A woman sits outside at table with her laptop researching how to create a coach or therapist website

So you’ve diligently earned your coaching or therapist license and went through the necessary steps to register your business … now it’s time to market your coaching or therapist practice with a website! Professional, user-friendly website design for coaches and therapists will serve as a powerful outreach tool that converts your potential coaching clients to clients, empowers them to learn about your unique specialties, and get in touch.

For those that don’t work with websites often, designing a website from scratch can feel overwhelming, especially if you’re not familiar with web development and marketing principles. In this step-by-step guide, you’ll get an overview of the process of creating a website tailored specifically for coaches and therapists. Whether you’re just starting out or looking to revamp your existing site, this guide will provide you with valuable insights and practical tips to create an impactful website that helps you connect with your target audience.

What makes a good coaching website that converts?

A good coaching website that converts will turn your website visitors into actual clients. Key elements that help elevate the effectiveness of your coaching website’s ability to convert include:

  1. Clear and compelling messaging: Clearly communicate the benefits of your coaching services and how they can address your clients’ needs or challenges. Use concise and persuasive language to engage visitors and make them want to take action.
  2. Strong call-to-action (CTA): Place prominent and clear CTAs throughout your website to guide visitors towards taking the desired action, such as scheduling a consultation, signing up for a newsletter, or purchasing a coaching package. Make sure your CTAs stand out visually and use action-oriented language.
  3. Testimonials and success stories: Display testimonials or success stories from satisfied clients to build trust and credibility. Real-life examples of how your coaching has helped others can be highly persuasive and encourage visitors to take the next step.
  4. Opt-in forms and lead magnets: Offer valuable resources or content, such as e-books, checklists, or webinars, in exchange for visitors’ contact information. This allows you to build an email list and continue nurturing leads over time.
  5. User-friendly design and navigation: Ensure your website is visually appealing, easy to navigate, and mobile-friendly. A clean and professional design with intuitive navigation helps visitors find the information they need quickly, making it more likely for them to stay on your site and convert.
  6. Clear service offerings and pricing: Clearly outline your coaching services, including their features and benefits, as well as the pricing structure. Transparency in pricing helps potential clients understand what they can expect and can prevent any surprises later in the process.
  7. Personalization and connection: Showcase your personality and values throughout your website to establish a connection with visitors. Share your story, mission, and approach to coaching to create a sense of authenticity and build rapport.
  8. Social proof: Display any relevant certifications, qualifications, or affiliations that demonstrate your expertise as a coach. Additionally, feature any media mentions, guest appearances, or speaking engagements to further enhance your credibility.
  9. Easy contact options: Make it easy for visitors to get in touch with you. Provide multiple contact methods, such as a contact form, email address, and phone number, and ensure they are easily accessible from any page of your website.
  10. Make your website impact measurable with analytics and optimization: Install website analytics tools, such as Google Analytics, to track user behavior and website performance. Analyze the data to identify areas for improvement and optimize your website for better conversions over time.

A good coaching website that converts is not only visually appealing but also focuses on addressing the needs of your target audience, establishing trust, and guiding visitors towards taking action. Regularly monitoring and improving your website based on data and feedback will maximize its conversion potential.

Step 1: Define Your Goals and Target Audience

A woman uses her laptop to research and define her therapist website goals and primary audience

Before diving into the design phase of your website building process, start with defining your goals and identifying your target audience. Consider what you aim to achieve with your website. Do you want to attract new clients, provide information about your services, or establish yourself as an industry expert? Understanding your objectives will guide the web design decisions you make throughout the process. Write these goals down to reference for future incorporation into your coaching website and other marketing efforts.

Defining your target audience is a key step in creating a website that resonates with your potential clients. Consider their demographics, interests, and pain points. This knowledge will enable you to tailor your website’s content and design to meet their specific needs, making it more engaging and impactful.

