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How To Build a High-Converting Life Coach Website [Complete Guide]

Updated: Jul 13, 2023

How to build a high-converting life coach website [complete guide]

Life coaching is a rewarding and fulfilling career that allows you to help people achieve their goals and transform their lives for the better… but first people have to know you’re out there. One of the best ways things you can do for your business is build a life coach website that tells your audience who you are and compels dream clients to book!

Before you jump straight in - laying a strong foundation for your website could make the difference in attracting aligned clients. To avoid wasting money, time, and resources, and giving yourself more work in the long run there are a few key factors that your life coach website should do:

  • Make it easy for the RIGHT people to find you

  • Establish credibility and expertise

  • Clearly communicate the coaching services you offer

  • Offer easy ways to book sessions

  • Create a positive user experience

This comprehensive guide will outline the 9 fundamental pillars for a successful life coach website (plus examples) that establish your expertise in your niche, speaks to your soulmate clients, and boosts your bookings.

Table of Contents:

Define your target audience:

Before you begin building your website, it's essential to have a clear understanding of your target audience. What are their needs, desires, and pain points? How can you help them solve their problems and achieve their goals? Understanding your target audience will help you create messaging that resonates with them.

The more information you know about your DREAM clients, the more specific you get, and the more directly you speak to their hearts and soul - the more you connect.

A great way to define your audience is through visualization:

Give them a name, get to know their fears, feelings, and desires - beyond ‘they want life coaching’ and into who they truly are, what thoughts are in their mind daily, and what currently blocks them from booking with you.

For example:

Surface Level: “[Sarah] is struggling in her relationship & wants to feel more supported and appreciated”

Deep-Dive: “ [Sarah] feels disconnected in her relationship and this causes her to obsessively focus on things she can control like cleaning the house. She keeps snapping at the kids and holds guilt around that. She questions her self-worth because she’s forgotten how to stand in her power, and desperately wants someone to remind her of her inner strength. Because her self-worth is low she has stopped prioritizing herself and the things she loves like Ben and Jerry's ice cream, window shopping at Sephora, and wine and churros with friends."

Secondly, you need to get real by conducting thorough research on your target audience:

It’s important that your offerings are based on reality and not what you think your audience wants. We do this by asking and listening.

You could also "get real" by referring to your own life experience if you have gone through the same things your ideal client is going through. Share where you have been and how you have overcome this and your services are the program or path to get to the end goal they are searching for.

Another way to go deeper into your ideal client's mind is to hang out where they are hanging out online and in person. Tap into those communities, ask questions, engage, and observe. Just as you did with your visualization, ask them directly or observe what their fears, feelings, and desires are.

Not sure where to look? Start here:

  • Social media: Monitor platforms like Twitter, Facebook, Instagram, and LinkedIn for keywords, hashtags, or mentions related to your niche.

  • Online groups: Join forums related to your niche and observe conversations to understand your client's challenges, questions, and goals.

  • Feedback: Monitor customer feedback on review sites or through surveys for insights into your ideal client's needs and preferences.

  • Competitors: Analyze competitors' social media channels and blogs to understand their target audience and messaging.

  • Tools like Answer the Public are free and allow you to see what topics and questions people are currently googling.

Develop a clear value proposition:

A value proposition is a statement that communicates the unique benefits that your product or service provides to your target audience. In the case of a life coach website, it should clearly and concisely communicate the benefits of working with you as a life coach and differentiate you from other life coaches in your niche.

Your value proposition should answer the question, "Why should someone choose to work with you instead of any other life coach?" It should be compelling, express your personality, and help visitors understand how your services can help them achieve their goals and solve their problems.

Danielle LaPorte gives an excellent example of pinpointing where her ideal client is at and how she can help:

Life Coach Website Example

One note to keep in mind: Don't "try" to be anything different or more. Just to be you! And certainly don't engage in belittling or hating on other coaches as this is not a good reflection on you as well. This is a perfect opportunity to shine your true light and do what you came here to do - spread love and change the world.

Create your site goals:

A website without a solid foundation will lack clarity, take longer to build, and will feel like a confusing hot mess to visitors when they land on it. Your site goals should achieve the following:

  • It will be clear to visitors what you do, and where to go on your site based on their needs.

  • Instantly indicate to those ideal clients ‘yes, you’re in the right place.’

  • Less people get lost through a giant web of different pages and links.

  • Higher conversions.

If once an ideal client landed on your website, you could get them to do any 1 thing on your site, what would it be?! That is your website goal!

Here are some common website goals to consider:

  1. Sell your service.

  2. Grow an email list.

  3. Increase YouTube or podcast subscribers.

  4. Demonstrate authority on a topic.

  5. Build a community or following.

  6. Enroll new members in a club, program, or library.

We do recommend setting a goal of building connections and experiencing the value of working with you - not through force or convincing energy but by 'experiencing you'. That will look and feel different for every site. What does experiencing you on a site look and feel like for you?

