Three options. Only one actually works for your business.
Two buyers, two procurement processes, and a Marshall Goldsmith certified-coach directory ranking above you
Executive coaching is a dual-buyer business and most coaching websites only address one side, badly. The corporate buyer (an HR Director or a CEO direct) is briefing a 6-month or 12-month engagement at $25k-$80k with stakeholder interviews at entry, mid and exit, Hogan or EQi-2.0 or Leadership Circle assessments, and a procurement process that runs through legal and a master-services agreement. The individual buyer (a senior partner, a transitioning CXO, a founder) is paying $500-$1500 an hour out of their own pocket, often confidentially, and wants to find a coach who's worked with people at their level without the LinkedIn fanfare. Both are weighing you against the Marshall Goldsmith Stakeholder Centered Coaching certified-coach directory (which carries enormous SEO weight on 'executive coach [city]'), the ICF MCC global directory, the EMCC member directory, and the in-house coaching panels the bigger consultancies have already put in front of HR. The structural problem is that most executive-coach websites run one page that doesn't separate the corporate-buyer engagement from the individual retainer, no 360-feedback or Hogan fluency surfaced above the fold, and no stakeholder-interview process walk-through that proves you actually run the format an HR Director knows how to brief. So the HR Director briefs three coaches from the Marshall Goldsmith directory, and the senior partner who would have paid you $1,200/hr quietly books with someone from the ICF MCC directory listing instead.
Good executive-coach marketing is three things, in this order: a buyer-split site architecture that separates the corporate-buyer engagement page (a walked-through 12-month structure with stakeholder interviews at entry, mid and exit, the 360-feedback assessment you carry, the development plan format, the line manager and HR check-in cadence, and an investment band that signals you operate at the $50k+ tier) from the individual CXO retainer page (a confidential, application-required, $1,000-$1,500/hr-tier offer with a single-page brief and a discovery-call CTA), each with its own H1 and its own ad group, so each buyer lands on the page that matches their procurement process; a credential and methodology strip on every page that surfaces the ICF MCC level (or the highest you carry plus EMCC, ISCP and the organisational-psychology second credential if you have it), the Marshall Goldsmith Stakeholder Centered Coaching methodology if you're certified, and the 360-feedback tools you debrief in (Hogan, Leadership Circle, EQi-2.0, Saville Wave), because that is the single trust signal that wins the HR procurement shortlist; and a transitioned-from-corporate-leadership backstory above the fold (former CXO, former managing partner, former senior partner in management consulting) because senior leaders pay an above-market hourly rate for a coach who's already done the role they're trying to grow into.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Builds your annual plan around the buyer split that pays best (typically the corporate-buyer 12-month engagements as the spine and the individual CXO retainers as the higher-margin top-up), rather than chasing every 'executive coach' keyword and competing with the Marshall Goldsmith directory listings. Briefs the other agents so the two landing pages, the LinkedIn reflection cadence, the dual-funnel ads and the Google Business profile all reinforce the ICF MCC and organisational-psychology dual credentials, the methodology fluency, and the transitioned-from-corporate-leadership backstory.
Imports your existing site so you stop paying for hosting plus a CMS subscription, and makes spinning up a new offer page a five-minute job. Ships separate pages for the corporate-buyer 12-month engagement (with the stakeholder-interview format walked through, the 360-feedback tools listed, the MSA-ready procurement note and the investment band signalling the tier) and the individual CXO retainer (confidential, application-required, single-page brief, $1,000-$1,500/hr tier), each with the ICF MCC credential strip and methodology badge above the fold, to your live site in two taps.
Goes through your live site for the things that actually move executive-coach rankings: credential-specific H1s ('ICF MCC Executive Coach Sydney' or 'Marshall Goldsmith Certified Executive Coach Melbourne'), Person and ProfessionalService schema with the ICF MCC level and the organisational-psychology second credential marked up, EMCC and ISCP membership in structured data, and a Google Business Profile that calls out the credentials, the methodology and the 360-feedback fluency. Auto-applies the low-risk fixes.
