How to Write a Services Page for a Coaching Practice

Open your own services page and read the first two sentences as though you have never heard of yourself.

Most practitioner pages open with a method. A named framework, a modality, a certification, a philosophy of change. It is the thing you are proudest of and it is genuinely the reason your work is good. It is also completely uninteresting to somebody who does not yet know whether you understand their problem.

This is the structure I would use instead. It is not a template to fill in, and it works for coaching, consulting, therapy and most other practices where somebody is buying you.

Start where the reader already is

The first thing on the page should be a description of their situation so accurate that they wonder how you knew.

Not their demographic. Their Tuesday. What is actually happening, in the words they would use with a friend rather than the words your profession uses. "You have been in the role six months and the team still routes everything through your predecessor" is a first line. "Executive transition coaching" is a category label.

This is the only part of the page that earns the right to have the rest of it read, and it is the part most practitioners skip entirely because it feels like it is not about them. That is exactly why it works.

Say what is different afterwards

Then describe the outcome in the same concrete register. Not transformation, not clarity, not alignment. What is observably different in their week.

The test is whether somebody else could notice. If your client's spouse or their colleague could not tell that anything had changed, the outcome is written too abstractly to be believed.

Be careful here about promising a number you cannot stand behind. A specific outcome you have actually produced is worth more than a percentage you invented, and a practitioner who publishes an unverifiable statistic is asking to be treated like everyone else who does.

Only now, how it works

This is where the method goes, and it belongs third rather than first.

By this point the reader has recognised themselves and wants the outcome, so the mechanism is answering a question they are now asking rather than one they have not thought of. Keep it short. Session length, rough duration, what happens between sessions, what you need from them.

The purpose of this section is not to persuade. It is to remove the vague dread of not knowing what you are signing up for, which is what actually stops people booking.

Say who it is not for

Almost nobody does this and it does more work than any other paragraph on the page.

A sentence that rules people out is the single strongest trust signal available to a practitioner, because it proves you are not simply trying to sell to whoever is reading. "If you are looking for someone to give you a plan to execute, this is not that" tells the right person they have found their practitioner and tells the wrong one to leave, which saves you both a call.

It also, quietly, makes everything else on the page more believable, because a person who will turn work away is a person whose other claims cost them something.

One next step, described honestly

End with a single action, and describe what actually happens when they take it.

Not "get in touch". What the conversation is, how long it lasts, what you will ask, and what happens if it turns out not to be a fit. The uncertainty about what a call will be like is a real barrier, and naming it removes the barrier at no cost.

One action, not three. A page offering a call, a download and a newsletter is a page that has not decided what it wants, and the reader resolves that indecision by doing nothing.

What to cut

Your qualifications, into a short line rather than a section. They matter to you and they are a tiebreaker for the reader, not a reason.

The stock photography. A real photograph of you is worth more than any image of a person in a bright office who is not you.

Anything written in the third person about yourself. It reads as a press release from a company of one and it undoes the intimacy that the rest of the page is trying to build.

Questions practitioners ask

How long should a services page be?

Long enough to carry the five sections above, which is usually somewhere between six hundred and twelve hundred words. Length is not the problem on most practitioner pages. Order is. A short page that opens with the reader's situation outperforms a long one that opens with your method.

Should I put my prices on the page?

If your work has a definable scope and a stable price, publishing it filters out the people who were never going to pay it and saves you the calls. If every engagement is genuinely scoped individually, publish a range or a starting figure instead, because a page with no price at all reads as expensive and evasive rather than flexible.

Do I need a separate page for each service?

Only once a service has a genuinely different buyer. Two pages aimed at the same person split your search visibility and force the reader to choose before they understand the difference. One page per audience, not one page per offering.

What if I serve several different kinds of client?

Then the situation paragraph cannot be written, because it has to describe one person's Tuesday. That is a sign you need separate pages by audience, each opening in that audience's own language, rather than one page trying to speak to everybody and speaking to nobody.