The Homepage Checklist: 5 Things to Fix Before You Hit Publish
Your website isn’t just a digital business card or a pretty placeholder. It should be your most powerful salesperson.
One that connects with the right people, builds trust quickly, and moves them toward booking with you. And all of that should be happening 24/7 in the background, while you’re completely free to focus on your business.
But if you’re like most coaches and service providers I talk to and work with, your homepage isn’t doing any of that.
You’ve done what you thought you were supposed to do. You’ve got the branding, the colors, maybe even a professionally designed site. You’ve tried posting more. You’ve rewritten your About page three times and had chatGPT rework 5 headline variations. You’ve invested in templates or downloaded yet another lead magnet.
And despite all that, your client bookings still aren’t where you want them to be.
The natural conclusion? You assume it must be a visibility issue. Maybe you need more traffic. Or a better funnel. Or a rebrand.
But the real reason is much simpler than that: Your message isn’t connecting with your audience.
“Good enough” copy doesn’t work in a crowded space. If your website isn’t clearly speaking to your dream client’s needs, desires, and hesitations, they’ll click away. Even if they love your work. Even if they’re ready to hire someone like you.
If you’re still not sure, here are three signs your homepage needs messaging help:
You’re getting traffic, but barely any inquiries.
People keep asking questions your site should already answer.
You feel a little weird sending someone to your website.
Before you publish another update to your homepage, run through this short checklist to make sure your copy is clear, client-focused, and built to convert.
✅ Does your headline lead with the outcome?
This is the first thing someone sees, and it’s your best shot at capturing their attention. If you're wondering how to improve your coaching website, start here. Your headline should clearly tell visitors what they’ll gain, not just who you are.
Skip: “Welcome to my site” or just listing your name and credentials.
Instead: Use outcome-based language that reflects the transformation your client wants.
The foundation of homepage copy for health and wellness coaches is copy that connects instantly and answers the unspoken question, “Is this for me?”
Try this:
After working with me, my clients feel ___.
Then shape a headline around that feeling or result.
✅ Do you have a mirror moment below the header?
If your coaching website isn’t getting inquiries, this section is often the missing piece. A common homepage mistake is jumping into your services before your reader feels like you understand what they’re going through.
This is one of the most overlooked elements of a high-converting coaching website. Take a moment to reflect your client’s current struggles and desires. This builds trust, fast.
Try this:
Write two or three bullet points that describe what your ideal client is frustrated by, what they’ve already tried, and what they deeply want.
✅ Does your About section position you as a guide?
If you’re Googling what to write on a coaching website or looking for copywriting services for online coaches, chances are your About section is due for a refresh.
Your About copy shouldn’t sound like a memoir. It should show why your experience matters to your ideal client and how you’re the right guide to help them get real results.
Try this line to start:
Here’s how my story makes me the right guide for you...
Then connect your experience to the transformation they’re looking for.
✅ Are you painting a clear picture of life after working with you?
If your coaching website copy isn’t converting, check whether you’re listing features or actually selling the outcome. People don’t just want a session or a program. They want relief, clarity, confidence, transformation.
This is one of the most important principles in copywriting for coaching businesses. You want your reader to picture what life feels like after hiring you.
Try this:
Write one sentence that captures the emotional end state. What shifts for your client? What do they now believe, feel, or experience?
This type of copy belongs not just on your homepage, but across your site, including in your sales pages and email nurture sequences.
✅ Are you naming what makes you different?
Generic copy is one of the fastest ways to lose interest. If you sound like every other coaching website, your visitors won’t book with you.
Your unique perspective, process, and positioning should be front and center. Don’t be afraid to claim what you do best, because that’s what turns passive readers into ready-to-book clients.
Try this prompt:
I’m the coach who ___.
This could become the hook on your homepage, your “about” page, or even the headline on your sales page.
This clarity is what sets apart a coaching website that converts from one that just looks good. And if you’re ready to go deeper, you might benefit from working with a copywriter for coaches or investing in copywriting services tailored to your niche.
Final Check: Does your homepage sound like you and speak to them?
That’s the real goal. When your message is aligned, you’ll stop second-guessing your copy. You’ll feel proud to send people to your site. And you’ll start getting inquiries from dream clients who already get it.
If you’re ready for help applying these concepts to your own website, my Strategy Session is perfect for that. We’ll go through your homepage together and I’ll show you what to tweak, what to clarify, and how to make it work better.