How Coaches Can Build a Sales Page That Converts

Feeling stuck staring at a blank Squarespace page, wondering how to make your offer pop?

The good news is that creating a sales page (that actually converts) isn’t about being “salesy” or knowing fancy marketing jargon.

It’s about clarity, flow, and making it really, really easy for your dream client to say, “Yes, this is for me.”

You don’t need a marketing degree to make that happen. You just need a smart structure, some intentional design, and your unique personality sprinkled in along the way. Let’s walk through it together.

Step 1: Get crystal clear on your goal

Before you start dropping text and images into your template, ask: what is the ONE thing I want someone to do on this page?

Book a consultation? Purchase a course? Sign up for a discovery session?

Stick to one goal — it keeps your page focused and powerful. Then MAKE IT EASY for that person to schedule a call or purchase—that means plenty of ways to pay.

Step 2: Nail your headline and value proposition

Your headline is the first thing someone will see. Make it big, bold, and about the benefit they’ll get from working with you. Speak directly to WHO you serve, and include anything else important that narrows your niche (like industry, location, lifestyle).

Something like… “Finally, a coaching program that fits a busy lawyer’s schedule.” or “Stress-free business coaching for mompreneurs who need to grow sustainably.”

Step 3: Validation—the part most people miss

You need to nail this part—the part where you align your service offer with their biggest pain point. Start this section with something like: “Does this sound familiar?”

Then list the BIGGEST, most URGENT, pain points your clients are feeling.

Step 4: Your solution backed by social proof

Next, offer your solution and list the ways that it meets the urgent pain of your audience. Focus on the transformation you are offering, the key takeaways of your coaching service. This section should answer the question (in no uncertain terms): “Why choose me instead of other coaches?”

The clincher is adding a dash of trust—social proof is SO POWERFUL. It says “This could be you!” to give them some FOMO.

Add past client testimonials—ask your client for 3-5 sentences, and then pull out the very best one-liner that really sells YOU. Remember that trust is built on a relationship with a human, so don’t be afraid to choose testimonials that focus on YOU—your skill as a coach, your values shining through, or the specific transformation you provided to the client.

Step 4: Handle objections upfront

Add a section to address common objections like: “I’m not ready to commit yet.” or “I don’t have time.” or “I’m not sure this will work for me.”

Tell them why the investment will be worth it. Remind them why they can’t live with their “pain” anymore—and use data or social proof here again to back up your claims.

Step 4: Slide in the details—answer ALL their questions

Okay, they’ve scrolled this far down the page. Clearly you are resonating with them…but they have questions. This section is where you slide in ALL the details. Meeting cadence, program descriptions, takeaways, special freebies or perks.

If you’re selling a course or structured program, consider showing what’s in each module or session. Add a Meet Your Coach section. Add a Pick Your Plan section. List any bonuses or discounts if they pay in full.

Step 5: Make your CTA impossible to miss

Don’t just put one button at the top — sprinkle them throughout, and always end with a strong call to action. Consider a final CTA that’s a little different, like “Still unsure? Book a 15 minute coffee with me, just to chat, or email me with a question.”

Step 6: Keep it on-brand

Use the fonts, colors, and overall vibe from your template. Consistency makes you look professional and trustworthy.

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Ready to skip the blank page stress? Check out my Kim, Mara, or Mercy templates in the shop — all built to convert, right out of the box.