What do you want from your coaching website? What do you want from our time working together? What are you really hoping to accomplish here?

These are all questions I ask my design clients on our kickoff call. Working with coaches, however, most of the responses I get are along the lines of:

  • I want to transform the current culture of…
  • I want to help female leaders…
  • I want to inspire change…
  • I want to change the world…

Powerful statements. But these are more about their mission and the why of their business than measurable goals.

In order to start leveraging online marketing in your coaching business, it’s suggested to go back to S.M.A.R.T. goals. If you’re reading this and you’re a coach, there’s no doubt you already know how to do this… but let’s review:

A smart goal, when it comes to your website, is specific, measurable, attainable, relevant, and time-bound.

Over the years, I’ve helped countless coaches identify their website goals and then build a website that supports those goals. Today I want to share those with you.

Your coaching website should establish authority, positioning you as an expert.

Regardless if you’re brand new or a seasoned coach, your website should position you as the expert in your field. This will allow website visitors and potential clients to trust you and feel more comfortable moving forward. No, this isn’t really a SMART goal but it’s important to mention. You can’t really measure this goal and it’s not time-bound, but it’s vital to the success of your website. This goal should be attained simultaneously to the others.

#1 Coaching Website Goal: Book a discovery call.

There are two ways to achieve this goal. The first is to simply link to your online scheduler throughout your website. Most of your calls to action would say something along the lines of get in touch or book a complimentary consultation. The goal here is to get people on the phone with you.

The second way to do this is what I recommend to my clients. It’s to put a buffer between website visitors and your calendar. You don’t want just anyone to have access to your calendar (and thus 1:1 time with you).

You only want qualified potential clients to be booking these. So I like to use an interest form that directs them to complete a form with pre-screening questions before they get access to a calendar link.

Another important thing to note here, these are also NOT free coaching calls. A discovery call simply allows you to see if this potential client would be a good fit for you and give them the chance to ask any questions before you send over a proposal (or not). These should be around 30 minutes.

#2 Coaching Website Goal: Grow an email list.

Growing your email list as a coach is just as important as booking those discovery calls. Most people who land on your website will not be ready to discuss working together… so what should they do in the meantime? It’s rare they’d bookmark your website and set a reminder to circle back around when they are ready.

For these individuals, you’ll want to capture their information and send them something of value via a lead magnet.

A lead magnet is simply something you send them in exchange for their email address. Then once they’re on your list you can set up a series of automated follow-up emails that nurtures that new relationship and invites them to take action… such as book a discovery call 😉

There’s also going to come a time when you’re booked out. Your schedule won’t be able to handle any more 1:1 clients, your group program will be maxed out and your speaking schedule is booked. The more successful you become in your business, the more new business will be coming your way. From word of mouth to SEO to social media, once you’re established you’re going to need some way to capture those who want to be in your circle. You can then use your email list to capture and nurture these new subscribers. Plus, you’ll have a growing list of warm leads when you do have a new offering or opening in your schedule.

Looking for a great email marketing software to manage your email list? I use and highly recommend ConvertKit. They’re super simple to use and their support is top-notch. Get started for free. (This is my affiliate link and I will earn a small commission if you sign-up through my link.)

#3 Coaching Website Goal: Encourage qualified visitors to complete an interest form.

This last goal is encouraging qualified visitors to reach out for more information. Yes, you’ll likely want to jump on a call with them at some point but the primary goal would direct visitors to complete a form.

An interest form can replace the form on your contact page or it could be its own page. I’ve seen clients use one interest form for all their services and other clients break it up to have each service lead to its own form. For instance, if you have a VIP Day as a part of your services you’d likely have more of an application form. 

A great coaching website will encourage qualified leads to reach out while simultaneously growing your email list.

A great website will be built to achieve all three goals simultaneously. You’ll likely have one primary goal (and call to action) but there’s a way to blend these together.

For instance, if your primary goal is to grow your list… your follow-up nurture sequence will likely include some sort of call to action to reach out about your services.

Or, if your primary goal is to get qualified visitors on a call… your interest form could include a field asking if they’d also like to be added to your email list.

Your website goals will certainly shift over time. But you’ll want to start with one primary goal. Then as you work through each of your pages on your website you’ll want to make sure every page has a call to action that supports that goal.

A few other goals I’ve seen that work well for coaches depending on their business model could be:

  • Sell a course.
  • Sell a seat in group coaching.
  • Book speaking engagements.
  • Register attendees for workshop (virtual or in-person).
  • Fill a webinar/masterclass.
  • Fill a mastermind.

It’s important to remember that even if your website has multiple goals, there should be a clear and proper hierarchy.

No matter the page your website visitors are on, they should know what you want them to do. And that action you’re guiding them to should support your website goal(s).


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