How to Write a Coaching Bio that You’re Proud to Share (and Gets You More Clients)

If you want to build a successful coaching business, a compelling bio is a must-have.

These days, with the explosion of online coaching, you’ll usually only get one chance to make a lasting impression on a potential client. And a well-crafted bio is your best chance of standing out against the competition.

Coaching bios serve as a comprehensive snapshot of a coach’s qualifications, expertise, and coaching style.[1] But more important than that, a good coaching bio provides a compelling explanation of how you can use your skills, knowledge, and experience to transform your clients’ lives.

Unfortunately, writing an engaging coaching bio that turns observers into clients isn’t something that always comes naturally to coaches. So, many practitioners spend hundreds (if not thousands) of dollars paying a copywriter to help them.

Getting professional help with your bio isn’t a bad idea. But with the right advice and guidance, most coaches can independently craft a powerful bio that rivals anything produced by a marketing expert.

To find out how, we’ll cover everything you need to know about coaching bios in this article.

Importance of Coaching Bios

In a field where interpersonal connection, professional relationships, and trust are paramount, the coaching bio serves 4 key purposes:

  1. Establishing credibility and trust

A comprehensive and well-articulated coaching bio is a powerful tool for establishing credibility. 

It allows coaches to demonstrate their credentials, relevant personal and professional experience, and proven track record of client outcomes. 

This can reassure potential clients about the coach’s expertise and proficiency. Which in turn, builds trust and confidence in the client that the coach will be able to help achieve their desired outcome.

  1. Highlighting expertise and niche experience 

A coaching bio allows a coach to showcase their specific areas of expertise.

The coaching industry is now quite niche specific. So it’s important to highlight the particular areas you’re experienced in, as this helps clients make their choice of who to engage. 

For example, many coaches specialize in areas like relationship coaching, business coaching, empowerment coaching, and life coaching (just to name a few). Your bio is a chance to clearly state your area of expertise, so you find clients that are a good match for your skillset. 

  1. Creating a strong first impression 

The number of online coaches has grown exponentially over the past decade. This makes it all the more important to create a strong first impression to succeed.

The coaching bio is often the first material a prospective client encounters when considering a coach. Therefore, it’s important to have a compelling bio that can effectively engage potential clients and encourage them to explore the possibility of working with you further.

  1. Positioning yourself in the market 

Somewhat related to the first 3 points, a coaching bio helps you to position yourself in what is becoming an increasingly competitive industry.

Positioning might involve niching down even further. For example, “I’m a trauma coach who specializes in working with moms.” Or branding yourself as a performance coach who believes in balance and avoiding burnout.

Positioning is the difference between being seen as just another life coach and your ideal clients identifying you as “The one,” then booking an appointment.

Quenza is an innovative software solution designed specifically to help coaches increase client engagement and scale their practice. 

To see how Quenza can help you grow your coaching practice, download our free guide for online coaching. You can also sign up today for a full-access 1-month trial for only $1.

How to Write a Coaching Bio

Writing an effective coaching bio is a process that requires thoughtful introspection and strategic planning. 

Below are two tips to help you craft a compelling bio, followed by a template for a general structure.

Understand your target audience: The first step in crafting a compelling coaching bio involves understanding who your target audience is. You need to know who you are speaking to in order to effectively communicate your value to them.

Pro tip: Think about the fears, aspirations, and barriers faced by your target audience (or ideal client) when writing your coaching bio.

Identifying your unique selling proposition (USP): As a coach, you need to determine what sets you apart from others in the field (remember, positioning is key). Your USP could be a unique approach, specific tools, or methodologies you use, a specific niche you serve, or personal experiences that add depth to your coaching practice.

Pro tip: Aim for one USP. You can roll several components into it, but your USP should be a singular statement of your unique skills, experience, and value.

Coaching Bio Template

The length and tone of your bio will vary depending on where you’re posting it (e.g., on social media or your professional website). But the best bios usually follow a predictable structure and sequence, detailed in the template below.

