Questions a Coaching Website Must Answer

6 Big Questions Every Coach’s Website Must Answer

If you want your website to engage visitors and get them excited about working with you as their coach, then your website needs to answer key questions in their minds.

Questions a Coaching Website Must Answer

But sadly, most coaches’ websites do not answer them.

Instead, they talk too much about things that, while interesting, do not motivate people to contact the coach. They are things like …

  • Faqs about what coaching is and is not
  • Discussion about coaching modalities/techniques
  • A list of credentials (nice, but not powerful motivators)
  • Decorative Confucious-like sayings
  • A list of basic contact information

Again, these are nice-to-haves but are far from what you need to make a convincing case for your services.

Because coaching services are NOT readily understood and the value often difficult to grasp, answering these big questions below will help you begin to make a deep connection with your visitors – a bond needed for gaining trust and signing up new clients.

Here are the questions and tips for answering them …

Question #1: What is this?

When people arrive at your website, the first thing they want to know is, What is this?

Oddly, in reviewing hundreds of coaches’ websites over the years, I would say that for a good 25% of them I couldn’t even figure out what the website was about. I was like, Huh?

Visitors need to get their bearings when they land. They need to know what they are dealing with so they can properly engage with your website. Instantly, your website needs to make it clear that there’s a coach here – or advisor, expert, mentor, teacher of sorts.

On my YouTube channel, I review lots of coaching websites. About 90% of them focus on the homepage and the first impressions people experience. You can learn a lot about there.

One great way to indicate what your website is about across is to create a tagline (tagline tips YouTube video for coaching websites). You can make it say something like a business mentor, career advisor, or health coach.

An even more powerful way to this is to create 1-2 sentencer to summarize what you do.

I call this a core message and it should tell people:

  • that you’re a coach (expert, teacher, mentor, etc)
  • who you work with
  • the value you bring to clients

For example,

I’m Janet Powers, a money coach. I help you get out of a dead-end job and into a new, exciting, and fulfilling career.

As another example, here’s a website for a client of mine, Susan Hughes. What cues can you pick out that implies this is a website of a coach?

Susan Hughes - ADHD Parent Coach


  • Her name is in the logo at the top left (logo is often called a site id).
  • The tagline as a part of the logo says ADHD Parent Coach.
  • Her name and title are in her core message which is big, front and center.
  • Her name is on the menu and you’re invited to “Meet Susan”.
  • There’s a menu item called “ADHD Coaching” which implies that such a service is available.
  • You can see “Get My ….” in the freebie sign-up box which implies there’s an advisory person who is the voice of the website.

However you go about it, make sure it’s immediately obvious that your website is about coaching (that there’s a person or a helping voice behind it) so visitors know what they are dealing with.

Question #2: Is this for me?

There’s no reason for a prospect to stick around if your website isn’t suitable for them.

To convince visitors that your coaching is for them, you’ve got to demonstrate that you know who they are; what they do, what their typical day is like, what challenges they face… their thoughts, their pains, and their joys.

If you show a prospect that you know them well, it leads them to believe, that you can help them.

This brings us to the idea of niches which is a big topic I won’t go into here.

But, I will say that whether you have a well-defined niche or not, I’ve always seen room to get more exact about your best kind of clients and their struggles.

Get specific with details about who gets the most out of working with you.

the coaching website guide

Answer your visitors’ biggest questions in a way that gets begging for a free session with you. 😉 Learn how in The Coaching Website Guide.

Question #3: How does coaching work?

Once visitors have discovered what your website is about and that it’s for them, they’ll naturally want to know, How does coaching work?

Now I don’t want you to start explaining big coaching industry terms like coaching presence, active listening or creating awareness. Such heavy concepts will make people stop, think, burn brain cells, and get tired.

Instead, I want you to answer this question with a simple, easy-to-understand framework that they can quickly understand.

Explain Coaching Simply

For example:

My coaching approach has three key steps to help you succeed. They are:

1 – Define Your Deepest Goals
Deep goals come from the heart. They energize, excite and make you feel alive – thus, making success more likely.

2 – Remove Hidden Blockers
There are stoppers to your success that you are not aware of. We need to dig them out and remove them. It’s like greasing the slide to success.

3 – Take Easy-To-Do Action Steps
With blocks removed and a higher level of clarity, we get you started on simple steps you can take right away. You’ll feel great seeing things happen right away. 

Having a specific approach when working with clients says that you have a method for success. It says you know what you’re doing and clients love that.

