Professional Website Design vs DIY: When Coaches Need Help
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You've been running your business for over two years now, and it’s going pretty well. But your DIY website? Well, let’s just say it’s not quite reflecting the level of service you offer.
If you're a small business owner who built your own Squarespace (or other) site when you were testing the waters, but your business has grown since then, you’ve likely hit that moment when you’re wondering:
Should I invest in professional website design, or keep managing it myself?
In this post, I'll share:
Exactly when it's time to invest in professional web design support
What signs to watch for
Why making this move could be the smartest business decision you make this year
The short answer? When your website stops converting visitors into paying clients, when you're losing hours tinkering instead of working with clients, or when your brand has evolved beyond that template you chose at 2 am three years ago.
You can find my professional website design service details right here:
The Reality of DIY Website Building for Established Coaches
Let me be honest with you. I'm not anti-DIY. In fact, when you're just starting and testing whether your business idea has legs, a DIY website might make sense.
But here's what happens after you've been in business for a while...
You've grown.
Your services have evolved.
You've niched down (or perhaps pivoted entirely - hello, rebrand!).
You've developed a signature methodology.
You know exactly who you serve and how you transform their lives.
Your pricing has increased because you're bloody good at what you do.
And that website you cobbled together when you were "figuring things out"? It's still sitting there, looking decidedly amateur compared to the premium service you now offer.
According to research, 94% of first impressions are influenced by design. That means visitors are judging your credibility in less than 3 seconds based purely on how your website looks. Not your qualifications. Not your testimonials. Just the visual design.
- Behaviour and Information Technology journal study on first impressions of websites
The Hidden Costs of DIY Website Creation
When you created your site yourself, you probably thought you were saving money. And initially, you were. But let's talk about what DIY website building really costs established business owners:
Time investment that could be spent on revenue-generating activities.
The average small business owner spends several weeks creating a DIY website (and that's just the initial build, doesn’t include content creation, or ongoing updates)
Every hour you spend wrestling with Squarespace settings is an hour you're not coaching clients, creating content, or building relationships
How much is your hourly rate? Multiply that by a ‘x’ weeks and suddenly that "free" DIY approach looks rather expensive
Opportunity cost from poor conversion rates
Professional website design sites typically convert 3-5 times better than DIY versions
If your site converts at 2% instead of 6%, you're literally leaving clients (and income) on the table every single day
For coaches specifically, conversion rates on discovery calls should be around 25-50%, but that requires getting people TO book those calls in the first place
The confidence drain
You know your site doesn't represent you well, and that affects how you talk about your business
You avoid sending people to your website or feel the need to apologise for it (“I know it needs updating, but…”)
You're embarrassed to share your URL in networking or social situations
SEO challenges that keep you invisible
Google's algorithm rewards fast-loading, mobile-optimised, strategically structured websites
DIY sites often lack proper SEO fundamentals because you don't know what you don't know
Research shows that 70-80% of users ignore paid ads and focus on organic search results, so if your SEO is rubbish, you're virtually invisible
I'll give you a scenario from my own experience. I worked with a life coach named Sarah (not her real name). She'd been using a DIY site for three years. Her business was doing ok – she was booked with 1:1 clients – but she wanted to launch a new premium service.
The problem? Her website appeared like she’d just started. The messaging was vague ("I help people live their best life"). The photography was meh and had nothing to do with her or her clients. The booking process required potential clients to email her and wait for a response.
After we redesigned her site with clear positioning, professional brand photography, and an integrated booking system, her discovery call requests increased. More importantly, the quality of enquiries improved dramatically because her messaging actually spoke to her ideal client.
That's not magic. That's strategic and professional website design!
When DIY Makes Sense (And When It Absolutely Doesn't)
Let's be clear about something: I'm not suggesting everyone needs a professional website design project from day one. There are absolutely times when DIY is the right choice.
When DIY Website Building Might Make Sense:
1. You're testing a business idea
You're not sure if this business will stick around
You want to validate your offer before investing heavily
You need something online quickly to start getting feedback
2. You're genuinely early in business (under 1-2 years)
Your services are still evolving
You're working out your niche and ideal client
You don't have much content or social proof yet
Your budget genuinely doesn't stretch to professional design
3. You actually enjoy the technical side
You find website building relaxing and creative (rare, but it happens!)
