Or: how to help people know what you do, why it matters, and how they can work with you… without making them click around and end up walking away confused.

If you're a coach (life, business, somatic, creativity, health, or any other flavor) your website is one of the absolute best tools in your toolbox. It’s where you get to say: Here’s what I do. Here’s who I help. Here’s how to work with me. It’s where you can sell your retreats, offer your intro calls, sell your coaching packages. And really OWN the space in a way that the ever-changing algorithms simply don’t let you do.

But most DIY coaching websites don’t do that. They meander. They overshare. Or they try to be everything at once and end up saying... well, not much.

I want to be clear that coaches are super smart people, who care deeply about what they do. Which is amazing! … until you’re trying to pare down everything you do, think, know, feel and offer into a website. Especially when you’re a skilled conversationalist (like coaches are!). That’s where things can get a little murky.

But I promise, we can clear it up!

As a person who’s built a ton of coaching websites, here’s your handy-dandy guide about what to put on your coaching website to make sure it actually works for you.

**1. Get SUPER Clear on What You Offer. FIRST.**

Before you ever open Squarespace, or work with a designer.

Get SUPER clear on what you offer.

And then get clearer.

You might think you’ve explained what you do. You might think you’ve detailed out your offerings.

But most of the time, it’s not clear enough for someone who’s never met you, heard of you, or been to a coaching session in their life.

Ask yourself:

Could a stranger (who has no experience being coached!) understand this offering in 5 seconds or less?
Would your least tech-savvy and non-coach friend “get it”?

Pair it down. Get to the point. Clear is kind. So keep it crystal!

If you offer multiple things (like group coaching, private sessions, or retreats), give each one its own page. That way each page acts like its own tidy sales page: super focused, super helpful to send to interested clients, and super good for SEO.

Pro tip: Name your offerings like they’re answers to questions people are already Googling. “Burnout Recovery Coaching” is going to show up in search results way better than “Ignite Your Inner Flame.”

2. Give Each Service Its Own Page

This is where a lot of people go wrong. You do so much! You want people to see it all at once! And I’m all for having an overview of your services.

But giving each offering its own page lets you:

Keep things focused. Remember, clear is kind!
Focus on speaking directly to one type of person on each page - this will really help if you offer services that are fits for different types of people!
Boost your SEO with SUPER specific keywords in your page names, and H1s (again - Burnout Coach > Ignite Your Inner Flame)
Give visitors a clear next step. Do they submit a contact form? Sign up for a wait list? Book an intro on your calendar? Don’t leave em guessing!

Think of it like inviting someone to a dinner party: if you give them one plate with three beautifully arranged courses, they’ll feel well taken care of.

But if you took your salad, your lasagna and your dessert and mixed it all together before serving it.. they’ll probably leave hungry.

Wow, I am *so sorry* for that imagery.

3. Use Quality Photos That Feel Like You

Look, I’m not going to sugarcoat it: Good photos matter.

This doesn’t mean stiff headshots or stock-photo-smiles. It means real, high-quality images of you in your natural element. Recently.

Coaching, walking, thinking, writing on sticky notes, leading retreats. Anything that helps people see themselves in the kind of work you do while building trust in you at the same time.

You do human work. Show your face. Show your energy. Let people connect with you through visuals before they ever talk to you.

✨ Pro tip: Hire a photographer for your next workshop, retreat, or even just a day in your home office. Those images will do more for your brand (and your confidence) than a hundred stock photos. Way more.

It’s easy to think “I’ll just ask people to snap a few photos at the next workshop” but it’s also super easy to forget to do when you’re in the flow of everything, or end up with a bunch of photos taken from weird angles and in unflattering light. It’s a surefire way to end up with some serious post-event regret, which is the last thing you want.

✨ Pro tip #2: Always take the time to add alt-text descriptions to your website photos! This does two things: 1) it allows people with visual impairments who are using a screen reader to understand your visual narrative even though they might not literally be able to see it, and 2) gives you a big SEO boost because now Google can also “see” your website photos, and associate keyword searches with your images!

