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Industry
Life Coach Website: The Pages, the Offer and the Rules for Testimonials and Results Claims
Most guides to this topic list the same pages and show a gallery of coach sites. That part is easy. What they skip is how to describe an offer so a stranger understands it, how a discovery call booking should work, and what the US Federal Trade Commission says about the client stories and results a coach puts on the page. This guide covers all three, with the rules taken from the FTC's own pages on 1 November 2026.
Key takeaways
- A life coach site is a short path, not a big site. Home, About, Work with me, a booking page and a contact route do most of the job. A blog and a free resource come later.
- The offer page carries the sale. Say who the coaching is for, what the sessions look like, how long it runs and what the client leaves with. Vague promises about "transforming your life" give a visitor nothing to decide on.
- Make the discovery call the one main button. Link it from every page and keep the form short.
- Testimonials with results need care. The FTC says that if you cannot show a client's result is what people generally get, the ad must make clear what the generally expected results are. A small "results may vary" note does not fix that.
- Fake, bought or hidden-relationship reviews are banned. The FTC rule on consumer reviews and testimonials has applied since 21 October 2024.
- Income promises are the riskiest claim. If your coaching teaches people how to earn money, read the FTC's proposed changes before you write a number on the page. This is not legal advice.
The short answer
A life coach website needs a home page that says who you help and what changes for them, an About page in your own voice, a page that lays out how you work with people and what it costs or how to find out, a place to book a free discovery call, and a contact route. Add client stories only if you can show they are fair, and keep any claim about results or income to what you can back up. Everything else is optional.
This is a planning guide from a web design studio, not legal advice. The rules below come from the FTC's own pages and may change, so check them before you publish a claim, and ask a lawyer if the claim matters to your business.
What the ranking pages cover
On 1 November 2026 we searched for "life coach website pages you need". The results included guides from Zarla, CyberOptik, Paperbell, Lovely Impact, Coach Pony, Sierra Lin Design and Welby Creative, plus a Knapsack Creative case study. We read Paperbell's guide in full. Its list is typical: Home, About, Services or packages, Booking, Testimonials, Contact, FAQ, a blog or free resources and a client portal, with terms and a privacy policy as technical pages.
The guides disagree on size. One argues a one-page site beats a ten-page site that does its jobs badly. They also recommend testimonials, named client results and concrete figures as selling tools. Paperbell even praises putting measurements front and centre, yet gives no rules on how to present those results or what to disclose with them. That is the gap this guide fills.
The pages a life coach site needs
| Page | Its job | What to put on it |
|---|---|---|
| Home | Tell a stranger in seconds if this is for them | Who you help, the change they want, one line on how you work, a photo of you, the booking button |
| About | Let them decide if they would enjoy working with you | Your story, why you coach this topic, training you actually completed, how you work |
| Work with me | Explain the offer | The programme, who it suits, what a session looks like, length, how to start |
| Book a discovery call | Turn interest into a conversation | Call length, what happens on it, a calendar or short form |
| Stories (optional) | Show what working together is like | Fair, consented client stories, see the rules below |
| Free resource or blog (optional) | Earn trust before the call | One useful guide or short email series on your main topic |
| Contact, privacy and terms | Basics | An email address, how you handle personal details, your refund and cancellation terms |
A new coach with no stories yet should build the first four rows and the contact page, and stop there. Our homepage design guide covers the first screen, and the website copy guide covers the words.
Write the offer page so a stranger can decide
Visitors buy a specific change over a specific time with a specific person. Answer these in order:
- Who is this for? Name the person and the situation, for example "managers in their first year of leading a team", not "anyone ready to level up".
- What do they want to change? Use the words a client would use on a call.
- How does it work? Session length, how often, how long the programme runs, what happens between sessions, and whether there is email support.
- What will they have at the end? Describe things a client can see for themselves: a plan, a habit, a decision, a clearer week. Avoid promising an outcome you do not control.
- Who is it not for? One honest line helps the right people say yes.
- What does it cost, or how do they find out? Show the price or a range if you can. If you keep pricing for the call, say why and what it depends on.
- What is the next step? One button: book a free call.
Our services page guide shows how to lay out this kind of page so each offer stays easy to scan, and the call to action examples include button wording that suits a gentle sell.
The discovery call booking
A discovery call is where most coaching sales happen, so the booking should feel easy and safe. Set it up like this:
| Part | What to do |
|---|---|
| Button | The same label on every page, such as "Book a free call" |
| Promise | Say the length (15, 20 or 30 minutes) and that there is no pressure to sign up |
| Form | Name, email, a time, and one question: "What would you like help with?" |
| After booking | A confirmation page and email that say what happens next and how to reschedule |
Each extra field is another reason to leave, so ask for more detail on the call. The contact page guide and our note on form setup in Webflow cover the practical side.
