How to Write Website Content for Coaches – 29 Topics Clients Love

How do you write website content that engages and excites visitors and ultimately leads them to contact you for coaching?

It’s such a great question and let me share with you my findings that have worked for both my little website design business and for the coaches I work with.

write website content - 29 things

In this article, you’re getting …

  1. A human behavior lesson to get people to perk up
  2. The 29 topics to help you write website copy clients will love
  3. My two approaches to boosting your copy right now
  4. A personal trick to 5X your writing efforts

Hey, if you find that putting words on paper is harder than pulling out your own teeth (sorry about the visual), you should check the book I wrote about coaching websites called The Coaching Website Guide

What Human Behavior Tells Us About Writing Website Content

I’ve read many books on human behavior, marketing, habits, motivation, productivity, and more and there’s one common notion about us humans that makes use perk up, pay attention, and pursue things (which is fodder for writing website content).

We will always have problems.

Like many psychologists, behaviorists, and researchers have discovered – we humans are hard-wired to notice, find, and basically seek out problems to solve (challenges to overcome).

  • On one level, we face (well, back in the day) a survival problem of avoiding lions, not starving to death and escaping volcanic eruptions.
  • When life-or-death is not an issue, we want to learn about how the world works, how to build things and discover new lands.
  • Higher up, we want to feel good, grounded, connected, enlightened, and “happy.”
puzzle is a problem

I’ve also noticed that when it’s been a while since I’ve actively worked on a project or problem I start to get mental stress about things like purpose in life, meaning of existence, and the likes – yet another problem – a problem of not having a problem to solve. 

And all of this struggle-stuff is FANTASTIC food for website fodder!

That works out perfectly because as coaches, your jobs are to help folks grow, overcome, accomplish, realize results, achieve, and unleash potential – which is essentially problem-solving.

Humans were born to solve problems and coaches are catalysts.

Write Website Content That Clients Love with These 29 Topics

To get specific about the struggles, worries, and alert-triggering-topics that your coaching clients face, I started a discussion in one of my coaching groups on LinkedIn.

I asked coaches about what their clients needed help with the most. From that chat, here were the hottest topics compiled into a list of 29:

1. Setting goals, clear, true to you

2. Staying accountable

3. Teaching them new skills, knowledge, or learning

4. Knowing yourself, how you got here, strengths, weaknesses

5. Give constant positive reinforcement

6. Identify and resolve blocks, pitfalls, self-sabotaging behavior

7. Connect/reconnect to the passion and purpose in their life/business

8. Creating a clear path, planning to achieve goals

9. Understanding the impact that clients currently possess

10. Challenging assumptions, beliefs

11. An honest assessment from someone with no agenda

12. Motivate them, a kick in the pants

13. Confidence building

14. Help in keeping things simple

15. Learning who am I, I’m ok you’re ok

16. Relaxation, stress management

17. Taking responsibility for one’s self, stop blaming or waiting

18. Say yes to what we want (wealth consciousness)

19. Know your numbers, measure results

20. Help them stop negative self-talk

21. Get clear on where to begin to change things

22. Maintain peace of mind, body, spirit

23. Challenge and change limiting beliefs

24. Challenge their ego vs heart-centered mind

25. Develop a positive mindset, better-thinking patterns

26. How to get around fear and doubt

27. Learning marketing and sales

28. Tactics to stay on top of all tasks (email, calls, tasks)

29. Replace old theories, assumptions

If you can hold your visitor’s attention, teach them a few things, and speak to their needs so that they are better equipped to solve problems, they’ll see YOU as a trusted, talented coach that they need to hire.

How much easier would those initial-meeting calls be if potential clients were essentially pre-sold by your website and eager to talk to you?

The Coaching Website Guide is mostly focused on writing website content to get visitors excited and leading them to contact you for coaching. It might be just what you need if finding the right words has been tough.

the coaching website guide

Two simple ways to write website content with these 29 things …

Way #1: Write blogs about the 29 things

You can write simple articles on any of the items in the list by choosing a title as simple as this: The Key to [insert any of the items in the list].

Some examples:

  • The Key to Changing Limiting Beliefs
  • A Simple Way to Stay on Top of Your Tasks
  • The Secret to Staying Accountable

As you can see, I like going for one thing, one key, or one idea that you can speak about deeply.

This works well for new writers and bloggers.

write website content for coaches - 1

Also, you can make the articles even more special tying them more specifically to your clients’ challenges in relationships, business, health or career, like this:

  • The Key to Changing Limiting Beliefs About Marketing
  • A Simple Way to Stay on Top of Your Marketing Tasks
  • The Secret to Staying Accountable to Get Marketing Done

For more keys to great titles, see Santa’s MV Technique for Email Subject Lines that Get Clicked.

For more ideas to write blogs easily, check out How to Write 10 Great Blogs Fast – The Mistakes Method.

Way #2: Include the 29 things in your offers

When you outline how your coaching services work (e.g. your 1-on-1 coaching), use items from the list of 29.

For example, for a marketing coach working with insurance brokers who want to grow their book of business (sales), you could write this on your coaching services page:

When we work together, we will …

* Set clear, exciting goals that will motivate you to bring in more sales.
* Create new thought patterns that give you the confidence to make sales calls.
* Overcome hidden blockers that make you hesitant so you can network more effectively and generate leads.
* Keep you accountable to get things done so that your numbers go up, including profits

As you use can see, not only do I use the 29 things (the bold parts), but I also relate them to client desires (the underlined parts).

Can you see how exciting that content would be for these brokers?

Lastly, here’s my trick to 5x your website writing efforts if you participate in discussion groups.

