What web pages you need as a coach or service provider

Very often I get questions about what pages someone would need on their website. There are several standard pages, especially if you are a coach or an online service provider. But, to be honest, it’s different for everyone. For your website, there is no one-size-fits-all. So, let’s go through some of the options.

Why am I here?

Of course, every website will have a homepage. It’s the first page someone sees when they type in your URL. On this page, you want to make it clear who you are and what you stand for, in a way that’s short and easy to understand. People need to know why you are the right person to help them and why they need to take a closer look at what you have to offer.

Another nice thing to have on your homepage is an opt-in. Even if your homepage is great, people often won’t browse the rest of your website. If you can give them something they want for free right away, you can still start building a relationship over e-mail and have them get to know you and how you can help.

What do you have to offer?

To know how to divide your offers, you first need to get clear on your offerings. Do you have multiple more complicated offers? Then you might want one page for each. Or, if they are quite clear, then one page mentioning them all will suffice.
The upside of creating a page per offer is that you can be very clear on the one action you want someone to take on that page -> buy that offer.

If you have multiple offers on one page, you can of course still give all options available for sale. This might be useful when you would need to discuss their needs first, or you are selling multiple products that are kind of the same. Let’s say you sell mugs with texts on them, or you sell different masterclasses like me, you’d want to add a shop page. A clear overview of what is available, in a way that’s easy to differentiate. You don’t want someone who’s looking for something specific to search through many pages and get lost.

What is your main offer?

Do you have one or several main hands-off offerings? Create a sales page for each! One page that describes the pain points you solve, the end result after they bought your offer, and how they get there with your offer. Add testimonials if you have them or add them once you do. Make sure that on this page you don’t show the main menu or normal footer options as you want them to do one thing on this page; buy your offer.

Who are you? Why you?

Often you see someone has a separate about page. This is up to you. I always recommend introducing yourself on your homepage. This is something most visitors will read through. I often don’t click through to the about page for example, unless I already know the person. Ironic, isn’t it :). If however, you want to tell a longer story about yourself, then I would definitely add this page. Maybe your story of how you overcame something your clients struggle with, shows you are the right person to help them. Having your story up and available can help you sign more clients.

How can I reach you?

If you want to have sales, of course, visitors need to be able to contact you. This is often the Contact page you see as the last option in the main menu. On this page, you can add your contact form and ask all the questions you need, but also provide your e-mail address here. You never know when there is a glitch and someone is not able to send you a message through the form. Your e-mail address is the backup.

Annoying details that you just have to take care of

Whenever you have a contact page, you also need a privacy policy. WordPress already created one for you when you install it, but be sure to update the text as it is not complete or incorrect for your business. It is possible to add this as a pdf to your page, but nowadays, more and more plugins will want to reference it. A page will make this easier to do. If you have Terms & conditions for your courses or services, you could add those too!

Your stories

A great way to show more of yourself is by writing blog posts. These work great to show your expertise, but that’s not all it does. It helps you to rank higher on search engines and might also be helpful when you use Pinterest marketing for example. Having a pin that aims at your home page, doesn’t say much. They won’t find specifically what they are looking for. If you, however, can direct them to the exact info they are searching for, visitors are more likely to see you as the expert. Don’t forget to add opt-ins after most, if not all of these blogs!

Something to show off?

Doing something graphic, or tangible? A portfolio could help you. On this page, you can demonstrate what you have done in the past and shows your style or diversity in it. In case you didn’t have any clients before, you could also create samples of your own. Pick a company or imagine one, and start designing a logo for them if that’s what you offer.

Have a book?

Do you have a book or are you writing one? I would suggest having a separate page about your book. Showing testimonials, a summary, and where to buy, but also, refer them to where they can get more when they loved the book. Have them sign up to your mailing list in exchange for maybe some extra templates or checklists that go well with your book. Or, have an additional chapter they can only get through signing up.

What do others say about you?

Once you have testimonials, it is possible to create a specific page for this. If you have many, this could be ideal. I personally like to sprinkle testimonials in places where the service mentioned is offered. When someone finds the service they need, they immediately see what others had to say about this specific offer.

Let’s start writing!

If you have an idea of what pages you’d like to have, I suggest you start to write the copy. If you notice that some pages are getting quite extensive, split them up. If it turns out you don’t have lots to say on this one page, try to see how they can be combined.

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