About Me Page That Visitors Love - 4 Writing Tips for Coaches (2023)

Check your stats, and you’ll find the second most visited page is your About Me Page (the first being your homepage). This is because people want to know, Who is the wizard is behind the curtains — and especially, Why should I work with her?

Your About Me Page (bio page, profile page) can be a powerful tool to build trust and connect deeply with people if you approach it from the right perspective.

In this post, you’ll get my top four tips for writing an About Me Page for a coach’s website. Here we go …

About Me Page Tip #1. Forget About Yourself.

That’s right!

Don’t think about yourself first — your favorite quotes, your pets, or anything else that fascinates you — and instead, begin by thinking about your bestest clients because they are the ones you need to impress.

About Me Page That Visitors Love - 4 Writing Tips for Coaches (1)

Think about a specific, unique, single individual, called a persona in user experience design.

Here are some questions to help:

  • Who has been one of your favorite clients to date?
  • If you could clone one of your clients, who would you choose?
  • Who did you look forward to coaching each week?
  • Who have you made great progress with?
  • Who has been able to pay your fees?

Got some folks in mind? Pick one, and then ask yourself …

  • What are his/her biggest frustrations, challenges, and needs?
  • What does he/she value in life, work, or relationships?
  • What did he/she find incredibly helpful in your work together? (empowerment, motivation, confidence, attitude, honesty, comfort, clarity, other)
  • What drew them to you in the first place?
  • What did they like best about you as a person?

If you have a testimonial, feedback, or a review from him/her, then whip that out and keep it in front of you as you write your About Me page.

Can you identify the few things he/she found most valuable in working with you? This is the GOLD you’re after.

“Interestingly, writing with a single ideal client in mind will also appeal to the not-so-perfect-fits because the message will be clearer (and thus easier to follow and thus-thuspowerful) than writing for a general audience.

Kenn Insight #1 for Bio Page

And remember to forget about yourself, at first, with this quotable:

Your potential clients want success, growth, or results with something they are struggling with. Or, they want to excel, evolve, and change swiftlier and they know the right coach can help them do that. These clients want to know the best stuff you’ve got. So don’t go your About Me page randomly, but judiciously.

Kenn Insight #2 for Bio Pages

Kenn Tip for Starting Your Bio Page

I love starting an About Me Page with a short write-up about this ideal client and the value they stand to gain by working with you. I call this your core message.

Here’s a screenshot of the top of Carol Leek’s About Me Page, where you can see her core message.

About Me Page That Visitors Love - 4 Writing Tips for Coaches (2)

Does that feel powerful to you? If so, then you’re similar to her best kind of client. You can see her message hones in on confidence, or lack of which is a struggle many can relate to.

(Video) Police officer comforts little girl after she asks: 'Are you going to shoot us?' l GMA Digital

I know Carol personally, and she’s a very positive, motivating person, “you can do it!” kind of person, which is a perfect match for her ideal clients.

So, remember this first tip: forget about yourself and think about that great client you’d love to coach. This will make writing easier for you and exciting for visitors.

About Page Tip #2. Share Your Big Inspiring WHY for Becoming a Coach

People care more about WHY you coach than HOW you coach — or even what you do, as Simon Sinek explains in his famous TED talk (I make clients watch this when drafting their About Me pages).

Questions to help you express your deepest WHY:

  • What motivated you to become a coach?
  • What do you love most about coachingpeople?
  • Was there a special moment in time when you just knew you had to become a coach? What were the specifics of that moment?
  • What’s so amazing about coaching?
  • How did you first discover coaching?
  • How did you transition into coaching?
  • What hard decisions have you made in life so that you can pursue coaching?
  • Have you had a coach before? If so, what did you LOVE most about your work together?

Got a heap of ideas written down? Great!

KENN CHALLENGE QUESTION: Can you tie any of your big WHY ideas with discoveries about your best kind of clients from tip #1? If so, that’ll be amazeballs.

Clients love coaches who are excited about their work. Bring out your big, passionate WHY for what you do, and let ’em have it on your About Me Page.

