If there’s one thing we know for sure around here, it’s that you’re dying for tips and insights into how to make your website convert better. AKA: how to help your website visitors go from idle browsers to booked and paying clients.
Today we’re breaking down the three things we consider absolutely mandatory that every coach needs on their website. And sharing why they’re important, and what to do to create or add them.
Inside this blog post you’ll learn:
✔️ Why you need a sales page for each offering you have.
✔️ Why testimonials are so important — and what to do if you don’t have any!
✔️ Why you should be using call-to-actions on every single page of your site.
3 Things Every Coach Needs On Their Website
While there are a dozen or more things I could recommend you add to your website, the following three are absolutely mandatory. If you don’t have them on your website, I recommend adding them ASAP. And if you don’t have the content you need to add them, get to work writing or gathering it.
They’re important, and I’m going to tell you why each adds tremendous value to your website. But know that if you don’t have one (or all) of them right now, they should be on your short list of things to do in the next few months.
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A Sales Page For Each Offer
We recommend building a dedicated sales page for every single program or offering you have. Yep, you read that right.
Here’s why: a single services page that lists out your many different programs and one-to-one offers does nothing but confuse your viewers. (Side note: you really shouldn’t have more than two offerings to begin with…but we’ll talk about that another time.)
Pretend you want to hire a coach. You show up to the call, chat a bit, and the coach-in-question doesn’t pitch you one program or offer, but lists off 3–8 that you can choose from… what does your brain do? It swirls in indecision, and probably leaves without making a decision. “I have to think about the options,” is what comes out of your mouth.
That’s what your generic services page does to your website visitors if you list all your offerings and don’t give them the chance to learn more and emotionally invest in the potential results of an individual program.
A dedicated sales page for each offering helps your future clients separate out what they could accomplish through your different programs. The sales page is like a written version of your consult pitch: it helps them to imagine their future self and all the lovely results they’d get from working with you.
Don’t know what should be on your sales page? Check out our Website Copy Guide. It gives you all the deets.
Testimonials From Your Awesome Clients
I’ve said it before on the blog: Testimonials are like the proof that your coaching services work.
They don’t have to be long, they don’t have to be incredibly detailed with every single result your clients got, but they do have to present.
People want to know that you’ve worked with clients before, and that those clients enjoyed it.
Reach out to every single person you’ve coached, and ask if they could write (or record) a testimonial for you. If they enjoyed working with you and got results, they should be more than happy to do so.
Don’t have ‘official’ clients ready to give you testimonials yet? No problem.
If you’ve been creating any kind of content that gets comments as a response, screenshot them and add them to your site. I’m talking about comments on your social feed (that are more than just ‘I love this!’), on your blog posts, your LIVE videos, inside your Facebook group, wherever.
Prove that you’re showing up and providing value, even if it’s currently for free.
Then, once you have client testimonials to replace them, please do.
Call-To-Actions To Lead Them To The Next Step
Call-to-actions are the website equivalent of making an offer. You’ll never book a client if you don’t make an offer for them to work with you. And you’ll never get unsure website visitors to take the next step on your website if you don’t make a call-to-action to click on something.
Regardless of what your sales strategy is on your website — whether it’s to book a consult with you directly, get on your email list, or sign up for your next free webinar — you need to ask people to actually do it.
CTAs make all the difference between a stagnant website that just sits there like a useless bio, and a high-converting website that makes you money on autopilot.
If you look around at the websites of the great coaches you love to follow, you’ll notice CTAs strategically placed to get you to take the next step.
You need to take the same approach, and include some sort of CTA on every single page of your site. Always ask for the sale. Always ask for them to join your email list. Always encourage them to go further, do more, and by doing so, get the result that only you can help them achieve.
Coaching the Coach: Final Thoughts
Keep this in mind: if you don’t have any of the three of these things on your site now, there’s no need to panic. Improving your website will be a constant goal in your business. And each new addition will help you boost your website’s reputation with both prospective clients, and search engines.
So if you’re missing anything on this list, commit to adding one a month for the next three months. That’s a great rate of change, and it will show the Google gods that you’re active and improving your content regularly.
Free templates from our resource library:
Inside our comprehensive resource library we have everything you need to start and build your coaching business – and it’s yours free, including:
- How To Build A Life Coaching Website That Works: A mini video training teaching you to build, attract and convert using your website.
- Ideal Client Avatar Worksheet: Use this worksheet to outline your ideal client’s hopes and dreams so you know how to talk to them.
- The Impact List: A comprehensive checklist with 149+ actionable tasks to setup your coaching business for success.
Save yourself hours of stress and get the above templates for free here: https://lovelyimpact.com/free-resource-library-for-coaches >>
More blogs to read:
Our blog is a wealth of information! You can find more advice on your website written by Tee and I here:
- Sales Pages for Coaches: 27 Conversion Questions To Ask Before Hitting Publish
- 5 Places You Need Testimonials On Your Coaching Website
- 6 Types of CTAs for Coaching Websites (and How to Use Them)
About The Author
Hey! I’m Cass, a brand coach and the Co-Founder & Chief Brand Officer at Lovely Impact, a website template shop for coaches. I help coaches elevate their businesses with beautiful branding and websites. Here on our blog, my content focuses on branding, web design, and storytelling.