9 Website Essentials to Maximise Your Impact

Nice idea – but this is 2025 and everyone, but everyone checks out the website before they spend their dosh – and nothing says amateur like a shonky website with limited capabilities.

If you want to make money from your coaching or service provider business then your website is the professional face of your business.

With a traditional ‘bricks and mortar‘ business, we expect to be wowed and if it looks shoddy and shanky on the outside then the chances are we’ll just walk straight on past – and the same goes for your online business.

When the pieces don’t mesh together, the colour scheme is shocking, the copy looks like it was hammered out by a monkey with a keyboard and Google didn’t even bother to index it – why on earth would you expect good, decent people (which are the kinda people you want as clients!) to spend their money with you?

Getting someone to hit a like button on Social Media is very different from getting someone to actually visit your site and take action and that’s why you need to ensure that you’re utilising these 9 Essential Website Elements when you’re building your new coaching website.

So without further ado, here are the 10 essential elements you need to show the whole damned world that you are a professional and a force to be reckoned with – oh, and that you absolutely are the right person to be spending cash with! Kerching! 

Home Page  

At first glance, your homepage is the most important page of your coaching website as it is the face of your business, telling your potential clients what you do, how you can help them, and what makes you unique.

It’s essential for your homepage to be engaging, user-friendly, and informative, as it dictates whether or not potential clients will explore your website further.

When crafting the ideal homepage, there are several essential elements to consider.

Firstly, it should include your signature mission statement. This succinctly explains your purpose and what sets you apart from competitors, and should be concise and memorable.

A clear ‘Call to Action’ (CTA) should also be included, giving clients a direct and simple way to take their next step in your journey with you.

You should also include a quick overview of your main service offerings as well as any testimonials or awards you’ve won, so potential clients can easily find out how you exceed expectations and why they need to be choosing you – and not “Doris from Dorking”!

Don’t forget to include any social media links, so they can see what you’re up to and connect with you!

Rather than just giving a bland overview of your services, your homepage should also attempt to appeal to potential clients emotionally by showcasing your unique and effective approach.

This often comes down to understanding exactly what it is you do – and this is where many people fall foul – their copy and mission statement is too vague and uses words and terminologies that their potential customers simply aren’t familiar with. 🤷‍♀️

Your copy should be simple enough to be understood by a 12 year old.

Explain how you are different from others in your niche and what special qualifications you have to offer – these don’t need to be college certificates or ‘proof’ that you’ve studied – but you must show that you know your topic and come to it from a place of enormous understanding.

Highlight any inspiring stories you have from clients you’ve helped. Explain why you started this business and what your passions are. Doing so will give potential clients a real understanding of who you are and the passion you bring to the business.

Your homepage can also be dynamic, with videos, polls, or other interactive elements (our clients often offer quiz which is fun for the user – and also a smashing lead magnet!). Not only do these keep your page looking fresh, they also give potential clients an opportunity to get to know you better.

You can also use your homepage to talk about your blog, upcoming events, news, and other content related to your business. Doing so can help potential clients feel connected to you and keep them informed about your business and what it would be like to work with you.

Overall, the most important part of your website is the homepage as it gives potential clients a first impression of you and your coaching business, and sets the tone for the rest of the website.

If you can make it engaging and informative, it will give potential clients the confidence to explore your website further and learn more about how you can help them – all the way to your Contact form or Booking Page.

Top Tips:-

• Don’t say “hi, welcome to my website” – people already know it’s a website and they know they’re welcome.
• Have a picture of you – people like to see who they’re dealing with – and realistically some people are going to be drawn to your face – and you’ll repel others. Such is life… 
• Give them a reason to stay in touch – so make sure you’ve got a call-to-action and/or a freebie optin before they disappear back off into the ether.

Services Page 

Even if you’re only selling one thing at this moment in time, you need to have a page which represents the offer – and as mentioned previously, your copy needs to be ‘on-point’ with this – none of this vague nonsense please!

Having a well-designed services page is critical to the success of any online coach or service provider because it provides potential customers with a comprehensive overview of the services offered allowing them to clearly understand what is available and hopefully decide that you’re the person offering the best solution for their problem!

A services page should begin with a clear headline that succinctly summarises the types of services offered and what the outcome (i.e., how their lives will be better!) from working with you.

