3 Most Important Pages

The 3 Most Important Pages on Your Coaching Website (And How to Get Them Right).

When you’re running a coaching business, your website is more than a digital brochure—it’s a living, breathing representation of who you are, what you offer, and why someone should choose you over the dozens of other coaches online. But here’s the truth: not every page on your site is equally important.

Yes, you might have a blog, testimonials, and a resources page—but if your Home Page, About Page, and Services Page aren’t done right, you’re leaving money (and clients) on the table. These are the pages that do the heavy lifting in building trust, attracting leads, and converting visitors into paying clients.

Let’s explore why these three pages matter most, how to get them right, and how to optimise them not just for Search Engine Optimisation (SEO), but also for the new frontier—Generative Engine Optimisation (GEO).

Page 1: The Home Page – Your Digital Front Door

Think of your Home Page as the entrance to your coaching practice. Visitors decide within seconds whether they’ll stay, click deeper, or bounce away.

What Makes a Great Home Page?

Clarity over cleverness: Don’t confuse visitors with vague slogans. Lead with a clear statement of who you help and how.
Strong value proposition: Summarise the transformation clients can expect. For example: “Helping career-driven women break through burnout and rediscover joy in their work and life.”
Guided navigation: Keep it simple. Three to five top-level menu items are enough. Don’t make people hunt for your services or contact info.
Calls to action (CTAs): Encourage the next step. Examples: “Book a free discovery call” or “Explore my coaching programmes.”

SEO Tips for Your Home Page

Use your main keyword (e.g., coaching website design or career coaching services) in the page title and H1.
Optimise meta tags to describe your offering and location if relevant.
Include internal links to your About Page and Services Page.

GEO Tips for Your Home Page

Write conversationally and naturally, so generative AI tools (like ChatGPT or Google’s AI Overviews) can easily summarise your value.
Use structured content—short paragraphs, bullet points, and clear headings. AI models love clarity.
Include client-centred language: “You will gain clarity, confidence, and direction,” so AI engines can surface empathetic, human-focused snippets.

Page 2: The About Page – Building Trust and Connection

Your About Page isn’t just about you—it’s about why you’re the right coach for them. Potential clients want to know your story, your credentials, and your values, but above all, they want to feel a connection.

What Makes a Great About Page?

Lead with the client, not your CV: Frame your story around how your experiences equip you to help them.
Show personality: Write as if you’re talking to someone over coffee, not drafting a corporate bio.
Include credibility markers: Certifications, media mentions, or client results help build authority.
Add a human touch: A professional photo and a glimpse into your personal life (e.g., “When I’m not coaching, you’ll find me hiking with my dog in the Yorkshire Dales”) make you relatable.

SEO Tips for Your About Page

Include secondary keywords like life coach UK, executive coaching background, or wellness coach story.
Use alt text for your images—this is an overlooked SEO booster.
Link back to your Services Page and your blog to encourage deeper engagement.

GEO Tips for Your About Page

Share your journey in a narrative style—AI engines favour human-like storytelling.
Use client-focused phrasing: instead of “I have 10 years of coaching experience,” try “With over a decade of coaching experience, I’ve guided hundreds of clients through…”
Answer likely AI-generated queries directly. For instance, someone asking “Who is [Your Name]?” should find clear, conversational answers here.

Page 3: The Services Page – Where Browsers Become Buyers

This is where your coaching business lives or dies. A Services Page that’s unclear, cluttered, or jargon-heavy will scare away potential clients.

What Makes a Great Services Page?

Clear structure: Break services into categories or packages (e.g., “1:1 Coaching,” “Group Coaching,” “Workshops”).
Results-driven descriptions: Don’t just list features (“6 sessions over Zoom”). Show outcomes (“By the end, you’ll feel energised, focused, and ready to take bold steps forward”).
Transparent pricing or next steps: If you don’t show prices, explain how people can find out (e.g., “Book a call to discuss options”).
Compelling CTAs: Place them throughout, not just at the bottom.

SEO Tips for Your Services Page

Optimise each service with specific long-tail keywords (e.g., career coaching package UK, confidence coaching for professionals).
Create a separate sub-page for each service if possible—this boosts visibility.
Add client testimonials to increase keyword-rich social proof.

GEO Tips for Your Services Page

Use natural Q&A style content. For example:
Q: How does your group coaching work?
A: My group coaching runs in 12-week cycles designed to help professionals stay accountable and motivated while building confidence.
Write in plain language—AI engines surface answers that are clear and simple.
Highlight transformations. Phrases like “clients typically gain clarity, renewed motivation, and a clear plan forward” are easily picked up by AI summaries.

Bringing It All Together

If you only have time or budget to get three pages of your coaching website right, make it your Home Page, About Page, and Services Page. These aren’t just “nice to have” sections—they’re the foundation of your online coaching business. Done well, they:

Communicate who you are and who you help.
Build trust and personal connection.
Convert curious visitors into paying clients.

And when you optimise these pages for both SEO and GEO, you position yourself not just for today’s search engines, but also for tomorrow’s generative AI tools that increasingly shape how clients find coaches online.

Your next step? Audit these three pages. Ask yourself:

Does my Home Page make my offer crystal clear?
Does my About Page make me relatable and trustworthy?
Does my Services Page show real outcomes and guide clients to take action?

If the answer is “not yet,” then now’s the perfect time to fix it. Because when you get these three pages right, everything else on your website falls into place.

Review Case Studies

Share the Post:

Free 5 Step Report

Want a Better Website Without a Rebuild?

5 simple fixes you can make today—in under an hour.