4. Imagery Matters! Client Shoutouts

Steve Hindman Coaching

Steve came to me as a retirement coach with a big heart and a deep love of the outdoors. His challenge? Merging his professional, grounded coach vibe with his adventurous, mountain-adventuring, lifelong ski bum side.

We created a site that shows both: the guy you’d trust to walk by your side through a major life transition like retirement and the one who’s skiing in Switzerland while helping you dream big.

His collection of years worth of amazing photos of him just being Steve help tell his story. That paired his clarity around who he helps made his messaging shine.

Enneagram School of Awakening

This one was all about differentiation. There are a lot of enneagram coaches, schools and websites out there, but ESA wanted to highlight their unique tradition that is rooted in embodiment.

So we brought both the mystical and the natural world elements into the design to best tell the lineage and uniqueness of what they do.

Think: moody colors, slightly trippy natural elements, landscapes and abstract paintings. You feel the difference when you land on their homepage. Their site doesn't just tell you they're different. It shows it. Check it out for yourself!

5. About Page = Build Connection, Not Just Credibility

This isn’t a resume. It’s a human hello.

Use this page to help visitors understand who you are and why they might want to work with you. A few must-haves:

Your story (brief, but meaningful)
Your approach to coaching (keep it simple)
Your values
Any accreditations or special trainings you have done
A few personal details that help people feel you (cats, crafts, coffee addiction? Bring it.)

Let them know there’s a real person behind the site, and that you're someone they can trust.

It’s me!

This is the photo I used on my About page… Head there and use the hover feature to see what else!

6. Show Them What It’s Like to Work With You

This goes on your Services page(s), but it’s worth calling out: people want to know what to expect. Think beyond just listing features. Get into the vibe.

What does a session feel like?
What kind of outcomes do your clients typically have?
What’s your tone: Gentle? Direct? Humorous? Swear-y?

And hey, don’t be afraid to name who isn’t a good fit. You’re allowed to set the tone for the kind of space you’re creating.

7. Add Testimonials That Feel Real

Forget the vague “She changed my life!” quotes.

Instead, aim for client stories that talk about what they were struggling with before, what shifted during coaching, and how things are now.

Use photos if you can. Use names (first name and initial is fine). Use real language, not polished testimonials that sound like ad copy. And if you can get a video testimonial? Even better.

This is your social proof. It matters.

8. Have a Blog or Resource Hub (If You Want To)

This isn’t just about SEO (though yes, it helps). It’s about giving people a way to experience your brain before they pay you.

If you’re a writer, great! Share short, helpful posts on things your clients ask you about all the time. If writing isn’t your thing, skip to the next section. You’ve got options.

Topics might include:

“3 Things That Helped Me Through Burnout”
“What Coaching Is (and Isn’t)”
“How I Help Creatives Get Unstuck”

You don’t need to blog weekly. You just need to be helpful!

9. Integrate Your Website Into Your Big-Picture Marketing Plan

Feel super comfy talking through your ideas? Try podcasting, YouTube, or TikTok. Record short videos or long, deep dives… whatever feels most natural to you!

Are you a writer? Lean into blogging or newsletters. Offer something valuable (like a free guide) to grow your list.

Are you a visual artist? Use Instagram, Pinterest, or Facebook to put your message into the world in a way that’s you-shaped.

Whatever medium lights you up, lead with that. But make sure your website and your other platforms are integrated so visitors can follow the thread.

Cross-posting, having youtube videos linked on your website… these are all SUPER GREAT things to do for SEO and to help your clients & potentials see some consistency in what you do!

🎯 The goal is to create a marketing plan that is a web of connection points that gently guide people back to working with you. Not with a ton of extra effort for you. Just with a little intention.

**10. Make Your Website Work For You (So You’re Not Working For It)**

Let’s be real: your website should not just sit there looking pretty. It should be doing work behind the scenes: saving you time, streamlining your client journey, and gently moving people closer to “heck yes, let’s work together.”

Here are my top recommended tools and features for coaches who want their website to actually do something useful.

1. Elfsight Plugins

✨ Automate the boring stuff + make your site sparkle.

