Now that you’ve become a life coach, you may be staring at a blank screen, trying to understand what content your clients are interested in. After all, you want to fill your new website with content that appeals to the people who want to enroll in your coaching programs.

Does writing content for a brand new website (or refreshing your current coaching site) feel daunting? You’re not alone…

Maybe you’re like Jolene…

Jolene was a brand new life coach who needed to write web page content to give her website developer. She found herself staring at a blank screen, maybe you can relate?

Working as a licensed therapist for five years, Jolene had deep experience helping people with emotional problems and her work as a counselor was rewarding.

Yet, with everything going on in the world, Jolene felt called to support women clients in a different way. As a result, she spent months studying, took the challenging test, and became a certified life coach.

What a relief to successfully pass the certification exam! Can you imagine how accomplished she felt?

Now, Jolene had another big task in front of her: getting together a life coach website for her new business.

Working for an agency in her previous career, she hadn’t needed her own website. While she’d hired a website developer, figuring out what to say on each web page was an entirely different kettle of fish!

She didn’t know where to start, since she hadn’t done much writing since completing  her degree years earlier.

Jolene sat at the computer, struggling with what to say on her website homepage, services page and her about page.

And let’s don’t even talk about what topics to write blogs on, she thought.

After all, when you become a life coach, your website is how potential clients find information about you. Your website is often how they decide to contact you for a strategy session or discovery call.

How to get started writing new website content

How could she even get started writing the content for her new life coach website?

Fortunately, Jolene had a specific vision for how she wanted her web page content to sound:

      • Direct, not complex.
      • Simple, not salesy.
      • Solid, not wordy.

Jolene reached out and enrolled in Content Coaching sessions with me. Together, we worked through two structured content creation sessions about what she wanted to say to reflect who she is as a life coach.

In less than a week, Jolene was able to write her first 5 pages of content and send it off to the web developer.

She felt proud to publish her new website, and share the link with friends and colleagues. That way, her contacts could share Jolene’s new website link with potential clients who were looking for a life coach.

Imagine how you’ll feel, once you’ve created the website content you’d like to have so you can encourage dream clients visiting your site to contact you!

Keep reading, because I share 9 questions to ask yourself so you can come up with your new website content. You’ll find questions that guide you to authentically represent who you are as a life coach, just like Jolene did.

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When you become a life coach, use a tried-and-true strategy

Choice #01. Who is the perfect, dream client you want to fill your calendar?

Your first, and most important choice, follows a tried-and-true strategy: choose your amazing dream client.

You may ask, exactly what is a dream client? Glad you asked…

Definition of Your Dream Client:

Your dream client is a complete description of the type of clients you want to serve.

Beautifully, your dream client description provides you with context around the life, challenges, and situation of your clients.

Here’s the secret: your dream client description is *based on a real person*.

It can be in any format you like—story, profile, bullet list.

As you know, your ideal client has a personality, her own unique needs, wants, fears, desires, goals, and dreams.

  • She can be a *composite description* of a person who represents the characteristics, values, attributes, and motivations of the clients who get the best outcomes from your coaching.
  • She (or he) can be based on your most successful clients in your past counseling or coaching experiences.
  • If you haven’t had paying coaching clients yet, your dream client can be aspirational.

Here’s how to get started understanding your dream client:

Write down everything you know about the kind of person you want to be your coaching client.

The best news? Your dream client story is now a valuable asset to use when creating content for your life coaching business. Not only that, later you’ll use this asset as a resource to help you develop coaching programs so you can serve multiple clients at once.

Don’t worry, once you become a life coach your dream client story isn’t set in stone. You’ll continually update her story, as you learn more about the folks who become your most successful clients.

Note: If you haven’t had coaching clients, or practice clients yet, ask yourself these questions about friends and family you’ve coached.

Here are thoughtful questions to help you discover who your dream client is:

Answer these client-related questions from your perspective:

  • Who are the clients you can’t wait to work with?
  • Who is committed to making the changes you coach them toward?
  • What are the folks like who roll up their sleeves and do the work?
  • Who shows up on time and doesn’t haggle over your fees?
  • Are your dream clients lifelong learners?

Keep in mind, with your coaching, dream clients have hope that they can realize their dreams. They’re optimistic about overcoming barriers and getting unstuck.

To further visualize your dream clients, ask yourself…

  1. What kind of client gets the best results from your coaching?
  2. Who, among your clients, shares your worldview and values?
  3. Describe the clients you’re most excited to meet with.
  4. How do you know when a potential client is motivated to be coached?
  5. Replay your best (client or friend) coaching successes. What do they have in common?
  6. No paying clients yet? Consider friends you’ve coached. How are they alike?
  7. Before being coached by you, what have your dream clients tried to solve their problems that hasn’t worked?