About Me Page Tip #3. Share Your Values

Talk about your positive beliefs, deepest values, and life lessons on your About Me Page.

About Me Page That Visitors Love - 4 Writing Tips for Coaches (3)

People are drawn to others who have similar beliefs. Telling stories about life challenges and lessons learned is amazeballs for connecting.

For example, if you are a relationship coach and family is a top value for you, definitely write about it. Readers will feel like they’ve known you forever.

More ways to connect deeply and valuably:

  • Tell what’s unique about your coaching skills and how it’s valuable to a client
  • Share a life experience and the big discovery, and how that’s an asset of yours
  • Point out what you believe to be true about people, growth, success — and how that’s great for clients
  • Write about a major failure and what you took away from it, and how that’ll makes you a better coach

Sharing the deep stuff shows transparency, vulnerability, and acceptance — all attractive qualities for clients who want to trust in you.

Being guarded, closed, or afraid will make visitors respond in kind and resist you. Not good for the coaching relationship.

Coaches love the step-by-step writing guides for the various pages in my big book, The Coaching Website Guide.

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Learn more

Tip #4. Highlight Value Everywhere on Your About Me Page

Whatever you add to your About Me Page, point out WHY those things are precious to your clients (remember your bestie from #1 above?).

For example, if you’re trained in walking meditation, definitely tell a little story of how this lead to a major break-through for one past client.

More content ideas (just pick among the best relevant ones):

  • Credentials
  • Coach training
  • Special roles you’ve held
  • Schoolings
  • Media mentions
  • Places you’ve been featured
  • Guest appearances
  • Speeches or videos
  • Awards or recognitions
  • Podcasts
  • Books or published works
  • Accomplishments (marathon?)
  • Blogs or articles
  • Major life challenges that you overcame
  • A related activity like doing yoga if you’re a health coach

Two quick examples of choosing the right stuff…

My client James Saliba, a leadership coach in tech (link opens in a new tab), earned Top 100 Leadership Experts on Twitter for his wisdom. We definitely noted that on his About Me page and added a little visual image to show it on the homepage.

About Me Page That Visitors Love - 4 Writing Tips for Coaches (5)

Example 2 …

Another coaching client, Lisa who helps women at mid-life (link opens in new tab) make a fresh, new start. She is certified in Brendon Burchard’s High Performance Coaching, and we duly noted that on her About Me page, along with a little credibility image on the homepage shown below.

About Me Page That Visitors Love - 4 Writing Tips for Coaches (6)

Remember to think back to tip #1 (to focus on your best, ideal client), and then choose which content would be great for your About Me Page.

It’s like customizing a cover letter and resume for a specific job application.

This is in no way false, salesy, or boastful. It’s helpful, time-saving, and serves your visitors by giving them your best.

So, share your successful business ventures if your clients are budding entrepreneurs and skip that homemade paleo protein cookie recipe you created.

And if you’re a sports performance coach, tell the tale of how you came back from a car accident to win a gold medal and save that best-selling author award for another day.

More About Me Page Examples

About Me Page That Visitors Love - 4 Writing Tips for Coaches (7)

Kate – I love how this sleep coach’s about me page goes deep into beliefs and shares her wisdom.

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About Me Page That Visitors Love - 4 Writing Tips for Coaches (8)

Mary Rosenbaum (past client) – I like how she mixes in her recruiting career to build credibility on her About Me page. Her website was from about 10 years ago, one of my first clients.

About Me Page That Visitors Love - 4 Writing Tips for Coaches (9)

Graeme Owen (past client) – Great story of how he became a builder’s business coach, being the son of a builder. This guy is part of the reason I ended up in New Zealand.

About Me Page That Visitors Love - 4 Writing Tips for Coaches (10)

Ash Ambirge’s Bio from TheMiddleFingerProject. I like herNotes of Interest section as it’s very readable, fun, and interesting. The other areas are a bit noisy but full of life. I’m sure it’s her brand.