If you have more than one service or package, you would want to link away from this ‘overview’ page to separate sales pages for each because if you try and cram it all on to one page then you’re going to overwhelm your potential customer – and overwhelmed customers don’t buy! 

It’s also helpful to include examples of successful projects that have been completed in the past, providing a tangible example to prospective customers of the kinds of outcomes they might expect.

Make sure you provide a link to your “Contact” page so if there are any questions which aren’t covered in your FAQ, they’ll know how to get in touch.

Program & Course Pricing

It’s important to include pricing information, as this is a critical factor for many customers. This should be clearly outlined, as customers will still have questions about the price even if they understand the service.

People can get really twitchy about putting their prices on their page because they’re worried it’ll scare off potential customers. But – when you don’t put your prices up then you run the risk of engaging in time-sucking endeavours with people who were never going to hire you anyway! 

There is nothing more annoying as a consumer (of which I am one!) then not to know what the price is – or even the price band. I will simply hit the back button and go find somebody else who’s transparent.

Payment Options

Make it as easy as you can to allow your customers to actually buy from you.

If anyone’s going to sink serious cash into one of your offers then they’ll likely want to do this on their laptop rather than phone and this is where Stripe proves its excellence and is an excellent industry-standard payment processor which is recognised by everyone in the online industry. 

If you want to offer payment-plans (split-pay/instalments) you’re able to do this with a bit of trickery/fiddling in the back-end of Stripe – or very easily using a commercial payment processor such as ThriveCart. 

About Page

Crafting the perfect About page can present a tricky challenge, but it doesn’t have to be too daunting!

People often freeze and are unable to think or type straight when they think they’ve got to write a few hundred words about themselves tooting their own horn – and this is where Imposter Syndrome can come into play and make people question themselves, their life decisions and what the hell is going on – who the hell are they to think they can run a business when even their cat looks at them with disgust? 😉

It’s essential that you include your qualifications, experience, and specialties.

For example, if you’re helping people through a tough divorce/custody situation and have a ton of real-life experience, but not a law degree – then this doesn’t mean you’re not qualified – you have gained your qualifications outside of the classroom and that is perfectly viable and acceptable. 

But your About Page is not just an exercise in me-me-ME! It also needs to speak to the needs of your target audience with something more than bragging rights. For online coaches and service providers, it’s all about how working with you will make your customer’s life better.

How can you show your customers the value of working with you? One way is to showcase your accomplishments with relatable stories. Your customers want to know that your skills and services are tried and tested, and that you’ve already made a difference in other people’s lives.

That’s why you should include reviews or recommendations from previous customers and partners, as well as testimonials from any influencers you may have worked with. 

It’s also a good idea to provide some insight into who you are as a person, and why you started your business in the first place. Don’t be afraid to show a bit of personality – people buy from people, so don’t be afraid to share what makes you special and unique. Show your customers that you’re passionate about what you do, and share the journey you’ve been on and the successes you’ve achieved on the way.

Finally, it can be useful to allude to a unique offer when you’re talking about why people should pick you over the competition.

Whether it’s an exclusive discount code for readers, or a complimentary call to get to know each other better, this can be a great way to stand out from the crowd.

Blog Page

Blogging is a great way to boost your online presence and establish yourself as an authority in your chosen niche. Not only do blog posts help to improve your website’s ranking with search engines, they help to showcase your knowledge and expertise, and create engaging content that readers want to share and interact with.

For online enterprises, creating engaging content is one of the most important aspects of blogging, as it helps to set you apart from other providers in your industry because amateurs tend to play the Social Media game because it’s ‘easy’.

When you actually sit down to write a blog post it’s going to require some effort – you need to know what you’re talking about, you need to set aside some time, but the pay-off is that the blog post is going to stay on your website (for eternity!) and will be indexed and ranked by Google. Social Media is transient and your post tends to disappear ‘down the scroll’ within an hour. 

When you write a good blog post with plenty of informative content, it’s going to keep bringing traffic to your site for weeks, months and even years after you hit the “Publish” button. This is called Inbound Marketing and it means that your customers will come and find you – remember, serious buyers use Google! Passive people scroll…

An effective blog will be regularly updated with fresh and interesting content that readers can interact with – although your mileage may vary when it comes to leaving your “comments” section open!

