How Many Pages Does a Coaching Website Actually Need?

I’ve built semi-custom websites for well over 100 coaches at this point, and if there’s one pattern I see over and over, it’s this: coaches add way more pages to their website than they actually need. Myself included, if I’m being honest. It doesn’t do your future clients any favors, and it doesn’t do you any favors either.

Your potential client only needs the bare minimum to decide whether or not to book a call with you. Anything beyond that can actually confuse them. So if a page on your site isn’t serving your marketing or your conversion strategy, it’s pretty much a waste of your time.

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I break this whole thing down in the video below, but the short version is that you probably only need four to six pages. Here’s exactly which ones, and how to know if you’re the exception.

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If this is our first time meeting, I’m Cass, founder of Lovely Impact, a company built to help coaches launch and grow. Here’s what we’re covering in this post:

The Pages Every Coaching Website Needs

These four pages are non-negotiable. If your site doesn’t have them yet, here’s where to start.

Homepage

Think of your homepage like a shop window. When you walk by a store and glance in the window, you can usually tell within a second or two whether it’s worth going inside. Your homepage needs to do the same thing. Someone lands on it and should immediately know what you do, who you help, and how.

That means a quick overview of who you are, an overview of your offers, and anything free you have to share. If a visitor can’t figure out what you offer within a few seconds on your homepage, it’s worth reworking.

About Page

This is, in my opinion, the most important page on a coach’s website. You can spend all the time in the world perfecting your offer and your sales page, but if you haven’t built trust first, none of that matters much. Without trust, your sales page is just pretty dressing.

Your About page needs to cover three things: who you are, who you serve, and why you do what you do. That “why” can be as varied as your hair color. It doesn’t need to be dramatic or perfectly polished, it just needs to be true and clear.

You’ll also want to include your credentials or your experience here, and I want to be really direct about something: coaching doesn’t require a certification. I do recommend getting one, since it gives you training in actual coaching tools, but your lived experience in overcoming the thing you now help clients with can be just as valuable as a list of credentials.

So if you’ve been talking yourself out of calling yourself a coach because your credentials list feels short, stop. You don’t need a mile-long list. You need to show either credentials or experience (or both) that gives people a reason to trust you.

Services or Sales Page

This page can take one of two shapes. It can be a services page giving a brief overview of everything you offer, or it can be a dedicated sales page built around one specific program.

Either way, this is where you lay out what your coaching covers, what it helps clients achieve, and what they can expect (number of calls, how you meet, what support looks like between sessions, all of it).

Not every offer needs its own full sales page. If your offer is more open-ended, something like a three-month package where you and the client figure out the direction together, you probably don’t need a dedicated sales page for it. Full sales pages make the most sense when you’re promising a specific result and there are enough features and details to walk through.

Booking or Contact Page

You need a clear way for people to reach out to you, whether that’s booking a discovery call directly, sending a message, or filling out an application. What matters is that it lives on its own dedicated page, not buried in a pop-up somewhere on your site.

Having it as its own page means you can link to it directly from anywhere: your website, your social profiles, your emails.

These four pages, home, about, services or sales, and booking, are exactly what makes up the Essentials Website Package here at Lovely Impact. If you want help building a site around this exact structure, reach out and let’s talk. 

The Pages You Only Need Sometimes

Everything past the four non-negotiables falls into “maybe” territory. I don’t believe in adding a page just to say you have it. That bloats your website, makes it harder for clients to navigate, and adds more for you to manage. Ask yourself honestly whether each one adds real value to your practice before adding it.

Multiple Sales Pages

If you have more than one offer, you might need more than one sales page, but only if each offer has enough detail and complexity to justify it. Not every offer needs the full treatment.

Blog

A lot of coaches think they need a blog because of SEO. That’s true, but only if you’re actually going to use it. A blog with 50 solid posts already sitting on it will keep doing SEO work for you indefinitely, even if you stop posting.

But if you’re a new coach who’s going to publish two or three posts and then let it sit for years, it can actually hurt how you’re perceived. Visitors will notice an inactive blog and draw their own conclusions, maybe that you’re not actively in business anymore, or that you don’t follow through on things. Neither is the impression you want to make.

If you can’t commit to posting consistently (monthly is fine, it doesn’t have to be weekly), skip the blog for now.

Freebie or Opt-In Landing Page

If you’re building an email list and have a freebie, guide, or checklist to offer, a dedicated landing page earns its spot. It gives you one clean link to share everywhere: your site, your social profiles, your existing emails.

Testimonials Page

Your homepage, About page, services page, and booking page can all hold testimonials on their own. A dedicated testimonials page only becomes necessary once you have more social proof than those other pages can reasonably hold. I wrote a full post on how to actually use testimonials across your site if you want to go deeper on this, you can check that out here.

Methodology Page

If you’ve developed your own custom coaching framework, a methodology page can help potential clients understand how you work before they book. It’s most useful when the process is genuinely yours. If you’re using a methodology you learned through a certification program, it’s probably not worth its own page.

Speaking, Media, or Press Page

These serve different purposes. A speaking page makes sense if speaking is an actual revenue stream for you. Media and press pages are about building credibility and thought leadership, which tends to matter more if you’re in the professional or career coaching space, and less if you’re a life or mindset coach.

The Mistake Most Coaches Make

There’s really one mistake I see again and again: adding more pages than you actually need.

Usually it happens because coaches are mimicking what other, further-along coaches in their industry are doing. That makes sense on the surface, but it sets you up to spend time and energy on pages and strategies that fit someone else’s stage of business, not yours.

This is actually part of what inspired the AI Website Writer, which launched through Lovely Impact a little over a month ago. It’s built to help coaches narrow down to the smallest set of pages that actually gets the job done, because your site works better when you’re spending your energy perfecting a handful of essential pages instead of maintaining ones you don’t need.

If you’re tempted to add a page because you saw someone else do it, or because your website template happened to come with it, pause and ask yourself: what does my future client actually need to see in order to trust that I can help them? That answer almost always lives on your homepage, About page, and services or sales page. The action they need to take lives on your booking page. Everything else is a bonus, not a requirement.

How to Decide What Your Site Actually Needs

Go through these questions, and if your gut says yes, that page has earned its spot on your site:

• Do you have more than one offer? You might need a services page plus one or more sales pages.
• Are you actively building your email list, with a freebie to support it? That’s your sign for an opt-in landing page.
• Do you have more testimonials than your other pages can hold? That’s your sign for a dedicated testimonials page.
• Will you blog consistently (monthly or more often)? That’s your sign to add a blog.
• Do you offer speaking as a service? That’s your sign for a speaking page.
• Do you have press or media features you want to showcase? That’s your sign for a media or press page.

If you didn’t answer yes to something, leave that page off your list for now. You can always add it later. Right now, build what your business actually needs.

Now Go Build It

Hopefully this helped you narrow down your page list and feel a little clearer about what your site actually needs to do its job. If you’d like help building it, I’d love to talk with you. And if you’re taking the DIY route, the AI Website Writer can help you write the copy for exactly the pages you need, nothing more.