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How to write a life coaching bio to attract ready-to-buy coaching clients [Guide For 2023 with life coach bio examples]

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Your coaching bio is like your calling card – it’s the first impression you give about your coaching practice.

A well-written coaching bio can help attract clients and develop your business. In this blog post, we will provide you with a guide on how to write a coaching bio that will help you stand out from the competition and attract more clients!

What is a coaching bio, and why do you need one for your coaching business?

Your coaching bio is essentially your professional story. It’s a way for you to share your experience, qualifications, and goals with potential clients. A well-written coaching bio is essential because it helps build trust and credibility with potential clients. If you can show potential clients that you’re an expert in your field and have a successful track record, they’ll be more likely to work with you.

What should you include in your coaching bio?

When writing your coaching bio, there are a few key elements that you should include:

Your qualifications

What makes you qualified to be a coach? Share your credentials, training, and experience, so potential clients know that you’re an expert in your field.

Your coaching philosophy

What is your coaching style? What methods do you use to help your clients achieve their goals? Sharing your coaching philosophy will help potential clients understand how you work and whether or not you’re a good fit for them.

Your results

What kind of results have you achieved with your clients? Your short bio should show potential clients what you’re capable of and how you can help in the most straightforward way possible.

Your process

How do you work with clients? What is your coaching process? Including essential information will help potential clients understand what they can expect if they work with you.

Target your professional bio to your ideal clients

Remember who your target audience is and what will grasp the reader’s attention. Use emotional words that will resonate with your dream clients. If your target market includes women getting through a divorce, they might feel vulnerable or lost. Make sure to use this language in your coaching bio because they’ll connect more with you.

Relevant personal information

You’ll want to include personal information that can help your potential client relate to you better. If having kids is an essential aspect of their life, knowing that you’re also a mom who goes through the same struggles as them could be one of the important details to mention in your great bio. Often people hire coaches who have gone through the same thing that they have and successfully gotten through it.

Extra tips for writing a great life coaching bio

Most coaches struggle with writing content for their websites. It’s even more challenging when writing professional bios because many coaches don’t like talking or “boasting” about their professional experiences or achievements.

So, try putting on your professional writer hat, even though you may not be one. Try writing about yourself as if someone else were writing your story. And focus on the information that directly ties in with your client’s pain points.

Suppose most of your clients struggle with managing their money. Make sure that you write in your bio that you help your clients confidently manage their money! A good bio focuses on the prospect and ties your experiences with their ultimate goals.

If you need some help breaking through writer’s block, check out my special offers to access a 10,000 word trial with Jasper, the leading AI writing tool in the market right now.

Coaching bio blurb examples

You might want to include a short blurb of your bio with just essential points on pages other than your about me page. You can then have a call-to-action button right after inviting visitors to jump to your fuller bio on a different page.

Sample life coach bio blurb 1

I’m Jane Smith, a certified business coach, and relationship expert. For over ten years, I’ve coached female executives to enrich their personal relationships without sacrificing their impressive careers.

Sample life coach bio blurb 2

Hello, my name is Jane Smith, and I’m a certified professional life coach. I help people identify their goals, create a plan to achieve them, and take action to make their dreams a reality. I’ve been coaching for over 15 years and have helped my clients make significant changes in their lives.

Sample life coach bio blurb 3

Hi, I’m Jillian Michaels, a renowned health and wellness expert. I’ve been helping people improve their health and fitness for over 20 years. I offer personal training and nutritional counseling. I’m dedicated to helping my clients reach their goals and live healthy, happy lives.

As you can see, each of these coaches has a different style and approach. But they all include who their target client is and how they help them.

5 Great coaching bio examples from famous coaches

Swipe these life coach bio examples that can help you craft your own.

Rich Litvin

Rich Litvin Coaching Bio

Rich Litvin runs a leadership consultancy for world leaders, based in Los Angeles and London.

Ultra-successful people – who you would assume don’t need a coach – are the ones who call Rich. His clients have included Olympic athletes, Presidential candidates, Hollywood film directors, Special Forces operatives, serial entrepreneurs, PhDs and Harvard Business School alumni. Rich is the founder of 4PC – a community of the top 4% of coaches and leaders.

