Are you looking to improve your blog writing skills?

Does it feel like it takes forever to create and publish a blog post? 

Would you like some tips to make your life (writing) easier?

If so, yay! You’re in the right place.

There are a boatload of reasons why both new and experienced women coaches struggle with blog writing skills.

It can be (incredibly) hard to know what topics to write about, how to “talk” with clients, how to sound credible, and how to sound like yourself in blog articles. But don’t worry…

I’m here to help you through these struggles so you can continue on your journey as a blog writer and grow your coaching business by engaging dream clients with your blogs, all at the same time.   

Here are my top 9 tips for writing engaging blog posts


1) To improve blog writing skills, write the way you speak

When creating content to engage dream clients, avoid writing like it’s a college term paper. Truth is, you want to be conversational when writing anything for future clients. 

To tap into your clients’ mindset, write as though she’s sitting across the table from you.

By doing this in your blog posts, web pages, and social media posts, you’ll improve your blog writing skills.

I know what you’re thinking…how do you even do that?

Here’s how:


  • After you’ve written a blog post draft, read it out loud. (Close the door so your family won’t think you’ve lost it.)
  • You’ll be amazed at how many awkward sentences you’ll catch by reading the post aloud. Happens to me all the time.
  • You’ll also be able to tell if your blog post ‘sounds’ like you sound. (Like when you’re speaking in person, on the phone.) 


Ask yourself:

How does your blog writing flow?

How do your sentences sound?

Does it sound natural, like you’re chatting with a client in person?

Does it sound formal, like you’re reading a tech paper to a committee?

Go back and soften phrases. Tweak sections that sound stiff. Shorten long sentences. (Long sentences are my achilles heel.)

They say, practice makes perfect. It’s really the best way you can improve blog your writing skills.


2) Don’t create a title, write, edit, and post to your website all at once

Because I used to make this mistake, I can promise you, it’s stressful. And it doesn’t need to be. If you plan out your content and schedule content creation times, you’ll enjoy writing a blog post (or anything else for your business) so much more. Not only that, you’ll be happier with your final post/article.

Here’s the reality: 

You use different parts of your brain for the creative aspects of writing a blog post compared to the editing exercise.

On the creative side we have: coming up with a title, developing the main points you want to share with your readers, and writing the actual post.

Then there’s editing and uploading the blog to your website, putting in an image, and formatting the post so it’s easy for your website visitors to read. (Even on a mobile phone.)

Set yourself up for success by setting aside time for each part of blog post writing…any type of writing.

Do the creative parts in one sitting.

After you have a draft written, put it away at least overnight before you edit. That way, you’ll look at it with fresh eyes and spot sentences you want to refine.


>>> Bookmark this post. Later, refer to it when writing your next blog post or email to your list.


3) Make your content personal to dream clients

Writing content that feels personal to future clients sounds valuable, doesn’t it? For starters, it helps you build connections with website visitors.

But what does that mean?

To clarify, increasing the know-like-trust factor with readers is a credibility-building goal you must weave into your writing, content creation, and marketing. It’s going to help you both improve your blog writing skills and make client connections.

Above all, you want readers (future clients) to feel like they know you, like you, and trust you. 

Because then they’ll happily take you up on your invitation to take the next step with you. Like, subscribe to your email list or click to your services page to learn about hiring you. 

But, how do you do that? 

Here’s how:

The best way to ensure readers feel like they know you, is to talk directly to them in your content. Talk about their pain points. Share empowering tips specific to their challenges.

Fact is, in your blog posts/titles, videos, and podcasts talk ONLY about clients’ pain points. Problems they most struggle with. 

Provide value in each content piece by educating future clients in a small yet significant way.

Focus like a puppy chasing his ball on your dream clients’ urgent problems. 

Related: Want to Create Content that Engages Your Clients? Avoid These 4 Mistakes


4) Talk first about the benefits of your services, instead of features

If you’ve been in business a minute, you’ve heard this one. Products and services have both benefits and features.

As a purpose-driven coach, you want to talk first about the benefits of your services.

By explaining the benefits of your coaching, consulting, or other expert services, you draw a picture of how working with you makes your clients’ lives better. 

Benefits of your coaching services can be that… 

  • Your clients have a trustworthy guide who gently nudges (or pushes if needed) them in the right direction. For the amazing purpose of solving years-old problems. 
  • Your clients enjoy the gift of a safe space to share ongoing struggles. And to find baby-steps to get unstuck.
  • Clients create a plan to help them accomplish long-wished-for dreams.

Truth is, you want to share both features and benefits. 

For that reason, while benefits demonstrate how much your clients gain from working with you, features add value too. Your program’s features show credibility. 

Features talk about the ‘nuts-and-bolts’ of your programs and services.

Example: a feature of your group coaching program is that the group meets via zoom each Tuesday and that replays are available if members can’t make it live.

Additionally, features can communicate trust because they detail how your clients access your services. Details like: 

  • The number of zoom calls included in your program 
  • How to access the weekly call recording 
  • Process to get questions answered between group calls 
  • How to submit their work for review on group calls


5) Use transition words to keep readers engrossed in your content

If you’re wondering, transitions are words and phrases that keep your readers involved. They engage readers to follow along with you on the message, content, or baby steps you share.

