colors feelings website business

Good Colors for Coaching Websites – Trust, Optimism, Positivity

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Do you want the best colors for your coaching website? Do you need a good color scheme for your business? Do you want the right vibe for your coaching brand?

Great! I’ve pulled together the main colors and associated feelings for popular coaching niches. This will guide your visual brand.

Why colors matter ā€” What I’ve learned from 20+ years of designing websites.

The harder your website is to use, read, or look at, the sooner people click away. And on the flip side, the easier and more enjoyable it is, the longer they will stay.

And it all matters ā€” headings, menus, links, sapcing, colors, images, buttons, etc. –Ā everything.

Kenn Quote!

When the colors aren’t working, you can feel it. You sense something is off. And that makes people second-guess the quality of the website.

But when the color scheme is working well, Oh boy! it can bring a website to life.

Here’s a fun diagram of the variety of colors that are possible …

Fun colors for coaching websites
Many colors for coaching websites.

The Best Colors for Your Coaching Business (Niche)

Certain niches have certain colors ā€” like warm reds for relationship coaches and medium blues for business coaches.

This is because those colors work ā€” they give off the right vibe.

To see colors NOT WORKING, just consider a website filled with black, grey, and brown for a health coach. That won’t work if we want visitors to feel energetic, vibrant, and alive.

As another example, imagine a bright, rainbow-colored website for a retirement coach helping seniors with financial planning. It may feel too playful when we want visitors to feel security.

While you can certainly break away from typical color use, please do so with caution ā€” since most of the ugly websites pay no heed to colors.

Research, Experience, and Marketers All Say That Good Colors are …

They all say colors are important. They matter.

I’ve read quite a few user-experience and marketing books in 20+ years as a web designer. I’m often reminded that we make decisions based on emotions and justify them with logic. Color is one element that works on our emotions.

There’s also a lot of research about it too. Here’s Google’s list. I read once, that the greens and blues that come into our eyes from being out in nature create a physiologically healthy response.

I trust the wise folks.

But I KNOW from experience that if the colors work well, the websites come to life. And I DEFINITELY know when colors are totally off, which is common among coaches who build their own sites – DIYers).

Ok, enough said. Let’s dive into the colors …

In this post, 8 categories to find good colors for your coaching website and business brand.

Here’s a list of colors:

  1. Orange for energy and enthusiasm
  2. Yellow for optimism and happiness
  3. Green for growth and balance
  4. Blue for trust and stability
  5. Purple for wisdom and spirituality
  6. Red for passion and power
  7. White for simplicity and positivity
  8. Black for power and strength

At the end are a few examples of websites and colors on coaching websites and how they support the brand and message.

AND! I’d love to hear from you in the comments. Tell me which colors do you like most?


1. Orange for Energy and Enthusiasm

orange for energy
Think happiness on your coaching website.

Orange relates to these feelings, concepts, and words:

  • energy, enthusiasm, attention, happiness, optimism
  • fascination, creativity, determination, attraction, success, encouragement
  • stimulation, heat, vitality, inviting, friendly, invigorating effect
  • mental activity, young people, strength, endurance
  • red-orange: desire, sexual passion, pleasure, domination, aggression, action
  • gold-orange: prestige, illumination, wisdom, wealth, high quality

As a health coach, imagine a zesty, boisterous, brimming orange that makes visitors hungry for knowledge, happy, and alive. If their wellness is waxing and waning or they face serious health issues, they’d start feeling how great it is to be around you. 

2. Yellow for Optimism and Happiness

yellow for optimism, a better future
Hope for a better future.

Yellow relates to these feelings, concepts, and words:

  • laughter, hope, sunshine, energy, optimism, cheerfulness, joy
  • joy, happiness, intellect, warmth, cheerfulness, mental activity
  • leisure, lightheartedness, children, spontaneous, freshness

As a “find meaning in your life” coach, how great would it be if your visitors who were in the dark, struggling with existential questions, and feeling down could feel lighter, more hopeful, and alive?


