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Looking to change lives with your inspirational business mentoring? Are you a certified coach looking to make your mark on the world of entrepreneurship? 

Well, first, you’re going to have to write a coaching bio that shows people how (and why) your coaching services are the best around. 

Now we know most people don’t like to talk about themselves, so it can be pretty awkward putting together your coaching bio for the first time. You might be worried you don’t have enough experience yet, or you only have a couple of credentials to put on display. 

But it’s not just industry newbies who struggle with their bios – experienced coaches struggle to write a new bio for themselves too.

Your bio is a powerful marketing tool, and as you grow your coaching company, you’ll want to match it with an even more powerful bio. 

So, how do you write a coaching bio so it actually sells your coaching services for you?

The best way to write a coaching bio comes down to these 7 magical tips that we’re going to run through with you today. 

Use Google-friendly words

You could have an incredibly interesting and informative bio written for your company website, but it’s completely useless if nobody can actually find it. 

This is why when writing your bio, you have to include the right keywords to be seen on Google. On the first page of Google, the first five organic results make up 67.6% of all the clicks made on that search result. So you have to make sure that your company comes up first otherwise you’re not going to get any business.

Everybody looks for their next business coach through search engines, so you have to include essential keywords and relevant key phrases within your coaching bio; otherwise, nobody will find you when searching for your services. If nobody can find you then you’re out of luck when it comes to getting clients. 

If they don’t find you, they’ll probably end up seeing one of your competitors and decide to work with them instead, and we all know your work is way better!

So when writing your bio, try to use long-tail keywords in:

  • Your bio’s title
  • The first and last sentences
  • Highlighted lines (bolded sections)
  • Hyperlinked text

People tend to look for business coaches within their hometown or general area. So to stand out, even more, be sure to use local keywords. This will help you show up on local searches. 

We hear you: ‘what about my social bios’? Yeah, you still wanna use the keywords people are searching for on Instagram, Facebook, and LinkedIn. 

Tell them what they want to hear

Despite being called a bio, you shouldn’t treat it as your personal biography. People looking for help don’t really care much about your experience and your long boring list of credentials. What they really want to know is what’s in it for them. 

How can you help them with their problems? 

Instead of solely focusing everything about yourself and your accomplishments, focus on the information about yourself that your potential clients want to know. 

They want to know:

  • If you understand their pain and struggles
  • If you’ve been where they are
  • If you can help them with their problems

If you have a lot of space to work with, you can add more details about yourself, but if you just have a short bio, tell people what they want to know and show them how you can help them reach their goals.

Always write to your ideal client

When you’re writing your coaching bio, remember that you’re not writing for everybody, you’re writing for one person, and that person is your ideal client. 

You can’t work with everybody (you already know you really don’t want to work with just anyone and everyone), and trying to reach everybody is an impossible task that will only create stress for yourself. 

But how do you just write for your ideal client?

Well, it’s pretty simple, actually. Just think of your current clients. 

Who is your best client to work with? 

Is there a certain client you love getting an email from? They ping your phone and you’re delighted (not full of dread) to hear from them. You always love chatting to them, listening to their challenges and helping them overcome them?

Well, imagine writing your bio just for them.

If you’re not sure what first attracted them to you, ask them. Ask them to critique your bio and see if it speaks to them – and if they’d hire you from reading it. 

Most coaching bios fail to speak directly to the ideal client because they’re too vague. 

To truly understand and write to your target audience’s pain points, you could also create a user persona based on your ideal client. You can use it as a base for any of your website and marketing writing going forward. 

Your user persona can include your ideal clients’:

  • Occupation
  • Gender
  • Age
  • Pain points
  • Goals
  • What they want
  • Where they live

Show them you’re trustworthy 

Showing your readers that you’re a trustworthy mentor and coach to work with is essential for your bio. 

You can do this by highlighting your most important credentials. Remember, you want to show your clients how you can benefit them, so don’t fill your bio with everything you’ve accomplished – just focus on the most important credentials. 

This can include:

  • Certificates from well-known coaching courses
  • Memberships to quality coaching associations
  • Features in industry publications 
  • Awards

Another great way to appeal to your audience is by adding a photo of yourself to your bio. Instead of using your company’s logo, use a nice, high-quality headshot of yourself smiling. Avoid using a too-casual photo of you on holiday in Ibiza (it might have been a great trip, but it can come across as a bit unprofessional even if you are smiling) – stick to professionally-taken photos.  

People want to hire you, not your logo, so you’ll become more likable and trustworthy by showing yourself in a friendly light. 

Show them how easy you are to work with

People love to work with people that are easy to work with. Your clients are looking to hire a coach who will help them out and reduce their stress, not add to it. 

If your clients have never hired a business coach before, they’ll be unsure about the process. So talk them through it. Have a three-step coaching process? Outline it!

Make it clear in your bio that you’re here to provide them with a stress-free experience so they can get the help they need in a friendly environment. 

Tell them what the next step is

Shockingly enough, not many coaches tell their audience what the next step is in their bio. 

After reading all the cool and exciting things about how you can help them with their problems, they want to be able to quickly start the process. 

Give them an obvious and clear call to action at the end of your bio: book in online, give you a call, or visit your website for more information. 

If your bio is already on your website, be sure to encourage them to get in contact with you right away. 

Use proof points to seal the deal

It’s human nature to hate bragging about our accomplishments, but by hiding what makes us unique to work with, we’re losing out on high-quality leads!

The solution to this is to let others do the persuading for us. 

How you might ask, with proof points. 92% of B2B customers read online reviews before committing to working with somebody.

Proof points can include:

  • Reviews
  • Ratings
  • Statistics
  • Testimonials
  • Case studies

If you’ve got some space at the end of your bio, then be sure to add a testimonial in there to back up how good your coaching services are. 

Having a coach certification on your bio can also help you sell your services, as it kind of acts like a stamp of approval from a trusted source.

If you’re looking to create the perfect coaching bio for your business coaching company, then our branding experts can help.

At Emtwo, we help businesses just like yours craft the perfect online presence and help you succeed online within the coaching industry. 
If you’re ready to create the right branding for your company then get in contact with our team today!

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