Wondering how to write content for your website to get more visibility online?

In January 1996, Bill Gates wrote the following essay titled Content is King, which was published on the Microsoft website.

“Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.”

This is certainly what we experienced in all these years on the Internet.

On top of your coaching niche and proposition, your website content is the backbone of your online coaching business growth.

Let’s explore how to write content for a website that can help you grow your coaching business online.

Website content definition

Website content includes:

  • Text 
  • Images
  • Videos
  • Audios 
  • Animations

The content of a coaching website plays the most crucial role in generating traffic and converting that traffic into leads. The more engaging, optimized and organized the content is, the higher the chances of higher search engine rankings. 

Following is the list of essential types of content pieces you need for a successful coaching website to grow your business

Let’s explore the essential coaching website content types in detail. 


Different types of pages may be required as per the nature of your website, but the following are the few pages that are essential for every coaching website, in my opinion. 


The services page includes the services that you are providing.

This should have all the necessary information a potential client might need. Starting from what you offer, your packages, prices, offers, and all other related details. 

Here is an example of a services or plans page. 

how to write content for a website

Landing pages 

Each landing page on your website has its own importance. The purpose of each landing page is to convert visitors into leads. There can be different landing pages for different CTAs rather than having multiple CTAs on the same page. Similarly, the following pages also fall in the category of landing pages. 

  • About page
  • Meet the Team 
  • Contact page
  • Affiliates 
  • Membership page 

These are just a few examples of landing pages. In reality, it depends on the type of services you’re providing and the landing pages you would need as per your requirements.

Testimonials/case studies

Testimonials and case studies can drastically increase your authority and credibility in your industry or niche. One successful case study can lead you to your next 10 clients. 

Therefore, for any business, especially coaching business having a separate page for testimonials and case studies can add a lot of value to your coaching website and make it more professional.

Legal pages

This is another inevitable section of pages that can not be avoided at any cost. A few most have legal pages are 

  • Privacy policy 
  • Terms and conditions
  • Cookies policy 

It’s up to you whether you can address all of them on a single page or create a different one for each point. 

Thank you pages

Thank you pages have their own importance. You will need this at various stages of your websites. 

For example, when someone signs up for your service, downloads a lead generator, submits a contact form, schedules a call and so on. 

It is recommended that you add relevant content to each thank you page because whenever a client takes action, they should be redirected to a relevant page, ideally, where more information can be found as per their action rather than going to a generic page. 

Lead generators 

It takes so much effort to bring someone to your website. 

It is difficult to build a coaching business If you don’t have a system to capture emails from your website visitors and get in touch with them regularly. 

What is a lead generation system? 

A lead generation system refers to the process of attracting and converting your potential clients by offering something valuable at no cost to them at all. Generally, you grow the email list to help you convert them into full-time clients in the future.

An example of a lead generation system. 

Lead generator example

There can be many types of lead generators, for example:

It is recommended to clarify and create one valuable resource that has enough value that your prospects can give you a key to their inbox. I mean, leave an email ID so you can contact them again and again.

Also, having a lead generator pop-up can also drastically increase the number of subscribers.

Having an email list is crucial in any business and will always pay off in the future. It is one of the assets you have online, which we believe can be increased if you look into the suggestion mentioned above. 

Follow up Emails 

Once you have your prospect’s email and consent, please send them further emails. You need to create follow-up emails. 

Ideally, after someone signs up for your newsletter, you should regularly send 5-7 follow-up emails with proper CTAs. 

After that, you must regularly be in touch with them to keep your leads fresh. 

There are various ways to do that. 

  1. Weekly or a monthly newsletter (Could be a blog/article)
  2. Regular offers 
  3. Tips and tricks relevant to their interest 
  4. News/updates 

It is your choice to decide whether you want to stay in touch with your leads weekly, biweekly or monthly. But whatever you pick, consistency will be the key. 

Blog/blog posts (optional) 

Having a blog is not a must but highly recommended. If you have a blog that is being regularly updated, it will also help you with your newsletter. 

Moreover, writing valuable blog posts or articles has been the oldest form of SEO and will continue to remain so. It will help your site rank better and for more keywords. 

Also, there’s nothing more valuable than creating and providing helpful content to your visitors for free.

But for that, you need to have a proper content plan and calendar. And it is highly recommended that you are involved in this process rather than outsourcing it completely. 

Nobody knows your business better than you do. 

Different types of content pages

As mentioned above, every site has its own requirements, but a few pages are a must for every service-based business, especially an online coaching business. 

