Your Services page might be the most important page on your website—and it’s often the most overlooked.
If you’ve ever stared at a blinking cursor wondering how to explain what you actually do, or tried to cram every detail of your coaching offer into one long, scannable page, you’re not alone. A confusing or cluttered Services page can quietly cost you clients—even if the rest of your site is beautiful.
But with a few strategic tweaks (and a clear understanding of what to include), your Services page can become one of the most powerful tools in your coaching business. In this post, we’ll walk through exactly what your coaching Services page should include, how to structure it, and how to turn passive website visitors into potential clients who are ready to work with you.
Whether you’re building from scratch or updating your current site, this is your guide to smart, strategic services page design website structure—tailored specifically for coaches.
TL;DR
Your Services page plays a major role in converting website visitors into clients—this post breaks down exactly what it should include (and what to avoid).
Not sure if your current site is doing its job? Take the quiz: Is Your Website Working for You?
Table of Contents
Why Your Services Page Might Be Turning People Away
Here’s the reality: even a coach with an incredible offer can lose potential clients if their Services page isn’t clear.
Common mistakes I see all the time:
- Vague or overly wordy descriptions
- Listing features instead of outcomes
- No clear call to action or confusing next steps
- Long blocks of text without structure
- No real sense of who the offer is for
This page needs to do more than describe what you offer—it needs to connect, guide, and convert. Without that, you risk leaving your dream clients unsure of what to do next—or worse, clicking away to someone else.
What Every Coaching Services Page Needs
A strategic Services page doesn’t have to be long. It just needs to be clear, focused, and thoughtfully designed. Here’s what to include:
A Clear, Compelling Headline
Your headline should instantly communicate what you do and who it’s for. Avoid vague titles like “Work With Me.” Instead, use something benefit-driven and specific, like:
“Confidence Coaching for Mompreneurs Ready to Rebuild Their Business from the Inside Out”
or
“Strategic Business Mentorship for Coaches in Growth Mode”
Core Offerings, Explained Simply
Each offer should have a short section that includes:
- Who it’s for
- What’s included (briefly)
- Why it matters
This isn’t the place for long program sales copy. Keep it clear and skimmable.
Focus on Outcomes, Not Just Features
Rather than just listing features like “3 Zoom calls and Voxer access,” highlight what those things help your clients do.
For example: “We’ll go from scattered ideas to a clear, confident coaching offer you’re proud to sell.”
Calls to Action That Make the Next Step Obvious
Guide your reader toward the next step—whether that’s booking a discovery call, applying to work with you, or reading more about a program. Don’t wait until the bottom of the page. Add buttons or prompts throughout the layout.
Testimonials or Results
A few well-placed client wins can reinforce trust and show your process in action. Even if you’re newer, a single quote or transformation story adds credibility.
Want Help Writing This Page? Start Here
If you’re building your first website or updating your current one, my free one-page coaching website template is a great place to start. It includes a plug-and-play Services section built for clarity and conversion—no design experience needed.
And if you’re still in the early stages of building your brand, don’t miss DIY Branding for Coaches—my full guide to creating a strong brand identity on your own.
How to Lay It Out on Your Website
When it comes to visual design, simplicity wins. Your Services page layout should support the content—not distract from it.
Here are a few best practices:
- Use bold section headers and whitespace to break up content
- Pair every offer with a CTA button
- Keep the design minimal and aligned with your brand
- Make sure it’s easy to scan on mobile
Need examples? In Coaching Website Design: 4 Pages You Absolutely Need, I break down the must-have pages and how they work together—including your Services page.
Built-In Strategy: Showit Templates for Coaches
All of my Showit website templates include a strategically designed Services page that’s easy to customize and backed by proven structure. No guessing. No copy-pasting random layouts from Pinterest.
Templates like Hazel and Zara include:
- Skimmable layout blocks
- Clear CTA prompts
- Space for transformation-driven copy and testimonials
If you’re not ready to invest in custom design but still want something professional, this is your fast track.
Want It Done for You? Try Website in a Day
If the thought of designing your own Services page (or your whole website) makes your eyes glaze over, my Website in a Day service might be the better path.
We’ll design your entire coaching website—including a strategic, high-converting Services page—in just one day. You’ll get:
- Custom design
- Done-for-you layout and copy prompts
- Strategy baked into every section
If you’re ready to stop overthinking and start showing up confidently online, let’s do it together.
Final Thoughts
You don’t need a 10-page website to attract aligned coaching clients. You need a few well-designed, strategically written pages—and your Services page is at the heart of it.
If yours isn’t doing its job, start by simplifying. Clarify your offer, focus on outcomes, and make the next step unmistakably clear.
Need help building it?
- Grab my free one-page website template
- Check out my Showit template shop
- Or book a Website in a Day session and let’s build something great—together
