Where to Use Video on Your Coaching Website

Coaches are everywhere on video these days. Instagram, TikTok, YouTube, you name it. And then you land on their actual website and it’s back to paragraphs and headshots. I’ve been guilty of this too.

Here’s the thing though. Your website is where someone finally decides to buy from you. That’s the moment when they need to actually see you. So it’s worth building a few videos specifically for your site, to catch the attention of the people who are there right now, instead of counting on your social content to do that work for you.

Quick answer: the strongest spots for video on a coaching website are:

1. Homepage, a short welcome video
2. About page, your story
3. Services or sales page, a walkthrough of working with you
4. Thank you page, after a freebie opt-in
5. Blog posts, a talking version of the post
6. FAQ section, answered on camera
7. Testimonials, video from past clients

I’m walking through why each of these works in the video below, but that’s the full list if you just want the map.

If we haven’t met before, I’m Cass. I’m the founder of Lovely Impact, and I help coaches build and launch their businesses so they can coach their clients instead of spending their time tinkering with their business and website.

Let’s get into it.

7 Places to Include Video on Your Website

Homepage Welcome Video

The homepage is the easiest spot to guess, and it’s still the one most coaches leave blank. Put a short welcome video here that introduces you, your business, and what you do, written for someone who has zero context on you yet. For plenty of visitors, this will be their first real interaction with you, hearing your voice and clocking your energy before they read another word of your site.

Ideas for what to cover:

• Who you are and who you work with
• The result clients tend to walk away with
• Why you started coaching in the first place
• What sets your style apart from other coaches
• A quick nudge to keep exploring or book a call

About Page Story Video

The About page video should tell the story of how you became a coach, not list your credentials. If I had to rank these spots, this might actually be the most valuable one on your whole site. It helps someone connect with you as a person, not just a service provider. Skip the resume rundown. Nobody wants to watch you list certifications, and it won’t move the needle for the person watching. Instead, tell the story of how you ended up in coaching, or what you went through in your own life before you ever took on a client. Most of us were our own first client, and that’s a far more interesting video than a credentials list.

Ideas for what to cover:

• The turning point that led you to coaching
• What you were struggling with before this work found you
• What shifted, and how that turned into wanting to guide others through it
• Why this particular audience or niche matters to you
• A glimpse of who you are outside the coach title, so you read as a real person

Services Page Walkthrough

Your services page video should walk someone through what it’s actually like to work with you, start to finish. This is the third spot on the list, and probably the fastest one to film. I recorded one of these for my own web design page and it’s live there now if you want to see how it sits inside a services page. Use it as a reference point. Talk through your offer, what clients actually work on with you, and the path from a booked discovery call to a finished engagement.

Ideas for what to cover:

• What’s included in the program or offer
• What the rhythm of working together looks like
• The journey from discovery call to completion
• Who this is built for, and who it isn’t
• A concrete outcome clients typically leave with

Thank You Page Pitch

The thank you page after someone opts into your freebie is a great spot for a short video explaining what’s inside and pitching a discovery call. This one flies under the radar, but it can move the needle on bookings. Right after someone opts in, they land on that page. It’s a great place for a video telling them what’s inside the freebie and how to actually use it, followed by a light pitch to book a call and see if you’re a fit.

This works because of timing more than anything. They just handed over their email. Their interest is at its peak right now, so it’s the right window to invite them one step further before that momentum fades.

Ideas for what to cover:

• What’s inside the freebie they just signed up for
• How to actually put it to use instead of letting it sit unopened
• A relaxed invitation to book a discovery call
• What that call is actually like, so it doesn’t feel like a bait and switch

Video Blog Posts

A video blog post is a talking version of your written post, embedded directly in the page alongside the text. This one’s a personal favorite. Record your blog post as a talking video, embed it in the post itself, and still publish the written version underneath it. People get to choose whether they want to watch or read, and you end up with a YouTube video out of content you were already making anyway.

Ideas for what to cover:

• Repurpose a topic you’ve already covered on YouTube or social and adapt it here
• Write and speak as if you’re addressing one specific reader
• Keep the tone loose. This doesn’t need the same polish as the rest of your site copy

Video FAQs

Answering your FAQ section on video and collecting client video testimonials both do more convincing than the text versions.

For your FAQ section, record yourself answering the questions instead of typing them out. It feels closer to an actual conversation, and people are more likely to actually take in the answer instead of skimming past it the way most of us do with a wall of FAQ text.

Ideas for FAQ topics to cover on video:

• Pricing and payment plan details
• How long it typically takes to see results
• What happens if the fit isn’t right
• Scheduling and logistics people always ask about before booking

Video Testimonials

For testimonials, this one depends on your clients, but it’s worth setting up anyway. A video testimonial holds someone’s attention on your site far longer than a text quote does. Clients can be hesitant to record one, but if you have someone willing, it’s worth the ask.

Ideas for what to ask a client to talk about:

• What pushed them to finally hire you
• What almost held them back from booking
• The specific shift or result they experienced
• What they’d say to someone who’s still on the fence

Those are the spots I’d start with. Your business is probably going to suggest a spot or two of its own, so play around and see what actually fits your site.

If You Hate Being On Camera

If getting in front of a camera doesn’t come naturally, you’re far from the only one, and it doesn’t need to turn into a whole production. My go-to tip is to hop on a call with a friend or client you trust and have them ask you the questions that would naturally pull a good answer out of you.

This works especially well for FAQ content. Have that person sit with you or join over Zoom, ask the question out loud, and you repeat it back before answering the way you’d answer them in a normal conversation. You get the ease of talking to an actual human instead of a lens, while still walking away with footage you can use on your site.

Common Questions

Where should I put video on my coaching website?
The homepage, About page, services or sales page, thank you page, blog posts, FAQ section, and testimonials are the strongest spots. Homepage and About page video tend to make the biggest difference.

What’s the single most important video to have?
An About page video. It replaces the getting-to-know-you conversation you’d normally have on a discovery call, so someone can decide they like you before they ever book time with you.

Do I need a video testimonial, or is text enough?
Text testimonials still work, but video holds attention longer and feels more credible. If even one past client is willing to record something short, it’s worth adding.

What if I don’t want to be on camera?
Get a trusted friend or client on a call and have them ask you questions out loud, then answer as if you’re talking to them. It’s a much easier way to record than talking straight into a lens.

Time to Get to Work

Hopefully that gives you an actual starting point instead of a vague push to “use more video.” If you’d like help getting video built into your site the right way, I’d love to talk with you. And if you’re writing the copy around it yourself, the AI Website Writer can help with what goes next to it.