Another nifty way to highlight how coaching works is with a Venn Diagram. They say a lot, are simple to create and are neato in my book 😉

Question #4: Will coaching work for me?

A natural question people have about any product or service is, Will it work for me?

Answering this question gives you a chance to lower resistance from your visitor, gain their trust and that encourages them to contact you for help.

One fabulous way to do this is with stories of how you’ve helped others. I recommend crafting short stories (not the typical ho-hum testimonial) that specify:

  • who you work with
  • the problems your clients have faced
  • key steps you’ve taken with them
  • results you’ve helped them achieve

Well-written accounts of people you’ve worked with, especially with detail, bring a level of realism to your coaching that people can feel. And the more they see others succeeding, the more faith they’ll have it’ll work for them.

excited asian seeing himself succeed

If your website can get an Asian out of his seat with excitement, then it’s done its job well. I can make fun of Asians because I’m half Filipino. 

Another way to show folks that coaching could work for them is to help them to start solving their problems right away.

For example, if you had an article, video or worksheet that got them to start getting clearer about their goals and desires, then the website visitor will start to feel a pull towards those goals.

Articles that teach, that raise awareness, or that inspire people will give make them feel that their problems are being solved – and they’ll be like, “coaching is working!”

Question #5: Why should I work with YOU (and not try something or someone else)?

Your prospect has many options to choose from when it comes to solving their problems, including reading books, going to seminars and hiring other professionals.

Here’s where you need to give them something “unique to you”. Something thats special, unique, and valuable.

Some examples:

  • You work with a select group, like owners of diners in New York City.
  • You have survived cancer (or a similar challenge that your audience faces).
  • You’ve been a business coach for 30 years.

When you explain your differentiation, be sure to emphasize the value of it.

Expanding on our previous list, you get this:

  • You work with owners of diners in New York City. Because of this, you know how to get local New Yorkers to come in and eat.
  • You survived cancer. You can relate to a client’s situation with compassion and understanding.
  • You’ve been a business coach for 30 years. You can help your clients avoid common pitfalls.

Point out your uniqueness and explain why it’s valuable. Help them forget about looking at other solutions and instead feel great about working with you.

Question #6: What do I do next?

here's the next step

Hey, this is my first – no wait – my second image of anyone climbing something in nature. I held out on the stereotypical coaching images in an attempt to go deeper. But I broke down. This is a solid shot I had to use it.

At this point, if your visitors know what your site is, why they should be there, how coaching works, and why you’re the coach they should hire, then they are now asking, What do I do next?

Help them take the next step.

For many coaches seeking new clients, this will be to invite the website visitor to request a free coaching session (consultation).

Alternatively, the invite could be to join a free teleclass, to fill out an application for a program, or even book a meeting right into your calendar.

Whatever the next step you choose to offer your visitors, make sure it’s very easy to complete. 

For example, if you do offer a free session, let them know:

  • when you will get back to them
  • how to request the appointment – fill out a form, book into your calendar?
  • how the session will be conducted – phone, in person, video?
  • the duration of the session
  • the benefits of the call

Make it simple, easy, and enticing.

How great would it be if …

How great would it be if visitors felt, “I just HAVE TO work with this coach” when they were at your website?

By answering these big six questions, you’ll do lots to make it easy and exciting for visitors to learn about you and fall in love.

When they show up for that free consultation call, it’ll be so much easier to sign them up because they’ll arrive pre-sold on you.

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  1. You can use short taglines in the header area to answer some of them when someone arrives. But bigger answers ( like how you work with clients ) would probably be better on a “How I Work” or “Coaching” page … just make sure that when you make a page/email/video or other, you are answering on these questions.

    Cool font on your website btw. Also may want to make the blog headlines 2-3x bigger and your logo 50% smaller … it is all about them and their interests 😉

    If you bought The Coaching Site Guide, there’s a section on “Home Page Attractor Elements” … maybe that visual is on my blog somewhere too … buried in a ton of articles ;P

  2. Kenn many thanks for this wise advice. I am still confused where I would answer these questions on my site. My home page is my blog roll so it changes each post or should I change this to a static page that answers these question So?

  3. Thx for laying out the steps. I bookmarked this page for reference later. I am trying to start a coaching site. But to create a series of videos or email courses require me to narrow down what i do want to bring across the tables. I am a thinker, most of my time spend in thinking and do think out loud at cafe visit. I really need systematic way to recall all the conversation and good points i made during my cafe visit with my friends. I feel i am overwhelm with what kind of syllabus i shall establish. I do think i am going to have a membership site, once i figure exactly what i want to do with my coaching career.