Opening statementBegin your bio with a captivating statement or question that grabs the reader’s attention. This is your hook, and it should intrigue the reader to want to learn more about you.
Brief background and credentialsAfter the hook, dive into your background and credentials. This section should give readers an understanding of your professional history, achievements, and qualifications that make you a competent coach.
Description of coaching style and approachHere, describe your unique approach to coaching. What coaching methodologies do you use? How do you interact with your clients? How are your coaching sessions structured? This gives potential clients a glimpse into what working with you might be like.
Testimonials or success storiesSharing testimonials or success stories can help prove your effectiveness as a coach. They provide social proof and lend credibility to your claims about your coaching outcomes.
Call-to-action (CTA)Conclude your bio with a CTA that includes your contact information or something else you want readers to do. This could be an invitation to schedule a consultation call, visit your website, or connect with you on social media.

Personalizing the template

Before using the template above, you might like to give consideration to personalizing the style and language of your bio.

The main factor influencing this will likely be your chosen client group or work setting. However, personal factors also come into play. 

Ideally, your bio will reflect your personality at work and coaching style. That way, when clients reach out to you after reading your bio, they will already be familiar with how you operate. 

Below are some of the most common categories of coaching bios. 

Professional and formal bio 

A formal bio utilizing corporate language might be appropriate for coaches working in business services or executive coaching spaces. It focuses on professional credentials, measurable achievements, and business-related outcomes.

Personal and relatable bio 

Ideal for life coaches or wellness coaches. A personal and relatable bio often incorporates personal anecdotes, discusses the coach’s journey, and emphasizes empathy and personal connection.

Storytelling bio 

Great for coaches who have a personal story that directly relates to their coaching work. It might detail a significant life event, a transformation, or a personal journey that led them to become a coach.

Creative and unconventional bio 

This approach could be fitting for coaches in creative fields or those who wish to showcase a less traditional approach to their coaching practice. It might incorporate humor, quirky facts, or unusual experiences to engage readers.

Life Coaching Bio Example

To see an example of what we’ve covered already in action, let’s take a look at the bio of one the best life coaches in the business, Maria Forleo (bios are often housed in the ‘About’ section of a web page).

Maria starts with a clear and unique statement explaining who she is and what she does

Most importantly, she also states exactly what she can do for her clients.

This is followed by a compelling recounting of Maria’s personal journey to becoming a life coach, her unique approach to coaching, and a showcase of some of her biggest achievements. 

(P.S. We’re skipping over a lot here, so be sure to read the full bio)  

Next, Maria includes social proof.

If you’ve appeared on Oprah and written for Forbes then by all means, include that in your bio. But if not (like most of us!), you could simply use client testimonials or explain a little about the outcomes you’ve achieved in your work.

Here’s an example of a client testimonial used by Linda Meredith, a trauma coach (whose bio is worth a read also).

Finally, don’t forget a clear call to action. Far too many coaches craft a wonderful bio, only to leave out what they actually want clients to do at the end.

Maria’s call to action is an email opt-in. 

But yours could be as simple as, “Contact me for coaching via email at”

A simpler example

If you’re not at the stage yet of building a personal website (or just want a shorter bio), don’t worry—it’s completely fine to write something short and to the point.

In fact, a concise bio has the benefit of being much easier to share on social media.

Here’s a simple bio from LinkedIn for Kate Broeking, vocational coach from VocaWell Coaching & Consulting.

Make Your Coaching Bio Compelling

Creating a coaching bio that stands out requires you to bring your unique perspective and personality into the mix. Here are a few strategies to help you create a memorable bio:

1.   Incorporate unique elements

Include elements that highlight your uniqueness as a coach. This could be a fascinating

personal anecdote, a unique coaching methodology you’ve developed, or an intriguing hobby or interest that adds depth to your bio.

2.   Showcase results and accomplishments

Results speak louder than claims. Mention your coaching accomplishments, such as client success stories, awards, recognitions, or measurable outcomes that your clients have achieved as a result of your coaching.

3.   Incorporate storytelling

Stories captivate people. Incorporating your personal journey or client success stories in a narrative form can make your bio more engaging and relatable.

4.   Use powerful language

The words you use in your bio can make a significant difference. Powerful and confident language can convey your passion and commitment to your coaching practice. Use action words and positive, energetic language to express your coaching philosophy and approach.

Tips to Stand Out and Grow

Beyond having a compelling bio, standing out as a coach in a competitive industry requires you to continuously work on enhancing your visibility, credibility, and connections. 

