9 Essential Website Pages for Coaches and Service Providers
As an online business owner, your website presence is essential to attracting, informing, and keeping clients and customers. For this reason, ensuring that your website has all the information necessary to encourage clients to book with you should be a top priority.
As a Squarespace and Showit website designer, I work with coaches and service providers frequently to create websites for them that allow their ideal clients to learn more about their services and ultimately feel confident booking with them.
One of the ways I do this is by creating several essential website pages for their platforms—pages which do the most for attracting, educating, and booking clients.
Today, I’m sharing the info I use to craft websites that convert so you can apply them to your own website—and reap all the benefits of doing so.
Let’s dive in!
Home
Your home page is arguably the most important page on your website.
It’s usually the first page your potential clients will see, and therefore the page they will use to cultivate a first impression about your business.
If your home page is scattered, confusing, or poorly designed, potential clients will likely click the back button and look for services elsewhere!
On the other hand, if your home page is expertly designed, clean, and inviting, potential clients are not only likely to stay on the page, but navigate to other pages of your website, as well—making them more likely to book with you.
Tip: Your home page should give a short overview of you and your services, as well as exactly what you offer. This will help clients decide whether you are able to provide what they are looking for, and, if you are, why they should book with you over someone else.
About
Your about page is your place to really connect with your audience on a personal level and let them know 1) what makes you qualified to help them, and 2) why they should choose you to do so.
Keeping in mind that there are hundreds of coaches, service providers, etc...out there is key in making this page stand out.
Why are YOU special? What can you do for your clients that no one else can?
Services
This page should outline for potential clients and customers exactly what you offer.
All consulting packages, services, and products should be outlined here so your audience can see them clearly, and even compare and contrast different offers.
One of the biggest mistakes I see service providers and coaches make on their services page is vagueness. Oftentimes, they think that making their service descriptions vague will emulate the idea that they offer more, or a variety of services (and thus, attract more clients)—but, in actuality, it can confuses their audience and causes them to look elsewhere for these services, where they know exactly what they are being offered.
Contact
If your audience can’t get in touch with you, your website is essentially useless—making the contact page one of the most essential website pages of all.
Provide your potential clients with some way to contact you that ensures you will receive their message in a timely manner. (For example, if you have a habit of never listening to your voicemails, it may be best to provide an email contact form rather than a phone number.)
Optional Pages
The following pages aren’t absolutely essential for every website, but they can do wonders for helping you book clients and ensuring your website looks and feels professional to visitors!
Testimonials
If a client is considering booking with you, it’s very likely that they want to know what kind of work you have done for previous clients—and, specifically, whether those clients were happy.
Testimonials are a great way to showcase happy clients, which can influence other potential clients to book with you. Don’t be shy (or humble!) here.
You can include testimonials on your home or services page, or create a separate page for them!
Tip: Make sure you have permission to use previous clients’ testimonials and names on your website! Don’t take wording or screenshots from private messages unless you’ve been given the go-ahead.
Portfolio
Like the testimonials page, a portfolio page allows potential clients to feel confident in your past work.
A portfolio page can be especially important for artists, photographers, designers, etc...who want to make sure that prospective clients understand their style before booking.
Blog
A blog is a great way to improve SEO on your website and allow your audience to find your website organically—such as through Google search results.
Optimizing your blog posts for keywords your potential clients are searching, such as “how to pick a wedding photographer,” or “finding a life coach” is key to getting your content seen by your target audience.
Events
Including an events page on your website may not be necessary for everyone—but if you frequently host in-person events like classes, or online events like trainings or summits, providing your audience with an events page could be particularly beneficial.
An events page will allow clients to see how they can get involved with your brand and connect with you outside of simply booking with you—and ensure that your events run smoothly.
404
Lastly, a 404 page is great for maintaining a professional appearance on your website. When a visitor clicks a broken link or ends up on a page that doesn’t exist anymore, you can give them a professional message which redirects them back to a relevant website page instead of a confusing page that causes them to leave your site altogether.
There are a variety of cute, funny, and creative options that keep user experience positive even when they visit a broken link.
If you are currently looking for a Squarespace and Showit website designer who can help your brand stand out (and provide you with all of these essential website pages which elevate your brand,) look no further!
You can check out my services page below, and learn more about how we can work together.
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