Today’s coaching clients are almost 60% through their buying journeys by the time that they reach out to Coaches or schedule an online session.

Today’s clients who opt for coaching sessions have a wealth of resources at their fingertips. No matter where they are in the world, they can access an infinite number of client reviews, blog posts, and websites of various other coaches.

What is the better option for your coaching brand than to fully support this natural consumer behavior? Just think about it logically. If your clients are looking for information but can’t find it, they’ll feel frustrated. If your Coaching Website gives them access to absolutely everything, they need to make a decision, they’ll be thrilled.

What is Buyer’s Journey in Coaching Business?

The buyer’s journey in the Coaching Business is the process buyers or clients go through to become aware of, consider and evaluate, and decide to purchase a new product or service. And the journey ends in delighting the clients or in other words retaining them as repeat clients who stick to one coach. 

The Buyer’s Journey consists of four stages:

1. Awareness Stage:

The buyer or client realizes they have a problem.

2. Consideration Stage:

This stage consists of two phases: a) Comparing and b) Shortlisting. Here the buyer or client defines their problem and researches options to solve it.

3. Decision Stage:

This stage consists of two phases: a) Participation and b) Post Participation phases. The buyer or client chooses a solution, reviews their buying decision.

4. Retain Stage:

The buyer or client decides to continue with the product or service and gives a referral.

The graphic below illustrates a sample buyer’s journey in the Coaching Business for the complex purchasing decision of a lady who chooses the service of a relationship coach:

Buyer’s journey is one of the most important parts of a marketing strategy for your coaching business. You need to find out how your buyers or clients are moving from the Awareness stage to the final “Retain” stage.

As a Coach, you must understand, how can you apply this knowledge while creating new campaigns with respect to the customer lifecycle? It’s not easy to figure out who your buyers or prospects are, and what stages they go through before purchasing your products or services or fixing a call from you.

For that, you need to understand what exactly is your target audience, and what are their pain points? You have to show your prospects relevant content they can relate to, targeted for each stage of your buyer’s journey.

To personalize the sales and marketing process in your Coaching business, it’s very important to understand the buyer’s journey in detail.

The buyer’s journey starts with the creation of buyer personas which we have discussed in great detail in the previous blog. You can download the free buyer persona template for your coaching business here. After you have created your buyer personas with primary and secondary research you need to create a buyer’s journey for each of the buyer persona for your coaching business.

We have provided a free workbook on how to create a buyer’s journey for coaching business and “Buyer’s Journey Templates” which you can download here. Your persona’s buyer’s journey ends with the process of retaining them which some people refer to as the customer lifecycle.

Remember in coaching business retaining your clients is most important because without retaining your coaching clients you can never scale up your coaching business to a great extent. Plus retaining clients will give a boost to your brand with word of mouth and referrals.

Why Do You Need to Understand What Stage of the Buyer’s Journey Your Website Visitors Are in Your Coaching Website?

The modern buyer’s journey or how the clients access your coaching sessions or buy your courses or products has changed. The modern buyer or today’s coaching clients are no longer dependent on the sales campaigns to access information to make purchase decisions. 

Instead, they do elaborate online research by various means before they make any purchase decisions.

But you can track your prospects’ activity on your coaching website very clearly. So, from both a business opportunity and client predictability perspective in your coaching business, you need to understand the website traffic in relation to where those visitors are in the modern buyer’s journey so you can provide targeted advice that’s relevant to what your clients or prospects are looking for.

How to Tell What Stage of the Buyer’s Journey Your Prospects Are in Based on Their Coaching Website Visits

Awareness Stage:

Prospective Clients in this stage will: Visit your blog, interact with your social content.

How to tell your prospects or clients are in Awareness mode: When buyers or clients are in the Awareness stage, your job is to identify and connect with them. The bulk of your coaching website visitors are in this phase, as most Google searches and social media interactions are conducted by coaching clients still in the research phase.

These are people that have shown interest in key areas of what your coaching business does but are too early in their buyer’s journey to commit any purchase. Online clients visiting your blog and interacting on social media are typically looking for answers, resources, education, research data, opinions, and insights.

You need to categorize the content on your coaching website by the specific persona types it’s intended to serve.

 Then, using the analytics that tracks visitors’ website activity, you can keep track of the number of interactions they have and areas they have shown interest in. According to HubSpot: This serves the purpose of understanding what their interest area is, and the number of interactions is important to understand how engaged they are. Then, define trigger events you consider to be valuable and reach out when they happen. 

