How to create a coaching website your clients will love

Think of your website as a visual representation of who you are and what you do. Would you deliver an ugly and disorganised PowerPoint presentation to a new audience of potential customers? I would hope not. Similarly, your coaching website should be easy to follow and understand, with an overarching goal.

Help your website visitors quickly see how you are uniquely capable of solving their problems and transform their lives. Don’t make them work for the information. Your website structure should guide then toward action.

In this article, you will learn the importance of a user-friendly website structure and how to create the perfect layout for your customers to:

  • Strengthen your online presence.
  • Attract the right type of clients.
  • Increase engagement.
  • Start a conversation.

website structure and navigation

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Organising your website for a strong online presence

A good life coach is intuitive; your website should be too. When planning or re-designing your website keep your focus on the wants, needs and problems of your ideal clients. It’s all about their experience.

If you want to be a better coach you need a website that will attract the right type of people and ultimately sustain your business. The first step to creating a website that’s relevant to your target audience is to organise your site in a compelling and easy-to-understand structure.

What is a site structure and why does it matter?

Do you want to help people live a life of purpose? Does your website make it easy for them to find the information they need to contact you or learn more about the services you provide? If you’re not sure, then your website isn’t working.

Imagine you are a first time visitor to your website. You know what you want, but as you browse you become more and more frustrated. You can’t find what you’re looking for and have no idea where to search next. You exit in a huff, never to return.

is your website structure causing frustration

Most people use the internet to search for the products and services they want. When your website is difficult to navigate or lacks the necessary information required to make a decision, then visitors will leave and continue their search for a business mentor that has a website reflective of their needs.

Good coaching websites have one thing in common; they have an appealing and easy-to-use site structure

A good site structure ensures your website is targeted toward your ideal clients

You want the type of person that will benefit from your services to easily find and connect with you. For that to happen, your website must reflect their voice. If your clients generally refer to your services as ‘coaching programs’ or ‘training courses’ then use those definitions on your website menu bar to help them find what they’re looking for.

A good structure is effective and aesthetically pleasing

38% of people will exit your website because the layout is confusing and unattractive (source: Adobe). Scanning your website shouldn’t be a chore. Make it easy for visitors to search your site and find the information they need.

Your website represents you

A good site structure means engagement and more opportunities to connect

Throughout your site you undoubtedly have social media buttons, so users can easily connect with you on Facebook, Twitter, Instagram and LinkedIn. An intuitive website navigation will guide them toward this and provide you with the opportunity to grow your followers and create a tribe of ideal clients.

A good site structure initiates and enhances the conversation

Your website should facilitate discussions and entice customers to contact you. By making it simple to learn more about you and your offerings, clients start feeling at ease and are more likely to contact you when they need help solving the kind of problems you specialise in.

A good structure improves your mobile functionality

According to MarginMedia, 48% of people that land on a website that isn’t working well on mobile take it as a sign that you don’t care and are unprofessional. As searches via smartphone are quickly overtaking searching via desktop computer, you can’t afford to create such a negative impression.

Your home page is your store front

How to plan a site structure that will attract your ideal clients

1. Reflect on your business mission

Before thinking about your website, make sure you are confident about the value you are providing potential clients. Make a list of the key services you provide, the outcomes that can be expected and who it would benefit most.

2. Create your ideal client profile

Do you understand your target audience? To create a coaching website your ideal clients will love, you must know their pain points, what outcomes they’re after and what decisions they consider before making a purchase.

Gather information about your users via questionnaires, surveys and interviews. Analyse the information and create themes – this will help you determine your website categories.

3. Have a clear website goal

Before creating your website or hiring a website designer, it’s important to be clear about what you want your website to do, for example:

  • Get more traffic and generate new client leads.
  • Build trust by engaging people with conversation.
  • Help visitors get to know you and get a feel for your vibe.
  • Build your tribe by encouraging people to connect with you on social media.
  • Grow your email list.
  • Increase requests for speaking events or training.

