Blogging for Coaches: 7 Proven Steps to Attract Clients with Content

What if you could transform your blog from a neglected corner of your website into a powerful engine that attracts your ideal coaching clients on autopilot?

This guide to blogging for coaches will show you how – whether you’re just starting out or looking to revitalize your existing blog.

You’ll learn:

• What a blog really is and why every coach should have one
• The true power of blogging for business (with real-life examples)
• My 7 proven steps to attract your ideal clients with blogging (without spending all day writing posts)

In 2020, I launched a relocation coaching business to help people move to Europe, using blogging as my main marketing strategy. It enabled me to grow the business to 6-figures (without paid ads or constant social media posting).

I firmly believe that blogging has the power to transform coaching businesses. But I’ve seen countless coaches going about it the wrong way. Here, I’m going to teach you the right way – based on my first-hand experience in blogging, SEO and content strategy.

Why coaches NEED a blog

As a coach, my blog is one of the most effective ways of growing my business. I believe you’ll find the same for your own coaching practice. Here’s why:

You’ll establish your expertise. When you regularly share insights about your coaching niche, potential clients can see your knowledge in action. This demonstrated expertise often tips the scales when potential clients are deciding which coach to work with.

Your blog works for you around the clock. While you’re sleeping, coaching, or taking time off, your blog posts are still out there, ready to be found by people looking for your help. In my experience, this constant availability leads to a steady flow of potential clients.

You’ll build trust before the first conversation. Coaching is all about relationships, and trust is key. Your blog gives potential clients a chance to get to know you, your methods, and your values. I’ve found that when clients reach out after reading my blog, they’re already comfortable with my approach.

Your visibility in search engines will improve. A well-optimized blog helps you rank higher in search results. This means when someone searches for coaching in your niche, they’re more likely to find you. I’ve seen firsthand how this increased visibility can lead to more client inquiries.

You can provide value upfront. By offering helpful content for free, you show potential clients that you’re committed to their success. In my coaching business, I’ve noticed that this generosity often encourages people to invest in my paid services.

Your content can serve multiple purposes. I regularly repurpose my blog posts into social media content, email newsletters, and even course materials. This approach helps me maintain a consistent message across all my platforms while making the most of my content creation efforts.

You might create additional income streams. While your main goal is likely to attract coaching clients, a successful blog can open up other opportunities. In my case, I’ve been able to explore affiliate marketing and create digital products related to my coaching niche.

Starting a blog for your coaching business offers all these benefits and more. But many coaches start blogs and still don’t see any meaningful results. They write consistently and share valuable insights, yet their blogs fail to attract clients or generate traffic.

That’s because there’s a key element missing – one that can turn an unnoticed coaching blog into a powerful client attraction engine. In the next section, let’s discover what this is and how it can transform your blogging efforts from ineffective to impactful.

The missing piece in most coaching blogs

So you’ve started a blog for your coaching business and you’re consistently sharing valuable insights. Yet, despite your efforts, your website traffic remains low.

If this sounds familiar, you’re not alone. Many coaches invest significant time in blogging, only to find their posts aren’t attracting the clients they expected.

The reality is that quality content alone doesn’t guarantee your coaching blog’s success. The key element that many coaches overlook is search engine optimization, or SEO.

SEO is the key to connecting your blog posts with potential clients who are actively searching for your expertise to solve their pressing problems. Without a thought to SEO, even the most valuable blog content will go unnoticed online.

SEO isn’t just about giving search engine algorithms what they want. It’s also about reaching the exact people who need your coaching services, at the very moment they’re searching for them.

By integrating SEO strategies into your blogging, you’re strategically positioning your content for your ideal clients to discover it. This leads to increased visibility, higher traffic, and more opportunities to expand your coaching business.

It’s important to understand that SEO isn’t an afterthought. It’s an essential part of the blogging process, influencing your choice of topics, post structure, and overall content strategy.

Next up, I’ll show you how to combine SEO with your blogging efforts. This approach makes sure your coaching expertise reaches those actually looking for it – transforming your blog into a powerful tool for attracting clients.

7 proven steps to attract clients with blog content

Step 1: Conduct targeted keyword research

The foundation of any successful coaching blog is understanding what your ideal clients are searching for online. That’s where keyword research comes in.

Start by brainstorming the challenges and pain points your coaching clients typically face. Then, translate these into potential “how-to” searches. For example, if you’re a career coach, your clients might search for “how to negotiate a higher salary” or “how to change careers at 40”.

These “how-to” keywords are golden opportunities. They reflect real problems your ideal clients are trying to solve, and they’re often easier to rank for than broader, more competitive terms.