Step 2: Highlight Your Unique Selling Point (USP)

To differentiate yourself from competitors and capture the attention of potential clients, take some time to identify and highlight your Unique Selling Point (USP). Your USP is the distinct value or advantage that sets you apart from others in the coaching or therapy world. Here’s how to showcase your USP on your website:

  1. Identify Your USP: Reflect on what makes your coaching or therapy practice unique. Is it your specialized expertise, innovative approach, or specific target audience? Determine the key aspects that make you stand out.
  2. Incorporate USP in Messaging: Integrate your USP into your website’s messaging and content. Clearly communicate how your unique qualities benefit clients and solve their pain points. Use persuasive language to emphasize the value you bring.
  3. Visual Representation: Use visual elements, such as icons, graphics, or images, to visually represent your USP. For example, if your USP is providing personalized attention, use visuals that depict one-on-one interactions.
  4. Testimonials: Encourage clients to highlight your USP in their testimonials. If your unique approach has made a significant impact on their lives, request them to mention it specifically when sharing their experiences.
  5. Dedicated USP Section: Create a dedicated section on your website that elaborates on your USP. Explain how it differentiates you from competitors and why potential clients should choose your services.

Your USP should resonate with your target audience and address their specific needs. By effectively communicating your unique qualities, you can attract your ideal clients who are seeking precisely what you have to offer. A well-designed website that highlights your USP can greatly enhance your success as a coach or therapist providing a competitive edge amongst the numerous coaching and therapy practices online.

Step 3: Craft Engaging and Informative Content

Compelling content is the launchpad of any successful coaching or therapy website. Including content that engages visitors, conveys your expertise, and establishes trust will help grow your practice. Consider the following:

  1. Clear Messaging: Clearly communicate your USP and the benefits clients can expect from your services. Use concise, persuasive language to capture visitors’ attention and keep them engaged on your site.
  2. Services: Provide a comprehensive overview of the services you offer, highlighting the key features and benefits of each.
  3. Blog or Resources Section: Maintain an active blog or resources section to share valuable insights, tips, and industry news. This helps establish you as an authority and encourages visitors to return to your website. When optimized for search engines, it’s also a great way for people searching for related keywords to find your website and engage.
  4. Contact Information: Ensure your contact information is prominently displayed on every page, accompanied by a clear call-to-action (CTA) that encourages visitors to reach out or book a session.
  5. A Strong and Inviting About Page: An inviting and well-crafted About page serves as a personal connection between you and potential coaching or therapy clients, allowing them to learn more about your background, expertise, and values. Include:
    1. Engaging Introduction: Begin with a warm and engaging introduction that captures visitors’ attention. Share your passion for coaching or therapy and your commitment to helping clients achieve their goals.
    2. Personal Story: Share your personal journey and what inspired you to enter the coaching or therapy field. Be authentic and relatable, emphasizing the experiences that have shaped your expertise and unique approach.
    3. Professional Background: Highlight your qualifications, certifications, and relevant experience. Explain how these credentials contribute to your ability to provide effective guidance and support to clients.
    4. Client-Centric Approach: Emphasize your client-centric approach and how you tailor your services to meet the specific needs and goals of your clients. Demonstrate your commitment to their success and well-being.
    5. Values and Philosophy: Clearly articulate your values and the guiding principles that underpin your coaching or therapy practice. This helps potential clients align themselves with your approach and ensures a strong connection.
    6. Visual Elements: Incorporate photos of yourself and your workspace to create a personal connection. Humanizing your About page with visuals helps potential clients feel more comfortable and connected to you.
  6. Call-to-Action (CTA): Include a clear call-to-action (CTA) on all or some strategically selected pages. A CTA prompts visitors to take the desired action, whether it’s scheduling a consultation, subscribing to your newsletter, or contacting you for more information. Your CTA(s) should incorporate:
    1. Clear and Concise Language: Use clear and concise language that clearly communicates the action you want visitors to take. For example, “Schedule Your Free Consultation,” “Subscribe Now,” or “Contact Me for a Session.”
    2. Strategic Placement: Position your CTA prominently on your website, ensuring it’s easily visible and accessible. Place it strategically on key pages, such as the homepage, services page, and blog posts, where visitors are most likely to engage.
    3. Eye-Catching Design: Design your CTA button or link to stand out from the rest of the page using contrast or an interesting design. Using contrasting colors, bold fonts, or graphical elements to draw attention to the CTA will make it visually appealing and invite the potential client to click.
    4. Benefit-Oriented Language: Highlight the benefits visitors will gain by taking the desired action. For example, “Get Valuable Insights Delivered to Your Inbox” or “Take Your First Step Today”.

