Building a coaching business is more than just coaching - you need a system that attracts, engages, and converts clients without drowning in tech. This guide outlines a simple, five-step funnel to help coaches generate leads and clients without overcomplicating the process. Here's the breakdown:
Start small with a basic funnel and refine as you grow. By keeping it simple, you’ll save time, focus on coaching, and create a better experience for your clients.
Think of your lead magnet as a digital handshake - a way to introduce yourself to potential clients by offering them something valuable in exchange for their email. It's your chance to show that you understand their challenges and have the expertise to help them solve real problems.
The best lead magnets stand out because they deliver real value quickly and effectively. Here are three traits that make them hard to resist:
1. Solves a specific problem right away.
Your lead magnet should focus on one clear issue your audience is struggling with. For example, instead of tackling the broad topic of personal development, a life coach might create something like "5 Questions to Ask Yourself Before Making Any Major Life Decision." The more focused it is, the more useful it will feel.
2. Takes less than 15 minutes to consume.
People are busy, so your lead magnet should offer quick wins. A checklist, template, or short guide can be far more effective than a lengthy 50-page ebook. Think of it as a preview of what it’s like to work with you - helpful, efficient, and results-driven.
3. Highlights your unique approach.
This is your chance to show off how you work. If you have a special framework or methodology, incorporate it into your lead magnet. This not only attracts the right clients but also gets them excited about learning more from you.
The format of your lead magnet isn’t as important as the value it provides. A simple PDF checklist can deliver better results than an elaborate video series if it offers actionable insights. For example, career coaches might share resources like "Email Scripts for Salary Negotiations" or "30-Day Job Search Action Plan." Business coaches could create tools like "The 10-Minute Weekly Review Template" or "5 Questions to Validate Your Business Idea."
Once you’ve decided on the purpose of your lead magnet, you can use a variety of easy tools to create it.
You don’t need to be a designer or tech wizard to create a polished lead magnet. These tools make it simple to put something together in no time:
Canva
This is a favorite for many coaches because it’s easy to use and packed with templates designed specifically for lead magnets. Whether you’re making checklists, worksheets, or guides, Canva’s drag-and-drop interface makes the process quick. The free version works well for most needs, but the Pro plan ($15/month) offers extra features.
Google Docs
Perfect for text-based guides or templates, Google Docs lets you collaborate, edit in real-time, and export your finished product as a PDF. Many successful coaches rely on nothing more than a clean, well-formatted Google Doc to create their lead magnets. Consistent fonts and simple formatting can make all the difference.
Notion
For those who want to create interactive lead magnets, Notion is a great option. You can build templates that users can duplicate and customize, which works especially well for productivity or business coaches who focus on organizational tools.
When it’s time to deliver your lead magnet, platforms like ConvertKit or Mailchimp can automate the process. Both offer free tiers, making them ideal for coaches just starting out. ConvertKit’s free plan supports up to 1,000 subscribers, while Mailchimp allows up to 2,000 contacts.
The key is to start simple. Your first lead magnet doesn’t have to be flawless - it just needs to be helpful. As you gather feedback from your audience, you can refine and improve it over time.
Your landing page is where the magic happens - it’s the critical link between your lead magnet and your email list. Think of it as your digital storefront, where visitors decide whether to trust you with their contact information. The good news? You don’t need flashy designs or complex features to create a landing page that works.
Once you’ve crafted your lead magnet, the next step is to design a landing page that draws people in and encourages them to take action. Here’s how to make that happen.
A successful landing page is all about keeping things simple, clear, and focused. The goal? Get visitors to download your lead magnet. Here’s what you need to include:
Building a landing page doesn’t have to be complicated. Plenty of tools make it easy to create professional, high-converting pages without needing a background in design or coding. Here are a few options:
If you’re just starting out, platforms like Leadpages or WordPress with Elementor provide a great mix of ease and functionality. As your business grows, you can always switch to tools with more advanced features to meet your needs.
Once you've captured leads through your landing page, the next step is to figure out which ones are genuinely interested and ready to move forward. Not every lead will be prepared to invest in coaching, so this step helps you focus on the prospects most likely to benefit from your services. By qualifying leads early and making it easy for them to schedule a call, you can concentrate on meaningful conversations with serious prospects.