A thought leader in the coaching world, Rich is co-author of the highly-acclaimed book The Prosperous Coach. It has sold over 70,000 copies and been in the top 20 books on Coaching on Amazon for 7 years. He leads a community of almost 20,000 coaches and consultants. And he has helped train some of the most exclusive coaches on the planet. A scientist by training, Rich has a background in Behavioral Physiology and Psychology. He trained to teach at the University of Oxford and he has a master’s degree in Educational Effectiveness & Improvement.

Rich’s big picture is to mobilise $100 Million to educate a million children. His company has helped to build 5 schools in Africa.

He has lived and worked in eight countries and on four continents. Born in England, he still has an adorable British accent and spends his time between LA and London.

Steve Chandler

Steve Chandler Coaching Bio

Drawing on Steve’s more than 20 years of working with professionals to dramatically improve their success, the “MindShift” he offers frees people from unnecessary pessimism and puts them back in touch with the source of their enthusiasm for work and life.

Although Steve Chandler graduated from the University of Arizona with a degree in Creative Writing and Political Science, and spent four years in the military studying language and psychological warfare; he credits his own life experiences with failure as the most valuable tools for helping others. Steve’s audiences are inspired by stories of his “low points” – it gives them hope, because they realize that they are not nearly as bad off as he was – they figure if Steve can transform his life, so can they!

Steve Chandler is now the author of 30 books that have been translated into over 25 languages. His personal success coaching, public speaking and business consulting have been used by CEOs, top professionals, major universities, and over 30 Fortune 500 companies. He has twice won the national Audio of the Year award from King Features Syndicate. A popular guest on TV and radio talk shows, Steve Chandler has recently been called “the most powerful public speaker in America today.”

Steve is also a master coach that has helped train hundreds of coaches to transform many lives and businesses. He created the Coaching Prosperity School to assist coaches to build a strong practice and create great clients www.CoachingProsperitySchool.com

Steve believes in the power of coaching so much that he just signed a four-year contract with his own coach, the legendary Steve Hardison. www.TheUltimateCoach.net

Michael Neill

Michael Neill Coaching Bio

Michael Neill is an internationally renowned transformative teacher, author, broadcaster, and speaker, described as having the unique ability to “blend the sacred with the profane”. The inside-out understanding at the heart of his work challenges the cultural mythology that stress, pressure, and other symptoms of “seriousness” are a necessary part of adaptation and growth in business or indeed any area of life.

In his role as CEO of Genius Catalyst Inc. since its inception in the UK in 1990 to its incorporation in the USA in 2007 and beyond, Michael has spearheaded its growth from consultancy to a multi-media organisation delivering services to tens of thousands of loyal customers each year through live training, online courses, and self-study programs.

He has also spent more than three decades as a coach, adviser, friend, mentor, and creative spark plug to founders, CEOs, celebrities, royalty, and those who are up to something in the world. His global client base is wide and diverse, having served clients in North America, UK, Europe, and the Middle East in the fields of investment, sales, energy, manufacturing, the entertainment and media industry, and more. He has been consistently ranked alongside Jack Canfield, Tony Robbins, and other legends in the field as one of the top 30 coaching thought leaders in the world, and continues to run a small private practice working with high performers in their fields of expertise.

A gifted communicator, Michael has authored six best-selling books including Creating the Impossible, The Inside-Out Revolution, The Space Within, and Supercoach. His books have been translated into more than 25 languages, and his public talks, retreats and seminars have touched and transformed lives at the United Nations and in over 60 countries and on six continents. His TEDx talks, ‘Why Aren’t We Awesomer?’and ‘Can a TEDx Talk Really Change the World?’ have been viewed by over two million people around the world and his blog and podcast, Caffeine for the Soul, has been entertaining and inspiring audiences around the world for more than 20 years.

Ali Brown

Ali Brown Coaching Bio


Ali Brown is the Founder + CEO of the women’s business empowerment company We Lead and is one of the most recognized entrepreneur coaches in the world, having built a coaching + consulting enterprise that ranked in the Inc. 500 list of fastest growing private companies in the U.S.

In 2020 she launched The Trust: the new, premier global network for women entrepreneurs generating 7- and 8-figure revenues.

She has been named one of Forbes’ Women to Watch, one of EY’s Winning Women Entrepreneurs, and an entrepreneur delegate for the United Nations Foundation’s Global Accelerator. Ali was also featured on the ABC hit primetime show Secret Millionaire.

