A prospect finds a coach whose content they love. They visit the website and see three programmes with inspiring names: "Reset", "Rise" and "Thrive". What is the difference? How long does each last? What does it cost? The page says "book a call to find out more". The prospect is not ready for a call, so they close the page.
Prospects want to understand the offer before they commit to a conversation. Explaining programmes and prices clearly makes the next step easier.
Why prospects hesitate
Coaching is a significant investment of money, time and emotional energy. Prospects worry about being sold something they cannot afford or do not need. If they cannot understand the offer, they assume it is expensive or complicated. Many coaches lose prospects at this stage without ever knowing, a pattern also seen in discovery call requests that never get booked.
What to explain for each programme
- Who it is for
- What is included: sessions, resources, support between sessions
- How long it lasts
- How often sessions happen
- One-to-one or group
- The price, or a starting price
- How to take the next step
Example conversations
These scripts use information a coach might publish. Your answers should come from your own pages.
Prospect: What's the difference between Reset and Rise? Assistant: The programmes page explains that Reset is a six-week, one-to-one programme focused on a single goal, with weekly sessions. Rise is a three-month programme with fortnightly sessions and messaging support between them. Both prices are listed on the page.
Prospect: Can I pay in instalments? Assistant: Yes, the page mentions monthly payment options for the longer programmes. The coach can talk you through them.
Prospect: Is there a group option? Assistant: There's a group programme that runs twice a year, described on the group coaching page, with the next start date and price.
Pricing without pressure
Publishing prices can feel exposing, but it helps. Agencies face the same decision, and explaining pricing models clearly works for them too, as described in how agencies explain pricing models without a call.
Making discovery calls better
When prospects already understand the programmes, discovery calls become about fit and goals, not basic information. That is better for both sides. The shared challenge for coaches and consultants is covered in coaches, consultants and the discovery call problem.
Answering at any hour
SpideyChat for coaches answers programme and price questions from your own pages at any hour and captures interested prospects' details. More on how coaches use it is in chatbots for coaches and consultants.
Who each programme is not for
It is just as useful to say who a programme does not suit. A programme designed for senior leaders is not right for someone starting their career, and a group programme may not suit someone who wants private, one-to-one attention. Saying so honestly saves both sides a wasted call and makes the coach seem more trustworthy, because it shows they care about fit rather than just making a sale.
Refunds and guarantees
Prospects often wonder what happens if coaching is not working for them. Explaining any cancellation terms, pause options or satisfaction policy on the programmes page removes a quiet worry that stops many people from committing.
Testimonials and results
Prospects also want to know whether coaching works for people like them. Honest testimonials, with permission, help. Avoid promising specific outcomes.
Rewriting the programmes page
For each programme, write a short, plain description covering who it is for, what is included, how long it lasts and what it costs. Then let prospects ask anything else before they book a call. Try SpideyChat on your own site, or read about capture on the features page.