  • Homepage
  • About page
  • Contact page
  • Services page
  • Privacy policy/Terms of service page
  • Testimonials/Case study page
  • Landing page (optional)
  • Blog page (optional)

However, someone who has just created a website should focus the most on the homepage of that website. It is going to be your online first impression, and if that’s not impressive, no one’s going to look into the rest of them.

Here is an example of all the elements that are a must to create an ideal homepage.

How to write website content

Creating website content and managing it, no doubt is a daunting task.

You can easily outsource this task, but there are high chances that you will be disappointed by the result because again, no one understands your business better than you do. 

It is also understandable that managing all of it on your own may not be feasible for many business owners. This is why we believe in getting support and staying involved as much as possible.

As a coaching business owner, you should go through a few steps before finalising a content strategy. 

  • Identify your unique value proposition
  • You should know what your aspirational identity is 
  • Convincing content to turn your visitors into clients (Defining Stakes)
  • The content you need to establish authority and credibility (Testimonials, presenting yourself as the guide)
  • Your services (Prices, packages, offers) 
  • Your Call to Actions 
  • Landing pages 

Once you have crystal clear clarity on the above, it will be easier for you to get support and utilize their help in the best way possible. 

Having a website content strategy is just as important as having a website. If it’s not managed, updated and promoted regularly, it will start wearing out and lose its importance. 

How to update website content

Google considers fresh and updated content as a ranking factor.

This shows the importance of having regularly updated website content. This will help you rank better, provide a better user experience, and offer sustainable traffic growth. 

There are a couple of easy ways to update your content regularly. 

Update existing content

You can use the following points as your weekly or monthly content updation checklist:

  • Update all dates/year 
  • Update all stats that you have included in your content
  • Remove outdated content 
  • Review Google Search Console for keywords and include them naturally where possible 
  • Fix broken links (If any)
  • Update/Improve images (Especially infographics)
  • Check and update grammatical/spelling errors
  • Update internal/external links 

Staying on top of the above items will keep your content fresh, and you can maintain your rankings in search engine results.

Assess your competitors and collect inspiration 

Instead of inventing the new wheel each time you want to create or update content, keep a close eye on your competitors, assess them, see what is working and replicate that for your own website.

This does not mean you plagiarise their content; this is only to get better ideas and know what’s working.

Keyword research

Once you have written a blog or article, don’t forget about the keywords. They are ever-changing and evolving; always keep a close eye on what people search for rather than assume.

You can use various tools like Ahrefs and Ubersuggest for this purpose. 

A single letter or word can affect the ranking of your website pages. For example, both of these are identical terms, but there is a significant difference in their rankings and search volume. 

Website Consultancy Services 

website content keyword example

Website Consulting Services

Website content keyword example 2

The above example shows the importance of keywords in terms of SEO. 

Website content development services

Many options can be explored when it comes to creating, updating, and managing your website content.

Typically, you have the following 3 common scenarios when it comes to content development services.

Do it yourself

There is nothing better than creating content for your website, whether it’s the homepage or the articles.

But an important thing to keep in mind is whether you have the bandwidth to do it all or not. 

It is great if you can manage this on your own end, but the most important thing for a leadership coach is to help their clients achieve the results they wish to achieve. 

Get support

Our favourite process of creating quality and engaging content is getting support. In our opinion, having a support network where you can brainstorm ideas, create a plot, and get the work done is ideal.

In this way, it all stays in the house, and you are very much involved in the process.

A great team in this regard can effectively help you create, manage and regularly update your content while you also have enough time to work on your business and be personally involved with your clients. 

Outsource entirely 

This is another option that can be explored if you do not have the time or bandwidth to create or manage content on your own. Many agencies can be hired for this purpose; similarly, you can hire freelancers for content writing as well through various platforms. 

However, we believe that no one knows your business, clients, or problems as you do. Also, they don’t have the qualifications, certifications and coaching skills that you do. 

So outsourcing entirely is not the best option in most cases.


Having a website content plan is the key to your overall online marketing. I hope the above ideas will help you create your own winning content plan as per your available resources.

The best website content plan is the one that works for you and your coaching clients.

Cheers to your online coaching success!

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About Rana

Building a website that drives traffic and generates leads is challenging. Rana is a website development consultant and a Co-Founder of WP Minds, a website consulting service that helps coaches, trainers, authors, and creatives to create winning website strategy, develop high converting websites, attract visitors and convert leads into customers to grow their businesses.

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