In most cases, a coaching website benefits from having both options because visitors will arrive at different stages of readiness.

Someone who has been referred by a trusted contact and already understands your work may be ready to book a discovery call immediately. Making that process difficult would add unnecessary friction.

Someone encountering you for the first time may be interested but not yet ready to speak. If their only choices are “book now” or leave, you may lose the opportunity to build the relationship. A relevant guide, quiz, scorecard or self-assessment gives that person a lower-pressure next step.

The strongest client journey therefore does not force every visitor through the same route. It provides a clear direct route for ready prospects and a useful first step for people who need more clarity or trust before speaking with you.