The goal here is to create a process that feels supportive, not pushy. You want to collect enough information to understand their needs while keeping the next steps simple and approachable.
A good qualification form works like a filter, helping you pinpoint leads who are both interested and financially ready. Sending this form 2–3 days after delivering your lead magnet is a great way to gauge their level of commitment, budget, and challenges.
Keep the form short but purposeful - 3 to 5 questions are usually enough. For instance, if you're a business coach, you might ask about their current revenue, their biggest challenge, and what they've already tried to address it. If you’re a life coach, you could ask about their goals, how soon they want to see changes, and whether they’ve worked with a coach before.
The way you frame your questions matters. For example, instead of asking about their budget directly, you might phrase it as, "What investment range would support your growth over the next six months?" This positions your coaching as a valuable investment rather than just another expense.
To make the process easy and professional, tools like Typeform and Google Forms are excellent options. Typeform’s conversational design feels more engaging for users, while Google Forms is free and integrates seamlessly with other Google tools. Both platforms also allow you to set up automatic notifications, so you can act quickly when someone submits their form.
Once you've identified qualified leads, make the transition to scheduling as smooth as possible by letting them book a call right away.
After qualifying your leads, automating the scheduling process is a game-changer. Nobody enjoys the back-and-forth of emails trying to find a convenient time - it’s time-consuming and risks losing momentum. Automating this step keeps the process efficient and your prospects engaged.
Calendly is a popular tool that syncs with your calendar to handle scheduling automatically. It prevents double bookings, handles time zone conversions (a must if you’re working with clients across the U.S.), and allows you to set availability and buffer times between calls. You can even require a small deposit to cut down on no-shows.
If you need more advanced features, Acuity Scheduling is another great option. It includes extras like intake forms, package booking, and payment processing, making it especially useful if you offer various session types or need specific information before each call.
For those just starting out, the free version of Calendly is often enough. It lets you create one event type, connect a single calendar, and send automatic reminders and confirmations. As your business grows, you can upgrade to paid plans with features like multiple event types, team scheduling, and integrations with tools like Zoom and Salesforce.
Make sure to clearly outline the details of the call - such as its duration and focus - to avoid any confusion.
Building strong relationships with potential clients takes time and persistence. Many coaches make the mistake of capturing leads, sending a handful of emails, and then wondering why the conversation fizzles out. The truth is, most prospects need multiple interactions before they feel ready to commit to coaching services.
That’s where email automation steps in. It keeps the communication flowing without requiring you to micromanage every interaction. With automation, you can stay top-of-mind, deliver consistent value, and position yourself as the go-to expert - all while freeing up your time.
When it comes to nurturing leads, consistency trumps perfection. An automated email sequence ensures that every prospect hears from you regularly, so no one slips through the cracks.
By automating follow-ups, you free up hours that would otherwise be spent on manual tasks. This allows you to focus on what matters most - coaching your clients and creating new programs. Plus, automation lets you tailor your messaging for different audiences. For instance, someone who downloads your "Goal Setting for Entrepreneurs" guide could receive emails tailored to that topic, while someone interested in your "Work-Life Balance Checklist" might get a different series. These personalized emails can even be sent at optimal times based on the recipient's location.
This approach creates a smooth transition from capturing leads to converting them into clients, paving the way for your next steps.
The right tools can make email automation a breeze, even if you're just getting started.
Mailchimp is a fantastic option for beginners. Its drag-and-drop builder makes it easy to design professional emails, and its free plan is often enough for new coaches. Setting up your first automated sequence is simple - you can create a welcome series that delivers your lead magnet immediately, followed by a series of valuable emails over time. Mailchimp also offers pre-built templates designed specifically for service-based businesses, including coaching.
If you’re looking for more advanced features, ConvertKit is worth considering. It’s ideal for creating detailed email sequences and offers robust segmentation tools. With its visual automation builder, you can design complex workflows based on subscriber behavior, like opening emails or clicking links. This allows you to send highly relevant content that resonates with your audience.
Both platforms handle technical details like managing unsubscribes, ensuring spam compliance, and optimizing email delivery. They also provide detailed analytics, so you can track what’s working and refine your approach.