Testimonials and results: what the FTC says
Client stories are the strongest proof a coach has, and the area where it is easiest to go wrong. These points come from the FTC's own pages, read on 1 November 2026.
| Point | What the FTC says | What it means on your site |
|---|---|---|
| Specific results | In its endorsement Q&A, the FTC says that if an advertiser lacks proof that an endorser's experience reflects what people generally achieve, the ad must make clear the generally expected results | A story that says "I doubled my income in six months" needs proof that is typical, or a clear statement of what clients usually get |
| Typical results | 16 CFR 255.2(b), the rule text, says the ad should clearly and conspicuously disclose the generally expected performance, and that disclosure must change the net impression so the ad is not misleading | A footnote does not do it. The expectation has to be visible next to the claim |
| Connections | The same Q&A says a connection a significant minority of readers would not expect, such as payment or a gift, should be disclosed clearly and conspicuously | If you gave a client a free session or a discount for a story, say so |
| Fake and bought reviews | The consumer reviews and testimonials rule went into effect on 21 October 2024 and covers fake reviews, buying reviews that must express a set view, undisclosed insider reviews and review suppression | Never write your own reviews, ask friends or family to post as clients without saying who they are, or threaten people over a bad review |
In practice:
- Get written permission before you use a client's name, photo or words, and quote them accurately.
- Prefer a story about the experience ("I stopped dreading Mondays") over a number you cannot back up.
- If you show a big result, show the typical one beside it, or leave it out.
The reviews rule lets courts impose civil penalties for knowing violations, according to the FTC's page, which gives no figure.
If your coaching teaches people to earn money
Business and career coaches face one more rule. On 13 January 2025 the FTC announced proposed changes to its Business Opportunity Rule that would extend the ban on deceptive or unsubstantiated earnings claims to "money-making opportunities", defined as business coaching or investment opportunities. Sellers would need substantiation for likely-earnings claims. The comment period has closed. We could not confirm from the pages we read whether the changes are final, so check the FTC's site before you publish an earnings promise.
Whatever the final rule says, do not promise income, new clients or a pay rise unless you hold records of what clients usually achieve. Describe the method and the support, not the money.
When a one-page site is enough, and when it is not
Keep a single page if you coach one audience with one offer, and your clients come from referrals, talks or social media and only need a place to confirm you are real.
Add pages when you run more than one programme, want to be found through search (which needs a page per topic) or have enough stories to fill their own page. Our web design cost calculator shows how the parts add up, and the comparison of Squarespace, Webflow and Framer helps if you are choosing where to build. If your work touches mental health, read our therapist website guide too, since professional codes there are stricter than for coaching.
How we help at Amariq
We build coaching sites around one question: what will a stranger do after reading this page? We lay out the offer so a visitor sees who it is for, what a month of working together looks like and how to book, and we set up the discovery call form, confirmation and reminder emails with you. If you already have client stories, we design a place for them that keeps context beside the result. We work on Webflow, Framer, WordPress, Shopify, Wix, Squarespace and custom builds, and we quote from scope, never by the hour. See our web design service or Webflow development.
Frequently asked questions
What pages does a life coach website need?
At least a home page, an About page, a page that explains how you work with clients, a way to book a discovery call and a contact route with your privacy and terms. Add stories, a blog and a free resource when you have something worth sharing.
Do life coaches need a disclaimer on their website?
Many coaches add a short note on what coaching is and is not. A disclaimer does not cancel a misleading claim, though. The FTC says that where a result is not typical, the ad must make clear what is generally expected. Ask a lawyer to review your wording.
Can I use client testimonials on my coaching website?
Yes, if they are real, you have permission, and any claim they carry is fair. Disclose any free session or discount you gave for the story, and do not show a single standout result as if it were normal.
Is "results may vary" enough next to a testimonial?
No. The FTC says an ad that conveys a result as typical must make clear the generally expected results, and 16 CFR 255.2(b) says the disclosure must change the net impression so the ad is not misleading. A small disclaimer alone may not do that.
Can I promise clients a certain income?
Be very careful. The FTC has proposed extending its rules on earnings claims to business coaching. Keep records that support any figure, and describe the method rather than the money. This is not legal advice, so check the FTC's site and ask a lawyer.
How much does a life coach website cost?
It depends on the pages, the booking set-up and who builds it. Our cost calculator gives sourced figures for the parts.
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