Consideration Stage:

Clients in this stage will: Visit your product and courses or coaching session offer pages, benefits or features pages, and “About Us” or area of expertise content.

How to tell your buyers are in Consideration mode: All of your coaching website visitors don’t have the same purpose. They may be leads, customers, or strangers. Some will be engaged and qualified, while others will be engaged but a bad fit for your business. 

As in the awareness stage, you were keeping track of our coaching website visitors that have shown interest in your area of expertise or coaching niche and solutions you provide. 

The amount of this type of website visits will be significantly less than Awareness visits. However, you can still segment pages into interest fields and personas to help you craft a personalized response. Depending on your coaching niche, the trigger event is the website visit of a service or course page itself, while others might require a minimum of few more such interactions before considering it a trigger.

Decision Stage:

Clients in this stage will: Visit pricing pages, schedule a call page, case studies, and “Contact us” pages.

How to tell your buyers are in Decision mode: Buyers who spend time examining your pricing page and case studies aren’t just looking at general information — they’re determining exactly what it would take to become a customer. They may even opt for a free session or download a free masterclass. Buyers in decision mode are allowing you to turn a lead into a client since they’re the most likely to buy soon, meaning that your response speed and personalization are of even greater importance.

Retain Stage:

Clients in this stage will: Comment on your blog pages, schedule a repeat call, mail you, start buying more courses and products from your coaching website.

How to tell your buyers are in Retain mode: Buyers who are making repeat visits and are spending much more considerable time in your coaching website after availing the first two or three sessions of yours, who are regularly reading your blogs and sharing valuable feedbacks are most likely going to be your repeat clients. You shall notice they are connecting you on your social media groups, fan pages and sharing or commenting on your social media posts.

This is the type when you should make them a part of your community and engage with them with the knowledge base of your Coaching Website. You may now expect referrals and positive word of mouth from such website visitors.

Why Higher Traffic to Your Coaching Website May Not Equal to Higher Sales

Higher traffic to your Coaching Website does not equal higher sales. Normally, the more traffic you get, the more you tend to sell your coaching services. In some situations, however, the increasing traffic is driving traffic that is not prepared to convert.

Look at the diagram below. There are three main types of searches, navigational, informational and transactional. If you increase traffic, you may be boosting navigational and informational searches.

Informational queries and the resulting traffic is precisely the type of traffic that is often produced by greater content marketing efforts. Since the nature of the queries is informational, likely, it may not drive high-converting traffic. 

According to Neil Patel, it’s important to realize that content marketing for all its effectiveness is not a guaranteed route to higher sales. Content marketing agrees to meet customers on their turf, in their own time, and on their terms. More website traffic to your coaching business is great. But it just might not translate into immediate sales.

A whopping 80% of searchers will land on your coaching website with a desire to get information, not to buy. Only 10% are looking to buy, and therefore likely to convert.

How to Design Content of Your Coaching Website Based on the Buyer’s Journey

By mapping out the buyer’s journey for your coaching business, you can understand what is interesting and helpful to your clients about your coaching business and website, and what is turning them away. You can accordingly create the kind of content that will attract them to your coaching business and keep them there.

Questions You Should Ask Yourself Before Designing the Contents for Your Coaching Website:

Here are some of the questions you should ask yourself before you put together the contents you design for your coaching website based on the buyer’s journey for your coaching business:

During the Awareness stage, clients identify their challenge or an opportunity they want to pursue. They also decide whether or not the goal or challenge should be a priority. To fully understand the Awareness stage for your buyer, ask yourself: 

  1. How do buyers describe their goals or challenges?
  2. How do buyers educate themselves on these goals or challenges?
  3. What are the consequences of inaction by the buyer?
  4. Are there common misconceptions buyers have about addressing the goal or challenge?
  5. How do buyers decide whether the goal or challenge should be prioritized?

During the Consideration stage, the clients in the coaching business have clearly defined the goal or challenge and have committed to addressing it. They evaluate the different approaches or methods available to pursue the goal or solve their challenge. Ask yourself before you design the contents for these stages:

  1. What categories of solutions do buyers investigate?
  2. How do buyers educate themselves on the various categories or solutions?
  3. How do buyers perceive the pros and cons of each category or service?
  4. How do buyers decide which category or solutions are right for them?

In the Decision stage, clients have already decided on a solution category. For example, they could write a pro/con list of specific offerings and then decide on the one that best meets their needs. Questions you should ask yourself to define the Decision stage are:

  1. What criteria do buyers use to evaluate the available offerings?
  2. When buyers investigate your offering, what do they like about it compared to alternatives? What concerns do they have with your offering?
  3. Who needs to be involved in the decision? For each person involved, how does their perspective on the decision differ?
  4. Do buyers have expectations around trying the offering before they purchase it?
  5. Outside of purchasing, do buyers need to make additional preparations, such as implementation plans or training strategies?