The trick is to start discussions in groups where potential clients hangout to both fuel writing ideas, but also build your credibility and drive traffic.

trick to write website content that attracts clients

For example, in order to write the article you’re reading now, I started a discussion in a LinkedIn group where my potential clients (coaches) hang out.

I asked them, What are the top things your clients need the most help with?

When I did this, a discussion ensued, and I got a huge list of ideas, which were distilled down to the 29 above.

This approach benefitted me in 5X ways:

  1. The ideas came from others, so I didn’t have to spontaneously “be smart”.
  2. People (aka potential clients) got to know who I am and what I do.
  3. My credibility and expert status went up to those in the group.
  4. When I shared the article back, later on, it drove traffic to my website which is huge. It turns into likes for the article, comments, subscribers, and client leads.
  5. It was fun to do because people came together. When your work is fun, it gets done.

You can do the same.

Here’s what the discussion starter looked like, by the way.

write website content from linked in discussion

I did pump the discussion with further inquiry to mine for more ideas.

When you go to write website content, remember this …

Your soon-to-be clients want to overcome their challenges and realize their goals.

When you write website content about succeeding, clients feel that you can help them. Clients are drawn to you.

Use that list of 29 above in your writing.

Hey, what are you finding useful here? Post a comment, it’ll make my day.

It tickles me pink to hear from readers because it means my writing has helped you – and to serve others is the greatest good.

So, if you’ve found this article handy, please hit the like button, and take a second to post below with a simple thank you, any thoughts or questions.

Oh and be sure to include a link to your website for a little boost in your search rankings.

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17 Responses to How to Write Website Content for Coaches – 29 Topics Clients Love

  1. Randy Brinson May 30, 2019 at 5:43 pm #

    Thank you. More good stuff, Kenn. As is just about everything that flows from your pen (keyboard?!). Here’s an additional thought: A valuable exercise is for a client is to “inventory” all his/her habits or routine actions done on auto-pilot. Then put a + or a – next to each, depending on whether the habit (such as the morning stop for a latte) supports or impedes progress toward what the client is striving to achieve. Awareness is the first step in reshaping.

    • Kenn Schroder May 30, 2019 at 6:00 pm #

      Too kind. I have to say that it’s been years of writing, creating, and lots of grammar goof-ups. You’re (hopefully) only landing on the best pages 😉

      An inventory of autopilot habits with pluses and minuses to increase awareness.

      I like that Randy. Thanks!

  2. Wendy March 3, 2018 at 6:08 pm #

    All very good points Ken. In my experience it a balance between writing good and relevant content to your prospects; making sure your keywords have the right “search intent” – and doing all the right things things to get your page gets found by your prospects. My tips on Life Coaching Professionally (where I mention your guide) might also be useful.

    • Kenn Schroder March 3, 2018 at 6:29 pm #

      Oooh … “search intent”. Now there’s a fun phrase.
      Thanks for chiming in Wendy.

  3. Mitzi Bockmann March 3, 2018 at 12:05 pm #

    Great article Kenn. Thanks for doing the research for us! 🙂

  4. Joe Casey March 1, 2018 at 6:30 pm #


    Thank you. Very helpful.


  5. Lauren March 1, 2018 at 6:20 pm #

    I’ve been circling around you for about a year (or longer) to get your help with my website. :-). They will eventually get to the website (my fondest wish), they will for sure be on Facebook and LinkedIn….. My facebook is I would LOVE to have your feedback and I’ll be happy to come back here and report how it works. Most of the people in the challenge are network marketers but I think it will be an amazing chance to offer some really great content and make a lot of friends…… I’m pretty sure its a great idea for all coaches! thanks so much for what you do. :-). My goal is to add 5 new students to my group class in March.

    • Kenn Schroder March 1, 2018 at 8:44 pm #

      Super exciting to see you leveraging Facebook. I can see it now, match these 29 things to the challenges network marketers have.

  6. Renee Gregorio March 1, 2018 at 5:33 pm #

    Thank you, Kenn. I got many ideas for new blog posts that might actually help me be consistent in writing them! Also I appreciate your clear approach. I’m liking the discussion groups idea–I never quite know how to engage on LInkedIn, and this seems a great way. Thanks again.

    • Kenn Schroder March 1, 2018 at 8:42 pm #

      Super! When can you draft up a blog? When you do, how about posting it back here for a look? Love to see how it goes.

  7. Lauren March 1, 2018 at 4:21 pm #

    I just entered a 30 day video challenge….. 30 videos in 30 days basically, so this list is like the answer to my “please give me 30 things to talk about” prayer. Thanks so much!

    • Kenn Schroder March 1, 2018 at 4:31 pm #

      Oh brilliant! Really brilliant. Got a link to the place you’ll post it? Front page of behappyfirst? Love to see how they unfold.

  8. Scott Shannon March 1, 2018 at 3:41 pm #

    Kenn, this a great ACTIONABLE post. I especially liked #2. This idea will spark several changes to my website. Thanks SO much.

    • Kenn Schroder March 1, 2018 at 9:38 pm #

      Great! What’s one of the changes? Come back and post your site when you do the update. Would love to see.

  9. dianne jewell August 3, 2017 at 4:57 pm #

    Kenn this is really helpful and I can identify with your list.

  10. Ron Capoceli October 4, 2013 at 8:25 am #

    Great post. I have done a lot of revisions to my site since you originally built it. All of my revisions seem to be in alignment with what you shared in this post. I am thankful for all your helpful information. For those who don’t know Kenn that well, he has a very effective, fast, and powerful way to help a coach create an effective site that actually helps you to get known, liked, and trusted. Ron Capocelli, CPCC

    • Kenn Schroder October 15, 2013 at 7:11 pm #

      Great to hear from you Ron and thanks for the positive words! Oh wait, you’re in Cali right? I’m in SF, I should pop on over sometime.

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