How To Write A Coaching Bio that Sells

Categorized as Coaching Branding
How To Write A Coaching Bio that Sells

Just like a real estate agent, coaches are the faces of their businesses. People want to know who they’ll be working with to change their lives. This is why writing a coaching bio can be a mental block for new and established coaches.

In this blog post, we’ll be showing you a few coaching bio examples from our clients, as well as sharing how to write a coaching bio and what you should include.

By the way, we’re Cass & Tee, the duo behind the blog you are reading. We are web designers and certified life coaches with over 20 years of experience working with clients to develop their copy and launch beautiful websites online. We know for a fact that most coaches struggle to write their bios, and even when they are done, they are rarely happy with it. 

The information we share with you today will help you write an awesome coaching bio that represents you and the magic you bring into your coaching niche. 

Let’s dive right in! 

What is a coaching bio?

A coaching bio is a key part of showing who you are as a coach. It serves as a form of marketing, letting potential clients know who you are and what you can do.

We all know that strong relationships are key to good coaching, so you should think of your bio a little like introducing yourself to your clients. Tell them who you are and what you can do for them so that they get a sense of whether you would be able to help them.

Your coaching bio will help you to stand out, and – like your resume – should showcase some of your skills and some of your personality and experience so that readers get a sense of you before they reach out and contact you.

Remember, your bio is the first impression your coaching clients will get, so put the time and energy into making it extraordinary so that anyone who reads it will remember you and have a sense of who you are, even if they don’t become a client.

How do you write a coaching bio?

So how do you write a great coaching bio? Often, getting started is the hardest part, so don’t panic about getting it right the first time. Put some words down, and then refine them, rather than waiting for the perfect phrase to hit you.

Next, narrow your audience down. It can be very hard to present yourself to an unknown audience of millions, so instead, choose a specific person and imagine you’re writing just for them. A favorite coaching client would be good if you’re already set up, or you can use a friend/family member if that’s easier.

Your coaching bio should cover the following points:

  • Who you are: give your name and details about you
  • What experience you have: briefly cover the coaching niche you specialize in
  • How you can help: how does this experience allow you to help clients; how can you help this specific client?
  • How to contact you: give multiple contact options so people can email you, phone you, etc., as suits them.

Remember to use some second-person pronouns in the bio so that your client feels you are talking to and focusing on them. Although you will inevitably have a lot of first-person pronouns because you are describing yourself, make sure you express how you will help the client, too.

What should I include in a bio about myself?

It can be hard to decide what information is most relevant when talking about yourself, and bragging is a challenge too. You may find it easiest to start with your credentials (if they are relevant) or how long you have been coaching for.

On a separate sheet of paper, make a list of the important things that you feel make you a great coach, and then use this to guide your coaching bio, covering all the points if possible. Each might form a separate paragraph.

Don’t be afraid to share your personality, too. Remember, coaching is a very personal thing; your potential clients have to feel that they would like you, trust you, and get on with you. 

As well as expertise, it’s important to show that you are personable, empathetic, and approachable. Your bio should be professional, but it is also about who you are.

Always include an image so that your potential coaching client has a face to put to the words. This will immediately form a deeper connection, and may also make clients feel more comfortable about contacting you.

Reviews and testimonials are also great things to add, especially if you find it hard to brag about your accomplishments; let the words of others do the work for you!

If you are struggling to write your bio, check out our Website Copy Guide for Coaches HERE >>

Coaching Bio Examples

We’ve worked with so many coaches to help them refine their coaching bios. Here are a few of our favorite examples: 

Lauren Rapport – Mindset Coaching Bio Example

Lauren Rapport - Mindset Coaching Bio Example

Lauren Rapaport is a mindset coach for people with Type 1 Diabetes (T1D). In her coaching biography, she shares her experience living with T1D, and how she was able to achieve a happy and fulfilling life despite the illness.

Lauren’s website was built using our Jana Template. Read her full coaching bio here >>

Theressia Nangle – Soul Growth Coaching Bio Example

Lauren Rapport - Mindset Coaching Bio Example

Theressia Nangle is a California-based Soul Growth Coach and Reiki practitioner. In her coaching bio, she tells the story of how she shed old stories, was honest with herself, and identified who she was at her core. Through her coaching, she encourages individuals to do the same.

Theressia’s website was built using our Sadie Template. Read her full coaching bio here >>

Sarah J Herman – Eating Disorder Coaching Bio Example

Sarah J Herman - Eating Disorder Coaching Bio Example

Sarah Herman is an Eating Disorder Coach and a Personal Trainer in Texas. In her coaching bio, she demonstrates to people that if you are willing to let go of rules, restrictions, and reservations, then you can lead a full, happy, healthy, and satisfying life.

Sarah’s website was built using our Teagan Template. Read her full coaching bio here >>

Pamela Jon Thomas – Health Coaching Bio Example

Pamela Jon Thomas - Health Coaching Bio Example

A nurse practitioner turned health coach, Pamela Jon Thomas practices holistic health. She uses her coaching bio to practice what she preaches. She teaches her clients how to live a healthy, happy lifestyle so that illness never happens.

Pam’s website was built using our Sylvie Template. Read her full coaching bio here >>

Final Thoughts

Thanks to ‘How To Write A Coaching Bio that Sells,’ you don’t need to stare at a blank page to figure out how to write a compelling coaching bio. You have everything you need to get started right here. 

As you saw in the post, coaching bios are special and when you get it right, it will tell your potential clients exactly who you are and what you can do. Without a coaching bio, you’ll spend a lot of precious time telling your story over and over again trying to convince your leads that you are the right coach for them. 

Before you get started revamping your coaching bio, leave a quick comment and let us know what you think!

About The Author

Hey! I’m Cass, a brand coach and the Co-Founder & Chief Brand Officer at Lovely Impact, a website template shop for coaches. I help coaches elevate their businesses with beautiful branding and websites. Here on our blog, my content focuses on branding, web design, and storytelling.

Hey! I’m Tee, a brand and marketing coach and the Co-Founder & CMO at Lovely Impact, a website template shop for coaches. I help coaches grow their coaching businesses digitally. Here on our blog, my content focuses on web design, marketing, business, and social media strategy.


    1. Hey Cassandra! ?

      Thanks for commenting on our blog! We’re thrilled to hear that our examples helped you with telling potential clients about your coaching business. If you have any other questions, we’re always here to help!

      – Tee

  1. Thank you so much for this invaluable information from a 60’s child starting all over in the new world of technology. Best of success to you both.


    1. Hey Maureen! ? Thanks a ton for stopping by our blog and sharing your thoughts! We’re thrilled to hear that our post was helpful to you as you tackle the ever-evolving world of technology. We totally get it – it can be a lot to keep up with! As always, please don’t hesitate to reach out if you have any questions or if there’s anything we can do to support you in your coaching journey. We’ve got your back! Cheers to your continued success, Maureen! ?

    1. Hi Rina! Your kind words are so appreciated! We’re overjoyed to know that our examples and expertise in writing a coaching bio have been helpful to you.

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