If you’re building or redesigning your website, there’s one part that tends to cause the most stress for small business owners—and it’s not the tech.
It’s the words.
You know your business inside and out, but when it comes to writing your About page or describing your services, it’s easy to freeze up. What do you say? How much is too much? What if it sounds awkward?
Here’s the good news: you don’t have to be a great writer to create effective website content. You just need a clear plan.
For this post, I’ll use a fitness coach as an example—but the approach works just as well for consultants, service providers, and any small business owner who wants a website that works.
Why Content Matters More Than You Think
Your website doesn’t need to win a writing award—but it does need to:
- Clearly explain what you do
- Show who you help
- Get people to take action (like booking a session)
Design gets attention. But content builds trust—and trust is what gets someone to book that first call or class.
Step 1: Outline the Pages You Actually Need
Most fitness coaches only need 5–6 pages to start. Here’s a simple, effective structure:
- Homepage
A quick snapshot of who you help and how. Include a headline, intro paragraph, benefits of working with you, and a strong call to action. - About
Share your story—why you became a coach, what your training philosophy is, and what kind of clients you love working with. - Coaching Services
Break down your offerings: 1-on-1 sessions, group classes, virtual training, nutrition coaching, etc. - Client Results / Testimonials
A few powerful quotes or transformation stories help visitors see what’s possible. - FAQs
Pre-answer questions like: “Do you work with beginners?” or “What do I need for virtual sessions?” - Contact
Make it easy for someone to take the next step—book a call, schedule a class, or ask a question.
Step 2: Use Prompts, Not Pressure
Instead of forcing yourself to “write website copy,” just answer simple questions:
For your About Page:
- Why did you become a fitness coach?
- What type of clients do you love helping?
- What’s your coaching style? (Tough love? Encouraging? Results-driven?)
For your Services Page:
- What specific programs or sessions do you offer?
- What kind of results can clients expect?
- How do your sessions work (format, duration, location)?
It’s easier to write when you stop thinking like a marketer and start thinking like a human helping another human.
Step 3: Keep It Conversational
You don’t need to “sound professional.” You need to sound like you—the person someone would feel comfortable working with.
“I help busy women build strength, improve energy, and feel great in their bodies—without crazy diets or 2-hour workouts.”
Sounds approachable, helpful, and clear.
Avoid:
“Our fitness solutions are designed to optimize client outcomes via customized programming and measurable performance indicators.”
Sounds like a robot.
Step 4: Format for Easy Reading
Most people skim websites. Make your content scannable by using:
- Headings to break up sections
- Bullet points to highlight key benefits
- Short paragraphs (2–3 sentences max)
- Bold text for calls to action or must-read info
Example:
What You’ll Get with 1-on-1 Coaching:
- Weekly strength and conditioning workouts
- Custom nutrition guidance
- Email support between sessions
- Real, lasting results—not just quick fixes
Step 5: Don’t Let Perfection Hold You Back
It’s better to launch with “good enough” content than to wait for perfect copy that never gets written.
You can always update and refine your site as you learn more about what resonates with your audience.
Still feel stuck? You can work with a website strategist who helps coaches like you turn their thoughts into polished content—without needing to write a single paragraph yourself.
Pro Tip: It’s Not About You (At Least Not Entirely)
Yes, your website should include your background—but always frame your story in terms of how you help others.
Instead of:
“I started coaching in 2015 and completed 5 certifications…”
Try:
“Since 2015, I’ve helped over 200 busy professionals build strength, reduce stress, and feel confident again.”
Make your reader the hero of the story—you’re the guide.
