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How to Write a Coaching Bio Clients Love (+ Examples)

Need a coaching bio that attracts your dream clients? 

You’ve come to the right place. With a great coaching bio, you can build trust with potential clients and even get featured in the media. 

So, today, I’m going to show you how to write one that helps you stand out.

Ready? Let’s dive in. 

What is a coaching bio?

How do you write a coaching bio?

The best coaching bio examples

Coaching bio template

What is a coaching bio?

A coaching bio is a short summary of who you are and what you do. 

Usually, it’s around two or three short paragraphs long. The goal is to give your audience a snapshot of your coaching business and how you help your clients. 

For example, here’s what my own bio looks like: 

Screenshot of Luisa Zhou's coaching bio

Why do you need a coaching bio?

Your coaching bio tells your story concisely. So, if you’re featured in an article, for example, your bio will include the most important information about you.

How can you use your coaching bio?

Here are some ideas:

  • Your website/About page 
  • Your LinkedIn page
  • Podcast interviews
  • Guest posts on publications
  • Social media bio

I personally use my coaching bio whenever a journalist wants to write about me. I also include it on my About page. 

Later on, I’ll show you how you can adapt your bio for each of these purposes. But for now, let’s talk about what you should include in your coaching bio. 

What should be included in a coaching profile?

How do you write a concise, yet effective, coaching bio? 

And how do you introduce yourself as a new coach who doesn’t have a ton of experience? Is it different compared to being an experienced coach? 

Not really. Here are the basic elements of a coaching bio: 

  • Who are you?

Start by introducing yourself. So, include your name, website, and niche. For example, I start my bio with: 

Luisa Zhou is the founder of, which teaches people how to go from employee to entrepreneur and scale their businesses to 6- and 7-figures.” 

This formula works for both new and advanced coaches. Even if you don’t offer massive results yet, you probably help your clients get some results. Focus on that.

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  • Who is your audience?

Then, mention the specific niche that benefits from your coaching – your audience. My own bio focuses on people who want to go from employee to entrepreneur since that’s the audience my flagship course, Employee to Entrepreneur, attracts. 

I also mention that I help people scale their businesses to six and seven figures, which targets a very focused group of people who want to grow their coaching businesses into meaningful ventures. 

  • What is your coaching about?

What type of coach are you? This part isn’t just about your niche – it’s also about your approach and/or experience. So, what do you do and how do you do it? 

For instance, my bio says: 

She’s helped thousands start their own business from scratch, make their first 10k to 100k in less than a year, and scale to 6- and 7-figures.” 

Those are the results I help people achieve. But again, if you’re a newer coach without big results yet, you can focus on your “secret sauce” – how you help people. 

  • How can new clients work with you?

The last part of your bio is an optional call-to-action that gives people the next step. So, you can provide your contact info or what services you offer, like private coaching or group programs.

Not all of your bios need this section. For example, if you’re posting your coaching bio on your website, your services page/About page probably includes this information already. 

But depending on the context (if you’re including your bio in a guest post/podcast or on social media), you could mention your services. 

Next, let’s take a look at how to write a coaching bio. 

8 tips on how to write a coaching bio

Now that you know the elements of a good bio, here are my top tips for creating your own.

1. Write your bio for your ideal clients 

When writing your coaching bio, remember who it’s for. In other words? 

Your bio should resonate with YOUR audience specifically – the people who buy your services.

So, to create a bio that speaks to your clients, include: 

  • Your clients’ challenges 
  • Their dreams 
  • Your results 

2. Include your niche

As a coach, you need a niche. You need to stand out in that niche and show how you stand out. 

So, what’s your “secret sauce”? Why do people come to YOU? 

For instance, many of my students offer services based on their experience. And they focus on one particular audience. 

Ruby, a relationship coach, offers relationship coaching to men based on her experience as a matchmaker at companies like eHarmony. 

Or my student David helps people lose weight using herbs. 

Whatever your niche is, make sure to highlight it in your bio. 

3. Keep your bio concise

What is the ideal length for a coaching bio? Keep it to two or three short paragraphs of three sentences each. 

Don’t get me wrong, though. My About page is long and detailed about my journey as a coach. But a coaching bio is NOT an About page. Instead, it’s a snapshot of your work that invites people to learn more about you. 

4. Focus on solutions

Your coaching bio should be positive and inviting. How can you make it that way? Focus on the results you create for your clients.

So, ask yourself this question:

What transformation do I help my clients create in their lives?

Let’s take my bio as an example. 

“She’s helped thousands start their own business from scratch, make their first 10k to 100k in less than a year, and scale to 6- and 7-figures.”

This sentence illustrates the results I’ve created for thousands of clients. So, whether you’ve worked with one client or one thousand, show the transformation you create with your work. 

5. Include your education and credentials 

Make sure to add your education and any certifications or relevant prior experience you have.

For example, in my bio, I mention my alma mater, Princeton, and the publications I’ve been featured in. These elements help build trust and credibility. 

If you don’t have a certification or degree, don’t worry, though. You don’t need one. Instead, focus on your prior experience (how you’ve gotten results and/or helped others get results). 

6. Make your bio stand out 

Want to make your coaching bio pop? Include something that shows off your personality or a fun fact.

For example, my bio mentions my husband, my goofy dog, and my city (NYC). 