You have the time to learn and implement properly
You're committed to ongoing education about design and UX best practices
4. You have simple needs
You literally just need a digital business card with contact information
You're running a hobby, not a business
You're not relying on your website to generate leads or sales
When You've Outgrown DIY (Red Flags You Can't Ignore):
Your website isn't converting visitors into clients
You're getting traffic but no enquiries
People tell you they visited your site, but then went quiet
Your booking calendar isn't filling despite decent social media engagement
You've noticed competitors with professional sites are booking clients you're not
You've wasted hours (or days) trying to "fix" something
You've spent entire weekends trying to make one section look right
You've watched countless YouTube tutorials, but still can't achieve what you want
You feel frustrated every time you need to update your site
You've muttered/sworn, "This shouldn't be this difficult", more than once
You need Squarespace help more often than you’d like to admit
Your brand has evolved, but your website hasn't
You've refined your niche, but your messaging is still generic
Your pricing has increased significantly, but your site looks budget
You've developed a signature framework, but haven't communicated it effectively
You have professional photography, but don't know how to implement it well
You're launching something new and need it to succeed
You're introducing a group programme, course, or membership
You're raising your prices and need to justify the investment
You're repositioning yourself in the market
You want to be seen as the expert you've become
You're losing potential clients to professional-looking competitors
You've noticed prospects/leads going with competitors who have slicker websites
You feel embarrassed about your site compared to your peers in your industry
You avoid networking because you don't want to share your URL
You preface your website link with "I know it needs updating, but..."
Mobile experience is terrible
40% of users will abandon a website if it's not mobile-friendly
Your site might look acceptable on your desktop, but be completely unusable on phones
DIY builders often create mobile nightmares without you realising it
What Professional Website Design Actually Gives You
Right, so you've recognised yourself in those red flags. What exactly do you get when you work with me, a professional Squarespace designer that you can't achieve on your own?
Strategic Brand Positioning (Not Just Pretty Pictures)
As a professional website designer, I don’t just make things look nice; I also ensure that they function properly. Also, I always start with a strategy:
Who exactly are you helping? (And I mean specifically – not "women who want to feel better")
What transformation do you provide?
How do you want clients to feel when they first visit your site?
What objections prevent people from booking, and how do we address them?
What's the clearest path from visitor to booked call?
This is a brand strategy combined with website psychology. It's essential to understand that your website is a sales tool, not just an online brochure.
Conversion-Focused Design Structure
I understand user behaviour:
Where people's eyes naturally go on a page (F-pattern, Z-pattern)
How to create a clear visual hierarchy so that important information gets seen
Strategic placement of calls-to-action that feel natural, not pushy
How to reduce cognitive load so visitors aren't overwhelmed
Accessibility features that make your site usable for everyone
Features you get:
Strategic homepage that clearly communicates what you do and who you help
Services pages that sell your offerings (not just list them)
About page that builds trust and connection
Clear paths to booking that reduce friction
Mobile-responsive design that actually works (not just technically responsive but properly usable)
Benefits you experience:
Higher conversion rates (more visitors actually booking calls)
Better quality enquiries (people who are the right fit)
Less time explaining what you do because your site does it for you
Increased confidence in sharing your URL
Professional credibility that justifies your pricing
Transformation you'll see:
Your website becomes your hardest-working team member
You stop apologising for your online presence
Discovery calls feel easier because people already understand your value
Your business feels aligned – finally, your website matches the quality you deliver
Technical Excellence and SEO Foundation
This is where DIY sites really fall short. I implement:
Proper site structure and navigation
Optimised images that load quickly without sacrificing quality
Schema markup for better search visibility (if requested as a premium)
Strategic internal linking
Accessibility features (proper heading structure, colour contrast)
Integration with necessary business tools (scheduling, email marketing, analytics)
And if you need specific Squarespace 7.1 features or plugins and extensions, I know exactly how to implement them strategically.
Time Saved and Stress Eliminated
Let's talk about something precious: your time and mental energy.
