Freelance project · Websites
A coaching page that turns the right visitors into booked calls
A landing page for a coaching business with one goal: a booked discovery call. I structured the page around the reader’s situation, designed the trust and booking sections, and set the copy hierarchy for desktop and mobile.
01The problem
Coaching is a personal purchase: visitors need to trust the coach and believe the approach fits them before they book. Many coaching pages lean on vague promises and long biographies, and the booking step comes too late or asks too much.
Who it’s for
People feeling stuck
A sign that this coach understands their situation.
Busy professionals
The format, time commitment and next step, found quickly.
Undecided visitors
A low-commitment way to find out more.
The coach
Calls with people who are a good fit.
02The main flow
01
Lands from a post
02
Recognises their situation
03
Reads how coaching works
04
Picks a call slot
05
Answers a short intake
03Structure
Hero
Is this you
The method
About the coach
Book
04Key decisions
Decision 01
Coaching pages often open with the coach’s biography, asking visitors to care before they feel understood.
Considered
A hero with a portrait, title and credentials.
Chosen
The hero names the situations the coaching serves in the reader’s own words, and the coach’s story comes after the method.
Why it works
Visitors keep reading when they see themselves in the first lines. Credentials then confirm a decision rather than having to start one.
Decision 02
A contact form adds an email exchange before a call is even booked.
Considered
An enquiry form with a promise to reply.
Chosen
A booking calendar on the page showing free slots, with a short intake asked after the slot is picked.
Why it works
Booking becomes one decision, and the intake still gives the coach context. Asking questions after the slot keeps the commitment step light.
Decision 03
Broad pages attract calls that aren’t a fit and waste time on both sides.
Considered
Speak to everyone to cast the widest net.
Chosen
A short section stating who the coaching suits and who it doesn’t, pointing the second group to free resources.
Why it works
It sharpens the message and builds trust. It may mean fewer calls, but the ones that come are better fits.
05What’s inside
Opens with the visitor’s situation, not the coach’s title.
The programme laid out as a short sequence of stages.
Free call slots on the page, with no form to send first.
A few questions after booking so the coach arrives prepared.
A helpful next step for visitors who aren’t ready or aren’t a fit.
06Outcome
Delivered
What I learned
On a coaching page, the copy is the design; the layout mostly had to stay out of its way.
Moving questions after the booking made the call feel like a small step.
Next step
Pick a time that suits you. You'll leave the call with a clear next step, whether we work together or not.