If you work in a corporate setting, though, (for example, as an executive coach), you might want to keep your bio strictly professional. Use your best judgment and customize your bio to your audience. 

7. Optimize your bio for search engines 

Optimizing your coaching bio for search engines, like Google, can help you get featured in relevant search results. 

So, use keywords related to your coaching topic. (But don’t overdo it…your bio should first and foremost sound natural. When in doubt, optimize for humans, not search engines). 

For example, a career coach bio might mention the following keywords: 

  • Job search
  • Job transitions
  • Dream job
  • Interview practice
  • Recruiters

8. Create more than one bio

Now that you’ve created your core bio, you can transform it into several bios to use in different situations. Here’s how: 

  • Social media bio

Your social media bio needs to be short and snappy. So, aim for 160 characters max. And at the end, add a call-to-action to encourage your audience to get in touch with you or download your lead magnet. 

  • Website/LinkedIn bio 

Your website or LinkedIn bio is longer, so you can add context to your experience and show your results in more detail here. 

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  • Guest feature bio 

Guest features include podcasts, interviews, and collaborations, and publications will typically ask you for a short introductory bio to share with their audience. 

So, make it around three sentences long and focus more on credentials than sales. But at the end, include a link to your lead magnet opt-in or your services page. 

Follow the formula

So, how exactly do you put together your coaching bio? 

Here’s what I recommend: 

  • Start with a greeting if you’re writing in the first person (e.g. “Hi, I’m Luisa!”)
  • Condense your name, what you do, and who you do it for into one or two sentences. 
  • Use previous clients’ results in the second paragraph to show how effective you are as a coach.
  • In the final paragraph, outline some relevant education you have around your niche. 
  • If appropriate for your audience, end with a fun fact about you and/or your lifestyle. Keep it positive and relevant!

The best coaching bio examples

So, that’s how you write a coaching bio that attracts your dream clients and sells your services. 

Now let’s look at some examples of what this looks like in practice. Here are some of my students’ coaching bios.

1) Emily Lou (Career coach bio) 

My Emily is a great example of someone who has created multiple bios for different situations. You can see two of her bios on her About page summarizing her work. 

In the first longer bio, she starts with a summary that lets you know exactly what type of coach she is and who she works with. 

From there, she tells the story of her experience as a recruiter for Fortune 500 companies. That shows her credibility in the space. 

After that, she talks about how her recruiting experience taught her where people are going wrong in their job search and how to help her clients succeed. 

The second shorter bio at the end of her About page is just three sentences long – perfect for social media bios.

Screenshot of Emily Liou's coaching bio

2) Spencer Snakard (Mindset coach bio) 

Spencer Snakard has a great bio on her About page that sets her apart as a mindset coach. 

She starts with a summary of who she is, what she does, and who she works with. These are the three core elements that work well as openings to your bio. 

I like that Spencer focuses on the life-changing results she’s had working with clients on improving their mindset. 

And, at the end of her bio, she outlines her credentials, focusing on her psychology degree and coaching certification. Mentioning these helps build trust and credibility. 

Screenshot of Spencer Snakard's coaching bio

3) David Alsieux (Health coach bio) 

David is a health coach with a niche angle. So, he doesn’t start his bio by saying he’s a health coach. Why not? Well, you probably picture a specific image when you hear the term “health coach.”

Instead, David uses stories to explain how herbs can transform lives. His bio focuses on RESULTS. That will resonate with people looking for alternative medicine but feel a little skeptical that herbs can make that much of a difference. 

At the end, he also shares a little about his personal life and passions to show authenticity with his audience.

Screenshot of David Alsieux's coaching bio

4) Jasmine Katatikarn (Animation courses) 

Though Jasmine sells courses on becoming a professional animator and not coaching, her bio still follows the magic formula. 

But instead of starting with what she does, she starts with her experience in the field and why she set out to make animation more accessible. 

This works for her ideal clients because it sets a professional tone and demonstrates her expertise. No one will have any doubt that Jasmine is an expert in her field with a passion for training new animation artists. 

Screenshot of Jasmine Katatikarn's bio

5) Susie Moore (Life coach) 

I just love my friend Susie’s bio! 

Here’s a great life coaching bio for those who need an example.

Susie builds a lot of trust with her bio by including all the places she’s been featured in, her experience, and her book. She also adds that personal twist by mentioning her husband, where she lives, and her dog.  

Screenshot of Susie Moore's coaching bio

Coaching bio template

Want a shortcut to creating your own coaching bio? 

Here’s a coaching template you can use to create your own bio:

(Your name) is a (your niche) who (how you help people). 

(Your name) has (your experience). (She/he) has been featured on (include your media features, if any). 

(She/he) lives in (your location) and (something interesting/fun about you).”

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6-Figure Coaching Business so you can achieve more freedom!

Over to you!

So, now you know how to write an effective coaching bio that sells. 

What’s the best way to get started? Just create a simple bio and make adjustments along the way, as needed. 

Now, I’d love to hear from you.

Why do you want to create a coaching bio? 

Let me know in the comments below. 

About Luisa Zhou

Luisa Zhou has helped thousands of students build and scale their own profitable online Freedom Business. Fun Fact: She used to work as an engineer for the Space Station and holds a B.S.E. from Princeton. Click here to learn more about Luisa.

Hope you enjoy this blog post.

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