About Me Page That Visitors Love - 4 Writing Tips for Coaches (11)
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I like the short paragraphs and the direct writing style of Joe Ferrugia, a muscle-fitness-strength guru. It opens with a short sentence about what he does for his clients – nice! See his page here.

The Key To Crafting Your About Me Page

I’m not the only guru who says this 😉

My homey EG Sebastian, who started The Coaches Support Group (link opens in a new tab), the biggest group for coaches on LinkedIn, and long-time mentor to coaches, says it like this …

I’d say the key is to talk less about yourself – at least in the first paragraph or two – and more about WIIFM – What’s in it for them? – How can you help the client?

Keep every story in the context of the reader. What will they gain from reading it? If you can’t answer that, don’t include it is what Jessie Lewis wrote in her article, How to Write an About Me Page that Actually Makes Sales.

The about me page is more than a picture of you and a couple of sentences about your site. It is more than saying, “I love to talk about pink unicorns and fluffy pillows. You can email me here.” It needs to sell you as someone who will trust you and will become that die-hard, loyal fan.

Let’s see if you’ve been paying attention …

Hearing from readers puts a smile on my face and pep in my step.

So, I challenge you to tell me, What’s one idea for content that you could put on your About Me Page — something you KNOW will be valuable to your best kind of client?

(Highway bribery: Don’t forget to add your website link in your comment. It’ll help associate your website with the term “coach.”)


What to write about in an About Me page? ›

An 'About Me' page should convey who you are, what your values and principles are, how you got to where you are, and why your product or service is important to you. If writing an 'About Me' page seems daunting, you can use an about us template to help you out.

What should I write about me example? ›

I am outgoing, dedicated, and open-minded. I get across to people and adjust to changes with ease. I believe that a person should work on developing their professional skills and learning new things all the time. Currently, I am looking for new career opportunities my current job position cannot provide.

How do I market myself as a coach? ›

How to market yourself as a coach authentically
  1. Show up as yourself.
  2. Focus on organic engagement and building relationships.
  3. Know your ideal clients and what they're looking for.
  4. Be able to articulate what makes you unique.
  5. Find the key marketing activities that work for you.

How do you write an about me paragraph? ›

Getting Started: Step-By-Step Guide
  1. Your 'About Me' page should convey:
  2. What are you currently doing (in regard to your career) and how did you get there?
  3. In terms of the work you do, what aspects are you most passionate about and why?
  4. What do you consider some of your biggest professional and personal accomplishments?
2 Sept 2022

How do I write an impressive about me? ›

How To Write A Compelling About Page
  1. Know who you're talking to. ...
  2. Don't just lead with the facts. ...
  3. Share your values. ...
  4. Show yourself. ...
  5. Tell the story of your professional journey. ...
  6. Tell people how you can help them. ...
  7. Demonstrate how you've provided solutions for others.
19 Sept 2011

How do you start a About Me essay? ›

To get started, check out these 9 tips on how to write an essay about yourself:
  1. Create a List of Questions. ...
  2. Brainstorm and Outline. ...
  3. Be Vulnerable. ...
  4. Use Personal Examples. ...
  5. Write in the First Person. ...
  6. Don't Be Afraid to Show Off…But Stay on Topic! ...
  7. Show Personality. ...
  8. Know Your Audience.
14 Jan 2020

How do I love myself as a coach? ›

Coach's responsibilities in self love coaching
  1. Identify limiting self beliefs and overcome them.
  2. Develop new affirmative beliefs.
  3. Learn to keep focus on one's life and business goals.
  4. Learn to be accountable for life decisions.
  5. Understand the tools, guidance and structure to achieve goals.
1 Oct 2022

What are the 5 main characteristics a good coach should have? ›

5 Traits of a Good Coach
  • They master the art of “active listening” ...
  • They're willing to share skills, knowledge and expertise. ...
  • They act as a positive role model. ...
  • They focus on helping others to “problem solve” ...
  • They value ongoing learning and growth.
4 May 2020

What are the 4 major skills that are needed to be a successful coach? ›

5 Essential Skills for Successful Coaching
  • Listen with Curiosity. When we speak about listening with curiosity, we're talking about conveying a genuine interest in what others are saying. ...
  • Take in What You Hear. ...
  • Reflect with Accuracy. ...
  • Questioning for Exploration. ...
  • Provide Feedback for Development.

