Maayke_coaching website programmes DIY Marketing Guide

How to create a great coaching website yourself p. 1 – the HOME Page (+ top coaching websites for inspiration)

A visitor to your homepage spends on average 8 seconds (!) to decide whether they want to stay on it or not. They want to find exactly what they are looking for – where and when they are looking for! Time and attention are priceless these days. Hence, how you arrange information on your homepage is of paramount importance to your website conversions.

This post will help you create an effective (coaching – this post was written mainly for coaches, but you can extrapolate a lot from it for your industry I think -especially if you are in a service industry) homepage that sells – by giving the visitors exactly what they want, when they want it. It will walk you through the process of deciding where to put it on your website (aka information architecture – the location of information on your website matters!) to how to create copy (the building blocks of your website!).

What makes a good coaching website homepage? 5 steps + Examples

I have analysed scores of coaching websites before working with my clients to create a ‘template’ of what a good coaching homepage should look like. I based the template on successful, recognisable coaches whose message really shone through their website.

Impatient? Go directly to the Website Content Generator HERE (but it may be useful to read the post so you get an idea how to use it…)

STEP 1: Big, Bold header photo

The header photo should have 5 fixed elements:

  1. Your PHOTO a big, professional headshot of your face or full body – make sure it’s taken by a PROFESSIONAL photographer with a *good* camera.
  2. Big, bold Business TAGLINE – the motto of your business 
  3. A link to a SUBSCRIPTION form / embedded subscription form – to unlock access to a freebie in exchange for an email address
  4. LOGO – with your name – I will show you how to make it using Canva
  5. 5 must-have pages on the MENU: about, work with me (services/ packages), testimonials (/praise), blog, contact (+ if you have a Facebook group, you can add ‘community’ and your ‘free resources’ – if you have them already)

Here are a few examples (you can use them for inspiration) and my analysis of what makes them all so good:

Emma Ward of

A business and mindset coach helping female entrepreneurs get their businesses off the ground and live their dream ‘laptop lifestyle’.

More examples:

Susi Kaufer of

A business and visibility coach who travels the world while helping female entrepreneurs gain momentum and become more visible on social media.

Susi’s website also begins with a big bold header photo that conforms to the same structure almost 1:1:

Note that the Navigation Labels on the menu can differ – depending on your style and exact business model – but they are functionally ‘roughly the same’.

As you can see from the analysis above, all good coaching examples start with a very similar header/slider – you wonder why?

The 5 elements immediately tell the visitor:

  1. who is the author of this website –photo
  2. what the website is about – what is its PURPOSE –tagline
  3. collect subscribers’ emails and showcase the value of your services for free – subscription form with a freebie attached
  4. create brand identityLOGO (note Susi’s wonderful use of colours to create brand identity!)
  5. channelling and converting interest – menu with 5 staple elements 

As you can see, there is a good reason for having all these elements right at the top of your website. Keep them there.

Some more examples:

Melissa Harman of 

A business coach helping entrepreneurs create profitable online businesses.


Cait Scudder of

Cait Scudder is a “Business Coach and Success Catalyst for visionary, bold-hearted women who want it all”

cait scudder1-description

Elise of

Elise is an “Organizing Coach” for career mothers who want to combat overwhelm and achieve work-life balance.


Carolin Soldo of

Carolin Soldo is an experienced coach who is helping other coaches suceed in their business.

carolin soldo1-description

STEP 2: Introduction – who are you, what you do, how you live NOW + your STORY.

The second common element of all good coaching websites it sharing the personal story of the author. As a coach, you need to showcase the value of your services/programmes –  that you were able to change your own situation and that you are in a sense ‘qualified’ to change others – through experience.

Your introduction should include:

  1. Greeting + your name: simply “Hi! I’m ….” 
  2. Your “job title” (who you are, what you do) e.g. “I’m a transformational coach helping ambitious women find their passion in life”
  3. Your life NOW.
  4. How your life used to look like BEFORE.
  5. What happened to transform your life. 


Susi Kaufer of

Susi coaching webiste

Susi_2_introduction coaching website DIY Marketing Guide

Emma Ward of

STEP 3: Show testimonials

Even a short blurb with a client’s opinion on how you helped them won’t harm here. If you have the option, record the testimonials on video like Susi Kaufer. Make sure to include photos of your clients + at least their first name for credibility:

Cait Scudder of

Coaching website testimonials DIY Marketing Guide

Carolin Soldo of

Carolin Soldo testimonials coaching website DIY Marketing Guide

STEP 4:  Address your target client + show the value of your services for them (“This programme is for you if…”)

In this part you’re transitioning from talking about yourself to talking about your target client:

  1. Who they are
  2. What their painpoint is – their present life/ situation;
  3. What they want to achieve  – their target life/situation

Emma Ward of

Maayke Maennert of

STEP 5:  Present your services/ packages briefly using benefit’s language

While a detailed breakdown of your services belongs to the ‘work with me’ page, you need to include a link taking your visitors (by this time hopefully leads…) there:

Susi Kaufer of

Susi Coaching Website DIY Marketing Guide

Emma Ward of

Maayke Maennert of

Maayke_coaching website programmes DIY Marketing Guide

Make sure you link the presentation of your services to your ‘work with me’ page.

Final touches

How to finish your homepage?

I would suggest including/ choosing from the following:

  • Contact form – yes, you’ll have it on your ‘contact’ page, but it never hurts to include it here as well if someone has a quick question after reading about the programmes; TIP: include consent for sending newsletters with the form to capture some emails for your subscription list
  • Freebies – add another sign-up form where the visitor (or a warm lead by now – they have now clearly warmed up to you if they got that far!) can get a downloadable in exchange for their email (If you want to get some inspiration for creating freebies – read this post)
  • Social Media Channels – I would include them both on top (in the header) or in the middle (sidebar – as a floating bar of icons).

Homepage Content Generator

Ok, now that we know *where* to put what content on your homepage, how do you create the perfect content that really resonates with your audience?

I have created a ‘BETA Coaching Website Content Generator’ that will help you elicit the content (including some pre-edited formulaic language you can use for inspiration!) you need for your website.

homepage generator

Do you want to grab a free link to test the generator?

You will receive your answers as a PDF – check your email! You will be able to use them on your website as per instructions included in parenthesis.

 This generator has already helped me create coaching websites like this one

Let me know what you think about it and if you need any help in the comments! 🙂

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Emilia is a passionate SaaS marketer specializing in content marketing. She's currently the Head of Marketing at Userpilot, a Product Growth Platform for SaaS.

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