Pretty without purpose won’t pay the bills. Your website needs strategy to actually bring in clients. The right site acts like your hardest-working salesperson, guiding visitors from curious to “where do I book?” instead of sitting quietly like a static brochure that collects dust while your competitors sign the clients you want.
The difference comes down to having the right elements in place not just in terms of design, but in how your site guides a visitor from “I’ve never heard of you” to “Where do I sign up?”
I’ve been designing websites for coaches for years, and the truth is, 80% of sites I review are missing at least two of these essentials. That means they’re leaking potential clients without even realizing it.
Today, I’m breaking down Essentials for a website: the 7 must-have elements your coaching website needs in 2025 to actually attract and convert the right people. I’ll walk you through why each matters, common mistakes coaches make, and how to get them right from day one.
Table of Contents
Essentials for a Website
1. A Clear, Compelling Hero Section
Why it matters:
The hero section (the top part of your homepage) is prime real estate. It’s the first thing visitors see and your biggest opportunity to hook them. This section should immediately answer three questions:
- Who you are
- Who you help
- How you help them
If this section misses the mark, people will bounce before they even scroll.
Common mistakes:
- Using a vague headline like “Welcome to My Website” instead of a client-focused statement
- Having no clear call-to-action (CTA)
- Overly busy imagery that distracts from your message
Pro tip: Keep it simple, strategic, and skimmable. One headline, one supporting sentence, and one primary CTA.
You might also like: How to Choose Your Brand Colors (+5 Done-for-You Palettes You Can Steal Today)
2. An About Section That Builds Trust
Why it matters:
Coaching is personal. People hire you because they feel connected to you. Your About section isn’t just your bio it’s where you build credibility, show your personality, and create the “know, like, trust” factor.
Common mistakes:
- Making it all about you instead of your client
- Burying your qualifications under a life story
- Using stiff, formal language instead of a conversational tone
Pro tip: Write in a way that feels like a one-on-one conversation. Share your credentials, but connect them to the transformation you help clients achieve.
3. Service Pages That Sell
Why it matters:
Your services page (or individual offer pages) should be treated like a sales page. This is where you outline what you do, who it’s for, and the tangible results they can expect.
Common mistakes:
- Listing services with no detail, pricing, or process
- Not explaining the transformation in client-focused language
- Using generic copy that could apply to any coach in any niche
Pro tip: Use a mix of storytelling, bullet points, and clear calls-to-action. Show potential clients what’s possible for them.
4. Strategic Calls-to-Action
Why it matters:
Every page on your site should guide visitors toward the next step. A strong CTA tells them exactly what to do next: book a call, download a free resource, or purchase.
Common mistakes:
- Only having a single CTA buried at the bottom of a page
- Using vague wording like “Learn More” instead of “Book Your Free Call”
- Not linking CTAs to the right place (forcing people to click multiple times)
Pro tip: Place CTAs throughout your pages, not just at the end, and make them benefit-driven.
5. Social Proof That Converts
Why it matters:
Testimonials, client logos, case studies…these aren’t just “nice to have.” They’re conversion boosters. When potential clients see that others have gotten results with you, their trust skyrockets.
Common mistakes:
- Sharing testimonials without clear attribution
- Burying testimonials on a separate page no one visits
- Sharing generic praise without specifics
Pro tip: Place your best testimonials near CTAs so they work together to drive action.
6. Mobile-Optimized Design
Why it matters:
More than 60% of your visitors are likely viewing your site on a phone. If it’s clunky, hard to read, or slow to load on mobile, you’ll lose them instantly.
Common mistakes:
- Forgetting to check how the site looks on mobile before launch
- Using oversized images that slow loading times
- Having buttons or text too small to tap
Pro tip: Review your site on multiple devices and make mobile a design priority, not an afterthought.
7. SEO Essentials
Why it matters:
Search Engine Optimization (SEO) helps your ideal clients find you without paid ads. With the right keywords, meta descriptions, and headings, your site can rank for the terms they’re actually searching.
Common mistakes:
- Skipping keyword research entirely
- Stuffing keywords unnaturally into copy
- Ignoring meta descriptions and alt text for images
Pro tip: Focus on long-tail keywords relevant to your niche (like “life coach for new moms”) and use them naturally.
Common Website Mistakes Coaches Make
Before you start fixing or building your site, here are some common pitfalls I see over and over:
- Writing for themselves instead of their ideal client
- Using generic stock imagery with no brand cohesion
- Having no clear client journey from homepage to booking
- Overcomplicating navigation so visitors get lost
Avoid these, and you’ll already be ahead of most coaches out there.
Bringing It All Together
If you want your coaching website to actually work for you in 2025, it’s not enough to just “be online.” You need a site that is clear, strategic, and designed with your ideal client in mind.
If you already have a clear brand and message → Explore my Showit Website Templates so you can launch quickly without sacrificing strategy.
If you feel like your brand needs more clarity → Grab Prebuilt: The Website Jumpstart System to get your brand, messaging, and site layout nailed before you design a single page.