When choosing an email platform, integration is key. Both Mailchimp and ConvertKit connect seamlessly with tools like Calendly for scheduling and Typeform for lead capture, ensuring your entire system runs smoothly.
To start, consider creating a five-email series spread over two weeks. Kick things off by delivering your lead magnet, then follow up with valuable insights, a client success story, solutions to common challenges, and finally, your coaching offer. Each email should stand on its own while gently guiding prospects toward booking a discovery call.
Now that you've built a simple and effective funnel, it's time to turn those warm prospects into paying clients. The key here is to present your offer as the logical next step - no pushy sales tactics needed. If they've been engaging with your content, they're already interested. Your job is to show them how your coaching can provide the solution they’re looking for.
This step flows naturally from your lead capture and nurturing efforts, ensuring a smooth transition toward conversion. The focus now is on demonstrating how your coaching can deliver the results they want.
Your coaching offer should directly address the challenges your prospects face while painting a clear picture of the transformation they can achieve. Forget about overly fancy wording - what matters most is clarity and structure. Start by identifying the struggles your ideal client is dealing with, then position your coaching as the solution that bridges the gap between where they are now and where they want to be.
Focus on outcomes, not just the specifics of your program. For example, instead of listing the number of sessions, explain the kind of change they’ll experience through your coaching. This helps potential clients visualize the real benefits rather than getting bogged down in details.
Be upfront about pricing. Instead of waiting until a discovery call, consider offering tiered packages that cater to different budgets and levels of commitment. For instance, you could create options with varying levels of service, allowing clients to choose the one that best fits their needs and investment capacity.
Address common objections before they even arise. If time is a concern, emphasize the flexibility of your scheduling. If budget is an issue, highlight the potential return on investment or offer payment plans to make your services more accessible. Tackling these concerns early can make it easier for prospects to say "yes."
Don’t underestimate the power of social proof. Include specific, measurable results from past clients whenever possible. Instead of vague testimonials, share concrete examples of the positive outcomes your coaching has delivered.
Finally, create a sense of urgency. Mention that you only take on a limited number of clients to ensure personalized attention. This not only highlights the exclusivity of your coaching but also encourages prospects to act quickly.
A polished, professional proposal can make all the difference. Use tools like PandaDoc or Canva to create visually appealing proposals, and integrate e-signature solutions like DocuSign for a seamless signing process. Include tiered packages with clear payment terms to make your offer easy to understand.
For payment processing, platforms like Stripe or Square are excellent choices. They allow you to send invoices and accept payments online with ease.
Every proposal should clearly outline terms and expectations. Include details like rescheduling policies, refund terms, and how communication will work between sessions. This level of transparency not only prevents misunderstandings but also reinforces your professionalism.
Offering multiple payment options can help remove financial barriers. For example, you might provide a discount for clients who pay in full while also offering flexible monthly payment plans. This allows you to accommodate a wider range of financial situations while encouraging commitment.
Once you’ve sent out your proposal, follow up promptly. A quick call or message to address any lingering questions can be the difference between closing the deal and losing a potential client.
Should you build your funnel yourself or bring in professional help? Both options have their perks, and the right choice depends on your needs, budget, and how quickly you want results.
DIY gives you complete control over your funnel and helps you develop useful skills along the way. But it also demands a lot of time and effort to manage tools and learn the ropes.
On the other hand, professional services can speed up the process and provide expert guidance. However, they come with a higher price tag and offer less direct control.
Here’s a side-by-side look at what each approach offers:
| Factor | DIY Tools | A Professional Service like Humble Help |
|---|---|---|
| Setup Time | Can take several weeks to build and refine | Faster turnaround with expert input |
| Upfront Cost | Monthly fees for tools (e.g., Mailchimp, Canva Pro, scheduling software) | Starts with a free Brand Boost Package, then custom pricing |
| Learning Curve | High – requires time for tutorials and troubleshooting | Low – experts handle the technical work |
| Ongoing Support | Relies on forums and help docs | Direct access to marketing pros |
| Customization | Full control over design and content | Collaborative with professional insights |
If you’re willing to invest the time, DIY can be a great way to learn and maintain control. But keep in mind the time spent on building a funnel could take away from coaching your clients or other core tasks.