In addition to choosing the best colors for your coaching business website, make the structure, content, and calls-to-action encourage visitors to reach out to you. I wrote about this in The Coaching Website Guide. Have a look.


3. Green for Growth and Balance

green for a feeling of growth on your coaching website
Green for a feeling of growth on your coaching website.

relates to these feelings, concepts, and words:

  • health, new beginnings, wealth
  • ease, relax, create balance, growth, security, possibility, spring
  • calm, anticipation, hope, soothing, relaxed, diet, control anxiety
  • stability, endurance, discipline, harmony
  • nature, freshness, fertility, safety, healing power, restful eye
  • hope, positivity

Greens and blues are winners for most coaches’ websites because they are associated with growth and trust.

4. Blue for Trust and Stability

blue is a trusting color on websites
Make people feel secure and supported.

Blue relates to these feelings, concepts, and words:

  • calmness, spirituality, security, trust, and professionalism.
  • cool, tranquility, sincerity, cleanliness, pure
  • stability, loyalty, wisdom, confidence, intelligence, faith, truth, heaven
  • water, sea voyages, consciousness, intellect, high-tech
  • masculine, males, appetite suppression
  • health, healing, relaxation, understanding, and softness
  • knowledge, power, integrity, seriousness, depth, expertise, stability, corporate

Blue is common in the corporate/professional world. Mixed with black, it can be a powerful combo.

Blue is often paired with analogous (nearby on the color wheel) greens and purples and opposite colors like orange/hot reds.

5. Purple for Wisdom and Spirituality

purples are a magical color
The magical power of coaching.

Purple relates to these feelings, concepts, and words:

  • creativity, royalty, wealth, soothe, calm, beauty
  • luxurious, wealthy, power, nobility, luxury, extravagance, dignity
  • ambition, wisdom, independence
  • mystery, and magic, pre-adolescent children
  • light purple for romantic and nostalgic feelings, feminine, romance, mystery
  • bright purple for children, youth

Purple is suitable for relationship coaches, helping increase romance, sensuality, and sexuality. It’s also suitable for spirituality, mysterious wisdom, and mystical sources of power. Empowerment coaches, spiritual life coaches, and life gurus of all sorts.

6. Red for Passion and Power

red color for passion
Fire up your goals and energy.

Red relates to these feelings, concepts, and words:

  • fire, blood, energy, war, danger, strength, power, determination
  • passion, desire, love, emotionally intense
  • light red for joy, sexuality, sensitivity, and love
  • pink for romance, love, friendship, feminine qualities, and passiveness
  • dark red for vigor, willpower, leadership, courage

Use red for coaches who have a lot of energy, for relationship coaches, for romance coaches, and sensuality and sexuality coaching.

7. White for Simplicity and Positivity

White relates to these feelings, concepts, and words:

  • light, goodness, innocence, purity, virginity, perfection
  • safety, purity, cleanliness, positivity, faith, purity, coolness, cleanliness
  • simplicity, high-tech products, charitable organizations, angels
  • hospitals, doctors, sterility, medical, low-fat food, and dairy products

If your clients face overwhelm, chaos, and mayhem, then a peaceful, calm, and simple website is a good move. Use a lot of white.

8. Black for Power and Strength

Black represents and evokes the following feelings:

  • power, elegance, formality, death, evil, mystery, fear, unknown
  • black holes, negative, blacklist, black humor, black death, strength, authority
  • very formal, elegant, prestigious, black tie
  • black Mercedes, grief, perspective, depth, diminishes readability
  • black suit, thinner art, photography, stand out, contrasts, aggressive

Coaches with a power or control kind of vibe common with The Ruler brand archetype can make great use of black.

Examples of colors on coaching websites

We chose the sage coaching brand archetype in a recent website design for a career coach in the UK, Marianne Welsh. It’s primarily grey/beige/gold with dashes of red to add a feeling of passion and energy.

