What to Put on a Coaching or Consulting Website, Page by Page

Coaches and consultants sell expertise and trust, and both are hard to show. A good website does it by answering the questions a potential client has, in the order they have them. Here’s what to put on each page, and what you can safely leave out.

Homepage: who you help and what changes

Your homepage has one job: help the right visitor recognise themselves quickly and know what to do next.

• A headline that names the client and the outcome. “Leadership coaching for first-time managers in tech” works harder than “Unlock your potential”.
• A short line on how you work. One-to-one, group programme, workshop or retained advisory.
• Proof near the top. A real recommendation, logos of organisations you’ve worked with (with permission) or a short case study.
• One main call to action. Usually “Book a call”, repeated further down the page.

Services or programmes: one page each

If you offer more than one thing, give each its own page. Each page should cover who it’s for, the problem it solves, what’s included, how long it takes, how it works and what happens next. If you publish prices, put them here. If you don’t, say how pricing works so visitors aren’t left guessing.

Separate pages also help search. A page focused on “executive coaching for new directors” can be found for that search in a way a general services list can’t.

About: why you, in their terms

Clients read your about page to decide whether they’ll trust you with something important. Lead with the experience and approach that matter to them, then your story. Include a real photo, the credentials you actually hold and how you like to work. Keep it in the first person if it’s just you.

Proof: recommendations and case studies

• Recommendations should be real, attributable and used with permission. LinkedIn recommendations work well because visitors can check them.
• Case studies don’t need big numbers. Describe the client’s situation, what you did together and what changed in their words. Never invent results.

Booking: make the next step easy

Put a booking link or a short enquiry form on every page. A scheduling tool such as Calendly connected to your calendar removes back-and-forth emails. Send an automatic confirmation with what to expect and how to prepare. Our enquiry follow-up checklist covers what that message should include.

Articles: answer the questions clients ask

You don’t need a blog that posts every week. A handful of useful articles answering the questions you hear on discovery calls does more. They show how you think, help clients prepare and give search engines and AI tools something specific to point people to.

What you can leave out

• Long mission statements that could belong to anyone.
• Stock photos of handshakes and mountain tops in place of your own photos.
• Sliders and pop-ups that interrupt reading.
• Pages you won’t keep up to date, such as an events page with last year’s dates.

Legal and practical pages

Add a privacy notice explaining what you do with enquiry and booking data, terms if you sell online and a contact page with how and when you reply. These pages rarely win clients, but missing them can lose them.

Next steps

If your current site is missing some of this, start with the homepage message and the booking route, because they affect every visitor. See how we work with coaches and consultants, or read landing page or full website if you’re deciding how big your site should be.