Next, use a keyword research tool like Ahrefs or Semrush to expand on these initial ideas.

Look for long-tail keywords – longer, more specific phrases – that have a decent search volume but lower competition. These might include phrases like “how to build confidence as a new manager” or “how to overcome imposter syndrome in tech”.

Pay special attention to keywords with coaching-specific intent. These are phrases that suggest the searcher might be open to coaching services.

For instance, “life coach for career change” or “executive coaching for work-life balance” are likely being searched by people who are already considering hiring a coach.

Remember, your goal isn’t just to find popular keywords. You’re looking for relevant keywords that align with your coaching expertise and the services you offer.

It’s better to rank well for a highly relevant keyword with lower search volume than to get lost in the crowd competing for a popular but less relevant term.

By focusing your keyword research in this way, you’ll identify topics that not only attract traffic to your blog, but attract the right kind of traffic – potential clients who are actively seeking the kind of help you provide.

In the next step, we’ll look at how to use these keywords to create a content strategy that speaks directly to your ideal clients’ needs.

Step 2: Create an SEO-led content strategy

Once you’ve identified your target keywords, it’s time to build a blog content strategy that will attract and engage your ideal coaching clients.

Start by focusing on foundational content. These are blog posts that directly address the primary problems your coaching solves, using the high-intent keywords you’ve identified.

For example, if you’re a business coach, you might create in-depth guides on “how to scale a service-based business” or “overcoming entrepreneurial burnout”.

These foundational pieces serve two important purposes:

1. They target keywords likely to bring in potential clients actively seeking your services.
2. They clearly demonstrate your expertise in solving specific problems.

Aim to create at least 10-15 of these cornerstone posts before moving on. They’ll form the backbone of your blog, driving new leads to your business over the long term.

Once your foundation is in place, you can expand your blog content plan to include a mix of:

1. Problem-solving posts: Continue to create content that addresses specific challenges your audience faces.
2. Informational content: Write about broader topics in your field to attract a wider audience and build overall authority. For instance, a health coach might write about the latest nutrition research or fitness trends.
3. Link bait posts: Develop content specifically designed to attract backlinks from other sites, which are important for your SEO. Focus on topics like “[Your niche] statistics” or “[Industry trend] data”. For example, “Life Coaching Industry Statistics 2024” or “Remote Work Productivity Data”. These resource-style posts are often linked to by other bloggers and industry publications, boosting your site’s authority.
4. Timely content: Stay relevant by commenting on current events or trends in your industry. This can help you tap into trending searches and show that you’re up-to-date in your field.
5. Evergreen content: Create posts on topics that remain relevant over time. These continue to attract traffic and leads long after publication.

I’d recommend as a good rule of thumb aiming for about 70% evergreen content, 20% timely content, and 10% link bait posts. This keeps your blog relevant and engaging while also building a solid base of enduring, valuable content and attracting backlinks

In the next step, we’ll discuss how to structure these blog posts for maximum SEO impact and reader engagement.

Step 3: Create compelling, SEO-friendly posts

Creating blog posts that both engage readers and perform well in search engines is a balancing act. The key is to start with your audience in mind.

Begin by focusing on your ideal client’s needs. What problem are they trying to solve? What questions do they have? Your goal here is to provide the user with genuine value. Search engines reward content that best satisfies user intent.

To structure your content for both readability and SEO, start by using your target keyword in the blog post title.

Your title should include your primary keyword near the beginning, be under 60 characters to avoid truncation in search results, and be compelling enough to encourage clicks.

Then, include your target keyword in the first paragraph, preferably in the first sentence (if it fits there).

The meta description should summarize your post’s content in 150-160 characters, include your primary keyword, and be written as an invitation to read more.

Keep your URL short and include your primary keyword, using hyphens to separate words. Use headers strategically: H1 for your main title (only one per page), H2s for main sections, and H3s for subsections.

Include your keyword or variations in a few of these headers naturally, but don’t force it. Use short paragraphs throughout the post to improve readability, and include relevant images with descriptive alt text.

Internal linking is another important aspect. Make sure to link to other relevant posts on your blog using descriptive anchor text. This helps both readers and search engines understand the relationship between your content.

When writing, I recommend providing actionable advice that your readers can start using immediately. Include examples and case studies to illustrate your points, and add some data and statistics to back up your claims.

Share your unique insights as a coach to differentiate your content. This approach engages your readers but also tells search engines that your content is valuable and comprehensive

SEO is important, but your primary goal should be to provide value to your readers. Write in a conversational, coaching tone and share your expertise generously.

The more helpful and engaging your content is, the more likely readers are to stay on your page, share your content, and eventually become clients.