4. Make a good first impression

What opinion do you want users to have when they enter your site? It takes only a few seconds for a person to formulate an opinion and you have even less time to grab their attention.

Look at it from the user’s point of view. Your website needs to fulfill your visitors’ needs and aim to answer some of their basic questions. Do not use jargon, but speak in a language and style you know your customers use and are comfortable with.

Make your website easy to navigate.

5. Choose the right keywords

Be descriptive in labelling your navigation buttons, so search engines and visitors know what it’s about. For example, ‘executive coaching services’ provides more information than just ‘services’.

It’s a good idea to choose keywords that have a relatively high search volume and low keyword difficulty, so your coaching website has a better chance of appearing on the first page of Google.  For example, the keyword phrase ‘Executive coaching services’ are searched 170 times per month and has a 49.53% keyword difficulty, as per the SEMRUSH tool.

6. Be clear about what you want visitors to do

How will you use your website to create interest and convert visitors into customers? Make sure that you know what action you want website users to take once they land on your website, for example:

  • Contact you via email.
  • Request a consultation.
  • Subscribe to a newsletter.
  • Download a whitepaper.
  • Buy a book or invest in an online course.

optimise your coaching website

7. Choose your website structure

A well organised, easy to navigate site structure will help your visitors find what they need and create a positive user experience. The most common site structures are:

  • Linear: Usually used in one-page websites where you scroll down to move from section to section.
  • Hierarchy: This is probably the most used structure type, where visitors enter your website via your home page and navigates to related pages found on the menu bar.
  • Webbed: This is an interlinked-type structure best used for information-heavy sites like Wikipedia.

Once you have a clear understanding of your website goals, your ideal client and website structure you can start to organise. The result will be a site structure that balances your business vision with your visitors’ desires.

What is the best site structure for a coaching website?

Google uses the structure of your website to determine what’s important and what’s less important. If you want your coaching services easily found online, you need to tell Google it’s an important section of your website and the way you do that is with an intuitive website structure.

Your website’s navigation menu is key to helping potential clients determine if you’re the right business mentor or life coach for them. Make sure your menu helps visitors find the information they’re seeking by placing your menu horizontally at the top of your website.

Bad example:

non-standard menu bar example

Image source: blog.kissmetrics

Good example:

menu navigation done right

Your menu bar should include these 4 common website pages

1. Home Page: This is your coaching business’s storefront window, showing visitors what you have to offer and encouraging them to find out more.

Tip: Make the call to action buttons (CTAs) on your home page easy to find by using contrasting colours, text size or font.

navigation buttons should stand out

Image source:

2. About us Page: Contrary to its name, your About page shouldn’t be just about you. It should show visitors that you know and understand them and that you’re able to help them achieve their desired outcomes.

Tip: Use your About page to tell a story and build a relationship with visitors. Make it unique and engaging, but above all else be authentically you.

3. Services/product page: 47% of website visitors will first look at the services and products that you offer before any other sections (Source: KoMarketing).

Tip: Make sure your website loads quickly because not all your customers have access to high-speed internet. You can improve loading time by optimising your website images by compressing and sizing.

4. Contact us Page: This page is essential to helping visitors reach you easily, allowing your ideal clients to connect with you and start a conversation.

Tip: Keep it simple and easy to find, but still eye catching and in align with your personal brand.

contact us page example

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Use the above information to structure your website in a way that will work for your coaching business and answer your ideal clients’ questions. 7 Steps to a website structure that works:

  1. Reflect on the purpose of your business.
  2. Understand your ideal clients.
  3. Have a clear website goal.
  4. Make a good first impression.
  5. Use targeted keywords.
  6. Make sure your visitors know what’s expected of them.
  7. Choose your site structure.

Give your website the advantage by creating a clean and intuitive structure that’s easy for users to navigate and find what they’re looking for.

Need a coaching website your clients will love? Let us help you.


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