She has over 250,000 followers via her sites, social media channels, and Glambition® Radio show on iTunes. Ali’s coaching and mentorship has been featured on CNN and many other major media outlets. She was named by Entrepreneur Magazine as having one of the ‘Top 10 Twitter Accounts Every Entrepreneur Should Be Following’. Ali is based in Scottsdale, Arizona and travels often with her homeschooled 9-year-old boy-girl twins.

Heather Petherick

My name is Heather Petherick and for the past 14 years I’ve been helping female coaches, consultants and service-based entrepreneurs grow their business and consistently sell out their premium offers without being salesy, rude or annoying AF. 

I’m equal parts style, wit and substance.

After 14+ years as a business coach, entrepreneur, wife and mother I’ve developed a special reputation for accelerating the success of naturally intelligent and ambitious women who are leading a service-based business.

My clients are women from all around the globe who, just like you, feel isolated because of their unique expertise, their level of success or because they’re operating within a male-dominated industry.

Other interesting tidbits? I can devour a charcuterie board like it’s my job. I frequently swear. And my clients typically see a 2x – 10x return on their coaching investment.

Where on my website should I put my coaching bio?

Your coaching bio should be prominently featured on your website so potential clients can easily find it. An excellent place to put it is on your about me page – try one of Elementor’s beautiful templates. You can also include it on your home page, contact page, and anywhere else you think a potential client will be looking for more information about you that can help them decide if you’re the right coach for them.

About me section

How long should my coaching bio be?

Your coaching bio should be long enough to include all the relevant information but not so long that it becomes tedious to read. A good rule of thumb is to keep it under 350 words.

When writing your coaching bio, keep in mind that less is more. For example, you don’t need to include your entire life story or every qualification you have. Instead, include the most relevant information to help potential clients get to know you and decide if they want to work with you.

What if I’m a new coach?

If you’re starting as a coach, you may not have all the credentials and experience that more established coaches have. That’s okay! Just focus on what you do have, and be sure to include any relevant information about your coaching philosophy and approach. You can also highlight any results you’ve achieved with clients, even if they’re less significant than those of more experienced coaches. Remember, potential clients, are looking for a coach they can connect with and who can help them achieve their goals. So focus on conveying your passion for coaching and dedication to helping your clients succeed.

What if I’m still not sure what to write?

If you’re having trouble getting started, try brainstorming a list of answers to the following questions:

  • Why did you become a coach?

  • What kind of clients do you work with?

  • What are your coaching goals?

  • What is your coaching philosophy?

  • How have you helped people in your life?

  • What qualifications do you have?

  • What results have you achieved with your clients?

  • What is your client process?

  • What can your clients expect from working with you?

  • What is your coaching niche?

  • What coaching packages do you provide?

  • Who is your ideal client?

Once you have a list of answers, you can start writing your coaching bio. Again, remember to keep it simple and focus on your ideal client’s pain points and desires. And don’t forget to include a call to action, so potential clients know what to do after reading your bio.

Should I include price information in my coaching bio?

It’s up to you whether or not to include price information in your coaching bio. Some coaches feel it’s best to leave pricing off their website so they don’t deter potential clients who might be turned off because of the rates without understanding the actual value that coaching can add to their life. Others feel it’s important to be upfront about pricing, so potential clients know what to expect.

Nevertheless, I wouldn’t recommend including this information in the about me section of your website. Instead, if you do opt for pricing transparency, save this information for your service and package descriptions.

Time to write your own life coach bio

Now it’s your turn to write your own coaching bio!

Use the tips and examples above to create a bio that accurately reflects your coaching style and approach. Be sure to include your qualifications, your coaching philosophy and your results.

If you need help getting started, feel free to use the coaching bio template below.

Coaching Bio Template

Hi, I’m {your name}, and I’m a {niche} coach, helping {audience} {ultimate goal} without {hard thing about reaching the goal}. {audience} {pain point that describes your audience} have been coming to me for the last {x years} for {value you bring} and {value you bring}.

If you’re serious about {ultimate goal}, schedule a discovery call with me and we can determine your ideal next step forward.

Your coaching bio is an integral part of your marketing strategy. By writing a well-crafted and compelling coaching bio, you’ll be able to attract more clients and grow your life coaching business. Use the tips and examples above to write a bio that accurately reflects your coaching style and approach.

And if you’re looking for more ways of levelling up your coaching website, read this article.

Looking for more support in creating a website that converts? Make sure to check out my course – The Easy Breezy Website Sprint.

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