10 Must-Do’s Before Building Your Coaching Website

Failing to plan is planning to fail. As old hat as that sounds, in 20 years of web work, I can attest to doing the up-front work of website planning.

So, in this post, I’ll share the things I do with coaches when we first start on their website project.

The key to websites and marketing is to position them (the content and flow) around client needs.

Specifically for coaches getting off the ground (who want clients, more income, gaining traction), here are the planning steps for building a coaching website that will attract clients online …

1. Refill coffee mug for max brain power.

If you catch me in New Zealand, New York, South Africa, or anywhere else in between, free coffee on me.

Just me being cheeky. Get your zing on!

2&3. Clarify the website’s purpose.

For most, the website’s purpose is to build credibility, increase visibility, and help you build trust with potential clients.

There are many ways to do it, so it helps to get specific about your approach.

** Websites aren’t marketing. They NEED marketing.

Websites are NOT shops in a mall that already has foot traffic. NOR are they ads in a magazine that already has a readership. Websites are more like a cabin in the woods without a path to it.

So, get clear about your website will support your efforts to get out there.

4. Identify the most IDEAL CLIENT (or topic).

Outline this person’s needs, pains, and goals to keep your message strong.

Even if you have multiple niches/targets/audiences, it helps immensely
to figure out which ONE to make a priority.

If you don’t niche, then lead with a challenge you’ll likely help with—like career unhappiness, relationship woes, or fixing a failing business.

In my experience, given each coach’s unique situation, there are usually better-fit clients and less-ideal ones. So, it helps to narrow your focus.

5. Determine the PRIMARY PATH.

Think about them arriving on the homepage and where they will go afterward.

While people WILL bounce around your website, having a clear intended path will make it easier for them.

Having a specified path helps you track activity, too — so you can improve things later.

This path should lead visitors naturally into your sales process.

6. Create a CONTENT MAP to convert.

Diagram pages and functionalityincluding any or all: email lists, blogs, booking calendars, or forms.

Think about how to convert visitors into leads — email subscribers, new members, or followers, or other. For most newbies, I recommend growing an email list.

Keep it simple, clear, and easy — again, so you can track things later on.

7. Draft page content like this …

With a content map (from #6), ask yourself:

• What are the most important points per page?
• What’s each page’s next step (call to action)?

Then brainstorm and roughly write the words, far from perfect, just your best ideas right now.

You don’t need finalized writing. You can come back later. When it’s on the site, you’ll better understand how it all works together.

Second to the website strategy tips, coaches love the content writing tutorials in my book, The Coaching Website Guide.

Enjoy a creative drafting of ideas 😉

8. Describe the “visual vibe” using this rule.

Don’t just put up pretty pictures.

Instead, choose visuals that powerfully support the content — each photo, image, diagram, texture, color, and icon should directly relate to the content it is near.

Good photos of yourself are a must.

The golden rule for imagery is “content first, visuals to support.”

9. Choose a DEADLY DEADLINE for building your website.

If I must explain accountability to you, it’s “50 lashes with a wet noodle!” My middle-school math teacher used to say that.

She also said, “Kenn gets another 100. Maybe it’s because he does all his homework.” And I’d blush because I was a shy, nerdy type.

Choose a doable deadline and announce it to someone who you would never let down (like announcing it on Facebook to all your friends!).

Make it deadly — a do or die.

10. Find a fitting domain name.

Get one that’s easy to understand and spell. Bonus if it speaks to client needs.

Longer names will be available like:

• ExecutiveCoachMike.com
• FindYourWayInLife.com
• LeadWithNLPMagic.com

More tips for choosing a great domain name here.

To sum it up …

Focusing on these steps will help you develop a strong website strategy for coaches, which will attract clients effectively and grow your coaching business.