Coaches often over-build their websites before anyone's even visited. Here are the five pages you actually need, what goes on each one, and the pages you can skip for now.
TL;DR
- Five core pages cover 90% of what a coaching website needs to do: Home, About, Work With Me, Blog, and Contact.
- The Work With Me page is your sales page: it needs to work hard, not just exist.
- The About page is about the client's situation first, the coach's background second.
- You don't need a full blog to launch, but even a few strong posts will help SEO significantly.
- Skip anything that doesn't serve discovery calls or email list growth until you've got traffic.
One of the most common mistakes coaches make when building their first website: adding pages they think they should have instead of pages that do something useful.
FAQ pages nobody reads. Podcast pages with three episodes. Philosophy pages that go five paragraphs deep before mentioning anything the client cares about.
Here's the straightforward answer: a coaching website needs five pages to function well. Everything else is optional. It should stay optional until you have real traffic and a reason to expand.
The Five Core Pages
1. Home Page
The home page has one job: give visitors enough information to know they're in the right place, and then point them toward the next step.
The structure that works:
Hero section: Your headline (who you help and what changes), a subheadline that expands on that, and a CTA button. One strong testimonial nearby.
Brief intro: Two to three sentences about your approach, your niche, or your point of view. Keep this short. The full story belongs on the About page.
Services overview: A snapshot of what you offer, with links to the full Work With Me page. Not a deep explanation. Just enough to orient the visitor.
Social proof section: Two or three detailed testimonials with client name and title if possible. Not tiny one-liners. Use quotes that describe a real outcome.
Final CTA: Repeat your call to action before the footer.
That's it. Resist the urge to load more onto the home page. The more you add, the more visitors have to process before they can decide to take action.
2. About Page
The About page is the second-most-visited page on most coaching websites, and the most commonly miswritten.
The mistake: starting with "Hi, I'm [Name] and I'm a certified life coach who's passionate about helping people reach their full potential." This says nothing to a stranger who found you on Google.
The structure that works:
Open with the client's situation. Describe the person you help and what their world looks like before working with you. This is the "I felt seen" moment for your ideal client.
Bridge to your background. "That's the situation I specialize in, and the reason I understand it so well is [your relevant experience or turning point]."
Your credentials and approach. Certifications, training, methodology. Keep this grounded. The client wants to know you're qualified, but they hired you for your understanding of their problem, not your resume.
Personal note. A brief, human detail that rounds you out as a person. Not three paragraphs. Just two or three sentences.
CTA. "If that sounds like you, I'd love to talk."
One thing coaches consistently underestimate: specificity in the About page converts. "I work with mid-level managers at technology companies" converts better than "I work with professionals who want to lead with confidence."
3. Work With Me Page
This is your sales page. It should be built like one.
Not in a sleazy way, but in a clear, direct, helpful way. Someone landing on this page is seriously considering working with you. Help them decide.
Structure:
Open with the problem. Use the language your clients actually use when they describe their situation. Not coaching terminology. The real words.
Describe the transformation. What does life look like after working with you? Be concrete. "You'll feel more confident" is weak. "You'll have a 90-day plan, a clear sense of what you're building, and you'll have stopped second-guessing every decision" is strong.
Outline the engagement. Format, frequency, duration. How do sessions work? What's included? What happens between sessions?
Address pricing. You don't have to post exact rates if you're not comfortable with that yet. But give enough context: "Most clients invest $X-$X for a full engagement." The coaches who hide pricing entirely tend to attract more tire-kickers and fewer serious inquiries.