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How to build a sales funnel for coaches (+ examples)

16 min
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Thinking about starting your coaching business? Or you just want more clients?

Without a well-organized strategy, the process of converting potential clients into loyal customers can become more complicated than it needs to be. That’s where the sales funnel becomes helpful.

A sales funnel acts as a roadmap that streamlines how potential customers engage with your coaching business. Well-structured sales funnels for coaches also make it easy to pinpoint areas that may restrict successful client conversions. 

In this blog post, we’ll show you why sales funnels for coaches are crucial and how to create one.

Why do coaches need a sales funnel?

A sales funnel shows how potential clients go through various stages of your marketing process until they become paying customers. Typically, this involves their interactions with the marketing content you share and how it leads them to make a purchase. 

Here are some reasons why sales funnels are essential:

  • Understand your sales process: A sales funnel helps you understand how customers interact with your coaching business. With this, you’ll have a more informed view of the challenges customers face and be better equipped to optimize your sales process. 
  • Guides your customer journey: With a clearly defined sales funnel, you will be able to guide potential coaching clients on their journey with your business. There’s a well-established flow from when leads encounter your coaching brand until they eventually make a purchase.
  • Saves time and effort: A sales funnel visualizes the customer flow, allowing you to optimize your marketing campaigns. Instead of reaching out to prospects randomly, a sales funnel helps you focus on qualified leads who are genuinely interested in what you offer. For instance, you can send personalized messages to leads based on how they enter into your sales page.

With a simple sales funnel, you’ll be able to build a well-structured marketing strategy that allows you to attract more people through various touch points. It’ll help you keep existing coaching clients engaged through relevant marketing campaigns.

8 Steps to create a sales funnel for coaches

Now that you know why a sales funnel is important, let’s go through a step-by-step guide for creating one.

1. Find your target audience

Creating a thorough coaching sales funnel should start by identifying your target audience—the group of people you intend to reach with your products or services. They’ll often share attributes like age, preferences, pain points, and so on.

To find potential coaching clients, consider who would benefit most from your coaching services. For instance, are you the go-to career coach for young professionals, or do you specialize in helping entrepreneurs find their way?  

Here are some pointers to help you identify your coaching target audience:

  • Specific challenges: What are the specific issues your dream client experiences? What are the goals they aim to achieve? Understanding your audience’s pain points will help you tailor your messaging in a way that resonates with their needs. This is particularly useful for the awareness stage of your coaching sales funnel.
  • Communication preferences: Explore how potential coaching clients prefer to communicate. Some might be more responsive to emails, while others engage better through social media or in-person interactions.
  • Demography: Factors like age, location, and profession will help you create well-targeted marketing strategies to ensure you can attract your ideal clients.

An effective way to identify your target customers would be to create a buyer persona. The persona is a fictional representation of who your ideal audience is, highlighting the attributes discussed above. Here’s an example:

Consider running online surveys to gather useful data about your audience. You can create these with a tool like GetResponse. 

Craft questions that can help you assess customer needs, preferences, and expectations. Using online marketing tools and platforms to identify keywords and trends related to your coaching niche can also help you gather vital information about your target audience. Tools like Google Trends, Mention, or Ahrefs can be helpful.

Also, analyze the online presence of successful coaches in your niche. Review their content, social media interactions, and client testimonials. See what resonates with their audience and use this to identify your target customers.

2. Design your web page

Now that you have identified your ideal client, design a web page that serves as a major touchpoint for your coaching business. This landing page is a hub of all the vital information that potential customers need to make an informed decision— which in this case is to work with you as their coach. 

GetResponse can help business coaches create a well-designed web page to establish credibility and create a positive user experience for leads.

Here are some things to keep in mind as you create and design your coaching web page:

Compelling messaging: ensure your messaging resonates with the attributes of your prospective client. It’s advisable to highlight how your services address specific needs that your coaching client may have. Then, prompt an action from your audience. For instance, tell them to contact you or schedule a consultation call.

Visual appeal: invest in visually appealing design elements. These elements should align with your coaching brand. Use high-quality images and a unified color scheme. Choose a layout that creates a good user flow. Visitors should be able to explore your coaching offerings and find valuable information with ease. 

For instance, videos and pictures should amplify the message you want to pass across. Also, call-to-action buttons should have a contrasting color. Here’s an example on Niha Coaching’s web page.

Source: Niha Coaching

Additionally, place the call-to-actions strategically throughout your web page. Whether it’s to sign up for a webinar, or book a session, guide your leads seamlessly through your page with clear and enticing CTAs. 

3. Build brand awareness 

Creating brand awareness is all about making your coaching business known and recognized within your target customer base. To achieve this, you’ll need to leverage various channels, including social media platforms to reach more clients. 

