Coaching landing page: life coaching, business coaching and NLP
A coaching landing page for life, business and NLP coaching: what goes on it, the discovery call as one action, and where coaching ends and therapy begins.
People land on the page, read all the way to the end, and still don't book a call? In our experience, a coaching landing page usually fails at the same point: it talks about the coach, the certifications and the method, and not about what the reader feels when they're stuck. Coaches sell a change you can't photograph. So the reader decides on two things: do they feel understood, and is it clear what will happen after they book. In this article we break down the structure of the page, look at what's different in life coaching, business coaching and NLP, build a discovery call as the one action on the page, and mark where the line between coaching and therapy runs.
Coaching landing pages: the structure, block by block
The skeleton is similar across every kind of coaching. What changes is the language, the audience and the action.
- A headline in the reader's own words. Not "Coaching for a happier life", but the situation they recognise: "Feel like your career is stuck, and not sure what the next step is?". Under it, one sentence about what you'll do together, and a button.
- Who I work with. Three concrete situations in which people come to you. A narrow description lets the right reader recognise themselves, and the wrong reader give up early. Both are good for you.
- How the process works. How many sessions, how long each session lasts, how often, online or face to face, and what happens in the first session and in the last. This is the block that takes away the fear of committing to something vague.
- Who I am. A few sentences about your approach, the training you completed and the body that certified you, exactly as they appear on the certificate. A short video of you talking to the camera does more here than a long paragraph.
- Client stories. Only with written consent, and preferably without identifying details. A good story describes what you worked on and what changed, and doesn't promise it will happen for everyone.
- Who it's for, and who it isn't. A block inside the page itself. A sentence like "This isn't for someone looking for a fix in three sessions" filters enquiries and comes across as honest.
- Format and price. In our view it's worth stating at least the structure of the process, and if you have a fixed price, that too, or a "from" price. That way the discovery call starts from a real point.
- One action. Booking a discovery call in a calendar inside the page, or a short form, with WhatsApp next to them. No menu to the rest of the site.
We set out the general principles of a page that converts in our guide to building a landing page. Here we'll focus on what is specific to coaches.
Life coaching, business coaching and NLP: what's different on each page
This article is about coaching for life, for business, and NLP. Fitness coaches need a different page, with a trial session and a booking calendar, and we wrote about it in our article on a digital asset for fitness coaches.
| Type of coaching | Who reads the page | What convinces them | The action on the page |
|---|---|---|---|
| Life coaching | A private individual, paying out of their own pocket | Recognising themselves, the coach as a person, a transparent process | A short discovery call |
| Business coaching | A business owner or a manager | Business experience, clearly defined topics to work on | A discovery call about the business |
| NLP course or workshop | Someone who wants to learn the method | The curriculum, the dates, who teaches | Signing up for an open class |
The breakdown is an estimate from our experience, not research data.
Life coaching
On a life coach landing page the decision is an emotional one, so the video and the "Who I am" block carry more weight. Choose one audience per page. If you work both with young people before their army service and with managers in their fifties, that's two pages with two headlines.
Business coaching
A business coach landing page is read by someone who wants to know that you understand business. Write which topics you work on, for example pricing, managing a team or setting priorities, and what happens between one session and the next. Figures from clients' businesses only with their consent, and always as "what happened for one client", never as a promise.
NLP: sessions or a course
These are two different products. A page for one-to-one sessions is built like a life coaching page. A page for a course needs the dates, the hours, the curriculum, who teaches it, and which certificate you receive and from whom, exactly as it is issued.
Coaching, not therapy: the line the page has to respect
Some readers arrive at a coach's page with an emotional difficulty. So the page needs to make clear what coaching does, and what it doesn't. Section 1 of the Psychologists Law (חוק הפסיכולוגים) defines practising psychology as "professional practice, as an occupation, in the diagnosis and evaluation of matters and problems in the mental, intellectual and behavioural sphere of human beings, as well as treatment, rehabilitation, counselling and guidance regarding such matters and problems, that are usually carried out by a psychologist" (here and throughout, quotes from Israeli legislation are our own translation of the Hebrew). Section 2(a) states: "no person shall practise psychology unless they are a psychologist". In addition, section 5 prohibits using the title "psychologist", "or an expression or abbreviation implying that they are qualified, able or willing to practise psychology", unless the person is a registered psychologist or holds a permit.