Can’t quite picture your perfect client yet? Try this: journal on these questions. That way, you’ll begin to envision dream clients with eye-opening clarity.

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Can’t yet visualize your dream clients? Journal about them.

How many coaching clients do you want each month?

Choice #02. Decide how many clients you want to serve each month.

This is a business decision you must make, so you can organize your time and efforts to achieve the income you want.

Another business decision you can make: how many days do you want to work each week?

Consider this: when you become a life coach, you can set an intention to work only 4 days a week.

Many women choose to work a shorter week when they become life coaches. How’s that possible? They made a choice, set their intentions, and worked toward the 4-day workweek goal.

Make your choice here, that way you can set your intentions for the time you’ll work to reach, connect with, and enroll your new clients each month.

When setting your intentions for the number of clients you want, take a stand for yourself.

Once you become a life coach, be amazingly intentional about how many clients you want to work with at a time.    After all, you stand up for your coaching clients don’t you?

When you become a life coach, what should your web content do to bring in clients?

Your website is your online hub, where potential clients and partners can find your values, thoughts, ideas, and examples of your expertise.

Think of it this way, it’s your web version of a bricks-and-mortar office.

Which of these business goals do you want your website content to help you achieve?

  • Add potential clients to your mailing list.
  • Inspire website visitors to set up a discovery call with you.
  • Establish yourself as an expert in your life coach niche.
  • Share testimonials from your delighted clients.

Uncover topics your clients are interested in

Choice #03. Determine the specific topics your dream clients care about.

Just for the record, new life coaches often make the mistake of explaining different coaching modalities in their website content.

Fact is, your future clients don’t want to become *modality* experts.

Frankly, your dream clients want a coach they can trust. They’re looking for a coach they can be confident will lead them from their *stuck* state to the better version of themselves they want to be. To make sure your new life coach website stands out, talk only about subjects that align with where your clients are coming from.

Pro-tip: To make sure your new life coach website is relevant to your dream clients, talk only about subjects that align with their needs.

Ask yourself these questions so you can share information that matters to dream clients:

  • Are your dream clients looking to start over after a painful divorce? Share baby steps that give them hope for moving on.
  • Do your dream clients want to become more confident so they can get a promotion or a better job at a new company? Explain simple actions they can take now.
  • Is better parenting a goal for your clients? Share valuable tips they may not have considered.

Life coaching clients want to get to know you when they read your content, not learn about techniques or modalities.

By sharing short stories about people you’ve helped, you’ll help website visitors get to know, like, and trust you. Because marketing is serving, give them small steps they can take to move closer to where they want to be.

You’ve become a life coach, because you want to expand the ways you can help and empower clients, haven’t you?

I know this about you: you want to serve first.

Creating, posting, and sharing educational information is serving first.

Marketing really is doing just that, giving first before asking folks to consider enrolling in your coaching program.

Marketing is giving valuable, educational info first before you ask clients to enroll in your coaching programs. 

Put your website content to work

Choice #05. How will you use content to meet your client attraction goals?

Here’s a great way to make connections: send links to your blog articles to friends and referral partners. That way, they know what you stand for and who are the clients you serve.

Share weekly updates with your email list, to keep them *warmed up* so you’re top-of -mind  and they’ve come to trust you, when they’re ready to hire a life coach.

Choice #06. How will you prioritize creating content on your calendar?

Let’s be real now, you’re a busy life coach and you have family responsibilities, a personal life, right? So, you must stay ahead of the time crunch we all find ourselves in.

After all, you want to avoid looking at your website and realizing that you haven’t posted fresh content in weeks. Or longer!

Let’s get you out in front of that stale-website-content-situation, shall we?

The truth is, content creation requires your commitment, creativity, and time.

Ask yourself…

  • How much time can you commit to capturing content ideas, developing blog drafts, and publishing on your website?
  • Will you need to outsource content publishing tasks to a virtual assistant?
  • If you choose to blog regularly, will you need an editor (or friend) to proofread your posts?

Choice #07. What’s your action plan to consistently show up and make your voice heard?

Keep this in mind, your content is your online voice.

Publishing your unique content on your website or blog is step #1.

What’s next? Good question…

Step #2 is sharing snippets of your content on the social sites your dream clients are active on.