Launches Google Ads as two separate funnels: a corporate-buyer funnel ('executive coaching corporate engagement [city]', 'leadership coaching for ASX-listed', '12-month executive coaching') with higher bids on HR-procurement queries and the corporate-engagement landing page as the destination, and an individual-buyer funnel ('confidential executive coaching [city]', 'CEO coach [city]', 'managing partner coach [city]') at lower volume, higher CPC, landing on the individual retainer page. LinkedIn Sponsored Content runs against the senior-leader and HR-Director job-title audiences.
Turns every stakeholder-interview round, Hogan debrief and CXO identity-transition moment into a LinkedIn or executive-newsletter post in your real account, with the CXO fully scrubbed, the role generalised one level up, and the sector kept. Two LinkedIn posts a week and one fortnightly executive newsletter, in your voice, with the specificity that a senior-leader audience actually reads (no 'mindset' generalities). You approve every draft before it ships.
Drafts the long-form pieces that rank for the queries HR Directors and senior leaders search before they brief an executive coach: 'how to choose an executive coach for an incoming CEO', 'Hogan vs Leadership Circle vs EQi-2.0 for executive 360-feedback', 'what does Marshall Goldsmith Stakeholder Centered Coaching actually involve', 'how much does executive coaching cost in Australia', 'difference between executive coaching and business coaching'. Two drafts a month, in your voice, that pull in the HR Director researching the methodology before they pick a coach.
Your first 30 days.
- Annual plan focused on filling the corporate-buyer 12-month engagement pipeline (the spine of the practice) plus the individual CXO retainer top-up (the higher-margin work), delivered by Sam
- Two distinct landing pages indexed and ranking: the corporate-buyer engagement page on 'executive coaching corporate engagement [city]' and the individual retainer page on 'confidential executive coaching [city]' and 'CEO coach [city]'
- ICF MCC and organisational-psychology dual credentials, EMCC and ISCP memberships, Marshall Goldsmith certification (if held) visible above the fold across the site
- Hogan, Leadership Circle, EQi-2.0 and Saville Wave 360-feedback tools strip live on the corporate-engagement page
- MSA-ready procurement note and 'engagements from $58k' investment band on the corporate-buyer page so HR procurement can pre-qualify in 30 seconds
- Google Ads running as two distinct funnels: corporate-buyer at higher volume on HR-procurement queries, individual CXO retainer at lower volume and higher CPC on confidential-search queries
- LinkedIn reflection cadence running twice a week off real stakeholder-interview rounds and Hogan debriefs, with CXO and company fully scrubbed via the anonymisation approval pass
- Fortnightly executive newsletter to the warm HR-Director and senior-leader list drafted by the agent, in your voice
- 'How to choose an executive coach', 'Hogan vs Leadership Circle vs EQi-2.0', and 'what does Marshall Goldsmith Stakeholder Centered Coaching involve' explainers published as cornerstone trust assets
Executive coaching is bought twice: once by an HR Director who needs a coach for an incoming CEO with a 12-month container, an MSA, a stakeholder-interview format and a $58k engagement budget, and once by a senior partner who DMs you on LinkedIn at 9pm wanting a confidential $1,200/hr retainer that no one at their firm will know about. Both decisions get made on the same 9-second scan: is there an ICF MCC strip above the fold, is there a methodology you actually carry (Marshall Goldsmith Stakeholder Centered, organisational psychology), are the 360-feedback tools you debrief in named (Hogan, Leadership Circle, EQi-2.0), and is there a transitioned-from-corporate-leadership backstory that proves you've actually done the role they're trying to grow into. If those signals are missing or buried, the HR Director briefs three coaches from the Marshall Goldsmith directory, and the senior partner books quietly with someone from the ICF MCC listing.
Agencies are too dear to actually run the two distinct landing pages, the dual-funnel ads, the fortnightly executive newsletter and the twice-weekly stakeholder-reflection cadence for $5k a month. Tools are cheap but you write every reflection post yourself between CXO sessions and the Hogan-vs-Leadership-Circle explainer never goes live. In-House is the third option: for $299 a month the agents ship the corporate-engagement and individual-retainer pages, launch the dual-funnel ads, post the stakeholder reflections, and keep your Google Business profile beating the directory listings on your specific credential and methodology stack. The coach retains the editorial call (a two-tap weekly approval window is the whole admin overhead), the agents handle the labour. Stop losing the HR-procurement shortlist for want of a credential strip above the fold.