Professional services, like Humble Help, offer a “done-for-you” or “done-with-you” approach, allowing you to stay involved without diving into the technical weeds. If you’re already juggling a heavy client load, outsourcing funnel creation can save you from burnout while helping you scale your business.
A hybrid approach might also work well. Start with DIY tools to test your ideas and figure out what resonates with your audience. As your business grows and you generate more leads, you can transition to professional services for a more polished and efficient system. This way, you can build confidence in your strategy before committing to a bigger investment.
Building a successful coaching funnel doesn’t require a degree in tech or a hefty budget. The five steps we’ve outlined - creating an effective lead magnet, designing a converting landing page, qualifying and scheduling leads, automating email follow-ups, and turning leads into clients - are all about keeping things simple and effective.
This straightforward approach lets you generate leads and book discovery calls without getting tangled in complicated systems. It ensures your prospects enjoy a smooth, professional journey that builds trust and makes sales conversations feel natural.
The best funnel is the one you’ll actually use. As Paperbell wisely puts it:
"The truth is, the best sales funnel for you is the one you're willing to build and use." [1]
This system is designed to be easy to set up and maintain, even if technology isn’t your strong suit. By focusing on simplicity, you’ll stay consistent - and consistency is what transforms a funnel from a one-off attempt into a dependable lead-generation tool.
Automation gives you more time to coach. By automating tasks like scheduling, follow-up emails, contracts, and invoicing, you can focus on what you love most: coaching and developing your programs. No more getting bogged down by endless admin work.
Simplicity improves the client experience. A clear and straightforward funnel doesn’t just work for you - it works for your clients. It guides them seamlessly from initial interest to enrollment, creating a positive, trust-building experience.
Use this step-by-step system to build your minimum viable funnel. Start small: create one lead magnet that addresses your ideal client’s biggest challenge, set up a simple landing page, and automate a basic email follow-up sequence. Test this setup for 30 days before adding anything extra.
As Coachilly explains:
"A working funnel solves that by creating a reliable, step-by-step system that brings in leads, builds trust, and turns them into paying clients without you having to hustle nonstop." [2]
If you’re already juggling a full client load and the thought of creating a funnel feels overwhelming, start with DIY tools to test your concept. As your business grows, you can transition to professional support.
Progress matters more than perfection. Every day you delay is a missed opportunity to connect with qualified leads who are actively seeking transformation. Make it easy for them to find you - and take that first step today.
To craft a lead magnet that truly resonates with your ideal clients, focus on tackling a specific problem or challenge they’re struggling with. Choose a title that’s clear and engaging, emphasizing the benefit they’ll receive. Keep the format straightforward - think checklists, cheat sheets, or short guides. These are quick to digest and work wonders for building trust.
Make sure your lead magnet aligns with your coaching niche and delivers immediate value. For instance, if you’re a health coach, you might offer something like a "7-Day Meal Plan for Busy Professionals." Keep it simple to access and implement, ensuring your audience feels supported and inspired to take the next step with you.
One frequent misstep is cramming your landing page with too many calls-to-action (CTAs). This overload can leave visitors feeling unsure about what to do next, which often results in fewer conversions. Instead, focus on one clear, standout CTA that directs your audience toward the desired action.
Another common issue is a cluttered or overly complicated design. A streamlined layout with high-quality, relevant visuals helps keep attention on your message. Steer clear of unnecessary elements that might distract users from your offer.
Finally, ensure your landing page is both easy to navigate and optimized for mobile devices. With many visitors accessing your page via their phones, providing a smooth mobile experience is crucial for keeping them engaged and moving toward conversion.
To effectively reach potential clients through email automation without bombarding their inboxes, prioritize personalized and segmented email sequences. Begin with a straightforward welcome series that introduces yourself and highlights your services. Follow this up with periodic emails that offer value - think helpful tips or resources that align with their specific interests.
Be mindful of the timing between emails to ensure you're not overloading their inbox. Tailor your content based on their actions, such as whether they open your emails or click on links. This thoughtful strategy allows you to build trust and maintain meaningful, consistent communication while respecting their time and attention.
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