Your coaching bio is not getting you clients. And the problem is almost certainly not your credentials, your niche, or your years of experience. The problem is that your bio is written like a resume instead of a reason to book a call.
Most new coaches write their bio the same way. They open with their name, list what they are certified in, describe who they work with in broad terms, and close with a vague invitation to connect. The result reads like a LinkedIn profile from 2015 and converts at roughly the same rate as one.
AI can fix this — but not the way most people are using it. Dropping your existing bio into ChatGPT and asking it to make it better does not work. It produces a cleaned-up version of the same broken structure with slightly fancier language. The output is still a resume. It just reads more fluently.
What actually works is a different approach. You use AI not to polish what you have already written, but to build the right structure from scratch — one that leads with outcome, speaks to a specific reader, and makes a prospective client feel understood before they have spent sixty seconds on your page.
This is the exact prompt sequence I use and teach. Every step has been tested on real coaching businesses, and the difference in response rate between a bio built this way and the average coach bio is not small.
1. Why Most Coaching Bios Fail Before Anyone Reads Them
A coaching bio has one job: make the right person feel like you are the obvious choice for their specific problem. Not to impress peers. Not to list qualifications. Not to explain your methodology. One job.
There are three structural mistakes that kill most coaching bios — and all three are fixable.
Starting With Who You Are Instead of What You Solve
“Hi, I am a certified life coach with 10 years of experience helping people reach their full potential.” This sentence appears in some variation on approximately 80 percent of coach websites. It tells the reader nothing useful. Prospects do not care who you are until they believe you understand what they are dealing with. Lead with the problem or the outcome first. Earn the right to introduce yourself.
Writing for Everyone and Reaching No One
New coaches are terrified of excluding potential clients, so they write bios that describe an audience so broad it is meaningless. A bio that speaks directly to one specific person — their situation, their frustration, their goal — will always outperform a bio written for the general market. Specificity is not a limitation. It is a conversion mechanism.
Ending With Credentials Instead of a Next Step
Credentials go at the bottom, not the top, and they should be brief. The bio should close with a clear, single call to action. Not “feel free to reach out” — that is passive. A specific instruction: book a call, download a guide, reply to an email. One action. One ask.
2. The Prompt Sequence That Builds a Bio That Converts
This is a four-step process. Each prompt builds on the output of the previous one. Do not skip steps or try to combine them into one mega-prompt — the quality drops significantly when you do.
Run this sequence in Claude for best tone results. For iteration speed and brainstorming volume, ChatGPT works well. Run both if you want options to compare.
Step 1 — The Foundation Prompt
Before you write anything, give the AI the raw material to work with. The quality of what you get back is directly proportional to the quality of what you put in.
I need to write a coaching bio for my website. Do not write anything yet.
First, I want to give you the raw material so you understand who I am and who I serve.
My name: [your name]
My coaching niche: [be specific — e.g., career transitions for women over 40]
The specific client I work with: [describe one real person, their situation, their pain]
The main result my clients get: [specific and measurable if possible]
My relevant background: [experience, story, what makes you credible]
My tone: [direct / warm / analytical / etc.]
Where this bio will be used: [website homepage / LinkedIn / discovery call page]
Confirm you have received this before we move to the next step.
Wait for the AI to confirm before moving on. Do not rush to the next prompt.
Step 2 — The Outcome-First Rewrite
Now ask for the actual bio, with a structural constraint baked in. This is the most important prompt in the sequence.
Using the information I provided, write a 150-word coaching bio following this structure:
Sentences 1–2: Open with the specific problem my ideal client is experiencing.
Do not mention my name yet. Do not open with ‘I’. Hook the reader first.
Sentences 3–4: Introduce what becomes possible when they solve that problem.
Be specific. Avoid: potential, balance, transform, empower, journey.
Sentences 5–6: Introduce me briefly. One sentence on what I do,
one on why I am credible. Keep credentials minimal and relevant only.
Sentence 7: A single, direct call to action.
Write one version only. Do not offer alternatives yet.