Remember to continuously update your About page as your coaching or therapy practice evolves. Regularly review and refine the content to ensure it accurately reflects your current expertise and values. For more information, see How to Write an Engaging About Page for Your Therapist or Counselor Website.

Step 4: Integrate Social Proof

woman sitting on couch and looking at laptop

Social proof is a powerful psychological phenomenon that influences people’s decisions. By integrating social proof into your coaching or therapy website, you can build trust, credibility, and demonstrate the positive impact of your services. Here are some ways to incorporate social proof:

  1. Testimonials and Reviews: Display testimonials from satisfied clients on your website. Include their full name, photo (with permission), and any relevant credentials. Video testimonials can be particularly impactful, as they provide an authentic and personal touch.
  2. Case Studies: Showcase case studies that highlight specific client success stories. Describe the challenges your clients faced, the strategies you implemented, and the outcomes they achieved. This demonstrates your expertise and the tangible results you can deliver.
  3. Certifications and Awards: If you have obtained relevant certifications or received industry awards, prominently display them on your website. These accolades act as proof of your competence and professionalism.
  4. Social Media Integration: Connect your social media accounts to your website. Display social media widgets that show your follower count, engagement metrics, and positive comments from clients or peers.
  5. Trust Badges and Logos: If you have affiliations with reputable organizations or industry associations, showcase their logos or trust badges on your website. This helps establish credibility and instill confidence in potential clients.
  6. Client Success Stories: Share anonymized success stories that highlight the transformations your clients have experienced through your coaching or therapy. Focus on the specific challenges they faced and how your guidance helped them overcome obstacles.

Social proof not only validates your expertise but also creates a sense of community and reassurance for potential clients. Make quarterly or semi-annual reminders to regularly update and refresh your social proof elements to maintain relevance. For more information, see The Game Changer: Social Proof for Wellness Websites.

Step 5: Register Your Domain Name, Choose the Optimal Platform and Web Hosting Provider

an illustration of a laptop with checklist along with coffee, plants, and writing tools

Every website needs these two things:

  • A registered domain name
  • Web hosting or signup with a website builder platform (like SquareSpace).

How to select and register a domain name for your coach or therapist website

Your domain name is an essential part of your online presence, so take your time to select a name that represents your therapy practice accurately and professionally but also is optimized to reach your ideal clients. Here are some tips to help you pick a suitable domain name:

  1. Keep it simple and easy to remember: Select a domain name that is easy to spell and pronounce. Avoid complex or lengthy names that may confuse potential visitors.
  2. Reflect your practice: Try to include relevant keywords or location-specific terms that describe your therapy practice and location. This will help potential clients understand what you offer and improve your website’s visibility in search engine results.
  3. Use your name or practice name: Consider using your own name or the name of your therapy practice as part of the domain. This can create a sense of professionalism and personal connection.
  4. Make it professional: Choose a domain name that conveys professionalism and trustworthiness. It should reflect the serious nature of your therapy practice and inspire confidence in potential clients.
  5. Consider your target audience: Think about your ideal clients and the demographic you want to attract. Tailor your domain name to appeal to that specific audience. For example, if you specialize in working with children, you might consider including words like “child” or “family” in your domain name.
  6. Check for availability: Before finalizing your domain name, make sure it is available for registration. You can use a domain registration website like name.com to check availability and purchase your chosen domain name. Typically your domain name registration will need to be renewed annually – though you can purchase registration for more than 1 year if you prefer.
  7. Avoid trademark infringement: Ensure that your domain name doesn’t infringe on any existing trademarks or copyrights. Conduct a search to verify that your chosen name is not already in use by another therapy practice or business.
  8. Use appropriate domain extensions: Consider using the .com domain extension rather than .org, or .net as it is more widely recognized and trusted by users.
  9. Seek feedback: Once you have a few potential domain names in mind, seek feedback from trusted colleagues, friends, and clients. They can provide valuable insights and help you choose the most effective option.

