I talk to coaches every week who are stuck on their website. Not because they don’t know what they do, but because they can’t figure out how many pages to build. They look at competitors with 15-page sites and think they need the same thing.
They don’t.
Most coaching websites have too many pages. The visitor lands, sees a nav bar with eight links, and leaves before clicking any of them. More pages doesn’t mean more professional. It means more places to lose someone.
Here’s what you actually need.
Page 1: Home
This is where 80% of your visitors will land. It needs to do three things in the first five seconds: tell people what you do, show them you’re credible, and give them one clear next step.
That’s it. Don’t try to say everything on your homepage. Say one thing well and point them somewhere.
What belongs here: a headline that says what you do (not a clever tagline – the actual thing), one or two testimonials, a quick summary of your services, and a button that says something like “Book a Discovery Call” or “See How I Work.”
What doesn’t belong here: your life story, a grid of every service you’ve ever offered, or a stock photo of a woman laughing at a salad.
Page 2: About
People think the about page is about them. It’s not. It’s about the visitor. They’re on your about page because they’re trying to answer one question: “Can I trust this person?”
Start with your client’s problem. Then tell the short version of how you got here – not your whole resume, just the part that explains why you understand what they’re going through. End with something personal. A photo of you that doesn’t look like a LinkedIn headshot. A line about your dog or your faith or what you do on weekends. Something that makes you a person, not a brand.
The about page is the second most-visited page on most coaching websites. Don’t skip it or phone it in.
Page 3: Services (or Work With Me)
This is where you lay out what you offer and what it costs. Coaches get nervous about putting prices on their website. I get it. But here’s what happens when you don’t: people assume they can’t afford you and leave.
If you’re not comfortable listing exact prices, at least give a range or a “starting at” number. Something. Anything that tells the visitor whether they’re in the right ballpark.
Structure it simply. Name of the service, who it’s for, what’s included, what they walk away with, and the price. One section per offer. If you have more than three offers, you probably have too many.
Page 4: Contact
A form. Your email. Maybe your social links. That’s it.
The mistake I see most often: burying the contact page behind two clicks and a dropdown menu. Put it in your main navigation. Make the form short – name, email, and “How can I help you?” is enough. Nobody wants to fill out 12 fields to ask you a question.
Page 5 (Optional): Blog
I said optional and I mean it. A blog is great for SEO and for showing people you know what you’re talking about. But an abandoned blog with one post from 2023 is worse than no blog at all.
Only add a blog if you’re going to post at least twice a month. If you’re not sure, skip it and add it later when you have a content rhythm.
That’s the whole site
Five pages. Sometimes four. Home, About, Services, Contact. Maybe a blog if you’re consistent.
Every extra page you add is another place for a visitor to wander off and forget why they came. Keep it tight. Make every page earn its place.