What this means for the copy, in our approach:
- No therapy words. No "diagnosis", no "treating anxiety". The language of coaching is goals, decisions, actions and habits.
- A clear boundary sentence. In the FAQ block: coaching is not a substitute for therapy, and anyone dealing with mental distress should turn to a mental health professional.
- Two roles, two pages. If you are also a certified therapist, build a separate page for the therapy. A page like that is built differently, and we covered it in our article on landing pages for therapists.
Exactly where the line runs in your case is a question for a lawyer. We are not lawyers.
Promises, testimonials and remarketing: what to check before the campaign
Mistake #1: promising a result. "Double your income within three months" may bring in clicks, but it attracts the wrong clients. Describe the process and what clients worked on, not what will happen to the reader.
Mistake #2: a testimonial without consent. A screenshot of a thank-you message from a client is not consent. Ask for approval in writing, and don't publish any details of what was said in sessions.
Mistake #3: remarketing in a sensitive area. According to Google Ads' policy on restricted targeting, "Advertisers promoting products and services that fall within sensitive interest categories are unable to use advertiser-curated audiences". The list of categories includes, among others, "Relationship hardships", "Negative financial status" and "Health". So if you offer couples coaching, or financial coaching for families in debt, plan the campaign so that it isn't built on remarketing to people who visited the page. Whether your service falls into one of those categories is something to check against that page before you build the campaign.
The discovery call: the one action on the page
Give the call its proper name: "a 20-minute discovery call". Write what happens in it: we'll work out what you want to change, I'll explain how the process works, and we'll decide together whether it's a good fit. A clear promise like that takes away the fear of a sales call.
- A calendar inside the page. The reader sees the open slots and picks one, without a back-and-forth of messages.
- Two or three multiple-choice questions. What you'd like to change (career, business, something else), when you'd like to start, and online or face to face. No open field of "tell me what you're going through": that's what the call is for.
- A confirmation message. A reminder on WhatsApp or by email, with one question to think about before the call.
And what about a lead form inside Facebook? In our article on Facebook lead forms vs landing pages we suggested a rule: if the client needs to see a process before they get in touch, start with a page. In coaching, that is almost always the case. Measure how many calls were booked from each channel, and how many of them turned into a coaching process, not how many clicks there were.
Who this suits, and who it doesn't
A good fit:
- A coach who advertises, or plans to advertise, on Google or Meta.
- A coach with a defined process: number of sessions, format and price.
- A coach who has room in the calendar for discovery calls as early as this week.
Less of a fit:
- A coach whose clients mostly come through referrals and a community, without a campaign. There, a good About page is enough for now.
- A coach who hasn't yet decided who they work with. A page for everyone won't convert, so choose an audience first.
- A coach selling a recorded course with immediate payment. That calls for a sales page with checkout, as we explained in our guide to sales pages.
What Simple Web does about it
Simple Web is an AI-first marketing agency from Bnei Brak, certified Meta partners and Google advertising experts, working with 200+ businesses and holding 35 five-star Google reviews. We build landing pages around one message and one action: a short form (usually name and phone), mobile-first design, pixels and conversion tracking, heatmaps and A/B testing. With coaches, most of the work goes into the copy: a headline in the client's own words, the description of the process, and the "who it's for" block. A landing page goes live within 7 business days, and the price is a custom quote by scope, after a free diagnostic call.
Summary
A coaching landing page works when it talks to the reader rather than about the coach: a headline in their words, a transparent process, a "who it's for" block and one action. Life coaching, business coaching and an NLP course differ in audience, in proof and in action, so each one needs a page of its own. On top of that, the page respects the line: no therapy words, no promises, and no testimonials that weren't approved in writing. Want to build the page for the programme that matters most to you? Book a free diagnostic call with us.
Sources
- The Psychologists Law, 1977 (Wikisource, Hebrew): section 1 (the definition of practising psychology), section 2(a), and section 5 (the exclusive use of the title)
- Google Ads: Restricted targeting in personalized advertising (Hebrew version): the sensitive interest categories and the ban on using advertiser-curated audiences
Tags:
Growth