Choosing a web host for your coaching or therapist website

Consider your web hosting provider carefully. Opt for a reliable and reputable hosting service that ensures your website is secure, loads quickly, and remains accessible at all times. Of the many web hosting providers I’ve worked with in over 20 years of experience, my recommended provider is SiteGround for both performance and customer service.

Choosing a website builder or platform for your coaching or therapist website

Content Management Systems (CMS) like WordPress and website builder platforms like Squarespace offer different management interfaces and customizable templates that can simplify the website design process. Choose a platform that aligns with your technical comfort level and allotted budget. I personally recommend WordPress for its flexibility, scalability, and user-friendliness, but if you’re just getting started with say a budget under $2500, a DIY SquareSpace website may be a better starting option for you.

Step 6: Contact a Web Designer or Select Your Theme

two women site at a table with laptop, tablet, hand-written notes brainstorming ideas for their acupuncture practice website designer

Depending on whether you choose to work with a web design professional to build the site or DIY with a provider like SquareSpace, your next step will vary.

Here are some considerations to guide you in contacting a web designer for coaches and therapists:

  1. Research and Referrals: Start by researching web designers who specialize in working with coaches and therapists. Seek recommendations from colleagues, professional networks, or industry forums. Look for designers who have experience creating websites in the coaching or therapy field.
  2. Portfolio Review: Visit the websites of potential web designers and review their portfolios. Take a look at their design aesthetics, functionality, and overall user experience. Look for examples that resonate with your vision and target audience. If you don’t feel a match, it’s likely time to keep searching.
  3. Contact Information: Look for the web designer’s contact information on their website. It may include an email address, phone number, or a contact form. Make a note of their preferred method of communication.
  4. Initial Inquiry: Send an introductory email or request an estimate from the web designer. Provide a brief overview of your coaching or therapy practice and mention that you are interested in their services. Ask if they are available for new projects and if they have experience working with clients in your industry.
  5. Request a Consultation: If the web designer expresses interest, schedule a consultation to discuss your project in more detail. Many web designers offer a free 30 minute consultation so that you can ask questions, share your goals and requirements, and understand their approach and pricing. Both of you can decide if you are a good fit or receive a referral to another provider.
  6. Clarify Deliverables and Timeline: During the consultation, ask questions to clarify the scope of work, deliverables, and general timeline. Make sure you have a clear understanding of what the web designer will provide, such as design, development, content creation, and ongoing maintenance as well as within what timeframe.
  7. Pricing and Contract: Most qualified web designers will provide a detailed estimate and contract outlining the cost of the project and any additional fees or ongoing maintenance charges. Review these carefully before signing, ensuring that all terms and expectations are clearly defined and agreeable.

It’s important to choose a web designer who understands the unique needs of coaches and therapists. Effective communication and an ability to work collaboratively are key to ensuring the success for your coaching or therapy website web design process before and after launch.

