Website for a coach or therapist: recognition before your bio

A private matter and a healthy dose of distrust

Anyone looking for a coach or therapist often has something on their mind they don't tell everyone. A burnout on its way. A relationship that's stuck. A career that no longer feels right.

They're also sceptical. Anyone can call themselves a coach, and they've seen the vague promises. Their fear: spending money on someone they don't click with, or a sales pitch instead of help. What they're looking for: someone who understands their situation.

Start with them, not with you

The most common mistake on coaching sites: the homepage opens with the coach. "I'm Marieke, and after twenty years in business..." The visitor thinks: and what about me?

So start with who you work with and the problem in their words. "Coaching for business owners on the edge of burnout." The button underneath: "Book an intro call". If that call is free and without obligation, say so in the line under the button.

"Does this sound familiar?"

A section with recognisable situations works well, as long as you keep it calm. Describe in a few short lines how it feels:

• You lie awake at night over your to-do list.
• You say yes when you mean no.
• You know something has to change, but not what.

End with relief: what could change. Never with fear or pressure, such as "If you don't act now, it will only get worse." Someone who's already vulnerable feels manipulated by that, and rightly so.

How you work

Then explain concretely what a coaching programme looks like. Which method you use, in plain words. How many sessions a programme usually takes. Whether you work at your practice, online, or while walking. How long a session is.

Being concrete is the opposite of being vague, and vagueness is what drives a sceptical visitor away. Sentences like "Become the best version of yourself" say nothing about what happens.

Only now: about you

Once the visitor feels recognised, they want to know who you are. You're the product, so this section matters. Show a real photo, of you in your practice or on your walking route. Briefly tell your background and mention your training and registration: NOBCO, NVPA, LVSC or SKJ, depending on your field. Link to the register, so someone can check it.

Write this part in the first person. Your visitor is choosing a person, not an agency.

Client experiences

Client experiences work best with a first name and a situation, with the outcome first. "After five sessions I could say no at work again. Sanne, business owner." Always ask permission, and don't edit the words. Shortening is fine.

Rates and reimbursement

Show your price, per session and per programme. Coaching without a price feels like a sales pitch still to come, and that's exactly what the visitor fears.

Also explain who might pay for part of it:

• An employer, for career or burnout coaching.
• Supplementary health insurance, for some therapists and registrations.

That shows the visitor you're thinking beyond their own wallet.

Frequently asked questions

What if we don't click? Is it confidential? Can I send a message first instead of calling? A text link "Send a message" next to your main button is a much smaller step for some people.

Better left out

• A homepage that opens with your biography.
• Vague promises without explaining how you work.
• No price.
• Pressure or fear in your copy.