The answers to these questions will provide a robust foundation for designing the contents for your coaching website based on your buyer’s journey.

Researching the needs and pain points of your typical customers and mapping out their journey will give you a good picture of the kinds of people who are trying to achieve a goal with your coaching business. Thus, you can hone in your marketing to that specific audience.

Establishing the Goals for Your Contents According to the Buyer’s Journey:

The point of mapping content to your buyer’s journey is to be more effective in drawing visitors through your funnel by presenting them with the content they need to take the next step towards a purchase.

So, after determining wherein the buyer’s journey each piece of content that belongs to your coaching website, you need to check whether those assets are doing their job.

  1. Is your awareness stage content helping people define their problems?
  2. Do your consideration assets showcase the merits of your solution?
  3. Are your decision pieces persuading prospects that your offer is better than those of your competitors?

The goals you set for each piece of content on your coaching website depend on both the buyer’s stage they belong to and the type of content. Only once you’ve determined a goal for each asset can you assess its effectiveness and begin to optimize it.

Why Your Content and Keywords Should Align with Buyer’s Journey Stages in Coaching Business:

People use specific words that indicate which stage of the funnel they’re in. That’s how you can identify them once they visit your coaching website. And that’s how you can take them to optimize content in a few seconds.

People in the Awareness stage often use “issue or opportunity” terms. That makes perfect sense when you think about it. People are just beginning to realize their problem.

In the Consideration stage of the buyer’s journey in the coaching business, people start looking for solutions. They start looking for “tools,” “free sessions,” or “services” that can remove this pain point from their life. Here, they’re comparing alternatives.

There might be 3-4 different coaching service options that solve their pain point. So, they’re gathering data on which one is right for them.

Finally, “reviews,” “benchmarks,” or “tests” can help someone make the ultimate decision before they schedule a call with you.

Write down all of the pain points customers experience. Follow that up with the benefits of your product or service. Take these potential topics and start building out your categories for your blog.

For basic keyword research, you can visit sites like the Keyword Tool.  Here is a snapshot of the website:

For detailed keyword research, you can visit Google Trends. Here I have compared two keywords, ‘’Coaching’’ and ‘’Life Coaching’’ and you may see the result:

Examples of Few Contents Which You May Use in Different Stages of Buyer’s Journey for Coaching Business:

You have to make your clients aware that what your business is about with a storyline that clearly outlines the problems you are solving.  Creating the content regularly is essential to help you to grab as much attention as you can.

Examples of Contents Based on Different Buyer’s Journey Stages:


  • Blogs
  • Social media
  • Infographics
  • Research studies
  • Press release
  • White Paper
  • eBooks and e-guides
  • Educational content


  • Comparison Articles
  • Case Studies
  • Research Articles
  • Videos and Podcasts
  • Downloads


  • Offers
  • Freebies 
  • Masterclass
  • Customer Support
  • Chat services
  • Email Follow-ups


  • Knowledgebase articles
  • Exclusive membership
  • Customer newsletters
  • Product or Course updates
  • News and event details
  • Promotion and loyalty programs
  • Surveys

Improve Your Buyer’s Journey with Touchpoint Mapping in Coaching Business

As a personal brand, your coaching business can influence each interaction a customer has with your business in the buyer’s journey. You have to consider every possible situation that could bring your clients into contact with your brand and design that scenario to deliver a positive experience. This is the time to use touchpoint mapping in your buyer’s journey for a coaching business.

A customer touchpoint is any interaction between your coaching business and a client. It includes any interaction before, during, or after a customer purchase something from you.

Touchpoint mapping is important because it allows your brand to visualize and improve every experience a customer has with your coaching business.

Because no coaching client buyer’s journey is the same, each buyer persona will have multiple map variations.

Once you identify the places where your customers interact with your brand, place these buyer experience in chronological order.  As you go through touchpoint mapping, consider the steps that lead your clients through the purchasing process.

In the below diagram we have shown a sample touchpoint mapping in a buyer’s journey:

A buyer’s journey map provides a visual representation of your target audience in the coaching business, what they need and where they are about to make a final purchase. It also breaks down what information or content they need from your website and what moves them to the next stage of the journey.

Aside from the lucidity and transparency, it provides for your marketing and sales team, it also provides value to your bottom line.