Focus on crafting content that is valuable and meaningful to your ideal client. Whether it’s useful tips, insights, or random facts, share these on your coaching website and across social media platforms. 

For instance, productivity coach, Mariana Vieira uses Instagram to promote her coaching business and engage with her audience through meaningful content.

Source: Mariana Vieira Instagram

Another way to boost your online brand awareness is through webinars and live sessions. Host webinars that address common needs that your customer base may have and use this to showcase your expertise. 

The example below is from a LinkedIn live event by the public speaking coach, Tony Taylor. Conduct live Questions and Answers sessions that will allow you to interact with potential audiences and build an engaging community. 

Source: Tony Taylor LinkedIn

Engage with professionals and thought leaders in your niche too. Join discussions and build remarkable online relationships. Collaborate with professionals and influencers who can help spread the word about your brand. This can be through co-authored content, joint webinars, or even promoted social media campaigns.

As you show up across platforms, remember to keep your branding consistent. Use the same profile picture, bio, visuals, and brand message. For example, Nicole Lewis, a wellness coach, uses consistent branding across her website and social platforms.

Finally, define your unique selling proposition in clear terms. For example, if you offer personalized experiences in your coaching sessions, resources, and communication to each client’s unique situation, you can build around this.  

4. Set up a lead magnet

Lead magnets are free resources or services you offer to your target customer in exchange for their email address—through an online form like the example below. 

Source: Jay Shetty

With these email addresses, you can engage potential clients through well-crafted email marketing campaigns.

A lead magnet is particularly helpful in the early stages of the sales funnel since it can help to establish their initial interest.

Examples of lead magnets you can use as a coach include

  • Comprehensive ebooks or guides that address specific issues. For example, “The Ultimate Guide to Boosting Productivity as a Professional”
  • Practical tools like checklists or templates to simplify processes for your audience. For instance, a “weekly goal-setting checklist” for those interested in personal development.
  • Free webinars or workshops where you share valuable insights and tips.
  • Quizzes or assessments to help individuals understand themselves or identify areas for improvement.

You can also offer a free coaching session or a discount to leads who provide email addresses or sign up for your newsletters.

Add your lead magnet on a dedicated landing page or other strategic places on your coaching website. For example, in the middle of a blog post, on your Home page, or on your About page. 

Check out how Alari of Mighty Sparrow Coaching strategically places a lead magnet on her home page.

Source: Mighty Sparrow Coaching

You can also create pop-ups with a compelling copy that prompts users to get the lead magnet. That’s what Nicole Lewis does on her Legacy Wellness website.

Source: Legacy Wellness Services

To maximize your lead magnet’s effectiveness, align it with your audience’s interests. Clearly communicate its value and why leads should download it. 

Promote the lead magnet landing page through social media posts and profile links to gather more leads for your coaching services. 

You may also want to consider running targeted ad campaigns on platforms like Instagram and Facebook. You can use GetResponse for this too.

To run ads, navigate to GetResponse’s Paid Ad section and select Facebook Ads. Enter your campaign details and connect your Facebook page. 

Target specific demographics, interests, and keywords relevant to your coaching services. Set your budget and Ad duration. Then, create ad content. Ensure that you follow the Facebook advertising policies when you do this.

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5. Integrate the lead magnet with your email marketing software

Here you’ll be setting up an automated process to deliver the content of your lead magnet to subscribers. For instance, if the lead magnet is a PDF report or webinar, it can automatically be sent to the subscriber’s email address to kickstart an email nurture sequence. 

Integrating the lead magnet with your email marketing platform also allows you to build an email list and nurture those leads with a series of follow-up emails.

 GetResponse allows you to create such lead magnet funnels with ease.

When you map your lead magnet to your email marketing platform, it’s automatically sent to new subscribers immediately after they sign up on your opt-in page.

The process is pretty easy. Start by going to the conversion funnel. Click “Create funnel” and provide a funnel name. Click “Create a funnel” under “Build a list.” 

Next, select the lead magnet you had previously created. Create a sign-up page– this is your landing page with an email sign-up form. You’ll have a good variety of templates to choose from. 

Then create a download page– where leads can access the link for downloading your lead magnet. Finally, you’ll create an email-auto responder that will be delivered when someone submits their contact information through your sign-up form.

Read more: Best email coaching templates (Copy & use)

6. Create and automate your sales email sequence

A sales email sequence is a series of automated emails sent to potential customers or leads to guide them through your coaching funnel. Typically, you will use this sequence to engage your leads by providing valuable information, and ultimately drive the recipient towards making a purchase. 