Let me give you some examples:

  • Therefore,
  • For example,
  • Similarly,
  • Above all,
  • Meanwhile,
  • For starters,
  • Needless to say…
  • Now:
  • Question for you:
  • So,
  • So read on…
  • That means…

No doubt about it: transitions are important, people. Why?

Because as a successful woman business owner you include a Call-to-Action in EVERY blog post, email, social media post, article, podcast, and video.  Don’t you? (A Call-to-Action are referred to as “CTA”.) 

Anyhoo, you want readers (potential clients) to continue absorbing your content through to the end. And guess what happens at the end of your blog post? You share a CTA.

So you can build relationships with them, your CTA invites readers to join your world by…

  • Subscribing to your email list
  • Attending your upcoming Facebook Live stream
  • Learning more about your new group coaching program
  • Opting in to your list for a copy of your fresh freebie, designed to give them a big boost
  • Clicking to your coaching services page to find out how to work with you

Yes, transition words have a big job to do.

Here are 3 links to authoritative sources about using transition words to improve your blog writing skills:

  1. This SmartBlogger post explains how transition words help readers understand how your ideas relate to each other. 
  2. Yoast (makers of WordPress website plugins) explains the advantages of using transitions. Check this post here.
  3. Search Engine Journal explains how transitions help you with search engines.


6) Make your posts long enough so you can engage your readers

Online marketing experts say that search engines prefer blog posts with at least 800 to 1200 words.

For reference, an 8 ½ by 11 inch typed page, double-spaced contains about 400 words. So that means, your blog posts should be 2-3 pages long.

It breaks my heart when coaches, looking to get their voice out, write super short blog posts. What if the website visitor doesn’t know you yet? 

Are you sharing enough in blog posts about who you are as a coach, so potential clients want to learn about your services? About who you are as a person? 

No question, you can break the rules and write short content. After all, you’re the boss.

As you decide which rules to break and which to follow, consider this…

What if this blog post is their first introduction to you? Have you written enough words so that they think?

Wow, she understands where I’m coming from.

This coach has been through what I’m struggling with.

She’s been where I’m stuck today.

I love how she explained my problem. Wonder what her packages are like.

And the best part?

As long as you follow Rule #3 above, it will be easy-breezy to improve your blog writing skills.


7) Use the same words in your writing that you use during client conversations

As a follow on to rule #1 above, avoid using terms that your peers understand, but clients not so much.  

A common example:

Writing about the different coaching modalities in blog posts. Remember: your clients likely aren’t studying to become life, wellness, or health coaches.

Your readers search for special, tiny tips to make their day. They’re hoping for baby steps, small ways to get unstuck, find their soul mates, solve long-standing problems, or have better relationships.

They’re seeking smart solutions. 

Review your drafts. Replace terms that your clients won’t 100% understand.

And just like that, you’ll improve your blog writing skills.


Related: How to Create Content for Dream Clients (So You Can Grow a Coaching Business)


8) Write a combination of short and longer sentences. You’ll keep readers engaged

Gotta say, this is a rule I’ve had to work on big time. 

As I’ve shared (confessed), my English Lit undergrad degree taught me to write compound, complex sentences. To earn an “A”, I had to fill up several *blue books* during finals. 

Old habits die hard. Sigh.

Turns out, college prepared me well. During my corporate life in the 1980s-1990s, executives loved long, comprehensive documents. Go figure.

Today, times are different for us.

Now of course, you’re looking to improve your blog writing skills so you can make connections and sign new clients.

Here’s how:

When writing blogs or website content, keep readers humming along with you by using short sentences. You can mix it up with a few longer ones. 

Try it with social media posts.


9) “Put yourself in your customers’ shoes. First, take off your own.”

I love this quote by Scott Cook, founder of Intuit (maker of QuickBooks). 

Don’t forget, while following writing rules your brilliant end-goal is to tap into your clients’ mindset.

Here’s what I mean: at this moment, you are not your client.

You may have been your client last month, last year. Most certainly, you aren’t now. You’ve come a long way. 

But you ask, how do you take off your own magical shoes? 

  • Review your dream clients’ story
  • Recall their devastating situation. 
  • Share your small but bold solutions.
  • Frame your blog posts from your clients’ point of view.


Final thoughts 

The key to writing blog posts, any content for engagement, that are interesting and captivating is making your content feel personal, meaningful to dream clients.

You’ll want to use words you typically say in client conversations, not industry jargon. One guideline to always follow: talk about your clients’ top problems or dreams.

Increasing the know-like-trust factor with readers is a credibility-building goal you must weave into your writing, content creation, and marketing. It will help you both improve your blog writing skills and make connections with future coaching clients.

To keep yourself energized to create content so you can engage potential clients, add at least 3 of these practices to your writing. I can’t wait to see how you succeed.



Want to better understand your ideal clients, so you can write to engage them?

Click here for my free 5 Essential Steps to Know Your Ideal Client Guide on how to get started today.

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