The 9-pointpage audit
This is the checklist we build every coaching page against. Nine points, each with what good actually looks like, how to test it in under a minute, and an honest estimate of what it takes to build yourself.
Say who it is for in the first screen
A stranger decides whether a page is about them in a couple of seconds, before they have read anything you are proud of. If your opening line is about your philosophy or your certifications, you have spent that moment on the wrong thing.
What good looks like
- One sentence naming the person and the change, visible on a phone without scrolling
- The words your clients actually use, not the words the industry uses
- Credentials moved further down, where they support rather than lead
Doing this yourself
- Write ten versions of the sentence and cut until one survives
- Test each on somebody outside fitness and see if they can repeat it back
- Rebuild the hero layout so the sentence is not pushed below the fold on a small phone
Show the price
Hiding the price does not create curiosity. It converts a decision somebody could have made alone into a message you have to answer, and most people never send that message. The ones who do often leave once they hear the number, which is a conversation you both wasted.
What good looks like
- A real number or a clear from-price, visible without clicking anything
- Tiers side by side, with one line each on what is included
- The commitment stated plainly: per month, per block, minimum term
Doing this yourself
- Decide the tier structure and stop changing it
- Write inclusion lines that compare cleanly rather than reading as three different products
- Build a pricing layout that does not collapse into a mess on a phone
Turn people away on purpose
A page that tries to appeal to everyone reads as generic to everyone. Naming who this is not for is the fastest way to make the people it is for feel recognised, and it quietly ends the enquiries that were never going to convert.
What good looks like
- Four or five genuine exclusions, placed before the price
- Real ones, not disguised boasts like "not for people who are not serious"
- Written so the excluded reader nods rather than feels insulted
Doing this yourself
- Work out who you genuinely do not want, which most coaches resist doing
- Phrase it without sounding arrogant, which takes several passes
- Place it high enough to filter, low enough not to repel early
Answer the three questions you always get
You already know them, because you type them out most weeks. Every objection you answer on the page is one conversation that does not stall in your inbox at the exact moment somebody was close to buying.
What good looks like
- Questions pulled from your actual DMs, not invented
- The money objection answered first, not buried last
- Short answers in your own voice, one paragraph each
- The awkward ones included, since those are the ones stopping the sale
Doing this yourself
- Scroll back through months of messages and tally what repeats
- Write answers that are honest without sounding defensive
- Build an accordion that works on a phone and does not break the layout
Make the next step a single obvious action
Every extra option costs you attention. A page offering a call, a newsletter, a free guide and a follow on Instagram is asking somebody to choose, and choosing is the moment they close the tab instead.
What good looks like
- One primary action, repeated three or four times down the page
- The same words on the button every single time
- Nothing competing mid-page, no social links or newsletter box
- The action visible again by the time somebody reaches the bottom
Doing this yourself
- Remove things you are attached to, which is most of the work
- Settle on one set of button words and apply it everywhere
- Re-check on a phone that a button is always within a thumb's reach
Ask for something before you give up a slot
A bare calendar link is free to click, and things that are free to click get abandoned. A short application costs thirty seconds of thought, and that thought is what separates the people who turn up from the people who forget they booked.
What good looks like
- Three to five fields, no more
- At least one question that requires an actual answer, not a dropdown
- A confirmation email immediately, and a reminder before the call
- Calendar availability that reflects when you can genuinely take calls
Doing this yourself
- Choose and configure a form tool and a calendar tool
- Connect the two so a submission actually holds a slot
- Write the confirmation and reminder emails
- Test the whole flow end to end on a phone, then fix what broke
Let somebody pay without talking to you
Some people have already decided before they reach your page. If the only route forward is a call, you have added a week and a no-show risk to a sale that was ready to happen at eleven at night on a Sunday.
What good looks like
- Checkout live on at least one tier, even if the premium tier stays call-only
- A receipt and a clear what-happens-next email, sent automatically
- Card payment that works cleanly on a phone, including wallet payments
Doing this yourself
- Set up Stripe, verify the business, connect the bank account
- Build product and price objects and embed a working checkout
- Write the post-purchase email so a new client is not left wondering
- Run test transactions and refund them
Design it for a phone before a laptop
Your traffic arrives from Instagram and TikTok, which means almost all of it is on a phone held in one hand. A page designed on a laptop and then squeezed down is a different, worse page by the time your actual audience sees it.
What good looks like
- No sideways scrolling at 390 pixels wide, which is a common phone
- Tap targets big enough for a thumb, roughly 44 pixels or more
- The headline readable without pinching, at arm's length
- Loads in a couple of seconds on mobile data, not office wifi
Doing this yourself
- Compress and resize every image, which is where most of the weight hides
- Fix the layout at three or four widths, not just the one your laptop uses
- Fight your template if it was not built mobile first
Install tracking before you need it
A pixel only records from the day it goes on. Every month it is missing is audience data you cannot recover later, and the day you decide to run ads you will wish you had done this now rather than starting from nothing.
What good looks like
- Meta Pixel firing on every page, verified rather than assumed
- Events for page view, application started and booking completed
- Confirmed live in Events Manager, not just pasted into a header
Doing this yourself
- Set up Business Manager and create the dataset
- Install the base code and wire up the individual events
- Verify each event actually fires, then fix the ones that do not
Score yourself above
Tick each point you can honestly answer yes to. The tally below updates as you go.
We build a page that does all nine. You send four things, we send back a finished page in seven days, and you own the files at the end of it. The build carries no retainer, and the second $250 is not due until you have seen it.
Hours are our estimate of the work, not a promise about your results