FOR LIFE COACHES
What should a life coach say in a welcome video?
A simple structure for a homepage welcome film that feels like the first minutes of a discovery call, with UK notes on captions, embeds and claims.
The pages, photos, testimonials and booking set-up a life coach website needs, plus the UK rules on claims, reviews, cookies and data that apply to coaches.
A good life coach website tells the right visitor, within seconds, that you help people like them, shows the real you through photographs and video, and makes the next step easy. It needs a home page that names who you help, an about page with your story and credentials, a clear page on how you work and what it costs, genuine testimonials used within the rules, simple online booking, and the UK privacy basics.
Imagine someone hears your name from a friend, looks you up that evening and lands somewhere that feels like a calm, lamplit room. Your face, your voice in a short video, your story told plainly and a free slot on Thursday afternoon. They don’t have to hunt for anything or wonder whether you are real. By the time you meet, they have already decided they like you, and the call can go straight to what matters.
Most people who are thinking about coaching will look you up before they get in touch, whether they heard about you from a friend, saw a reel or met you at a talk. Your website is where they decide whether you feel like the right person to open up to. That makes it less of a brochure and more of a first conversation. Here is what it needs to include, what to leave out and where the UK rules affect what you can say.
It has three jobs. It reassures people who have been referred to you that you are credible. It persuades people who found you on social media that you are worth a conversation. And it gives search engines something to show people looking for help with the problem you solve.
It is also the one place online you fully control. Social platforms change their rules and reach without warning; your website and your mailing list don’t. That is why it sits at the centre of good marketing for life coaches: your posts, talks, adverts and emails all point back to it.
Useful extras include articles or videos answering common questions, a free resource for your mailing list, and a page for employers if you run workshops. Start with the essentials and add these when you will keep them up to date.
The first screen should answer three questions without scrolling: who is this for, what will change for me, and what do I do next? A line such as “Coaching for women rebuilding their confidence after a career break” with a photograph of you and a “Book a free intro call” button will outperform an abstract headline and a stock image of a beach.
Below that, describe the situations your clients are in, using the words they use, then how you work, a few testimonials and the call to action again. Keep the copy warm and plain. People who are struggling don’t want jargon.
People are choosing a person, so expect them to read your about page closely. Tell them why you do this work, who you have been, and what it is like to work with you. Your own turning point can be powerful if it connects to your clients’ situation. Our guide to writing a life coach about page goes into the detail.
Then explain your credentials in plain English. If you hold an ICF credential, for example, tell people the International Coaching Federation runs a Verify a Coach directory where they can check it. Just as important, don’t imply any accreditation or membership you don’t hold: the ASA says ads must not claim approval, endorsement or membership that the advertiser doesn’t have.
| Showing prices | Not showing prices | |
|---|---|---|
| Who books a call | People who already know they can afford you | A wider mix, including some who can’t |
| Effect on the call | Less time on money, more on fit | Price becomes a reveal at the end |
| Best suited to | Clear packages and set session fees | Bespoke programmes or employer-funded work |
A middle route works for many coaches: show a starting price or the price of a typical package, and explain what affects the total.
Testimonials are often the most persuasive content on a coaching site, and the UK advertising rules on them are stricter than many coaches realise. ASA guidance says you should:
Never write reviews yourself or reward clients for good ones without saying so. Since April 2025, fake reviews and concealed incentivised reviews have been a banned practice in UK consumer law. Many coaching clients prefer to be anonymous, so a first name, age range or job title with their consent is fine, as long as the testimonial is real. A short filmed testimonial, made with the same care, can be more convincing still.
Use real photographs of you: working with a client (or a stand-in), speaking, thinking, walking, in the places you actually coach. Stock photography of strangers tells visitors nothing about you, and they notice. A well-planned shoot, built around the branding photos life coaches actually need, gives you a set of images for the website and months of social posts in one go.
Video is the closest thing to meeting you. A two-minute introduction on the home or about page lets people hear your voice and feel your manner before they book, which removes a lot of the nerves around a first call.
Make the next step one click. An online scheduler that shows your availability, takes a few details and sends a reminder saves time on both sides. Keep any intake form short and only ask for what you need before the first call. Say on the booking page how long the call lasts, whether it is free and what will happen. Our guide to setting up a discovery call booking page walks through the settings.
A template on a website builder is a reasonable start when you are testing a niche. It becomes limiting when your site looks like everyone else’s, when you can’t get it to say what you mean or when it is slow and awkward on a phone. A custom build is worth it when you know who you serve and want the site to reflect a distinct brand, which is where our website design for life coaches comes in. Our guide to what a personal brand website costs in the UK explains what drives the price.
A good website lets you stop explaining yourself in messages and start each discovery call already trusted. We began as the in-house team for co-founder Jack Cartwright, the USA Today bestselling author, building the website at the centre of his social media, video and ads. Our website design for life coaches brings your story, programmes, free workbook and booking calendar together in one calm home you own, ready for your own photos and video. A clear brief, scope and fee are agreed before any creative work begins.
You can find early clients without one, through referrals and social media. But most people will look you up before booking, and a website is the only place you fully control. It also lets you appear in Google searches and gives your posts, talks and ads somewhere credible to send people.
Five or six is enough to start: home, about, work with me, testimonials, booking or contact, and a privacy notice. Add articles, resources or an employer page when you have the time to keep them current. A small site that is clear and up to date beats a large one that isn’t.
Yes, many coaching clients prefer some privacy. What matters is that the testimonial is genuine, used with permission and not edited to change its meaning, and that you keep evidence of it and the client’s contact details on file in case you are ever asked to show it.
For most independent coaches, it should centre on you, because clients are choosing a person. You can still have a business name. Lead with your face, your voice and who you help, and let the brand support that rather than hide you behind it.
It depends on how much is ready. The slowest parts are usually the words and the photographs, not the build. If you know who you help, have your story written and have recent photos, a focused site can come together far faster than one where all of that is still being worked out.
A simple structure for a homepage welcome film that feels like the first minutes of a discovery call, with UK notes on captions, embeds and claims.
Prompts, framing, sound and simple ways through camera nerves, so UK life coaches can film short videos that sound like a real conversation.
Where stock images are fine on a UK coaching website, where they quietly cost you trust, and the licence and advertising rules worth knowing.
Four quick questions, and we’ll show you where we’d start. Your answers come straight to us with your message, so you won’t have to explain it twice.
A 30-minute introduction call on Microsoft Teams, Monday to Friday, 9am to 5pm. Your answers come with the booking, so we’ll be ready for you.
Prefer to talk it through? Make an appointment for a 30-minute call on Microsoft Teams, Monday to Friday, 9am to 5pm.
A closer look at the work behind each part of your plan.
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