Website for coaches: what you truly cannot skip

As a coach you don't sell a product, you sell trust. People need to feel, based on your website, that they can trust you with their inner process. That requires a specific approach. Here are the 6 elements your coaching website absolutely needs.

Coaching might be the most personal profession there is. Your client shares doubts, dreams, and vulnerabilities, and chooses you because it feels right. That click starts on your website, long before the first conversation. That's why a coaching website is very different from a regular business site: every element must radiate trust. We discuss the six components that make the biggest difference.

1. A professional photo of yourself

For coaches, this isn't optional. People want to see who they'll be working with before reaching out. A friendly, sharp portrait photo of yourself, preferably natural light, no stock photo, greatly increases trust.

Tip: Invest once in a professional photoshoot. It pays for itself within three clients.

2. A clear niche message

'I help people move forward' is far too vague. Define specifically who you coach and which problem you solve.

Compare:

• Too vague: 'Personal coaching for everyone'
• Specific: 'I help primary school teachers prevent burnout and regain control of their work happiness'

The second version speaks directly to a specific group and creates recognition.

3. Your story and background

People like working with a coach who has been through something themselves. Briefly tell how you got into this field, what your training is, and what sets your approach apart.

4. Concrete services and packages

No abstract descriptions, but clear packages:

• What does it include?
• How many sessions?
• How long is each session?
• What's the investment?

Many coaches don't dare put prices on their site, fearing they'll scare off clients. Our experience: it actually works the other way around. Transparency builds trust.

5. Reviews and testimonials

This is the strongest sales argument for a coach. Ask satisfied clients for a short recommendation, possibly with a photo or first name.

Getting little response? Offer to draft the review together, then the client only has to say 'agreed'.

6. A low-threshold contact moment

The step towards coaching is a big one. Offer a low-threshold first step: a free 30-minute introductory call, or an online intake form.

The lower the threshold, the more requests you get. And the real selling happens in that first conversation anyway.

If you have these six elements in order, you already have a website that stands out from most coaches in the Netherlands. But there are also a few pitfalls that even good coaches repeatedly make. Avoid the points below and your website will immediately work much more convincingly.

Bonus: what you'd better NOT do

• Stock photos of anonymous smiling people: feels fake
• Long texts without structure
• Jargon without explanation ('shadow work', 'ego strategies')
• No clear call-to-action: nobody knows what the next step is

A real-world example

We recently did a redesign for a coaching practice. The old website had no clear niche description, used stock photos, and had hidden contact details. After the redesign, with a clear niche text, a personal portrait photo, and direct contact buttons, the number of requests doubled within two months.