Create a personal and visually appealing design:

Your website's design should be visually appealing and reflect your personal brand. Use high-quality images, choose a color scheme that aligns with your brand, and make sure your website is easy to navigate.

Your website is often the first place to share your personality - take advantage of that

Dress your website to impress!

Take a look at these examples and make note of the individuality in brand expression, use of video, and high-quality image.

Life Coach website example: Gabby Bernstein

Life Coach Website example: Melissa Ambrosini

The look and feel of your site should represent your core essence or soul's frequency. So, if your soul or core essence was an image and emitted a frequency, what would that look and feel like?

Let that speak through the images you choose to put on your site that represent you, the colors, font, words, and perhaps music.

Choosing your platform:

Choosing a website platform is an important decision for any life coach. You want to make your life easier in the long run so choosing systems that accommodate your desired needs and can grow with your business should be your top priority.

Here are some factors to consider when making your decision:

1. Ease of Use:

Choose a platform that is easy to use and does not require extensive technical knowledge. This will save you time and allow you to focus on your coaching.

2. Customization:

Look for a platform that allows you to customize your website to match your brand and style. This will help you stand out and create a unique online presence.

3. Features:

Consider the features you need for your coaching business, such as appointment scheduling, payment processing, email marketing, and blogging. Make sure the platform you choose offers these features or has the ability to integrate them.

4. Security:

Your website should be secure to protect your clients' information and your business. Look for a platform that offers SSL certificates and other security measures.

5. Cost:

Determine your budget for your website and choose a platform that fits within it. Consider the ongoing costs, such as hosting and domain fees, as well as any additional features you may need.

Some popular website platforms for life coaches include:

WordPress: WordPress is an easy-to-use platform that offers a huge amount of flexibility. With customizable templates and themes, it’s great for a life coach looking to create a unique website that reflects their brand and personality without learning web design. Additionally, WordPress offers content management tools, search engine optimization features, and integration with other tools like social media, making it a versatile and effective platform for a your online presence.

Squarespace: Squarespace offers beautiful, professionally designed templates that are easy to customize without any coding knowledge. The platform also has a user-friendly interface, making it simple to manage website content and updates. Additionally, Squarespace provides robust e-commerce capabilities for life coaches selling products or services online, and it's optimized for mobile, ensuring a seamless experience for users on any device.

Wix: Wix offers an intuitive drag-and-drop interface, making it easy to create a customized website. The platform also provides a wide range of design templates and features, allowing you to create a professional-looking website that fits your unique brand. Additionally, Wix offers a variety of integrations, including scheduling and booking tools, which may prove valuable as your coaching practice grows.

Weebly: Weebly is popular with life coaches because of its ease of use and flexibility. The platform's drag-and-drop editor and wide variety of professionally designed templates make it easy to make your website personal and professional. Weebly's e-commerce capabilities also make it a popular choice for life coaches who want to sell their products or services online. Overall, Weebly's user-friendly interface, design options, and functionality make it a popular choice for life coaches looking to create an effective online presence.

Research these platforms and others, compare their features and pricing, and choose the one that best meets your business needs and goals.

What should you include on your website?

Your website is your digital storefront, where a visitor "walks by" and decides to come in (stay on your site, click more pages, etc;) - it's important to make a great first impression. Here are some essential elements that your life coaching website should include:

1. Your Value Proposition:

We’re already covered this HERE.

2. About Me:

This page should include your biography, your qualifications, and more importantly your coaching philosophy and your story. This is your page to share your personality and build trust with potential clients. Denise Duffield-Thomas gives her potential clients a ‘Fancy Third-Person Bio’ and a personal bio to help visitors get to know the real her while showcasing her education and expertise:

Life Coach Website example: About Section

3. Services:

This page should clearly detail the coaching services that you offer, including the different types of coaching (e.g., career coaching, relationship coaching, etc.) and the packages you offer. Don’t overcomplicate things! Make it easy for potential clients to book. Patrice Washington showcases her services in a simple 3 tier system:

Life Coach Website Example: Services section

4. Testimonials:

Social proof is a powerful tool, and including testimonials from past clients can help build trust and credibility. You can also include logos of publications you've been featured in, social media followers, and any other case studies that demonstrate your expertise. Preston Smiles puts his testimonials front and center on his homepage:

Life Coach Website Example: Testimonials

5. Make it easy to contact you:

Make sure your contact information is easy to find on your website. You might do this by including a contact form, email address, or phone number.

6. Offer valuable free content:

Your website should include valuable content that resonates with your soulmate clients. Showcase your blog, podcast, video series, or workbooks that address common pain points and provide actionable advice. Here is a great example from Marie Forleo:

Life Coach Website Example: Free Content

7. Use clear calls-to-action:

Make it easy for visitors to take the next step by including clear calls to action. This call to action should give your ideal client the opportunity to complete your site goal. Eg. subscribe or follow, complete a booking inquiry form or click over to a page that enables you to act on a goal (listen to podcasts, buy into a program or club, etc.) You can also include a pop-up or exit-intent offer to incentivize visitors to sign up for your newsletter or coaching program.