When you hire me, you get:
A defined timeline (typically 2-4 weeks from start to launch, excluding content prep)
Someone else is handling the technical headaches
Expert guidance on content and messaging
Quality assurance testing before launch
Training on how to update your site yourself after launch
Ongoing support options (like my Squarespace Maintenance Day or 90-minute help calls)
What you do instead:
Focus on serving your existing clients brilliantly
Create content that attracts your ideal audience
Build strategic partnerships
Actually, take that weekend off without guilt
Common Objections (And Why They Don't Hold Up)
Let me address the concerns heard from established business owners who are hesitating to invest in professional website design:
"But I've already spent so much time on my DIY site"
I understand this completely. The sunk cost fallacy is real. But think about it this way: would you rather spend another year (or three) with a site that's not working, or make a change now and start seeing results?
Those hours you've already invested aren't wasted – you learned what you needed at that stage of business. But you've outgrown it. And that's brilliant! It means your business is succeeding.
"I'm worried I'll lose control of my website"
This is where choosing the right designer matters. Look for someone who:
Works on platforms you can manage yourself (like Squarespace)
Provides training on updates
Offers ongoing support options
Builds in a way that's intuitive for you to maintain
With me, you own your website completely. I train you to make updates yourself and offer support when you need it through Squarespace Maintenance Days or quick help calls.
"What if I need to change things later?"
Good design is flexible. Your website should evolve as your business does. I create a foundation that's easy to update and adapt.
I also offer retainer or VIP day options for future updates. You don't need to rebuild from scratch every time you add a service or shift your messaging.
"I don't have time for a website project right now"
I get it. You're busy helping clients. But you know what? Your website is either actively promoting your business or quietly holding it back. There's no neutral.
And working with me actually saves you time compared to continuing to tinker with DIY. Most projects take 4-8 weeks, and your involvement is mainly at the beginning (strategy and content) and end (feedback and approval).
Plus, think about all the time you'll save AFTER launch when people actually understand what you do and book calls without lengthy back-and-forth.
Why This Matters for Your Business Right Now
You didn't build your coaching business over the past 2+ years just to have it held back by an inadequate website. You've put in the work. You've served your clients brilliantly. You've refined your methodology. You've earned your reputation.
Your website should reflect that dedication and expertise. It should work as hard as you do.
So, you can absolutely continue with your DIY site. Many business owners do. But if you're serious about scaling your business, filling your calendar with ideal clients, and positioning yourself as the expert you've become, your website needs to match your ambition.
The difference between a DIY site and a strategically designed professional website design isn't just aesthetics. It's:
Conversion rates that put money in your bank account
Credibility that justifies your premium pricing
Time saved not tinkering with technical issues
Confidence to share your URL without hesitation
A foundation for growth rather than a barrier to it
Think about this: A year from now, you'll wish you'd made this change today. You'll look back at all the potential clients who visited your site and left. All the hours you spent frustrated with Squarespace. All the opportunities lost to competitors with better websites.
Or you can make a different choice right now.
Your Next Steps:
If you're a coach, educator, consultant, or creative who's ready for a professional website design to finally match the quality you provide, here's what to do:
Option 1: Book a Discovery Call
Let's have an honest conversation about your website, your business goals, and whether we're the right fit to work together. No pressure, just clarity. Book your free discovery call here.
Option 2: Start with a Pro Website Audit
Not ready for a full redesign? Get professional eyes on your current site with my Pro Website Audit with Strategy. You'll receive a comprehensive review and strategic roadmap for exactly what needs improving and how to prioritise changes.
Option 3: Quick Win with a 90-Minute Squarespace Help Call
Have specific issues or questions? Book a focused 90-minute session where we tackle your most pressing website challenges together.
Don't let another year go by with a website that's not serving your business. You've worked too hard to let a DIY site hold you back.
Your future clients are searching for someone exactly like you. Make sure they can find you – and that when they do, they're impressed enough to take the next step.
Frequently Asked Questions
Q: How long does a Squarespace professional website design project typically take?
A: Most Squarespace projects take 4-8 weeks from initial consultation to launch. This includes a strategy session, 2-week web build, content integration, revisions, and training. VIP Day intensives can be completed in 1-2 weeks. The timeline depends on project complexity and how quickly you can provide feedback and content.
Q: Can I update my website myself after it's professionally designed?