How do you write 3 lines about yourself? ›

How To Answer, “How Would You Describe Yourself?”
  1. I am passionate about my work. ...
  2. I am ambitious and driven. ...
  3. I am highly organised. ...
  4. I am a people person. ...
  5. I am a natural leader. ...
  6. I am result oriented. ...
  7. I am an excellent communicator.

What do you write in an about me section? ›

How to write an “About Me” in a resume
  • Introduce yourself. First, introduce yourself to prospective employers by mentioning: ...
  • Highlight relevant qualifications. Briefly mention one or two of your most relevant resume skills and achievements. ...
  • Summarize your career goals.
31 Mar 2022

How do you write 20 lines about yourself? ›

Myself in English 20 lines
  1. My name is Sunita .
  2. I am 11 years old .
  3. I study in 5th standard.
  4. My mother's name is Asha .
  5. She is a housewife.
  6. My father's name is Dipak.
  7. He is a lawyer .
  8. I have a younger brother.
22 Apr 2022

What are 3 characteristics of a good coach? ›

  • An effective coach is positive. ...
  • An effective coach is enthusiastic. ...
  • An effective coach is supportive. ...
  • An effective coach is trusting. ...
  • An effective coach is focused. ...
  • A good coach is goal-oriented. ...
  • An effective coach is observant. ...
  • A good coach is respectful.

How do I sell myself as a life coach? ›

Life Coach Marketing|13 Ways to Promote Your Business and Get New Clients
  1. Define your target audience.
  2. Provide free sessions.
  3. Make an appealing program package.
  4. Attend workshops and other events.
  5. Differentiate yourself from your competitors.
  6. Organize events.
  7. Use social media to establish a strong presence.
29 Jul 2021

What makes a great coach? ›

A good coach is positive, enthusiastic, supportive, trusting, focused, goal-oriented, knowledgeable, observant, respectful, patient and a clear communicator.

What are the 5 C's of coaching? ›

The child's personal and social skills are referred to as the 5 Cs (competence; confidence; connection; character and caring; and creativity). Sport and coaching can be a tool to support positive youth development.

What are the 4 types of coach of coaching style? ›

While every coach is unique, most common coaching styles fall into one of four major categories: democratic, autocratic, laissez-faire, and holistic. Those interested in pursuing a career in coaching need to understand the strengths and weaknesses of each style.

What are the 3 important aspects of coaching? ›

Three Critical Elements of Coaching
  • Element 1 – Prepare Your Questions. A coach needs to prepare the questions before a coaching session. ...
  • Element 2 – Question with Respect. Coaching must be approached from a position as equals when meeting about the problem. ...
  • Element 3 – Actively Listen to the Reply. ...
  • In Conclusion.

What are 5 roles of a coach? ›

Typical responsibilities include:
  • teaching relevant skills, tactics and techniques.
  • monitoring and enhancing performance by providing tuition, encouragement and constructive feedback.
  • identifying strengths and weaknesses.
  • advising about health and lifestyle issues.
  • developing training programmes.

What are the four core elements of coaching? ›

Together, these 4 essential elements are a winning combination for coaching success.
  • recognizing successes.
  • understanding the mechanics of success (the specific thinking and behaviors that produce it)
  • reinforcing desired practices.

What is the most important thing as a coach? ›

The most important attribute of any coach is that they want to help the person or people they are coaching to learn. A good coach doesn't see themselves as an expert able to fix all problems and having all the answers. Instead, they see themselves as supporting the process of learning.

How does a coach get clients? ›

Your existing network is perhaps the best way to get your first coaching clients fast. It's very likely that you know people in the exact niche that you desire to help. If you don't know people in the niche, your friends, family or colleagues definitely will.

