Specific Who-and-What Pages: The Coaching Website Setup

#What these pages are

A who-and-what page is a page for one client situation: who the client is, what the situation is, what changes. "Career change at forty." "Hypnotherapy for a fear of flying." "Postnatal support in the first six weeks." They are the first must-have on our coaching practice website page because they are the pages that rank for specific searches and the pages a client recognises themselves on. Here is how to set them up so they are easy to write, easy to add to and easy to keep within the rules.

#Build them as records, not pages

The mistake is to write each one by hand in a page builder. Six months later they are inconsistent, the prices on half of them are out of date and adding a seventh means copying the sixth. Instead, define the fields once and render each situation from a template.

Fields per situation:

1. Client-words heading. The search and the sentence: "Anxious about a flight that is already booked."
2. Who this is for. Two or three sentences.
3. What it feels like. The recognition paragraph.
4. How I work with it. Approach, typical number of sessions, what the first one involves.
5. What typically changes. Honest, no guarantees.
6. Practice type. Life coaching, hypnotherapy, doula support, and so on; drives which credentials and which booking type appear.
7. Format. Online, in person, both.
8. Price reference. Which session or package price applies, pulled from the Prices records, not typed here.
9. Booking type. Which Acuity, Calendly, Paperbell or Practice Better appointment type the Book button opens, pre-selected.
10. Related situations. Two or three to link across.
11. Review note. Whether the page carries a health-adjacent claim and when it was last checked.
12. FAQ. Three to five questions clients ask about this situation.

On WordPress this is a custom post type with fields; on a framework site, a content collection. Either way the practitioner fills in a form and the page appears.

#The template

Each page renders the same way: heading; who this is for; what it feels like; how I work with it; what typically changes; a credentials line linking to About; the price with the Book button; the FAQ; related situations; the what-happens link. Consistent structure means a client who has read one knows where to look on the next, and means the review note can be checked in one list.

#URLs and titles

• URL: /work-with/[situation] or /help-with/[situation], short, stable, no dates.
• Title: "[Situation] | [Practice name]" under sixty characters, using the client's phrase rather than the practitioner's.
• Description: one sentence naming the situation, the format and one credential, under 160.
• H1: the client-words heading.
• Structured data: the practice as a local business or professional service with areaServed where in-person, and each page as a Service; FAQ markup where the questions are genuine.

#Internal links

From a Who I work with page listing every situation with a line each. From the home page, the same list. From the How it works page ("for the situations I work with, see..."). Between related situations. From the About page's credentials to the situations they apply to. Each situation page links to Prices, Book and How it works. The structure is a hub, the situations and the booking hand-off.

#The booking hand-off

The Book button on each situation page opens the booking tool with the right appointment type pre-selected and, where the tool allows, the situation passed as a pre-filled intake answer, so you know before the call which page they came from. Acuity and Calendly both allow pre-filled fields through the embed or the URL; Paperbell's package pages are already per package. Track the click and the completed booking with the situation as a parameter.

#Which situations, and how many

Start with the three you see most; you already have the words from those clients. Add the two you want more of. Then one a month. Do not add a situation you do not want to work with because it might rank; a page that brings a client you refer on is worse than none. Most solo practices settle at eight to fifteen.

#Practice types

A career counsellor has situations by life stage: graduate, mid-life change, redundancy, return to work, student choosing subjects. A relationship therapist includes one for the partner researching alone. A doula has first birth, birth after a difficult one, postnatal, antenatal classes. A business coach has stages: start-up, first hires, scaling past the founder. The fields are the same; the situations differ.

#Keeping them within the rules

The review note field is what makes this manageable. A list of every page carrying a health-adjacent claim, with the date last checked, means a change in your professional body's guidance is an afternoon's review rather than a hunt. The words to avoid are in our post on claims that worry regulators.

#Where this sits

Who-and-what pages as records, rendered from a template with prices and booking pulled in, are how we build every coaching practice website; the practitioner writes the situation, and the site does the rest. Adding one is filling a form; the client finding themselves on it is the point.