A coaching website should be designed in such a way that it is able to present each and everything that your customer is expecting from you. There are certain things that you should be able to answer up front, so that they are able to trust you even more.

Question: What do you offer?
Whatever you have to offer, which ever coaching that you are willing to give off to your clients, if you are dealing with life coaching then state it clearly that, this is what you are into and this is what you are going to be providing to all of your users.
 
Question: WIFM?
What’s in it for me? WIFM is what everyone looks for, so if you are able to answer this question, consider half of your work to be done. Trust us on this one. Every one just wants to know what the best is for them and how thing will work in their favor, if you are able to explain these things consider your work done, because this is what every one wants as a client. WIFM is becoming more and more important every day as all the users are becoming really choosy.

Question: How does it work?
By answering the first two questions you've explained what you do and have shown that what you have in your offer for them., now you have to show them how your work will be beneficial to them and how will you perform all the things that are expected from you.

Question: Why should I work with you?
Your prospect has too many options to choose from when it comes to solving their problems, including: reading books, going to seminars and hiring other coaches/consultants or professionals. 

Here's where you need to, you have to give them your USP. : Unique selling point so that when you are stacked up against all the other options, a prospect can see that your services are different, and better. 

Question: What do I do next?
Up to this particular point in your website, your prospect should be very excited about working with you - and about a brighter future. You need to guide them on to the next logical step. 

Whatever next step you choose, make sure that it is obvious and visually dominant. Make sure it is portrayed in such a way that it is clear and explain what will happen when a prospect takes the next step.

For example, if you offer a free session, let them know the details when you will get back to them, how they can schedule the appointment, what obligations they face, how the session will be conducted, and the duration. 

So whatever you do, be it for you or for them; just make sure that you elaborate it in front of your audiences so that they are able to know what they are actually getting into. Make things clear to them from the very first step.