Here are her home and blog pages:



Website Example: Renewed Energy in Life

On Lisa’s website, freshstart2life.com, her clients seek a new exciting next adventure.

We found this great image of a woman facing a new day and a sunrise. We chose to use bold, electric yellow, and blue in it.

zesty yellow for fresh energy on Lisa's coaching website
Lisa’s website color scheme has energy with a sunny yellow contrasted with a rich blue.

The rich dark blue with a flowing energy of shades (gradients) compliments the yellow for even more pow. Opposite colors are naturally pleasing to the eye.

I wrote a lot about visuals, images, color, and fonts in The Coaching Website Guide. So, if you’re planning a new site, working on, tweaking, or revamping one, get a copy to make it stunning.

Optimism and Hope for ADHD Parent Coaching Website

Optimism and growth are two great words for parents and teachers of ADHD children. It can be difficult to handle children with special needs. Her clients need hope, and Susan Hughes, an ADHD parent coach, is the coach to deliver it.

Susan Hughes - ADHD Parent Coach
Parenting Coach Color Scheme of Orange and Green.
Enthusiasm, Optimism, and Hope.

Susan’s logo (ADHD Parent Coach in Perth), has a zesty green and orange circle graphic. I used imagery and colors to match the logo and create a fun, positive vibe.

That image of kids and parents is perfect. I tweaked the colors in Photoshop and extracted the right words to speak to frustrated parents desperately needing help.

I’m proud of how this one turned out.

Which colors do you like? Tell me below.

I love hearing from coaches in the heat of growing their businesses.

Tell me what colors you’ve chosen or are thinking about below.

Smartly chosen colors on your coaching websites will emanate those positive vibes that clients love.

So, think about your color scheme, visual elements, and tone of voice ā€” and align those with how you want people to feel on your website.

Ever experimented with color schemes for your website? What colors are you most drawn to, and what feelings do they stir up?

Iā€™d love to hear your comments.

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12 Comments

  1. Thank you for this, I am a chef that is moving in the space of health coach. I created a weight loss program and incorporated turquoise and orange with pops of purple (in the actual ebook) and am thinking about repurposing those colors for my coaching website. Not sure….

  2. I found this super interesting, thank you.
    So what colours would you use for a company providing services in coaching, mentoring and thetahealing (meditational practice) with the niche for coaching and mentoring: women in tech

  3. YES! This is my greatest chore when establishing a website for my business. It’s often the first IMPRESSION of your business, you, and feelings you emit to potential clients.
    I am a energetic, funny, creative minded person. I’m struggling with the application of colors and tone of my website because I want to “niche: in on men who are tired of themselves šŸ˜³šŸ˜±.
    I like challenges lol.
    Anyway I need to create a professional, exciting and distinctive design and my favorite colors are blues, greens and purple… deep – contrasting pale.
    I like the calm, soothing and pop of these colors.

    I used bright blues and greens for my last pettaxi business website. I feel like it was welcoming, friendly cheerful.

  4. Kenn,

    Like you I like black clothes, wear too, a lot of while and blue.

    Bright colours can make people feel good, just the same as a sunny day, make you feel alive, cheerful and more
    motivated in getting things done and enjoying the day.

    Colour needs to blend into the website, pages and can make people wish to continue reading.

    A very interesting read about colour and what they represent. This will interest many people.

  5. Wow, Kenn for this beautiful article. This is really great & informative. Colors make life cheerful. The concept of colors is really great & impressive. Thanks for the concept.

  6. Kenn, I recently (just last month) relaunched my website. It went from a bright green to a dark blue. One of the very first comments I received from a colleague was “Much more professional!”

    I can see from your list that I’ve hit the exact target I was aiming for! I’ll probably print this list out as it’s good for product covers too. šŸ™‚

  7. Kenn,
    I am running an ad on New York Craigslist for artists to exhibit their art at my gallery under community/artists and since I filled the background with a solid fully saturated color my response results have been incredible. Prior to doing this my response rate was maybe 1 for the entire running of ad.