Even more, you want to link your social media posts to your website, so potential clients can visit your website, your blog—and subscribe to your email list.

Here’s the truth about becoming a life coach, inspiring website visitors to join your mail list and get to know, like, and trust you is gold. Once website visitors become email list subscribers, you can build the all important  trust with them over time.

Here’s why, your content shares your expertise. Content helps boost your credibility as a life coach and it’s how people come to trust you.

Your action plan to show up + share your voice must include…

This is another key choice you must make, how will you *get social*? Creating content is the first half of the using content-to-connect-with-clients puzzle; the second half is sharing snippets of your content on the social media sites your dream clients spend time on.

  • Which 1 or 2 social media sites you’ll post on.
  • What day of the week you’ll publish fresh content.
  • Will you message your email list once a week? Or once every two weeks?
  • What day you’ll email your list.
  • How often you’ll post content from your website or blog, on each social media platform.

Here’s the dreaded question that many brand new life coaches feel super overwhelmed by:

What do I even to get started with social media?

Gotta say, that’s a good question!

Here’s the thing, every action you take online is putting your voice out there. So to sum it up, sharing snippets of your content is a valuable use of your time when using social media.

No matter what the gurus say, there’s no one right way to *do social media*. Your right way will be different from mine, or another woman’s.

So here’s my best advice for finding your content creation sweet spot…

Start by creating your own, original content.

To build your credibility, publish your articles and blog posts on your own website first.

  • Later, you can reuse snippets from them on LinkedIn, Facebook, or other social sites.
  • Keep a list of content ideas that inspire you. Use your smart phone, a journal, or a Google doc.
  • Organize your content ideas into a content plan.

A content plan? It’s a basic list of topics for which you’ll blog or record content and the exact dates you’ve calendared for this work.

Want more info about creating a content plan? Here’s an excerpt from my book, She Markets, included in a previous blog post.

You can find my content plan blog post by clicking here.

Determine which one or two social media sites your dream clients are active on. You’ve heard this before, you don’t have to be on every social media site on the planet.

You’ll better your chances of becoming visible to your dream clients, by sharing quality content on one or two social media platforms.

How can you use email to share content?

Choice #08. How often will you message your email list?

So you can plan your weeks, how often you communicate with your email list peeps is a key decision.

They say that weekly is best. Choose the frequency that works for you, when you’re starting out you could plan to message your list every 2 weeks.

Find your own rhythm, my recommendation is to work toward this goal:

Create a new piece of content each week (blog post, video, or podcast) and share it with your email list.

Choice #09. How will you invite your web visitors to take action?

You want your website visitors to stay in touch with you, don’t you? So you must ask them to do so. Here’s how, include call-to-action in each post and on each webpage of your site.

A call-to-action (CTA) is your invitation to each reader, to take the next step to become part of your world. To participate and enjoy receiving updates from you when you

Where do you place your  calls-to-action? I recommend you prominently display the ‘next action’ you’d like web visitors to take on each page of your website.

You have lots of choices for what to make your call-to-action, for example:

At the end of a blog post, if you’re offering no-cost discovery calls to potential clients, you can insert a message like this:

“If you want to gain clarity about handling issues like these discussed in this blog post,

you can contact me for a free discovery call. Click here to schedule a call with me.”

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Closing thoughts

Yes, it’s true, crafting the content for your new website is an exciting and huge step when you first become a life coach.

To avoid staring at a blank screen, use the questions in this post to make your key business choices. After that, use your choices to guide how you create website content that aligns with your dream clients’ desires.

What could be better than handing off to your web developer your new website content?

I look forward to seeing what you accomplish, now that you’ve become a life coach.

Get your content and your message out there because your clients need you!

~ Cynthia 

What if you could show up consistently on social media and share your content?


Lately, it seems that many women coaches are dreading each day when it’s *time to post on social*. Now, this just can’t stand.

Because you have clients to engage and enroll, so you can make a massiveNew Life Coaches | She Markets MentorPin difference in their lives, am I right?!

If you’ve been procrastinating, avoiding, skipping, or just not showing up online for future clients because the content inspiration goddess hasn’t dropped by—this cheat sheet is for you.

Download 21 Practical Tips: Create Content Consistently (Even if You Feel Stuck)

You’ll find mindset shifts to try, creation inspiration, and (my personal fave) how to *batch* your content. You’ll also get updates to my blog with lessons, insights, and tips. You can unsubscribe anytime.


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6 Actions to Focus on, So You Can Attract Dream Clients Like a CEO

How to Market Your Business Online, Even If It Feels Scary