Evaluate structure, not language. Does it open with the client’s problem? Is the outcome specific? Is the CTA clear? If the structure is wrong, tell the AI exactly which element to fix before continuing.
Step 3 — The Voice Calibration Prompt
The first draft will be structurally correct but probably not quite your voice. This prompt fixes that without losing the structure.
Rewrite the bio to match my voice more precisely.
Here is how I actually sound when talking to a client or writing an email:
[Paste 3–5 sentences from a real email, social post, or transcribed voice memo.
Use actual language you use. The roughness is fine — it gives the AI something
real to calibrate against.]
Keep the same structure from the previous version.
Adjust word choice and rhythm to match my natural voice.
Remove any phrases that sound generic or AI-written.
Do not use: journey, empower, unlock, elevate, game-changer, full potential.
Write one version.
The voice sample you paste here is the most important variable in the entire sequence. If you have nothing written in your natural voice, record yourself answering “What do you help people with?” on your phone, transcribe it, and paste that. Raw is better than polished for this step.
Step 4 — The Final Polish Prompt
Once you are satisfied with the voice, run one final pass to tighten the language and remove anything that would cause a prospect to disengage.
Do a final edit on this bio. Check for:
1. Any sentence longer than 20 words — break it into two.
2. Any word a non-coaching person would not immediately understand — simplify it.
3. Any passive voice — make it active.
4. The opening sentence — does it identify a specific problem?
If not, rewrite it.
5. The closing CTA — is it a single clear instruction?
If it is vague, sharpen it.
Return the edited bio with a brief note on what you changed and why.
After Step 4 you should have a bio that is structurally sound, written in your voice, specific enough to resonate with the right prospect, and clear enough to generate a next step. Do not over-edit from here. Publish it and let real prospect behavior tell you what to adjust.
3. Where to Use Your Bio — and It Is Not Just One Place
A common mistake is treating the coaching bio as a single asset that lives on the About page and nowhere else. Your bio, or a version adapted for context, should appear in at least five places.
- Website homepage: above the fold or immediately below the hero section. Prospects who land on your homepage are evaluating you within ten seconds. Do not make them scroll to find out what you do.
- About page: a longer version with more backstory, but the same structure. Problem first, outcome second, credentials third, CTA last.
- LinkedIn summary: adapted for a professional audience. The tone can shift slightly but the structure stays the same.
- Discovery call booking page: a two to three sentence version that reminds the prospect why they booked and what they should expect from the call.
- Email signature: one sentence that describes who you help and what result they get. Hyperlink it to your booking page.
For each version, run Steps 2 through 4 again with the specific context added to the prompt. Tell the AI where the bio will be used. A LinkedIn bio has different constraints and reader expectations than a homepage bio. The AI will adjust if you tell it to.
4. When the Output Still Does Not Feel Right
Even with a clean prompt sequence, the first round of outputs sometimes misses. Here are the three most common problems and how to fix them without starting over.
It Still Sounds Like Every Other Coach
The voice sample in Step 3 was probably too polished or too short. Go back and paste a longer, rougher sample of your natural language. A voice memo transcript works better than a carefully written email for this purpose. The more raw the input, the more distinctive the output.
The Opening Is Not Specific Enough
Return to Step 2 and add one instruction: “The opening sentence must reference one specific situation, not a general feeling. For example, not ‘feeling stuck’ but ‘three years into a career that pays well and means nothing.'” Specificity in the prompt produces specificity in the output.
The CTA Is Weak
Tell the AI exactly what action you want the reader to take and what happens when they take it. “Book a free 30-minute discovery call” is better than “reach out.” “Book your free call and get a custom action plan by the end of our conversation” is better still.
5. The Bio Is Step One — Here Is What Comes Next
A strong coaching bio is the first piece of a functional client acquisition system, not the whole thing. If you have not read The 2026 AI Marketing Stack for Coaches, that is the next logical step.
The bio gets a prospect to your page. The system keeps them moving forward. Both need to be in place before you will see consistent client flow.