The range
A coaching or therapy practice website costs from nothing to several thousand, and the spread is about whether the site says exactly who you help, states session and package prices, shows credentials a client can check, books the first session without a sales call, and stays within the advertising rules for your country. Here are the bands, what each buys, and how to tell one that books clients from one that describes nobody.
Band 1: a booking page and a social profile, no website
Acuity, Calendly and Paperbell all give you a hosted scheduling page. Add an Instagram or LinkedIn profile and you can take bookings.
Cost: nothing beyond the scheduling tool you already pay for.
You get: a link that books a discovery call.
You do not get: anything for "hypnotherapist [town]" or "career coach for redundancy" searches, a page that describes the client's situation, credentials laid out where they can be verified, prices stated, or a home for the what-happens-in-a-session explanation that a cautious client reads before booking.
Right for: a coach in the first months, full from a previous career's network.
Band 2: a template site, $600 to $2,500 (roughly £500 to £2,000)
A wellness theme or builder template with your photo, a paragraph about your approach and a link to the scheduler.
You get: a presence with your name on it.
Usually missing: specific pages for the situations you work with (the template has one Services page); prices (the template says "book a free call to discuss"); credentials beyond a logo; a plain page on how online and in-person sessions work; copy checked against the claims rules; booking embedded rather than linked out; speed on a phone.
Right for: a practice full from referral wanting a business card.
Band 3: a purpose-built practice site, $2,500 to $6,000 (roughly £2,000 to £4,800)
Built around how clients choose a coach or therapist: a page per situation or issue, in the client's words; credentials, accreditation and memberships displayed with a line on what each covers; session and package prices stated; the first session or discovery call booked from Acuity, Calendly, Paperbell, CoachAccountable or Practice Better, embedded and deep-linked, with an intake form; online and in-person explained; copy written within the rules for your country; fast on a phone; structured data; tracking of bookings and enquiries by page; everything in your name.
You get: a site that appears for the specific searches, reassures the specific client, and books them without a call.
Not usually included: photography, copy unless specified, ongoing advertising.
Right for: an established solo practice, or a practitioner moving from referral to search.
Band 4: group practices and programmes, $8,000 and up
Several practitioners with their own pages and calendars, group programmes or courses with enrolment, a client portal, membership content.
After launch
- Hosting: managed WordPress at $20 to $50 a month (£15 to £40), or often free on a framework host, in your name.
- Domain: small, annual. Yours.
- Scheduling tool: whatever you pay now for Acuity, Calendly, Paperbell or Practice Better; the site does not add to it.
- Video platform: Zoom or Google Meet, usually already paid for.
- Maintenance: a care plan at a modest monthly fee, or hourly when something breaks.
- Review of claims when you add a new issue page, because the rules change and the copy should be checked against them.
Where the band 3 money goes
- Situation and issue pages as records, so "anxiety about public speaking" and "returning to work after children" are pages that rank and reassure rather than words in a list.
- Prices, laid out for sessions and packages, editable by you.
- Credentials presented plainly: body, level, training hours, memberships, insurance, with links to the registers where they exist.
- Booking embedded with intake, deep-linked from every page, tested on a phone.
- Compliant copy, written with the advertising rules in mind and room for review.
- Speed, search foundation and structured data for a local or online practice.
- Tracking of discovery calls and session bookings by page.
- Ownership. Domain, hosting, content: yours.
Judging a quote
Ask: will there be a page per situation I work with, or one Services page; will prices be on the site; how will the booking tool be embedded and will it capture intake; how will you handle the claims rules for my country; what is the speed target; what is tracked; whose name is the hosting in. A quote that answers "book a free call" to the price question is proposing a band 2 site for band 3 money.
What we charge
Our coaching and therapy sites are band 3 at a fixed price; the scope is on the coaching practice website page, with sub-pages for life coaches, hypnotherapists, holistic therapists and doulas. If your site is in band 1 or 2 and every enquiry starts with "what do you charge", the number that matters is how many of those enquiries you never received because the answer was not on the page.