How do coaches get their first clients? ›

Want to Know How to Get Coaching Clients? Here are 10 Proven Ways to Get Your First Paying Client (Even if You're Starting from Scratch)
  1. Put Yourself on a Stage.
  2. Rub Shoulders at Relevant Events.
  3. Woo Potential Clients on the Phone.
  4. Enlist Friends and Family as Wingmen.
  5. Tap into Your Business Network.
23 Aug 2022

How do coaches attract clients? ›

7 Ways to Attract More Clients for Your Online Coaching Business
  1. Carve Out a Specific Niche. ...
  2. Incentivize Referrals. ...
  3. Optimize your Social Media Presence. ...
  4. Write and Publish Thought Leadership Pieces. ...
  5. Email Marketing. ...
  6. Paid Advertising.
8 Jul 2022

What are 4 roles of a coach? ›

Typical responsibilities include:
  • teaching relevant skills, tactics and techniques.
  • monitoring and enhancing performance by providing tuition, encouragement and constructive feedback.
  • identifying strengths and weaknesses.
  • advising about health and lifestyle issues.
  • developing training programmes.

What are 3 qualities of an effective coach? ›

  • An effective coach is positive. ...
  • An effective coach is enthusiastic. ...
  • An effective coach is supportive. ...
  • An effective coach is trusting. ...
  • An effective coach is focused. ...
  • A good coach is goal-oriented. ...
  • An effective coach is observant. ...
  • A good coach is respectful.

What are 5 responsibilities of a coach? ›

A great coach will serve many roles: technical supporter, motivator, leader, psychologist, and maybe most importantly, as a role model for the athlete to follow in the competition arena as well as out. Well developed coaches will understand their various roles as it pertains to their overall program.

How much should a beginner life coach charge? ›

Cost of Life Coaching

The typical range for personal life coaching is from $75 to $200 per hour, with an average cost of $120 per hour. Many coaches offer packages, such as $300 per month for four 30 minute sessions.

Can you get rich as a life coach? ›

Life coaching is like any other business. You must do it right and it takes time to grow. You'll need to plan well so you don't run out of money before your business takes off. If you plan right you can certainly get rich as a life coach.

How do life coaches stand out? ›

Here are 5 steps to help you stand out, so you can attract your audience, connect with clients, and grow your business.
  1. Don't let the fear of a crowded marketplace deter you from starting your business. ...
  2. Know yourself. ...
  3. Know how to effectively communicate your value. ...
  4. Show up consistently.

How do I attract my first client? ›

8 Ways to Find Your First Customers
  1. Make a list. ...
  2. Look for referrals. ...
  3. Work your network. ...
  4. Show it off. ...
  5. Attend industry events. ...
  6. Team up with other business owners. ...
  7. Build an online presence. ...
  8. Spread the word on social.
5 Aug 2019

How do you build trust as a coach? ›

6 Techniques to Build Trust in a Coaching Relationship
  1. 1 - Demonstrate a sincere curiosity and interest.
  2. 2 - Reassure on confidentiality.
  3. 3 - Build rapport through body language.
  4. 4 - Be 100% mindful...
  5. 5 - Be reliable and accountable.
  6. 6 - Establish your credibility.
19 Aug 2022

What are the best 10 attributes to become a successful coach? ›

A good coach is positive, enthusiastic, supportive, trusting, focused, goal-oriented, knowledgeable, observant, respectful, patient and a clear communicator.

How do you attract clients with content? ›

10 tips for attracting customers with great online content
  1. Watch and learn. ...
  2. Figure out what your customers like. ...
  3. Do an inventory. ...
  4. Be strategic. ...
  5. Find a content champion. ...
  6. Avoid hard sales messages. ...
  7. Encourage audience contributions and feedback. ...
  8. Build a fan base.

How can I attract client? ›

5 Tips for Attracting New Customers
  1. Identify Your Ideal New Customers. ...
  2. Use Direct Response Marketing to Attract Customers. ...
  3. Give Something Away to Entice New Customers. ...
  4. Give Your Business a Face Lift to Increase Sales. ...
  5. Get The (Right) Word Out.


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