A: Absolutely! That's one of the major benefits of Squarespace. After your site is designed, you'll receive training on how to make updates yourself. You'll be able to add blog posts, update testimonials, change service descriptions, and make other content updates easily. For more complex changes, you can book discounted support sessions.
Q: What if I don't have professional photography?
A: Many business owners don't have professional photography when we start. I can guide you on DIY photography options, recommend photographers, or work with high-quality stock images initially. Professional brand photography is ideal and worth investing in separately, but it's not required before we begin your website project.
Q: Will my new website work on mobile phones?
A: Yes! All professional Squarespace designs are mobile-responsive, meaning I will edit the content so that it will adjust to look great on phones and desktop computers. In fact, mobile optimisation is a key part of the design process since over half of website traffic typically comes from mobile devices.
Q: How do I know if I need a complete redesign or just improvements to my current site?
A: We can chat about this on your discovery call, or book a web strategy session to help determine. Alternatively, if your site has good bones but needs strategic improvements, we can often make a significant impact through a website maintenance session. If the foundation isn't strong or your brand has completely evolved, a rebrand makes more sense. Book a discovery call and we'll assess together.
Q: What happens if my business changes after my website is designed?
A: Your website should be flexible enough to evolve with your business. That's why strategic design focuses on structure and systems, not just aesthetics. You can update content yourself as your business evolves, and I offer maintenance days for more significant changes, like adding new services or restructuring pages.
Q: Do you only work with Squarespace or other platforms, too?
A: I specialise in Squarespace because it's the perfect platform for established service-based businesses like coaches, consultants, and educators. It's powerful enough for professional websites but user-friendly enough for you to manage yourself. My Pro Website Audit with Strategy works for any platform, though, if you're on WordPress, Wix, Showit, or others.
Q: What's included in your pricing? Are there hidden costs?
A: My pricing is transparent and covers everything needed for a complete website: strategy, design, content integration, SEO basics, mobile optimisation, and training. The main additional costs you might encounter are: domain and hosting fees (Squarespace subscription), professional photography, logo design, if needed, and copywriting if you want that as an add-on. I outline all costs clearly before we begin.
Q: How much content do I need to prepare before we start?
A: You don't need everything written perfectly! Part of my process includes content guidance and structure. You'll need to gather information about your services, prepare testimonials, and provide any specific details about your methodology. I'll guide you through what's needed and when. Many clients find the content process actually helps them clarify their messaging. All content is due before the 2-week web build.
Q: What if I'm not happy with the design?
A: My process includes regular check-ins and revision rounds specifically to avoid this. You'll see the homepage before proceeding with the remaining pages of your site, not just at the end. Clear communication throughout ensures the final design reflects your vision and serves your business goals. I'm not happy unless you're delighted!
About Jane Hinchliffe: Your Squarespace Designer & Brand Strategist
I'm Jane, and I've been helping established business owners transform their DIY websites into professional, conversion-focused online presences for years. Based in Harrogate, Yorkshire, I work with clients across the UK 🇬🇧 and internationally.
My sweet spot? Mid-life business owners like you – coaches, educators, consultants, and creatives who've built solid businesses but whose websites haven't kept pace with their growth.
I believe your website should be your hardest-working team member, not something you dread updating or feel embarrassed sharing. That's why I combine strategic brand positioning with beautiful, functional design that actually converts visitors into clients.
Beyond full website design, I offer Squarespace Maintenance Days (perfect for ongoing updates), Pro Website Audits (strategic roadmaps without full redesign), Web Strategy sessions, and 90-minute Help Calls (focused problem-solving sessions).
Ready to stop feeling awkward about your website and start showing it off proudly? Let's chat →
Thanks 🌟 for being here, and if you’d like more tips, tools, and tricks [without the overwhelm], to help YOU grow your small business, I’d love to have you join my twice-monthly HeartBiz 💌 Letter.
Subscribe here for my Free downloads:
1. 5-Step Web Design Checklist PDF
2. Uncover Your Unique Selling Proposition USP
3. Ideal Customer editable Canva Template
4. SEO Checklist for all platforms (including Squarespace)
5. Is Your Website Holding You Back? A brand identity checklist.
