Posted on Feb 26, 2019

Designing Your Coaching Website to Convert Visitors into Clients

Market research indicates that the current coaching industry in the U.S. is worth over $1 billion and is anticipated to grow continuously over the next few years – and that a bubble in the coaching market may be developing.

If you’re a coach, you’ll want to design your website to stand out from the rest. Here are some things you’ll want to do if you want your coaching website to attract more visitors and convert those visitors into clients.

Have a Mobile-First Design

According to Pew Research, nearly 95 percent of Americans own a mobile device, and with each passing day, Americans only get more and more dependent on them. So, as you build your coaching website, build it with mobile users in mind first, even before you think about how it will appear on a desktop screen. Chances are much greater that a prospect will first visit your coaching website via a mobile device instead of a desktop device. So, make sure that the content on your website is optimized for mobile device screens: the menu should appear clearly, navigation and buttons work correctly, and the site doesn’t take too long to load on a mobile device.

Use High-Quality Images and Headshots

You want your website visitors to trust that you are a professional coach. You want them to actively seek your guidance and hire you. You want them to make a personal connection with you. Then make sure that a clear and professional headshot of you appears on your coaching website and that it is easy to spot. You’ll also want to ensure that all other images on your website are clear, not grainy or pixilated. People don’t trust websites that have poor-quality images or graphics.

De-Clutter Your Website

As you design your coaching website, opt for a simple and sleek design with only one to three pages and a simple layout and color scheme. Make sure there aren’t too many buttons to click on and that you don’t have a pop-up on every page.

Overall, you should de-clutter your coaching website so that it looks professional and loads quickly. You want visitors to be 100 percent sure about what you do, where they can find more information, and how to sign up for your services. Lengthy paragraphs of text can easily overwhelm visitors. So can excessive images, videos, pop-up windows, banners, display ads, or call-to-action buttons. Visitors won’t know what to do when they land on your website. Instead, they will get the sense that you care only about selling to them, not helping them. Rather than converting into customers, they will abandon your website.

Additionally, make sure it’s easy to find rates, experience, contact information, referrals, and similar information on your coaching website. Visitors may not want to dig for it when other coaching websites are easier to navigate and more informative.  

Include a Welcome Message for Your Target Clients on the Home Page

On your homepage, make sure it’s clear what type of coaching services you offer and who you like to work with, and then write a short “About Me” and why you want to coach others. Visitors should know who you are, what your experiences are, why you do what you do, and how they can contact you for more information from the moment they land on your website.

Better yet, introduce yourself to your website visitors via a welcome video embedded in a short paragraph of text on your home page. Sharing this type of content immediately builds trust with your target audience. And when website visitors trust you from the very first second they land on your website, the more likely they are to convert into real customers.

Share Detailed Yet Easy-to-Follow Information About What Clients Can Expect

Again, when designing your website, simplicity is key if you want to convert more visitors into customers. Make sure your website visitors know what coaching packages or services you offer, what they can expect from you as a coach, their potential coaching journey with you, what results they can expect, how long your coaching packages or services last, how much it will cost, etc. And keep these details simple and easy to follow. For instance, instead of looking at a 50-step coaching journey with varying results at different rates for different clients, visitors would prefer to see a simpler 10-step journey with guaranteed results and consistent rates.

Display Icons and Information that Establishes Trust

All websites that are built to convert visitors into customers must have evidence of “social proof” and trust icons. So, you’ll want to display your coaching credentials, licenses, client reviews, and testimonials on your home page. And if you collect payments through your website, you’ll want to include icons and trust badges (i.e. Site Lock or Norton) that guarantee safe and secure processing of all the electronic payments through your website

Make it Easy for Visitors to Subscribe to and Receive Your Emails

If you want most of your coaching website visitors to subscribe to your email list and then convert into clients, make it easy for them to do so. Allow them to sign up in one to two clicks, maximum. Always display easy-to-understand “subscribe” call-to-action buttons with icons on every page of your website, and make sure your email address is linked to your website’s domain name. For example, email recipients will get confused and send your emails to their spam folders if your domain name is yet you’re sending emails to them from You might want to consider investing in advanced email solutions once you’ve registered the domain for your coaching website.

Share Quality and Free Content to Download

To gain more leads and convert more website visitors into clients, strongly consider developing and offering free, quality content for them to download. You can share a short white paper, a short video clip of a coaching session with a client, free tips and best practices, and so on. People love free stuff. And if they can gain free insight into how you think and work, they are much more likely to contact you for their coaching needs in the future. Additionally, requiring them to enter an email address to access the free content will help you secure more leads to initiate more conversions in the long run.

Develop a Content Strategy

If you want your coaching website to convert more visitors into clients, then it will need a comprehensive yet low-maintenance content strategy. According to Content Marketing Institute’s research, content marketing yields more leads and conversions and costs less than paid searches.

Read Content Marketing 101 and The Ultimate Guide to Content Strategy for more in-depth information on how to develop a productive content strategy.

Let Visitors Sign Up for Sessions on a Calendar on Your Website

Make sure your coaching website has a calendar that allows visitors to schedule appointments and coaching sessions in real-time. Prospects and clients who can easily schedule time with you are more likely to convert into paying clients on a consistent basis. You can even charge a flat rate for sessions scheduled through your website – all while keeping your own calendar organized and updated. For more details about how this could work, check out The 17 Best Appointment Scheduling Apps by Zapier.

At the end of the day, if you’re interested in converting more visitors into clients, make sure your coaching website stands out from the rest by doing most, if not all, of what’s mentioned above.

Featured image: Pexels