What should a career coach website include?

Most people arriving on a career coaching website are having a bad month. They were laid off, passed over, or have spent two years feeling stuck. They are scanning for one thing: does this person help people like me, and can I afford it.

Coaching-industry language gets in the way of both.

• The career stage and field you serve. "I help people find fulfilling work" describes every career coach. "Mid-career engineers moving out of technical roles into management" describes one, and the engineer stops scrolling.
• Situations, not service names. Being laid off after a long tenure. Changing industries without starting over. Returning after caregiving. People search their situation.
• Package structure and price. This category has a serious price-anxiety problem, worsened by an industry norm of hiding numbers until a sales call.
• Your actual professional background. If you were a recruiter, hiring manager or HR leader, that belongs high on the page. It answers whether you know how hiring really works.
• A concrete engagement description. Sessions, timeframe, what happens between them.
• An answer to why not just do it myself.
• A small, defined first conversation.