Step 4: Optimize for conversions

The ultimate goal of your coaching blog is to convert your readers into clients.

To achieve this, each blog post should strategically guide readers towards taking the next step in their journey with you – i.e. making a conversion.

I recommend starting by identifying the most appropriate conversion goal for each blog post. This will depend on the content of the post and the likely search intent of the reader.

For example, a post about overcoming procrastination might lead naturally to a free productivity planner, while a more in-depth piece on career transitions could point towards booking a discovery call.

Here are some effective ways to optimize your blog posts for conversions:

Relevant call-to-actions (CTAs): Include multiple CTAs throughout your post, but ensure they’re relevant to the content. A reader who’s just learned about a problem isn’t ready to buy a solution yet, but they might be interested in a free resource to learn more.

Strategic placement: Position your primary CTA where it makes the most sense in the reader’s journey through your content. This could be after you’ve outlined a problem, or after you’ve provided initial value with some actionable tips.

Content upgrades: Create post-specific lead magnets that expand on the blog content. For instance, if your post is about “5 Morning Habits of Successful Entrepreneurs,” your content upgrade could be a printable morning routine planner.

Exit-intent popups: Use these judiciously to capture readers who are about to leave your site. Offer them a valuable free resource related to the post they’ve just read.

Email newsletter signups: Invite readers to join your email list for more in-depth coaching tips. Make sure to highlight the value they’ll receive, such as exclusive content or first access to new resources.

Discovery call invitations: For posts that address complex problems or showcase your expertise in solving specific issues, invite readers to book a discovery call with you to discuss their unique situation.

Product or service recommendations: If you have products or services that directly relate to the post’s topic, mention them naturally within your content. Explain how they can help solve the reader’s problem in more depth.

Social proof: Include testimonials or brief case studies that relate to the post’s topic. This builds trust and encourages readers to take the next step with you.

To be effective with conversion optimization you should focus on relevance and value. Your invitations should feel like a natural next step for the reader, not an interruption.

Thoughtfully optimizing each of your blog posts for conversions will help you transform your blog into a powerful tool for growing your coaching business.

Step 5: Build high-quality backlinks

Backlinks from reputable websites boost your blog’s search engine rankings and overall visibility. They act like ‘votes of confidence’ for your content, telling search engines that your site is a valuable resource.

Here’s how to build high-quality backlinks for your coaching blog:

Guest posting

First, I recommend looking for opportunities to contribute guest posts to reputable coaching and industry websites. This strategy gets you backlinks while also showcasing your expertise to a new audience.

1. Identify potential sites: Look for coaching blogs, industry publications, and general business or personal development sites that accept guest contributions.
2. Pitch relevant topics: Suggest ideas that align with the host site’s content but also demonstrate your unique expertise and niche authority.
3. Deliver high-quality content: Your guest post should be as good as, if not better than, what you publish on your own blog (so don’t just churn out a quick and generic piece of ChatGPT fluff).
4. Include a natural link: Within your guest post, include a relevant link back to your site in a place where it adds value to the reader.

Create ‘link bait’ posts

Here, you publish blog posts that other websites will want to link to naturally. These ‘link bait’ posts tend to be comprehensive, unique, or particularly valuable pieces of content.

Here are some typical examples of what they might look like:

1. Comprehensive guides: Create in-depth, authoritative guides on key topics in your coaching niche. For example, “The Ultimate Guide to Career Transition at 40” or “A Complete Roadmap to Starting a Coaching Business.”
2. Original research or studies: Conduct surveys or studies within your coaching niche and publish the results. Original data is highly linkable.
3. Infographics: Transform complex information or statistics into visually appealing infographics. These are easily shareable and often attract backlinks.
4. Tools or calculators: Develop free online tools relevant to your coaching niche. For instance, a “Work-Life Balance Assessment Tool” could be valuable for a life coach’s audience.
5. Expert roundups: Compile insights from multiple experts on a specific topic. This not only creates valuable content but also encourages those experts to share and link to your post.

Promote your link bait posts

Once your blog post ranks on page 1 of Google, you’ll start attracting backlinks on autopilot. But meanwhile, you need to do some active promotion.

1. Reach out to relevant websites and influencers in your niche, letting them know about your valuable resource.
2. Share your content on social media platforms where your target audience and other industry professionals are active.
3. Mention your link bait posts in relevant online communities or forums (if that’s appropriate and allowed)
4. Consider using platforms like Connectively (formerly HARO) to connect with journalists who are looking for expert sources. This can bring you excellent mentions and backlinks from high-authority news sites.

