Guide

The coaches landing page checklist, by who you're convincing

A page that converts one prospect type can lose another. This checklist is organised by the buyer types in the coaching (executive, career, business, life, health) panel — clear each row and you cover the whole jury.

Test my coaches page

One row per prospect type

For each type below, ask: does my page give them what they need to book call?

20% panel weight

Does it satisfy: ROI skeptic?

Doubts a coach delivers measurable value over books, podcasts, or free advice. Needs concrete outcomes, proof, and a clear method before spending money or time on a call.

20% panel weight

Does it satisfy: Urgent, pain-driven seeker?

Facing an acute problem — a career crossroads, burnout, a stalled business, a health goal — and motivated to act now if the page shows this coach has solved exactly their situation.

18% panel weight

Does it satisfy: Credential- and referral-led buyer?

Trusts proof over promises: credentials, client testimonials, recognizable logos, case studies, and specifics. Skeptical of vague transformation language without evidence.

16% panel weight

Does it satisfy: Budget-conscious evaluator?

Weighs coaching cost against cheaper or free alternatives and their own time. Will book a call only if the value and fit look clearly worth the likely price.

14% panel weight

Does it satisfy: DIY self-helper?

Default is to figure it out alone with courses, books, or communities. Reluctant to hire a coach; needs a compelling reason that self-directed effort will not get them there.

12% panel weight

Does it satisfy: Ready-to-invest committed client?

Already convinced coaching can help and is looking for the right person. Books quickly when the page signals genuine fit, chemistry, and a clear next step to get started.

Then verify, don't assume

  • Score the current page against the fixed panel to see which rows actually fail.
  • Fix the highest-weight failures first — they move the percentile most.
  • Re-test after each change; the panel is stable, so the comparison is fair.

Related

Next/for/coachesBenchmark laneCoaching (executive, career, business, life, health) benchmarkBenchmark landing pages in the coaching (executive, career, business, life, health) lane with fixed buyer panels, peer percentiles, and segment-level objections.MethodologyFixed Buyer Panels for Comparable Page ScoresHow fixed, lane-specific buyer panels make synthetic landing-page testing more comparable and useful.

Run the same test on your page.

Paste a public URL, confirm the lane, and get the objections before you spend traffic.

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