What should a leadership coach's website include?
A defined specialism and seniority level served, credentials, prior organizational experience, a described program structure with duration, an explanation of how sponsoring organizations and individuals each engage, and a booking step for an exploratory conversation.
Two audiences read the same site and want different things, and that is the organizing problem.
- The leadership level and situation you serve. First-time managers, senior leaders new in role, technical experts moving into leadership, executives preparing for succession. Level plus situation beats industry, because leadership challenges repeat across sectors.
- Two clear paths. One for an organization commissioning coaching, one for an individual buying it themselves. Separate pages or clearly separated sections.
- A named program with structure. Duration, session cadence, and a per-participant basis. Organizational buyers cannot purchase open-ended availability.
- Credentials alongside organizational experience. Credentials are screened on by procurement, experience establishes that you understand the environment.
- An explicit confidentiality section. What is shared with a sponsor and what is not. This reassures both audiences at once and almost nobody does it.
- Your assessment approach, if you use 360 feedback or a recognized instrument.
The organization is buying an outcome. The individual is deciding whether it is safe to be honest.
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