5 Pages Every Life Coach Website Needs (And Exactly What to Put on Each One)

You've been putting off your website for months.

Maybe you started it, got overwhelmed, and quietly closed the tab. Maybe you have something live but you're not proud of it — you definitely wouldn't send it to a potential client without a disclaimer. Maybe you've built the whole thing but it's getting zero inquiries and you can't figure out why.

Here's what I see over and over again working with life coaches: the website isn't the problem. The pages are the problem. Either they're missing entirely, or they exist but they're doing the wrong job.

So let's fix that.
Here are the five pages every life coach website needs — and exactly what to put on each one.

First: Why Most Coaching Websites Don't Convert

Before we get into the pages, I want to name the real issue.

Most coaching websites are built around the coach. Their story, their credentials, their journey. And while all of that matters, it's not what converts a visitor into a client.

What converts is making your visitor feel understood before they feel impressed.

The websites that actually book clients lead with the client's pain, speak in the client's language, and make the next step completely obvious. Every page on your site should serve that one goal.

Keep that in mind as we go through each page.

Page 1: The Homepage

Your homepage is your most important page and your hardest working one. A visitor decides within 8 seconds whether to stay or leave — and most coaching homepages lose them in that window.

Here's what your homepage needs, in order:

A hero section that passes the 8-second test. Above the fold — before anyone scrolls — your visitor should know who you help, what result they get, and what to do next. That's it. If your headline says something like "Welcome to my coaching practice" or "Empowering women to live their best lives," you're losing them.

• Use this formula instead: I help [specific person] [achieve specific result] without [specific pain or objection].

Example: "I help overwhelmed women find clarity and direction — without blowing up their entire life to get there."

• A problem section. Right after the hero, speak directly to your visitor's pain. Use their exact words — the phrases they'd type into Google at 2am. Not coaching jargon. Not "limiting beliefs" or "alignment." The raw, real stuff.
• Social proof. Three testimonials minimum, placed before your services. Real names, real outcomes. "She's amazing!" doesn't convert. "I left my job and started my business after three months of coaching" does.
• A clear call to action. One primary CTA repeated throughout the page. "Book your free clarity call." Every section should point toward it.
• A lead magnet opt-in. Not everyone who lands on your homepage is ready to book. Give them a low-stakes next step — a free guide, a workbook, a quiz — and capture their email. This is how you stay in front of them until they're ready.

Page 2: The About Page

Here's the counterintuitive truth about your about page: it's not about you.

I know. Stick with me.

Your about page is where your visitor decides whether to trust you. And trust isn't built through credentials and career history. It's built through connection. When someone reads your about page and thinks she gets it — when they feel genuinely understood by a stranger on the internet — that's when they book.

• Lead with their journey, not yours. Open with something that speaks directly to where they are right now. "You found the right place" is a more powerful opening than "Hi, I'm [Name] and I'm a certified life coach."
• Tell your origin story. What led you to this work? What did you go through that makes you the right person to guide them? Be specific. Be vulnerable. The coaches with the highest-converting about pages are the ones willing to go there.
• Establish credentials — but frame them as benefits. Instead of "I have my ICF certification," try "I'm ICF certified, which means every technique I use is grounded in evidence-based methodology — not guesswork." Same fact, completely different impact.
• End with a CTA. Your about page should never be a dead end. Close with an invitation — to book a call, to browse your services, to grab your freebie.

Page 3: The Work With Me Page

This is the page where most coaches lose the sale. And it's usually for one of two reasons: either the page is too vague, or it reads like a catalog instead of a conversation.

Your Work With Me page needs to do real selling — not by being pushy, but by being so clear and specific that the right person feels like you're reading their mind.

• Start with who it's for. Before you describe your services, qualify your reader. Tell them explicitly who this is for and who it isn't. This sounds counterintuitive — why would you turn people away? — but it's one of the most powerful things you can do for conversions. When someone reads "this is for you if you're done with surface-level advice and ready to do the actual work" and thinks that's me, they're 80% sold before they've seen a price.
  
