Life, career & business coaches
Website design for life coaches
Nobody buys coaching from a stranger. Your website has to do months of relationship-building in a single visit — and then make booking a first conversation feel like a small step rather than a commitment.
The coaching website problem
Coaching is unregulated, intangible and expensive. A prospective client cannot inspect what they are buying, cannot easily compare you to anyone else, and is often slightly embarrassed to be looking in the first place. They arrive on your site carrying one question: can I trust this person with something that matters?
Most coaching websites answer a different question entirely. They open with a soft-focus photograph and a line like “unlock your true potential”, which is indistinguishable from every other coaching website ever built, and they leave the reader knowing nothing about who you help, how you work, or what happens next.
The site that wins is specific. It says who it is for, describes the problem in the reader’s own words, explains the method plainly, shows the person behind it, and offers one obvious, low-stakes next step.
What we build for coaches
- A homepage that names the person you help. “I help mid-career professionals who are quietly miserable at work decide what to do next” will always outperform “transformational coaching for ambitious individuals”. Specificity is not a smaller market; it is the only way anybody recognises themselves.
- An about page treated as a sales page. On a coaching site the about page is usually the most-read page after the homepage, and often the last one read before someone books. It gets a real photograph of you, your actual story, your training, and why you do this work.
- A page explaining how it works. Session length, frequency, format, typical programme length, whether it’s online or in person, and what a first session actually feels like. Removing uncertainty is the whole job.
- Booking, not a contact form. A discovery call booked in two taps against your real availability. “Get in touch” asks the reader to compose an email about their own difficulties, and most of them won’t.
- Credentials shown properly. ICF, EMCC or Association for Coaching membership and level, your training provider, supervision, insurance, DBS where relevant. Displayed as fact, near the top, not as a badge dump in the footer.
- Pricing you don’t have to be embarrassed about. Our view is publish it — see the FAQ below — but if you decide not to, the site should at least frame the investment honestly rather than dodging.
- An email list from day one. Most people who like your site are not ready this month. A short, genuinely useful guide in exchange for an email address keeps you in the frame for when they are.
Getting found
“Life coach” on its own is brutally competitive and mostly worthless traffic. What works is the intersection of niche and either place or problem:
- Niche plus place — career coach Bristol, executive coach Manchester. Winnable, high intent, and worth a proper page each if you genuinely work in those places.
- Niche plus problem — coach for ADHD entrepreneurs, redundancy coaching, coaching for new managers. National, lower volume, and far more likely to convert.
- The questions before the search — is life coaching worth it, what’s the difference between coaching and therapy, how much does a life coach cost UK. Answering these honestly, including where coaching isn’t the right answer, builds more trust than any amount of testimonial.
Search engines increasingly weigh evidence of real expertise and a real identity for advice that affects people’s wellbeing and livelihood. A named author with visible credentials, a proper about page and content that demonstrates you know the subject is both good SEO and simply what a cautious client is looking for.
Where coaching sites lose people
Four recurring failures, all fixable:
- No face. A site about a relationship with a person that never shows the person. One good photograph outperforms a page of adjectives.
- Jargon. “Holding space”, “alignment”, “limiting beliefs” — language from inside the profession that means nothing to someone outside it, who is describing their situation to themselves as “I hate my job and I don’t know what to do”.
- A wall of text with no rhythm. Long-form is right for coaching, but it needs headings, spacing and a readable measure, or people bounce before the part that would have convinced them.
- No next step. The reader is persuaded, reaches the bottom of the page, and finds nothing to do about it.
What it costs
Pay-monthly plans run from £45 a month for a five-page site up to £120 a month for a shop or membership site — design, build, hosting, support and monthly changes all included, with nothing to pay upfront.
Prefer to own it? One-off builds start at £1495.
Questions
Coaching website questions
How much does a coaching website cost?
Most solo coaches are well served by the £45 a month Starter plan — five pages, hosting, support and changes included, nothing upfront. If you want the copywriting done for you and a blog to build authority with, that’s the £75 Business plan.
Selling courses or a membership as well? That’s Growth, at £120. All of it is on the pricing page.
Should I put my prices on the website?
We’d encourage it. Hiding prices filters out the people who would happily have paid and were simply unwilling to book a call to find out, while doing nothing to stop the ones who were never going to. It also spares you a diary full of discovery calls that end at the number.
If your work is genuinely bespoke, publish a from-price or a typical programme range and say what drives the variation. That is far better than silence.
I can’t use client testimonials. What do I do instead?
Plenty of coaches are in this position, and there are good alternatives. Anonymised case studies with the client’s written permission. A clear description of the kind of situation people arrive with and where they typically get to. Your credentials, supervision and professional body membership. Writing that demonstrates you understand the problem better than the reader expected.
Whatever you use has to be true and consented. Invented or embellished testimonials breach UK consumer protection law and the professional codes you signed up to.
Do I need to niche down? It feels limiting.
You don’t have to, but a website for everybody speaks to nobody. Somebody who reads “I work with people going through career change in their forties” and recognises themselves will book. Somebody who reads “I work with individuals and organisations” has learned nothing and will keep looking.
A practical middle path: lead with one clear niche on the homepage and keep separate pages for your other work. You lose nothing and gain the recognition.
Which booking system do you recommend?
Whichever you’ll actually keep up to date. Calendly, TidyCal, Cal.com and Acuity all work fine, and we’ll wire your chosen one into the site so it looks like part of the design rather than a bolted-on widget.
The important part is that it reads your real calendar. A booking link offering slots you no longer have is worse than no booking link at all.
Do I need a blog?
Only if you’ll write it. An abandoned blog whose most recent post is eighteen months old actively damages credibility. But for coaches specifically, writing is unusually effective — it is how a stranger works out whether they like how you think, which is most of the buying decision.
If you’ll manage one substantial piece a month, it’s worth having. If you won’t, we’ll build a stronger set of core pages instead and you’ll be no worse off.
I work online with clients everywhere. Does location still matter?
Yes, more than you’d expect. Plenty of people still search for a coach in their city even for online sessions — a shared time zone and a shared frame of reference feel safer. Naming where you’re based costs you nothing and picks up that traffic.
Build the rest of the site around the niche and the problem, which is where clients who don’t care about geography will find you.
Other industries
We build for these too
Let’s build the site your trade actually needs
Tell us what you do and we’ll send you a straight answer: what your site needs, what it will cost each month, and how quickly it can be live.
No pressure, no jargon, no obligation. We usually reply the same working day.