In a nutshell, the key to successful backlink building is to focus on quality over quantity. A few links from highly reputable, relevant sites will be far more valuable for your blog’s SEO than lots of links from low-quality or unrelated websites.

Step 6: Repurpose your posts to build a ‘brand universe’

Creating high-quality blog posts takes time and effort. But you can extract maximum mileage from your efforts by repurposing your blog content for other platforms – such as YouTube, LinkedIn, or your email newsletter.

This creates a cohesive ‘brand universe’ that reinforces your expertise across multiple channels. The brand universe strategy is also great for your SEO, especially in terms of building up your E-EAT (Experience, Expertise, Authoritativeness and Trustworthiness).

A consistent presence across platforms reinforces your expertise and authority in your niche. What’s more, the engagement your repurposed content receives on social media platforms can indirectly benefit your SEO.

It does this by increasing brand awareness and driving traffic to your site (including ‘branded searches’, i.e. searches for your name or your business name).

Here’s my personal workflow for repurposing a blog post.

I start by saving the blog post as a PDF file, and uploading it to Claude. I then ask Claude to repurpose the blog post as a conversational YouTube video script, following correct guidelines to appeal to the YouTube algorithm.

Next, using the same PDF file, I ask Claude to create several LinkedIn posts, following the correct LinkedIn post format.

Finally, I ask Claude to use a narrative storytelling approach and turn the blog post into an issue of my email newsletter. I’ll give the AI several examples of my previous manually written email newsletters so it can easily imitate my style of writing.

By leveraging AI in this way, you can create a robust ‘brand universe’ without it becoming a full-time job. This allows you to maintain a strong online presence and reap the SEO benefits of content repurposing, all while focusing on what you do best – coaching your clients.

Step 7: Boost your posts with social media

Social media can provide an immediate boost to your blog posts and overall online presence, working in tandem with your SEO efforts. In particular, Pinterest stands out as a powerful tool for coaches looking to drive traffic to their blogs.

Pinterest: A visual search engine

Unlike other social platforms, Pinterest functions more like a search engine, making it an excellent complement to your SEO efforts.

Users on Pinterest are actively searching for ideas, inspiration, and solutions – often with high intent to take action. Here’s an example of some of my blogging and SEO-related pins:

To use Pinterest effectively:

1. Create eye-catching, vertical pins for each blog post. Use high-quality images or graphics with text overlays that clearly communicate the value of your post.
2. Write detailed, keyword-rich descriptions for your pins. Think of these as mini-meta descriptions that can help your content show up in Pinterest searches.
3. Use relevant hashtags in your pin descriptions. Unlike on other platforms, hashtags on Pinterest can actually boost your visibility in search results.
4. Create multiple pins for each blog post, each highlighting a different aspect of the content. This gives you more opportunities to appear in search results and appeal to different user interests.
5. Join and contribute to relevant group boards in your coaching niche. This can exponentially increase your reach.
6. Consider creating ‘rich pins’ that automatically sync information from your website, adding credibility to your pins.
7. Consistently pin both your own content and relevant content from others. Aim for a ratio of about 80% your own content to 20% curated content.

Other social media platforms

Pinterest can be particularly effective for driving blog traffic. But don’t neglect other platforms where your ideal coaching clients spend time. LinkedIn, Facebook, and Instagram can also play important roles in your social media strategy.

When sharing your blog posts on these platforms, create engaging posts that highlight the value of your content. For example, you could pull out a key insight, ask a thought-provoking question, or share a brief personal anecdote related to the post.

Timing is super important in social media. Experiment with posting at different times to see when your audience is most active and engaged. For example, I post on LinkedIn at 2pm London time, which works for both my UK and US target audiences.

Encourage lots of engagement by asking questions, running polls, or inviting your followers to share their own experiences related to your blog topic. The more engagement your posts receive, the more likely they are to be shown to a wider audience.

Lastly, you could also consider using paid social media ads to boost your most important or high-performing blog posts. Even a small budget can significantly increase your reach and drive more traffic back to your blog.

Taking this integrated approach can significantly boost your online visibility and help attract more coaching clients to your business – with your blog as the central driving force.

Next steps

So that’s a wrap! I’ve walked you through the key benefits of blogging for coaches and how to get started building your blog the right way – that actually move the needle for your business.

As you’ve probably gathered, successful blogging for coaches calls for an understanding of basic SEO. But don’t worry, that doesn’t have to be complicated.

The main goal is really just to make sure your blog posts are found by the exact people who need the solutions you offer. Just imagine how powerful that would be for growing your business.

Mastering keyword research is the first step in building a client attracting blog. Check out my free video training to discover my proven tactics. Grab it below!