  
• Name your offers evocatively. "The Clarity Journey" converts better than "3-Month Coaching Package." "The Deep Dive Intensive" converts better than "1:1 Coaching." Give your offers names that describe the transformation, not the transaction.
• Lead with outcomes, not deliverables. Instead of "six 60-minute Zoom calls," say "six private sessions where we map your path from where you are to where you actually want to be." Same thing, completely different energy.
• Include a FAQ section. Answer the five objections every potential client has: How do I know if coaching is right for me? What does a session look like? How long until I see results? Do you offer payment plans? What if I've tried coaching before and it didn't work? A good FAQ section can double your conversion rate.
• Always, always mention payment plans. Even if someone can afford your full rate, the presence of payment plans removes a mental barrier. It signals that you're flexible and that you want to work together.

Page 4: The Free Resource Page

This is the most underused page on most coaching websites — and it's leaving money on the table every single day.

Here's the reality: 97% of your visitors aren't ready to book on their first visit. They need time. They need to trust you. They need to see you show up consistently before they hand over their credit card.

Your free resource page is how you stay in their life until they're ready.

• The page has one job. Get the email address. That's it. No navigation bar to distract them. No links to other pages. One headline, one opt-in form, one button.
• Make the freebie outcome-specific. "5 steps to clarity" beats "my free newsletter" every time. Your freebie should promise a specific result your ideal client desperately wants. The more specific, the better.
• Write bullet points that sell the freebie, not describe it. Instead of "this guide covers mindset, goals, and action steps," try "the three questions that reveal exactly what's been holding you back (page 4)" and "the five-minute daily practice my clients use to stay out of their own heads (page 9)." Specific page numbers, specific promises.
• First-person button text converts better. "Yes, send me the guide" outperforms "Download now" or "Submit" every time. Always.

Page 5: The Contact Page

The most ignored page on most coaching sites. Coaches build a beautiful homepage, a heartfelt about page, a detailed services page — and then throw up a generic contact form and call it done.

Your contact page is the last step before someone becomes a lead. Don't waste it.

• Set clear expectations. Tell your visitor exactly what happens after they hit send. When will you respond? What comes next? Uncertainty kills conversions. "Fill out the form below and I'll be in touch within 48 hours to schedule your free clarity call" removes every question mark.
• Keep the form short. Five fields maximum. Name, email, their biggest challenge, what would change if that challenge was solved, and how they found you. More fields means fewer submissions — every additional question costs you leads.
• Use human button text. "Send my message" feels warmer and more personal than "Submit." Small thing, real impact.
• Offer a direct booking option. Some people don't want to fill out a form — they just want to book. A Calendly link below your form captures the action-takers who would have bounced otherwise.

The Pages Most Coaches Are Missing

Beyond these five, here are two bonus pages worth adding when you're ready:

• A testimonials or results page. As you collect client wins, a dedicated page for social proof becomes one of your highest-converting assets. Specific results, real photos, full names.
• A blog. You're reading one right now. Consistent blog content builds SEO over time, establishes your authority, and gives you something to share on social media that drives warm traffic back to your site.

Ready to Build These Pages — Without Starting From Scratch?

If you've read this far and you're thinking okay but how do I actually build all of this — that's exactly what Salt & Ember Design templates are built for.

Every template in our collection includes all five of these pages, already structured with the right sections in the right order. The copy framework is built in. The conversion logic is baked into the layout. You swap in your words, your photos, your brand — and you have a site that actually works.

Grab the free guide first: 5 Pages Every Life Coach Website Needs — the PDF version of everything in this post, with fill-in copy frameworks for each page.

Or if you're ready to see the templates: Browse the collection →

Salt & Ember Designs creates strategic Showit website templates for life coaches. Built by a marketer, not just a designer — because pretty doesn't pay the bills.