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How to Build a Coaching Website, the Complete Guide

Most coaching websites do not fail on design, they fail on structure. This guide walks through everything between the idea and the first discovery call booked through your website.

5 min read

Most coaching websites look tidy and still bring in no inquiries. The reason is rarely the design. It is that the website describes what someone offers instead of showing what changes for the client.

This guide covers the whole route, from the question of who you are actually there for to the day after launch.

Step 1, clarify your positioning

Before a single page exists, you need three sentences.

Who it is for. Not “for people in transition”, but specific enough that someone recognizes themselves. “For managers leading a team for the first time” is a positioning. “For everyone who wants to grow” is not.

How clients notice that you mean them. That is usually a problem, not a goal. People search for what hurts, not for the technical term for the solution.

What changes. The state after working together, in plain language.

These three sentences later become the core of your homepage. Without them you build a website about yourself instead of about the client, and that is the most common mistake in this field.

Three templates in the marketplace show how far a narrow positioning can carry. Belhardt is built for coaching that gets women talking about money, Ravensteg for a single coach who advises executive boards, and Steinbach for a coach that board members trust.

Step 2, the page structure

For the vast majority of coaches, seven pages are enough.

  1. Homepage. Promise, who it is for, how it works, testimonials, one route to a call.
  2. Offer. One page per format if you have several. One-to-one coaching and a group program do not belong on the same page, because they speak to different people.
  3. About me. Your background, but told from the client’s point of view. Not the résumé, but why you of all people.
  4. Testimonials. Real voices with names, ideally with situation and result.
  5. Contact. With a concrete next step, more than just a form.
  6. Legal notice (Impressum, required in Germany).
  7. Privacy policy.

A blog is optional, and only worth it if you actually keep it up. A blog with three posts from 2024 does more harm than good.

Marnstett shows how differently the pages may begin, with eight distinct hero types, one for each kind of page.

Step 3, what belongs on the homepage

The order matters more than most people think. This sequence has proven itself.

At the very top: One line that says who you are there for and what changes. Skip the welcome message and the company name as a headline. Visitors decide within a few seconds whether the page is meant for them.

Directly below: The first route to a call, right here rather than at the end of the page. Someone who is already convinced should not have to scroll.

Then: The problem in the client’s own words. This is where someone recognizes themselves.

Then: How working together goes, in three to four steps. That takes away the fear of the unknown that always comes with coaching.

Then: Testimonials. The most effective ones describe a starting point and go beyond praise.

At the end: The route to a call once more, now for those who have read everything.

Step 4, the copy

Three rules make most of the difference.

Write in the second person. “You want to lead your team without losing yourself” lands differently from “My clients are managers in times of transition”.

State the price or explain why you do not. Missing prices are the most common reason prospects leave. If you do not work with fixed prices, give a range and one sentence on what it depends on.

Strike every word that could appear on any other coaching website. “Holistic”, “on equal footing” and “tailored” say nothing, because everyone says them. What remains once you strike them is your actual message.

Step 5, the three routes to a finished site

Build it yourself with a website builder. Wix or Squarespace, €11 to €25 a month. The most convenient option, paid for as long as the site runs, and the website stays inside the provider’s system.

Have it built. An agency charges €3,000 to €8,000 and takes six to eight weeks. In return it delivers concept, copy and photos together. Every later change goes through the agency again.

Use a finished template. You buy a complete coaching website once, open it in an AI tool and make it yours by chat. The code belongs to you, you choose the hosting, and you describe later changes in the chat.

Which route fits depends less on budget than on how often you want to change things in the future and whether you want to depend on someone else to do it.

Step 6, the mandatory pages

In Germany, a legal notice (Impressum) and a privacy policy are mandatory as soon as the website is commercial. Both should be reviewed. What helps is using generators for the first draft and then having them checked once by a professional. What hurts is letting an AI invent which legal provisions apply.

If you offer sessions online, a cancellation notice on the right of withdrawal and terms and conditions are added.

Step 7, after launch

A website is not a project with an end date. Three things pay off in the first few weeks.

Register with Google. Set up Search Console and submit your sitemap. Without that it takes considerably longer before anyone arrives through search.

Add your first testimonial. Ask the first client who came through the website right away. Fresh testimonials have the strongest effect.

Watch where people drop off. If nobody lands on the offer page, the route there is not working.

If you want to grow through search, you need content after that. Solborn comes with five finished articles on real search questions for this. Your AI rewrites them for your niche, and the SEO structure stays in place.

Where to read on

If you want to know which finished templates exist, the ten best coaching website templates are compared side by side. If you want to see the costs of the three routes next to each other, you will find them in the comparison. And every one of the coaching website templates is in the marketplace, each with all the pages from this guide already built.

Frequently asked questions

The technology is the smallest part. With a finished template the site is up in an afternoon. What really takes time is positioning, copy and photos, realistically one to two weeks alongside your other work. If you do that work first, you can go live the same day.

One good portrait, yes, everything else no. Coaching is a people business, and a stock photo of smiling strangers in a meeting costs more trust than a phone photo in good light ever could.

A template costs €89 to €100 once, a website builder €130 to €200 a year, an agency €3,000 to €8,000. On top come domain and hosting, together around €30 to €80 a year.

Three things work together. A clear promise above the fold, real testimonials with names, and exactly one visible next step that is easy to take. A free discovery call brings more inquiries than a contact form without context.

In Germany, yes, as soon as the website is commercial, and it is from your very first offer. The Impressum and a privacy policy are mandatory there, and both should be reviewed. Templates from the internet are no substitute for legal advice.

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