Here are some additional strategies to help you differentiate yourself and grow your business:

  • Build a strong online presence: A professional website, active and engaging social media profiles, and a consistent online brand can significantly enhance your visibility and credibility as a coach. Online platforms also allow you to share valuable content, interact with potential clients, and showcase your coaching success stories.
  • Nurturing relationships with clients: Relationships are at the heart of any successful coaching practice. Developing strong relationships with your clients can lead to referrals, repeat business, and valuable testimonials, all of which can boost your reputation and credibility.
  • Consistently improve your coaching skills: The most successful coaches are lifelong learners. Regularly updating your skills and knowledge, pursuing further coaching education or certification programs, and staying abreast of industry trends and research can help you provide more value to your clients and enhance your standing in the industry.
  • Network and collaborate: Building connections with other professionals in the coaching industry can open up opportunities for collaboration, cross-referrals, learning, and growth. Networking can also enhance your visibility and credibility.

For more tips on growing your coaching business, check out the Quenza Blog. Or download our free ultimate guide to online coaching.

Also, don’t forget that you can try Quenza out yourself, by signing up today for our full-access 1-month trial for only $1.

How to Market Yourself as a Coach

Marketing is a crucial aspect of running a successful coaching business. 

Here are our 5 top strategies for effectively marketing yourself as a coach:

  1. Develop a clear branding strategy

      Your brand is the image or impression that people have of you as a coach. It involves your coaching philosophy, the unique value you provide, your personality and style, and the experiences and outcomes your clients can expect. A clear and compelling brand can help you attract your ideal clients and differentiate yourself in the marketplace.

  • Utilize digital marketing tools

      Digital marketing platforms such as social media, email marketing, blogging, and search engine optimization (SEO) can help you reach a larger audience, share valuable content, and engage with potential clients. Digital marketing can also enhance your online visibility and brand recognition.

  • Create valuable content

      Content marketing involves creating and sharing valuable content that resonates with your target audience. This can help establish you as an expert in your field, build trust and rapport with your audience, and attract potential clients. Content can take many forms, including blog posts, videos, podcasts, webinars, and social media posts.

  • Engage in public speaking

      Public speaking engagements, such as speaking at industry events, hosting webinars or workshops, or appearing on podcasts, can help boost your visibility, establish your expertise, and connect with a larger audience.

  • Leverage partnerships and collaborations

      Partnerships and collaborations with other businesses or professionals can expose you to new audiences, enhance your credibility, and create opportunities for mutual growth and success.

Coaching & Quenza

Quenza can’t help you write your bio, but we can assist with just about every other part of running a coaching business.

Quenza can help you:

  • Increase client engagement
  • Scale your practice
  • Provide automated care
  • Run coaching groups
  • Electronically send homework assignments
  • Securely chat with clients
  • Create custom coaching exercises and activities
  • Automatically collect and interpret data
  • Create, store and share electronic notes
  • Improve your standard of practice
  • Collaborate with other professionals

At the heart of Quenza is an intuitive, full-featured, yet easy-to-use practice management platform that’s suitable for coaching businesses of any size and specialty.

Coaches love our Expansions library which includes over 250 resources covering everything from habits and behavior change, to intake forms and CBT exercises, and even exercises on using role models and awareness of strengths to improve performance and life satisfaction.

The process for using Quenza is simple.


Creating a compelling coaching bio and marketing yourself are crucial aspects of building a successful coaching practice. If you don’t get these two areas of your business right, you’ll have no way to stand out and find clients amongst the huge amount of online coaches already operating.

The key aspects of writing an engaging and effective bio are understanding your target audience, creating a strong first impression, and clarifying your unique value proposition. We’ve provided some templates and examples in this article. But as long as you focus on these 3 core points, you’ll have covered the most important points in your bio.

Remember, standing out in the coaching industry is a continuous process of growth, adaptation, and improvement. So in addition to writing your bio, you’ll need to keep upgrading your skills, get yourself in front of potential clients, and build a strong personal brand.

Quenza will be there with you every step along the way of your coaching journey. In addition to our practice management software solution, we have a huge library of coaching resources. And even a free 30-page PDF guide for online coaching

To test Quenza out right now, sign up today for a full-access 1-month trial for only $1.


  1. ^ Aguilar, E. (2013). The art of coaching: Effective strategies for school transformation. John Wiley & Sons.

About the author

Eamon is an ex-social worker turned freelance writer, from Perth, Western Australia. Eamon has worked as a clinical social worker for 15 years, in several positions across the healthcare, justice, disability, substance misuse, and mental health systems.

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