Additionally, blogs are a fantastic way to keep your business visible, as potential customers may be more likely to remember your brand if they have seen content from your blog because they have taken the time out of their day to read your words, figure out your message rather than a quick ‘like and scroll’.

When creating content for your blog it is important to focus on topics that are relevant to your industry and your services with a carefully chosen keyword strategy.

Potential customers are looking for blog posts that answer their questions and provide valuable insights into the topics that are interesting to them and most people don’t have the patience to find “a little bit here, a little bit there” – they want it served up on a silver platter with no effort – human. nature my friend! 

Additionally, you can use a variety of techniques to promote your blog posts, such as guest posting, cross-promotion, and link building.

All of these techniques can help to increase the visibility of your blog and reach more readers although when it comes to link-building it’s paramount you choose only quality sites to get links from – “link farms” are a big no-no and will trash your authority rather than build it! If any SEO offers you these tactics, be very, very wary of them because they’re probably trying to implement tactics used successfully in 2008 – and don’t we think those clever engineers over at Google have figured that scam out yet? 😉

Don’t forget to add your CTA (call-to-action) or Freebie Opt-in at the bottom of each post. A great way to handle this with “Set and Forget” methodology is by updating your blog template so that it’s handled automatically when you hit the publish button and that way you don’t have to try and remember to add the extra section each time! 

Contact Page

A contact page is an essential element of any website as it provides users with a method to contact the website owner (i,e., you!) and enquire further about their services.

Your contact page should contain at least two ways of contact (such as an email address and a phone number) and remember to give your customers an idea of when they can expect a response from you.

You may not want to give out your address, especially if you work virtually and are working from your home – but I do think it helps to give a general area because again, we’re talking trust – and also it allows your potential customer to get an idea in their head about you.

If you don’t want to put your personal phone number out there, then you can make use of a VOIP service which allows you to make use of a proper phone number – it also has voicemail features so you won’t even hear it ring at midnight! 

In addition to the contact information, the contact page should also feature a brief description of the services the website offers or the inquiries the website owner is willing to address and any other necessary social media links.

Moreover, it is recommended to include a form to make it easier for visitors to contact the website owner. This form should include basic contact information fields (name, email address, message, etc.) as well as the option for visitors to select the topic of their inquiry.

You should also add any legal information here (Company Number/Registration) and links to your Privacy Policy and T&C.

Testimonials and Social Proof

First off – you probably already know what a testimonial is, but the term ‘Social Proof‘ might be new to you.

In a nutshell it’s a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behaviour for a given situation. It is used to refer to the influence of people’s actions on others and the idea that we feel more comfortable when others are doing the same thing. 

Where might you have seen this in action? If for example your local newspaper says something like “90% of people take their empties to the bottle-bank” then it makes the other 10% feel they’re doing something ‘wrong’ and they want to be part of the gang.

Testimonials give potential clients a glimpse into the results that can be achieved through utilising the coach’s services. Reading the stories of successful outcomes from others can provide the inspiration and encouragement needed for someone to believe that they too can make positive changes.

Testimonials also establish trust, as they are a form of word-of-mouth promotion, and potential customers know that the reviews are genuine and can be trusted as it is coming from an unbiased source.

Seeing positive reviews, or that others are engaging with the coach’s content, helps to provide visitors to the website with the confidence that the services being offered are worth investing in.

Using customer images and videos can enhance the testimonials and give potential clients a more comprehensive view of the services provided. Most people love videos – personally I rarely watch them – so don’t feel you need to use any particular element if it just doesn’t sit right with you.

Testimonials and social proof should be prominently visible on the website and should include as much detail as possible. Without this, potential clients may be hesitant to commit to the services of an online coach.

Freebie Page

Visitors to your website are great – no arguments on that score. But, if they don’t buy right away then you’ll want a way you can stay in touch, gain their trust and make a sale in the future.

The best way to do this – and to prove your authority and knowledge, is via a Freebie – that is, you send them something which will help them and in return they give you their email address which you can use to contact them in the future using your Funnel – or with a regular newsletter. 

There is a dazzling array of things you can give away for free to encourage your visitors to part with their email address – but please, please, please don’t give away crappy empty-box templates which look pretty in Canva but serve no actual purpose and give exactly zero information.