If you’ve been in my world for any amount of time, you’ve probably heard me say something along the lines of: “You don’t need a website. Just build a sales page, collect emails, and go.”
And honestly? That advice still holds up in a lot of situations—especially when you’re just getting started.
But things have shifted. And today, I want to tell you why my stance on websites has changed—and how your website can now serve as a powerful business asset, especially if you’re creating long-form content.
Let’s break it all down.
Why I Used to Say “F*ck Your Website”
Back when I started coaching coaches, I saw so many of them spend MONTHS agonizing over their website. The colors. The logo. The font pairing. The 6-tab menu. The “About Me” page that took 8 hours to write.
Meanwhile? They had no clients. No sales process. No content. No momentum.
I told people to ditch the website in favor of two things:
- A high-converting opt-in page
- A strong sales page for their core offer
And it worked. Because most new coaches don’t need a complicated website—they need to get out there, grow an audience, and start selling.
But the landscape has changed. And so has my perspective.
What’s Changed? Enter: The Trust Recession
Right now, we’re in what some marketers call the Trust Recession (or the Trust Gap).
People are skeptical. They’ve been burned by fake gurus and overhyped offers. They don’t trust easily. And in a world flooded with “authority” figures, it takes more than a flashy Instagram post to convince someone you’re the real deal.
So what does build trust?
- Transparency
- Consistency
- Depth of knowledge
- A strong point of view
- Valuable, bingeable content
That’s where your website comes in.
Why Long-Form Content Is the New Trust Builder
Long-form content is anything that takes 10+ minutes to consume. This could include:
- Blog posts
- Podcast episodes
- YouTube videos
These aren’t quick-hit reels or bite-sized carousels. Long-form content gives your audience time to sit with your voice, your ideas, your expertise. It builds depth of trust, not just visibility.
It’s also the content most likely to:
- Be saved and revisited
- Be shared with friends
- Rank on Google
- Get repurposed into multiple formats
If you’re investing time into making this kind of content—you need a home for it.
Why Your Long-Form Content Needs a Home Base
Let’s say you start a podcast. Great. But if your audience can only find it on Spotify, you’re missing opportunities:
- No SEO benefits
- No written summary for skimmers
- No central place to link from Instagram
Same with YouTube. You can post it there—but what if that video also lived on your site with:
- A clickable video player
- A short blog version underneath
- A transcript for accessibility
- Links to your offer or lead magnet
You create one piece of content—and your website turns it into a long-term traffic and conversion tool.
What About Blogging?
Let me be clear: I’m not saying you have to become a full-time blogger. But your blog is where your content lives.
Even if your podcast or YouTube is your main content format, you still need a blog page that acts as the home base:
- Post a short intro + embed your episode or video
- Add a transcript or write a summary
- Include 1–2 internal links (to your sales page or opt-in)
- Use keywords naturally so it can be found via Google
This is the content that builds trust on autopilot—especially when someone’s stalking you at 11:32 p.m. trying to decide if they should work with you.
What Your Website Should Actually Look Like
No, I’m not suggesting you go out and drop $3K on a custom WordPress site. In fact, I think your website should be as simple and scrappy as possible.
Here’s what you need:
- Homepage = your sales page
- Blog = where all your long-form content lives
- About (optional) = brief personal story and values
- Contact (optional) = a simple form or email link
That’s it. No dropdown menus. No brand photoshoot. No fancy animations.
Your website isn’t about being impressive. It’s about being useful. It should:
- Clearly explain what you do and who you help
- Help people get to know you through your content
- Offer an easy way to buy, apply, or join your list
My Platform Recommendation: FG Funnels
You don’t need a separate platform for every page.
One of the reasons my stance has changed is because of tools like FG Funnels. It lets you:
- Build sales pages, opt-in pages, and a simple homepage
- Host a blog
- Track metrics and conversions
- Keep everything in one place
It’s the tool I recommend to all my Health Coach Accelerator students, because it keeps things streamlined. No need to piece together five tools or hire a developer.
When You Don’t Need a Website
If you’re just starting out and you’re not yet creating long-form content, you don’t need a website.
Focus on:
- Building an audience
- Creating an irresistible freebie
- Getting your sales page converting
- Testing your offer and message
But once you’ve got some traction? And you’re ready to show up with deeper content and authority? That’s when a website makes sense.
It becomes less about “looking professional” and more about having a place where your work lives, gets found, and builds trust around the clock.
Final Thoughts: Websites Aren’t Dead—They’ve Just Evolved
My original take wasn’t wrong—it was contextual.
But as platforms change, as consumer trust shifts, and as we double down on long-form content for visibility and connection… our strategy has to evolve too.
So yes, my stance has changed:
- You don’t need a fancy website
- But if you’re creating long-form content, you do need a website
- Your site should be simple, clear, and useful—not bloated or complicated
And it should do one thing above all else:
Make it easier for people to trust you, learn from you, and ultimately—buy from you.
Listen to Episode 288 now:
https://kendraperry.net/288