Optimize for search engines:

Optimize your website for search engines by using relevant keywords in your content, meta descriptions, and header tags. You can also use local SEO strategies to help you rank in local search results.

Google Keyword Planner is a great place to start. Watch this video to learn more:

How to get a website built:

There are several ways to get your life coaching website built. Here are a few options:

Website Builders:

Website builders like Wix and Squarespace are user-friendly and require no coding experience. They offer templates that you can customize to fit your brand and content.

Freelance Designers:

Hiring a freelance web designer can give you a more customized and unique website. You can find freelance designers on sites like Upwork and Fiverr.

Web Design Agencies:

Web design agencies offer a full-service approach to building your website, including design, development, and maintenance. This option can be more expensive but can provide a more professional and polished website.

Should you do it yourself or hire a website designer?

Deciding whether to build your website yourself or hire a designer depends on your skills and budget. If you have some technical skills and are comfortable with website builders, you can save money by building your website yourself. However, if you want a more customized and professional-looking website, hiring a designer may be the better option.

6 Examples of great life coaching websites & why they std out above the rest:

John Kim's website has a unique and edgy design that reflects his raw and honest coaching style.

His website perfectly demonstrates how you can use design to help your clients get a feel for your coaching style and personality. Self-improvement.

Valuable content: In addition to coaching services, John Kim offers a variety of free resources on his website, including blog posts, podcasts, and webinars. This content not only provides value to his audience but also helps to establish him as an authority in his field.

You’ll see a section on Gabby Bernstein's site that’s dedicated to free resources - all of which require an email to receive. This is an enticing way to build your mailing list and demonstrate your expertise.

Life Coach Website Example: Marie Forleo

Marie Forleo is a prominent figure in the coaching industry, known for her significant following on YouTube.

For those seeking inspiration on how to incorporate video content into their website, coaching, or marketing strategy, Marie's website is a great resource. One notable feature of her website is her creative use of video, including a video hero image that instantly captures visitors' attention. Moreover, Marie repurposes her video content by featuring it on her blog, leveraging the power of video to boost SEO and enhance audience engagement. You can learn more about these techniques by checking out her website.

Another unique aspect of Marie's website is her focus on community building. Her website includes a "community" section where visitors can join her private Facebook group or sign up for her email list to stay connected and receive exclusive content. This community-driven approach helps to foster engagement and loyalty among her audience, which can lead to increased sales and long-term relationships with clients.

Life Coach Website Example: Maggie Edwards

Maggie has a website with a strong presence, upon landing you immediately feel reassured by her professionalism and warmth. One of the biggest reasons for this is…she cuts the fluff! Her website isn’t full of block paragraphs and lengthy explanations that require a detective-level mind to decipher. As a life coach people are coming to you for clarity, Maggie shows us how we can bring clients clarity from the first encounter.

Life Coach Website Example: Kiara Maree

2 words. Easy navigation! Confusing navigation menus can be a significant turn-off for visitors and can negatively impact a life coach's website's effectiveness. When visitors struggle to find what they are looking for or are unsure of what a specific program or service entails, they are likely to become frustrated and leave the site altogether. This results in missed opportunities to convert potential clients into actual ones. By providing clear and easy-to-understand navigation options, life coaches can guide their visitors and make it simple for them to find what they need. Kiara Maree’s website is an excellent example of how to create an intuitive and user-friendly navigation experience for visitors.

Life Coach Website Example: Tiana Rose

Tiana demonstrates something of an alternative site. With her impressive use of social media to engage with potential clients and demonstrate her expertise she is able to use a simple landing page that serves two purposes - to book clients and grow her mailing list. By nurturing clients on social media she knows that when they click her link they are ready to start working with her.

Links on this landing page will take you to further information regarding that program (and nothing else - no links - no navigation - no redirection). By building her site this way she is telling potential clients exactly where to go and what to do (no ifs, buts, or maybes). If you’re looking for simple and succinct, Tiana is your girl.

Building a successful life coach website is essential for establishing your expertise, connecting with your target audience, and boosting your bookings. By following the steps above, you can create a website that speaks to the heart and soul of your dream clients, increases your level of impact, and helps you achieve your business goals.

Remember to keep your website focused on your target audience and their needs, and use your unique personality and brand expression to make your website stand out. With a well-designed website that reflects your expertise, values, and style, you can establish yourself as a trusted life coach and attract your dream clients. Invest time and effort into building your life coach website, and it can become a powerful tool for growing your coaching business and transforming the lives of your clients.

To learn more about starting and growing your life coaching practice watch our 17-part video series:


An honest look behind the scenes of building and running a successful spiritual coaching business from money, marketing, operations, personal blocks, energetic alignment & more!


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