If you're a coach writing your own copy, the good news is simple: you only really need a handful of templates to cover the essentials. For most coaches, it comes down to a few key pieces: an opt-in page and a welcome email sequence to grow and warm up your email list, plus a sales page, an about page, and a contact page to turn website visitors into paying clients.
I've been a copywriter for over a decade, and the templates here at The Copy Template Shop have helped more than 5,000 online entrepreneurs (coaches very much included) write their own copy since 2020. So let's walk through exactly which copywriting templates you need as a coach, and when to reach for each one.
The quick version — which template, and when:
| When you want to… | Reach for… |
|---|---|
| Grow your email list | An opt-in (lead magnet) landing page |
| Welcome and warm up new subscribers | A welcome email sequence |
| Sell a specific coaching offer | An offer-specific sales page |
| Build trust and connection on your site | An about page |
| Make it easy for people to reach out | A contact page |
| Write your entire website, page by page | A full system like Strongly Brewed Websites |
Email & list-building templates
Before someone hires you as a coach, they almost always need to get to know you first, and for most coaches, that relationship starts on your email list. These two templates handle the front end of it: getting the right people onto your list, and making a great first impression once they're there.
The opt-in (lead magnet) landing page
An opt-in page exists to do one thing: convince the right person to swap their email address for your freebie. For a coach, that freebie might be a guide, a checklist, a quiz, or a short training. The copy has to make it feel genuinely worth subscribing for: clear on what they'll get, who it's for, and the result it helps them reach. Our Opt-In Landing Page Template walks you through every section, so your page actually grows your list instead of letting visitors wander off. (New to writing one? Here's how to write an opt-in page that converts.)
The welcome (and nurture) email sequence
Once someone's on your list, your welcome sequence is your shot at a strong first impression: you introduce yourself, set expectations, and start building the trust that eventually leads to a "yes." It's the difference between a subscriber who forgets they ever signed up and one who actually perks up when your name lands in their inbox. The Welcome Sequence Email Template gives you the exact emails to send and what to say in each, so new subscribers feel connected from day one.
Website templates
Your website is where a curious lead becomes a paying client, so the copy on it has to pull its weight. For coaches, three pages carry most of the load: your about page, your sales page, and your contact page.
The about page
Coaching is personal, so your about page does more heavy lifting than most. A strong one shows your reader that you understand where they are and that you're the right person to help them get where they want to go, while weaving in just enough of your story to build real trust. Our About Page Copy Template gives you the structure to do exactly that (with a friendly reminder that your about page is still about your reader, not just you).
The sales page
Your sales page is where you actually sell your coaching offer, guiding a reader from "I'm curious" all the way to "I'm in." The mistake I see most coaches make? Trying to force a coaching offer into a generic sales page layout. Coaching is a personal, high-trust investment, so it needs copy that leads with connection and proof, not a wall of features. That's why our sales page templates are offer-specific: there's one built for coaching and mentorship, another for consultation calls, and a few more, because someone buys a $3,000 coaching package very differently than a $27 download.
Not sure where to even start with a sales page? The Sales Page Slumber Party is built for exactly that moment. It teaches you the buyer psychology behind a high-converting page, and (true to the name) it actually makes learning it fun. If you'd rather just read up first, here's how to write a sales page that converts.
"Until I saw it, I was trying to cram my particular offering (a blend of coaching and consultation) into my generic idea of a sales page, but the clear layout and VERY specific prompts gave me the guidance and space to frame my work confidently… having an expert like Megan in my corner just makes a huge difference." — Micaela
The contact page
This one's easy to overlook, but your contact page is often the last stop before someone reaches out, so it really shouldn't be a dead end. A few warm, clear lines telling people what happens when they get in touch (and reassuring them it's okay to) can be the nudge that turns a hesitant visitor into a booked discovery call. There's no standalone contact-page template, but if you'd rather write your whole site (every page, this one included) with a proven system behind you, Strongly Brewed Websites walks you through the copy for your entire website, page by page.
How do you choose the right template?
Start with where your reader is in their journey. Growing your list? You'll want an opt-in page and a welcome sequence. Ready to sell? Reach for the sales page template that matches your exact offer: coaching, a consult, a course, a VIP day. Want your whole website handled in one go? That's what Strongly Brewed Websites is for. The trick is to match the template to the specific offer you're selling and the stage your buyer's at, because generic, one-size-fits-all copy is what makes most coaching websites blur into each other.
Templates vs. AI vs. hiring a copywriter
You've really got three ways to get your coaching copy written:
- Use a template. You get a proven, professional structure and write the copy yourself, on your timeline, for a fraction of the cost of hiring out. Best when you want to DIY with expert guidance in your corner.
- Use AI. It can speed things up, but it can't make the strategic calls (who your buyer is, what they're really objecting to, why you're different) that make copy convert. Most AI-written coaching pages come out generic and forgettable. If you do use it, feed it a template instead of a blank prompt. (Here's how to use AI for copywriting without sounding like everyone else.)
- Hire a copywriter. Worth it once you've got a proven, signature offer you're ready to scale.
Plenty of coaches start with a template to get strong copy live now, then bring in a pro later when it's time to grow. There's no wrong place to start.
Get your coaching copy written
Whatever you're writing next (an opt-in page, a welcome sequence, a sales page for your signature offer), there's a template built for it. Browse the copywriting templates and grab the one that matches what you're selling. More than 5,000 online entrepreneurs have used them to write their own copy since 2020, coaches very much included. You've got this.
Frequently asked questions
What copywriting templates do coaches need?
Most coaches need a handful: an opt-in (lead magnet) landing page and a welcome email sequence to grow and warm up their list, plus a sales page, an about page, and a contact page on their website. From there, you'll want an offer-specific sales page template for each paid offer you sell, whether that's coaching, consults, or courses.
Can I write my coaching copy with AI instead of a template?
You can, but AI can't make the strategic decisions (who your buyer is, what's holding them back, what makes your coaching different) that turn words into sales. Most AI-written coaching copy comes out generic. A template gives you that strategy built in, and if you do use AI, a template makes a far better starting point than a blank prompt.
Do I need a different template for each coaching offer?
Generally, yes. A discovery call, a 1:1 package, and a group program are all bought differently, so each deserves copy written for that specific offer and price point. That's why our sales page templates are offer-specific instead of one-size-fits-all.
How do I write a sales page for a coaching offer?
Lead with connection before you pitch: show you understand your reader's struggle, paint the transformation, and back it up with proof. Coaching is a high-trust purchase, so your authority and your relationship with the reader matter as much as the offer details. Our coaching sales page template walks you through it section by section. (More on the full structure here.)
Are copywriting templates good for new coaches?
Yes, and arguably even more so. A template gives you a proven structure and prompts, so you're not guessing what to say or staring at a blank page. You bring the details about your coaching and your clients; the template handles the framework and flow. It's how a lot of newer coaches write their first real sales page or email sequence without hiring anyone.
