Website Designer for Coaches: What to Look For (and What to Avoid)
As a coach, your website is the beating heart of your business. It’s where potential clients first experience your energy, your expertise and your unique approach to transformation. But, not all websites are created equal.
Too many coaches invest in a “pretty” site that fails to convert. Why? Because the designer didn’t understand what a coaching business really needs.
If you’re looking for a website designer for coaches, here’s what to look for - and what red flags to avoid.
Why Coaching Websites Are Different
Most designers are used to building sites for products or generic services. Coaching, however, is about trust and transformation. That means your site has to do a different job:
Sell an intangible outcome. You’re not offering a product someone can hold. You’re selling growth, clarity, confidence, or results.
Build instant credibility. Clients are looking for proof they can trust you.
Convert quickly. A strong coaching website should guide visitors into action (book a discovery call, join a waitlist, sign up for a programme) without them having to “figure it out.”
A cookie-cutter design won’t cut it.
What to Look For in a Website Designer for Coaches
1. Experience with Coaches & Consultants
Coaching websites need a different flow than, say, an e-commerce shop. Look for someone who has worked with other coaches, consultants, or course creators. They’ll already understand the importance of clarity, authority, and trust.
👉 Pro tip: ask to see their portfolio. Does it include coaches? Do those sites make you want to book in straight away?
2. Strategy First, Design Second
A great coaching website isn’t just about colours and layouts - it’s about positioning. The designer should help you:
Identify your dream client.
Map your offers clearly.
Build a site that takes people from curious → interested → ready to book.
Without strategy, even the best-looking site won’t convert.
3. Clear Calls to Action
Your website should feel like a conversation: warm, clear, and guiding. A professional designer will make sure every page answers:
Who is this for?
What’s the next step?
How do I book/join/contact?
Vague buttons like “Learn more” don’t work. You need “Book your free discovery call” or “Join the programme today.”
4. Lead Generation Built In
Not every visitor will hire you immediately - but that doesn’t mean they’re not disinterested. Your designer should build in lead capture (free guides, checklists, webinars) that keeps you connected.
This is especially important for coaches who sell premium services. Many clients will lurk before taking the leap.
5. Mobile-First Design
Over 60% of people will check your site on their phone. Your designer should test every page on mobile. If buttons don’t work, text overlaps, or images load slowly — you’ll lose clients instantly.
6. Easy to Update
Your business will evolve: you’ll add new offers, update testimonials, change pricing. A good designer will set you up with a platform (like Squarespace or Kajabi) that you can easily edit yourself, instead of charging you for every tiny tweak.
What to Avoid When Hiring a Designer
1. “Pretty-Only” Designers
If a designer talks only about colours, fonts, and “making it look nice” — run. You need someone who understands the business side: lead generation, funnels, conversion.
2. Overly Complex, Tech-Heavy Sites
Some designers want to prove how clever they are. You don’t need 10 plug-ins and custom code you’ll never understand. Coaches need clarity, not complexity.
3. Template Factories
Beware of designers who churn out identical-looking sites. Your brand should be unique. A coaching website that looks like a copy of someone else’s doesn’t inspire trust.
4. Vague Processes
If a designer can’t explain their process, timelines, or deliverables clearly, it’s a red flag. You don’t want surprises mid-project.
What a High-Performing Coaching Website Includes
Here’s a quick checklist to evaluate whether a designer gets it:
✅ Homepage: Clear statement of who you are, who you help, and how. Instant credibility.
✅ About Page: Relatable story that builds trust (not a CV).
✅ Services/Offers: Clear, structured packages with outcomes, not just features.
✅ Calls to Action: Book now, download, join — specific, repeated throughout.
✅ Testimonials & Social Proof: Evidence you deliver real transformation.
✅ Blog/Resources: Authority-building content that speaks to client pain points.
✅ FAQ: Really good for SEO and also for answering all the common questions your clients might be asking themselves before getting in touch with you
✅ Contact/Booking: Simple, friction-free way to connect or book a call.
Case Study: From Generic to Premium
One leadership coach I worked with had a generic WordPress template. It was vague, text-heavy, and buried her offers three clicks deep. Potential clients landed, got confused, and left.
We rebuilt her site on Squarespace with:
Clear positioning on the homepage.
A streamlined service page highlighting outcomes.
A strong CTA to book a “Leadership Clarity Call.”
New brand photography to replace stock images.
Result? She booked her first corporate contract within weeks and stopped hearing “I’m not sure if you can help me” from prospects.
The ROI of the Right Website Designer
A great coaching website isn’t just an expense. It’s an investment that:
Attracts more of the right clients.
Builds trust before you even get on a call.
Supports higher fees by reflecting your value.
Frees up your time (the site does the heavy lifting).
Finally…
Your website is your online coach’s office - the place where first impressions are made, trust is built, and clients take action.
Choosing the right website designer for coaches can mean the difference between a site that looks nice… and a site that consistently brings you clients.
