When you’re starting a coaching business, everyone tells you that you need a website. But what they don’t tell you is exactly what that website needs—or more importantly, what it doesn’t need.

In this value-packed interview, you’ll learn a refreshingly practical approach to building and evolving your business website at every stage of growth. No more wondering if you’re overcomplicating things or missing crucial elements—this conversation breaks down exactly what to focus on when you’re just starting out, when you’re gaining momentum, and when you’re ready to take your digital presence to the next level.

From the essential first steps that cost less than $20 to implement, to common website mistakes that waste time and money, to strategic decisions that will save you from future headaches—this guide cuts through the complexity of website development to help you create clear, focused marketing that actually works for your coaching business.

  • Start with the basics and secure your domain name first. This is your digital real estate that costs just $10-20 per year but establishes your professional identity.
  • Your website gives you credibility. Even a simple one-page site proves you exist when someone checks after getting a referral.
  • Don’t overthink your starter website; begin with just home, about, and contact pages rather than getting stuck in perfectionism.
  • Skip the blog when starting out—an outdated blog signals neglect, while no blog at all goes unnoticed.
  • Ensure your website reflects who you actually are; a disconnect between your bubbly personality and a sterile website confuses potential clients.
  • Your website is a breathing, living tool—neglecting it for months is like abandoning your 24/7 marketing representative.
  • Drive traffic back to your website from newsletters and other channels—more traffic means higher search engine rankings and greater visibility.

Ginnie: The first step is getting a domain name—your website address. Even if you’re just starting out and don’t have a website yet, secure that domain name because you’ll want to use it for your email. Instead of using Gmail or Yahoo, you should have a branded email address. Domain names are very affordable, typically $10-15 per year. You can get them from companies like GoDaddy, namesilo.com, or namecheap.com.

When choosing your domain name, make it as short as possible. People need to remember it and type it without making mistakes. Plus, you don’t want your email address to be excessively long.

Ginnie: These days, it doesn’t matter as much. While .com is the traditional choice, there are fewer .com names available. The .org extension is typically used for nonprofits. Now there are many other options like .consulting, .tv, or .care. For example, we have a client who uses .care because they’re a healthcare office. If you can get a .com, secure it, and consider buying multiple extensions of your name to protect it. You can always let them go later if you don’t use them.

Ginnie: Don’t worry about having a blog when you’re first starting. Many people say you need one, but you probably won’t have time to create content regularly. The worst thing is having a blog with just one post that sits there for months.

Also, don’t worry about having multiple pages. You don’t need a separate page for each service you provide. Keep it simple when you’re first starting.

Ginnie: Once you’ve been out there talking and know who you want to work with, figure out who your ideal client is and what information they’re looking for about your services. Based on your ideal client, determine what content needs to be on your website. You’ll always need your about page content and contact page, but now you can refine your messaging to attract your target audience.

Consider what journey you want visitors to take on your website. What final action do you want them to take? Do you want them to fill in a form, call you, sign up for your newsletter, or pay directly online? These are the key things to consider in your next steps.

Ginnie: Think about how much information your ideal client needs before making a decision. For architects, engineers, or financial analysts, you might need more detail about your process and extensive FAQs because they want to see all their questions addressed upfront. Other clients might get overwhelmed with that level of detail, and it could actually drive them away. They might prefer to feel seen and heard from an emotional perspective.

Color choices matter too. Many personal finance websites use black and neon green for some reason. That might work for some audiences, but if you’re trying to attract someone looking for emotional connection, stark or drastic appearances could feel harsh and unappealing.

Ginnie: Make sure your brand reflects who you are. Sometimes we meet clients who are fun and bubbly in person, but their website is completely bland, dry, and overly professional. There’s a disconnect between the people clients will meet and what the brand communicates online. Bring your personality into it because people are buying into you.

Your branding should reflect your target audience. If you’re working with men, you might use darker colors. For women, lighter, softer colors might work better. If you’re working with both, choose something in between that appeals to everyone.

Ginnie: Every website needs a home page, an about page, and a contact page. At a basic minimum, you’ll also need a services or products page. Some people add a “Why Work With Me” page, which differs from the about page. The about page is more of a bio, while “Why Work With Me” focuses on the benefits clients get from working with you. Some people include a process page that outlines how you’ll work together.

The number of pages really depends on your clients. Some only need four pages to start – home, about, services, and contact. That’s enough content to help people decide if they want to work with you.

Ginnie: Consider how your website fits with the rest of your marketing strategy and plan. Ask yourself what else your website can do to help you get more clients, leads, and people. If you don’t have a newsletter signup yet and plan to start one, add that functionality. If you want to start educating people, consider adding a blog with text or video content, or a podcast.

Remember that your website is a living tool—one of your biggest marketing assets because it’s there 24/7. Don’t forget about it after it’s built. Many clients only look at their website when something goes wrong, and then realize they haven’t checked it for a year.

Maintain consistency across all your marketing channels. If you change your messaging on social media or other materials, make sure your website reflects those changes. Drive traffic back to your website through your newsletter. You don’t need to include entire articles in your newsletter; include excerpts and let people click to read more. The more traffic you get, the higher you’ll rank in search engines. Google won’t prioritize a site that only gets 20 visitors compared to one getting hundreds or thousands of visits.

Ginnie: For a service provider, I advise against having Google Ads or similar advertising on your website. If you’re a blogger whose primary business is content creation, ads make sense but be careful about what types of ads appear on your site to ensure they align with your brand.

For service providers, ads are distracting and take people away from your website. When you drive people to your website, you want them to stay as long as possible, exploring your pages and reading your content. If you have a blog, you want them moving from one post to the next. Avoid anything that distracts from your content and message.

Ginnie: Remember that everything we’ve discussed is about the client-facing side of your website: the design, content, and messaging. But there’s also the technical side: updates, proper backups, and maintenance. When you get messages about failed downloads or updates, it can be overwhelming to know what matters and what doesn’t.

For listeners who already have a WordPress website and need help maintaining it, I offer website maintenance packages with a special price for podcast listeners. You can find the link in the show notes or visit my website and mention FCA. You can also find me on social media – Facebook, LinkedIn, and Instagram.

Remember, a website is an essential marketing tool that requires ongoing attention and care. Whether you’re just starting out or looking to improve your existing site, focus on what matters most for your specific audience and business goals.

About Ginnie Rowe

Born in Virginia and raised in Argentina before moving to the UK at 18, Ginnie brings decades of marketing experience across three continents. After working in marketing agencies for 12 years, including as Client Services Account Director for Carlson Marketing in England, she and her husband David moved to Arizona in 2006 and founded DGR Communications.

Ginnie’s strength lies in digital strategy and helping businesses achieve clarity in their brand messaging. Her approach focuses on creating websites and marketing strategies that authentically reflect both the business owner’s personality and their client’s needs. When not elevating her clients’ online presence, she enjoys yoga, hiking with her German Shepherd, traveling the world, and enjoying Arizona evenings with a good book and glass of wine.