-out marketing professionals go from exhausted to leading a team they love — in 90 days.” Specific. Benefit-led. Niche.

A primary call to action above the fold.“Book a free discovery call” or “Work with me” — visible before anyone scrolls.

A brief explanation of how it works.Three steps is the gold standard. People don't want complexity; they want to know the path.

Social proof.A testimonial, a client result, a credibility marker — whatever you have. This doesn't need to be elaborate. One real quote from a real client outperforms a wall of stock photos every time.

A secondary call to action further down. For people who scroll but need more convincing before they click.

The homepage should not be where you explain your full methodology, list every qualification you have, or include your full bio. Those have their own pages.

Counterintuitively, the About page is one of the highest-converting pages on a coaching website. People hire coaches, not services. They want to know who you are before they hand over money and vulnerability.

A coaching About page is not a CV. It's a story — specifically, the story that makes you the obvious choice for your ideal client.

It should cover:

Your background and turning point.What brought you to this work? Why do you care about the specific problem you help people solve? This is where real specificity — your actual story, not a vague “passion for helping people” — builds genuine trust.

Your approach.What's different about how you work? What do clients experience when they work with you? Keep this accessible — your client cares about outcomes, not framework names.

Credentials, if relevant.Certifications, training, professional background. This matters more in some niches than others. Include it if it's relevant; don't pad it if it's not.

A photo.A real one. Not a stock image, not a heavily filtered headshot from three years ago. Coaching is a high-trust, high-intimacy purchase — people want to see who they're going to be talking to.

A call to action.The About page is not a dead end. “Sounds like a fit? Book a call” at the bottom captures the people who just decided they like you.

This is the commercial engine of your site. Every visitor who gets past the homepage and about page is here because they're considering working with you. Do not make this page vague.

If you offer one thing — one programme, one type of coaching — give it one page. Name it clearly. Explain what it includes, who it's for, how long it lasts, and what it costs (or at minimum what the starting price is). End with a booking button or contact form.

If you offer multiple things, you have two options:

Option A: One “Work With Me” page with sections for each offer. Clean, easy to navigate. Good for coaches with two or three distinct offerings.

Option B: Separate pages for each offer. Better for SEO (each page can target its own keyword), and better for clarity if your offers are significantly different from each other.

Whatever format you choose, be specific. “A transformative journey tailored to your unique needs” tells a prospective client nothing. “Twelve weeks of weekly 1:1 sessions, a bespoke action plan, and email access between calls” tells them exactly what they're getting.

Pricing is a contested topic in coaching circles. The honest SEO and conversion answer: including a starting price — even if exact pricing is bespoke — dramatically reduces time wasted on discovery calls with people who can't afford you. It also signals confidence in your value.

This page needs to be simple. Its job is to remove every possible obstacle between “I'm ready” and “I've submitted the form.”

Include:

• A brief line reiterating what happens next (“Book a free 20-minute discovery call — no pressure, no pitch”)
• A contact form or embedded booking calendar (Calendly, TidyCal)
• Your email address as a fallback
• Nothing else

Do not put your full bio here. Do not put testimonials here. Do not put your podcast here. The person on this page has already decided to reach out — just let them do it.

If you have client work or outcomes worth showing, a dedicated portfolio page is worth having. It serves two purposes:

First, it gives you somewhere to send people who are almost convinced but want more evidence — “Take a look at some of my work” is a valuable link to include in your email sequences and sales conversations.

Second, it's a page that can rank for searches like “[your name] reviews” or “[your niche] coach results” — searches made by people who are actively evaluating you.

Keep it concrete: real examples, before/after context where appropriate, and a CTA at the bottom. You can see how I handle this in my own portfolio.