Be Aware of and Avoid Web Designer Red Flags

When contacting web designers for your coaching or therapy website, it’s essential to be aware of potential red flags that may indicate an unprofessional or unreliable service provider. Here are some red flags to watch out for:

  1. Poor Communication or Response Time: Pay attention to the web designer’s communication style and response time during the initial inquiry stage. If they are unresponsive, take a long time to reply, or demonstrate poor communication skills, it may indicate difficulties in working together effectively.
  2. Vague or Inconsistent Pricing: Be cautious if a web designer provides vague or inconsistent pricing information. A reputable professional should be able to provide a clear breakdown of costs and any additional fees associated with the project.
  3. Lack of Contract or Terms and Conditions: A web designer who does not offer an official estimate and contract or detailed terms and conditions raises concerns about the project’s scope, deliverables, and potential disputes in the future. A contract protects both parties and ensures that everyone is on the same page.
  4. Limited Design Skills: Assess the quality and style of the web designer’s previous work. If their designs don’t align with your aesthetic preferences, it may be a sign that they are not the best fit.
  5. Negative Reviews or Reputation: Research the web designer’s reputation by looking for online reviews or testimonials. If you come across consistent negative feedback or unresolved complaints, it’s a strong indication to proceed with caution or explore other options.

Always trust your instincts and conduct thorough research before committing to a web designer. Find a professional who understands your specific needs, communicates effectively, and has a proven track record of delivering quality websites for coaches or therapists.

How to Select a Quality Theme for DIY

  1. Consider Your Functionality Requirements: Assess the features and functionality provided by each theme. Consider whether you need e-commerce capabilities, blogging functionality, event management, or integration with third-party services. Ensure that the theme you choose supports the key features you require.
  2. Explore Available Themes: Visit the Squarespace (or ThemeForest for WordPress) website and browse through their extensive theme collections. Filter themes by industry, style, or specific features to find options that align with your vision. Preview each theme to get a sense of its layout, navigation, and design elements.
  3. Read User Reviews: Look for user reviews or testimonials about the themes you are considering. For WordPress themes, look for 4 stars or more and a recent publish and last updated date. If the publish and last updated date is more than 2 years, it’d be best to keep looking for a more recently updated theme so you don’t run into frustrating functionality issues with your website. Pay attention to feedback regarding ease of use, support, and any limitations or challenges users have encountered. User reviews can provide valuable insights into the theme’s performance and user satisfaction.
  4. Design and Customization: Evaluate the design options and customization flexibility of each theme. Look for themes that allow you to modify colors, fonts, and layouts to match your branding. Consider the overall aesthetics and visual appeal of the theme, ensuring it aligns with your desired website look.
  5. Mobile Responsiveness: In today’s mobile-centric world, it’s crucial to choose a theme that is mobile responsive. Review how the theme appears on different devices and screen sizes to ensure a seamless user experience for your mobile visitors.
  6. Support and Documentation: Evaluate the support resources available for the theme. Check if there is comprehensive documentation, tutorials, or a dedicated support team to assist you in case you encounter any issues or need help with customization.
  7. Consider Future Growth: Think about your long-term goals and how your website may evolve. Choose a theme that allows for scalability and future expansion, ensuring that it can accommodate additional features or content as your coaching or therapy practice grows.
  8. Test and Experiment: If you’re DIYing, Squarespace offers a free trial period, allowing you to test different themes before committing. Take advantage of this trial period to experiment with various themes, layouts, and customization options. This hands-on experience will give you a better understanding of how each theme works and how it aligns with your requirements. Similarly, quality WordPress themes will allow you to review a demo with various sample pages available.


Woo, while I imagine that may feel like a lot for someone who does not spend their time doing this work for a living, I hope this guide helps provide some good food for thought with regard to the various initial steps needed to bring your new coaching or psychotherapy website to life. Working with a reliable, professional website designer will help ensure that your website is done right and optimized to reach your ideal client.

Website designer for coaches and therapists

If you are a coach or psychotherapist looking to design your website with WordPress, I can help! Based in Seattle, I have assisted wellness professionals with their websites across the United States. Whether you’re starting from scratch or looking to refresh an existing website or convert your website to WordPress, I can help alleviate stress and help build a website that will grow your practice. Contact me with any questions or request a quote.

Heather Larson is a WordPress specialist based in Seattle who designs and develops user-friendly websites for nonprofits, wellness professionals, and small business.

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