Elfsight is like a magical toolbox for your website. Want to show your Google reviews? Instagram feed? A YouTube playlist or a countdown timer for your next event? Done. It centralizes all those widgets and keeps them easy to update, no dev skills required. It’s especially great for coaches who are active on socials and want their site to feel alive. I believe in them so much I’m an affiliate 👉 Here! Have $15 off your first yearly subscription here

2. Email Marketing Is Non-Negotiable

Listen, I love Instagram... but I don’t own Instagram. You know what I do own? My email list.

Email is one of the most powerful, low-effort ways to stay connected with your people. And no, it doesn’t have to be a novel every time (actually, it’s better if it’s not!). Quick notes, helpful tips, little nudges… all of that builds trust and helps you stay connected with your people.

Tools I Recommend:

Kit.com – designed specifically for content creators. It’s simple, clean, and makes newsletters actually feel doable. There’s an new app store that lets you pull designs or photos directly from Canva and Instagram and put them in your newsletter. Hello, time savings!! Plus, The Creator Network allows you to recommend (and be recommended by) other creators! Personally, there are multiple coaches I’ve found, subscribed to and purchased stuff from this way!
Liz Wilcox’s Email Marketing Membership – if email marketing freaks you out, Liz breaks it down in a way that’s fun and easy to follow. Total goldmine. It’s easily my best business expense each month.

Your brain is amazing. Let your emails be the container that delivers it, without the burnout!

3. Scheduler = Sanity Saver

No more “what time works for you?” email tag.

Add a scheduler to your site and make it easy for potential clients to book an intro call, a session, or even a free consultation.

Popular scheduling tools:

Acuity
Calendly
Zoom’s Scheduler
Google’s booking tool

Bonus tip: Create a “Book a Call” page on your site that includes your scheduler, a short description of what to expect, and any prep instructions. You’ll look like a total pro and save yourself the admin headache.

Extra bonus tip: Add a short intake form to the booking tool with questions that help you get to know someone before the call. Always show up feeling prepared!

4. Contact Form With Intake Questions On Your Website

Don’t just ask for a name and email. Use your contact form to gather useful info like:

How did you find me?
What kind of support are you looking for?
What timezone do you live in?

You’ll start the conversation with more context and collect data that helps you make better marketing decisions over time. Win-win.

Plus, it’s way harder to go back and think through this stuff than it is to just collect it from the beginning. I want you to set yourself up for success here!

5. Don’t Forget About Your Lead Magnet

If you only take one thing from this post, let it be this:

Create a freebie.

And make it really, actually helpful.

And if the first one you make turns out to be not that attractive to people, try again!

Whether it’s a short guide, checklist, journaling prompt, mini audio lesson, or quiz… your lead magnet is the bridge between “I’m curious” and “I trust you.” It gets people onto your email list and gives them a taste of your work.

Already have one? AMAZING. Make sure it’s clearly linked from your homepage, blog posts, and social bio.

BONUS: More Tools Worth Knowing About

If you’re feeling ready to go next-level, here are a few other tools I often recommend for coaches:

Notion or Trello: Great for organizing blog ideas, client notes, and content calendars.
Google Analytics (or Fathom Analytics if you want privacy-first): Helps you track what pages people are visiting, where they’re coming from, and what’s working.
Loom: Record quick video replies to leads or thank-you notes to new clients. Adds a personal touch without taking much time.
Zapier or Make.com: Automate stuff you don’t want to keep doing manually (like sending an onboarding email after someone books a call).

10. Final Checklist: The Essentials for a Coaching Website

✅ A homepage that clearly says who you are + what you offer
✅ Clear service pages- one per distinct offer
✅ High-quality photos that show your vibe
✅ SHORT testimonials or longer success stories that feel real
✅ An About page with personality
✅ Easy ways to contact or book you
✅ A blog or resources page (if that feels right)
✅ Links to social or content platforms
✅ Clear next steps everywhere

🌟 Want help with the homepage piece? Grab my Awesome Homepages freebie. It walks you through exactly what to include, how to write it, and how to make sure your homepage actually works.