Copywriting for Coaches: How to Turn Words into Clients

You run a great coaching program!

Everything is in place—your expertise, your passion, and your drive to help others. But here’s the deal: no one will know how amazing your services are unless your message stands out.

You need copywriting.

Copywriting is the bridge between you and your ideal client. As a coach, you need to communicate your value and show potential clients why you are the solution they’ve been searching for.  And, more importantly, your audience is smart! They can spot a generic sales pitch from a mile away.

As experts in copywriting for coaches, we’re here to show you how you can write great copy. Copy that builds trust, sparks interest, and drives action.

Let’s get right into it.

What Is Copywriting? (And Why Coaches Should Care)

Ok, so before we begin, let’s go over the basics. “Copywriting is the art of simple communication,” as perfectly said by Harry Dry. It’s all about using words to persuade, inform, and inspire action. For coaches, that means using your words to connect with your ideal clients, show them the value of your services, and encourage them to take the next step. This could be booking a call, signing up for a program, or learning more about your offer.

So, why is copywriting important for coaches? Because when done right, it can transform your business. Effective copywriting gets you noticed. It gets you results! It brings in more leads, strengthens your brand authority, and keeps clients coming back for more. When your words resonate with your audience, relationships grow, and your business thrives. Copywriting is one of the most powerful tools to turn your passion into a thriving coaching business.

Understanding Your Audience and Addressing Their Pain Points

Know thy audience, and thou shall know how to craft the perfect message.

You’ve probably heard this a million times. But the reason it’s constantly brought up is simple: understanding your audience is the key to everything in your coaching business. If you don’t know who you’re talking to, how can you create a message that resonates? Without this insight, your words will fall flat, and your message won’t connect.

How do you get to know your audience? Start by identifying their goals, challenges, and desires.

• What keeps them up at night?

• What are they striving to achieve?

• What’s stopping them from getting there?

These are the pain points you’ll address in your copy.

When you address these pain points, you build trust. You show your audience that you understand their situation and that your coaching is the solution they’ve been looking for.

To gather insights about your audience, use tools and techniques like surveys, reading client testimonials, and diving into social media insights. The more you know about your clients, the more effective your copy will be.

Market Research for Your Coaching Business

So, you know your audience, you understand their pain points, and you’re ready to craft copy that speaks directly to them. But here’s the catch—if you want your message to be found, you need to speak their language. That’s where market research (in the form of keyword research) comes in.

Keyword research is the process of finding the words and phrases your potential clients are typing into search engines. It’s how you make sure your coaching services show up when they search for solutions. Take Aspire Coaching Pathway, for example. Ashley, a life coach, struggled to reach the right audience because the keywords she was targeting didn’t align with what her ideal clients were searching for. After conducting thorough market research, we identified the perfect keywords tailored to her business and audience.

Think about it.

No one is searching for a “Budgeting expert needed for broke millennials in the London CBD area” (unless, of course, you’re targeting that niche specifically!).

They’re more likely to type something like “finance coach in London” or “help with personal finances.”

You can use tools like Google Keyword Planner or SEMrush to find these key phrases. These instruments will show you the exact words your audience is searching for, how many people are searching for them, and how competitive these keywords are.

How to Write Effective Copy

Armed with your keywords and a clear understanding of your audience, it's time to write some copy!

1. Hook Your Reader

You’ve only got a few seconds to grab someone’s attention, so your headline needs to work hard. It should speak directly to their struggles or spark their curiosity. Something like, "Take on the impossible.” This kind of headline Dashed Line Digital created for a running coaching business that made people stop scrolling and actually want to read more.

2. Focus on Benefits, Not Features

Clients want to know what's in it for them. Instead of focusing on the technical aspects of your coaching. For example, instead of saying, “I offer 1-on-1 coaching sessions,” rather go with something like, “Experience breakthrough moments and gain the clarity to finally reach your goals.”

3. Use Testimonials

Nothing builds trust like social proof! Share testimonials from satisfied clients who have experienced your coaching’s positive impact. A great testimonial doesn’t just say, “She’s great!” It highlights specific results: "Thanks to Jane’s coaching, I doubled my income within six months."

4. Include Clear CTA's

End with a call to action that inspires immediate action. Whether it’s “Book Your Free Consultation Now” or “Get Started Today,” be direct and clear about what you want them to do next. Now, there’s no confusion.

Where is Copywriting Used in a Coaching Business?

So, where do you use this amazing copy? Here’s a breakdown of the essential types of copywriting every coach needs to power their business:

Type of Copy	Purpose	Examples
Website Copy	Your website is often the first place potential clients interact with you. Strong wording here builds trust and guides them toward booking a session.	Homepage, About Page, Service Pages.
Sales Pages	High-converting pages that lead visitors through a persuasive journey, ending with a call to action.	Funnels, Landing Pages, Service Offers, and Sign-Up Forms.
Email Marketing	Email is a powerful way to nurture relationships and stay on top of mind. Great copy turns subscribers into clients.	Nurture Sequences, Newsletters, Promotional Emails, and Welcome Emails.
Social Media Copy	Social platforms are ideal for quick engagement, driving traffic, and building your brand presence.	Facebook/Instagram Posts, Ads, Stories, Reels.
Blog Posts	SEO-driven blog posts help attract organic traffic to your website, positioning you as an expert in your niche.	Thought Leadership Posts, How-To Guides, Case Studies, and Client Success Stories.

Who Needs Copywriting Services?

As a coach, you know how valuable your time is. But, if you’re struggling to connect with your audience, experience low engagement, or find yourself stuck when trying to write compelling copy, it might be time to consider bringing in a professional. Here are some signs that you may need a pro:

1. Low Engagement

If your emails, social media posts, or website aren’t getting the attention they deserve, your copy may not be speaking to your audience in the right way. A professional copywriter can fine-tune your messaging to resonate with your ideal clients.

2. Struggling to Write

Not everyone is a natural writer, and that’s okay! If you’re finding it hard to get your message out or constantly staring at a blank screen, it’s a sign that outsourcing to a pro could save you time and stress.

Tips for Choosing the Right Copywriter

• Look for a copywriter with experience in the coaching industry. They’ll understand your audience, tone, and goals.

• Check their portfolio for compelling, results-driven work that aligns with your brand’s voice.

• Read testimonials or reviews from past clients to gauge their reliability and effectiveness.

• Choose someone who can write across various formats, such as sales pages, emails, blog posts, and social media.

• Look for a copywriter who is genuinely interested in your coaching niche—they’ll bring more authenticity to their work.

Turn Words into Clients with Dashed Line Digital

If you want masterful copy that hits every time without the headache, let Dashed Line Digital be your trump card! Our expertise in copywriting for coaches ensures your message connects with your ideal clients and drives meaningful action. We take the stress out of crafting compelling copy by creating personalized, strategic messages that resonate with your audience and inspire them to take the next step with your brand.

Focus on what you do best – coaching – while we handle the branding that builds your business!

Ready to turn your message into action? Get in touch, and let’s bring this vision to life!