Why Is My Website Not Converting? A Simple Website Strategy for Coaches
When you created your website, you had a vision.
You chose the images carefully. You spent time on branding. You invested money in a template. You wanted your website to feel like your work. Maybe you even paid for ads to bring traffic.
And yet… time passes. No conversions.
So you start questioning everything.
Is it the colours? The layout? The copy? You? Eventually, frustration kicks in and the site just… sits there online.
If this sounds familiar, you’re not alone. I see this all the time. And in most cases, this isn’t a design problem.
What I often see when reviewing a website is this: it’s beautiful. The photography is strong. There are videos, testimonials, and polished sections.
But after clicking through a few pages, I still can’t tell what the person actually does.
Do they consult, or do they deliver the work for clients? Who is this website written for? The messaging feels vague, and the path forward is unclear.
This is incredibly common with coaches, consultants, and other service-based business owners. (If you want to dig deeper into foundational website principles for coaches, you can check out three key principles for coaching websites.)
The real problem: most websites have no job
Most service websites don’t fail because of bad design. They fail because they’re trying to do too many things at once.
They try to be a brand showcase, explain everything to everyone, serve multiple audiences, and sell multiple services, all at the same time.
This usually happens in one of two ways. Either someone designs their website themselves and gets stuck halfway through, or they buy a beautiful generic template and “fill it in.”
Templates can look great, but they’re not built around your business, your offer, or your current phase. So the website ends up just… existing.
It might get some traffic from Instagram, Pinterest, or referrals. But no one books. No one enquires.
Important question you need to ask yourself
When I consult my clients, the very first question I ask is What is the main job of your website for the next six months?
Your website is not just an online business card or a place to put everything; it's also not something everyone can relate to.
Your website is a system. Its role is to move someone toward one clear action.
For most service-based businesses, that action is booking a call, submitting an enquiry, joining a waitlist, or signing up for one specific service. That’s it.
Your website strategy should reflect your current business strategy, not what you offered last year, not what you might offer in the future, and not every idea you’ve ever had.
Think of it this way: if your website were an employee, what would you hire it to do?
Some clear examples of website “jobs” are:
Booking discovery calls for one core offer
Pre-qualifying leads before they contact you
Building trust and moving visitors to a consultation
Selling one flagship service
When the job is clear, everything else becomes easier.
Why “doing everything” kills conversions
People don’t browse websites the way they used to. They skim, scroll quickly, get distracted, and make an emotional decision first, then justify it logically.
If your website doesn’t answer their main question in the first few seconds, they’re gone.
When a website tries to do too much:
Visitors don’t know what’s important
Calls to action compete with each other
Trust drops because the message feels unfocused
It’s not that people don’t like your website. It’s that they don’t feel confident that you can help them. Confusion creates hesitation, and hesitation kills action.
A common example I see is multiple calls to action visible at once: book a call, join the waitlist, message me on WhatsApp, see my portfolio. Nothing stands out, so nothing gets clicked.
What works instead
When a website has:
One primary goal
One main offer (or a maximum of two to three, clearly prioritized)
One dominant call to action
People feel relieved. They don’t need to think, make extra decisions, or decode what you do. They think: this is for me. She understands my problem. This feels clear.
And clarity builds trust.
So why do most service websites fail?
Not because they aren’t fancy enough. Not because the owner isn’t experienced enough. And not because they need more content.
They fail because they lack focus. Most service websites try to grow faster than the business itself, and that creates misalignment.
Here’s what actually makes the difference:
One clear primary goal
Your website shouldn’t ask visitors to decide what to do next. Its job is to guide them toward one action, such as booking a call, submitting an enquiry, or joining a waitlist. When everything is important, nothing is.One main offer, with a maximum of two or three clearly prioritized
When all services are presented equally, visitors can’t tell what you’re best at right now. A focused website says: “This is what I help with at this stage of my business.” Clarity builds confidence, and confidence converts.One dominant call to action
Five competing CTAs don’t give people options — they give them friction. A dominant CTA tells visitors exactly where to go next without making them think. Less choice leads to more action.Alignment with your current business strategy
Your website should support what you’re actively selling now, not last year’s offers, not a future pivot, and not a “just in case” service. As your business evolves, your website strategy evolves too — but at any given moment, it needs to be clear, focused, and intentional.
If you’re unsure what your website should focus on right now, this is where to start:
Book a free consultation with me. It costs you nothing, and you’ll leave with a clear understanding of what your website strategy needs to be at this stage of your business.
No pressure. No redesign pitch. Just clarity.
In this call, we’ll review your website together, looking at its strengths, weaknesses, and how it aligns with your business goals.
I’ll coach you on the next steps to take, so you’ll leave with a clear understanding of the first fixes your website needs to start converting.
If you’d rather save time and energy and avoid trial and error, working with a professional designer is a smart investment, one that truly pays off in the long run.
I wish you all the best with your website design!
Hi there! I’m Katerina,
I’m a strategic web designer with a marketing background and first-hand experience building an online coaching business from scratch.
Before design became my full-time focus, I was a coach myself. I know what it’s like to juggle offers, refine your niche, and try to look polished while figuring it all out solo.
Today, I combine design, strategy, and marketing to help coaches create websites that feel aligned, speak to the right clients, and grow their business with clarity and confidence.
Let’s build your digital home, the one that truly works for your business.
Katerina DeCouto,
Strategic Web Designer
for Coaches