After leads have provided their email addresses and gotten your lead magnet, you want to maintain constant contact with them. You can start with a warm welcome and introduction. Briefly tell them about yourself and highlight what’s unique about your coaching programs or services. 

In your second email, you can send useful resources like a blog, podcast, or webinar that’ll be helpful to them.

In the next email, you can introduce your coaching products or services and explain how these can help with their specific needs. Add a call to action that prompts them to learn more about these on a dedicated landing page. Here’s an example:

Your fourth sequence can include reviews and testimonials from past clients who had an amazing experience working with you. Then, throw in a limited-time offer like shown below to incentivize immediate action from your audience. 

Ensure that your emails are well-crafted and optimized. Avoid spammy language, and try not to be too forceful with your messaging. The subject lines for your emails should be straightforward and directly related to the email content. Remember to keep your emails concise and straightforward. Pair up a good copy with a prominent call to action which will make conversion easier. 

Automation ensures that your coaching emails are sent consistently and on time. This way, your leads are constantly engaged with little manual intervention. 

As you set up your automation, clearly define the goals of your email sequence. In this instance, the goal could be to nurture leads or promote a specific coaching product. Also, segment your email list based on the specific preferences or interests that your subscribers have selected.

Set up triggers or conditions for each email in your sequences. Ideally, the welcome email follows after a new sign-up. You can also trigger email delivery based on specific interactions with your coaching brand. For example, attending one of your webinars, or clicking a link. 

Additionally, you may send reminders when a lead abandons a form or product on your web page. Here’s an illustration of these triggers:

With the correct use of email triggers, you will ensure leads are receiving the right emails at the right time.

7. Convert your leads into sales

This is the point where your leads become paying clients. It’s here that all your marketing efforts eventually pay off. 

At this stage, leads have gathered sufficient information, engaged with your content, and are now in the decision-making phase. They’ve overcome any hesitations and are ready to commit to the coaching services or products you offer. In many cases, lead conversion involves a financial transaction followed by a good client onboarding strategy. 

You can maximize data from conversions by analyzing how leads got to that point of your sales funnel. 

Look out for behavioral patterns, common attributes, and points of transition. For example, did the majority of the conversions come from social media followers? Did they come from people with a particular age group? Or, did they respond to one call to action more than others? 

This type of analysis can help to refine your targeting and messaging for future campaigns. 

8. Maintain a balanced relationship and leverage customer advocacy

This is part of the post-conversion phase in your coaching sales funnel. After leads become customers, shift focus from the first transaction to building a lasting relationship. The aim is to encourage repeat purchases or bookings.

Stay accessible to clients with regular check-ins and progress evaluations. Share valuable resources like blog posts and updates on events that may be beneficial to your coaching customers. 

Foster advocacy by turning satisfied clients into active promoters who share their positive experiences with others. You can do that by creating case studies or running referral campaigns. You should also create opportunities for current clients to share testimonials. 

As Mariana Vieira does in the example below, include positive reviews and testimonials on your coaching website.

Source: Productivity For Humans

Boost your referral marketing success by creating unique codes and offering incentives like discounts or free sessions to encourage satisfied clients to refer friends. Continue to nurture new leads that come through your referral campaigns

Ideally, you’ll be able to turn customers into loyal advocates when you prioritize consistent delivery of high-quality coaching service, personalized attention, and a genuine commitment to your client’s success. 

Examples of sales funnels for coaches

Now that you know how to create an effective sales funnel, let’s see how some coaches have successfully maximized one.

Ken Furukawa: Affiliate marketer, podcaster, and success coach

As an affiliate marketer, podcaster, and success coach, Ken Furukawa creates sales pages where he uses a lead magnet like what we have below to gather coaching leads.

Source: Ken Furukawa

He then sets up an automated welcome email sequence to engage new leads. He also creates an automated workflow that interacts with customers based on what they do on his website. Ken was able to increase his revenue by 100% within 6-8 months with this funnel.

Bryan Toder: Online coach

Bryan Toder is an online coach who teaches clients how to grow sales and establish a successful business. Bryan uses online platforms like YouTube to build awareness about his coaching services. He does this by creating engaging videos to educate his target market.

Source: Bryan Toder YouTube

With an active social media presence, he can get leads to his sales web page, where he eventually collects their email addresses. In the example below, he offers a free video as a lead magnet.

Source: Bryan Toder

Bryan also creates a sales funnel to promote and sell his products to existing subscribers. This way, he can nurture them until the point of conversion.

Tamara Belsak: Success and life coach

Tamara Belsak is a success and life coach. She uses landing pages to create content and share valuable resources with her target clients.  She engages with her audience on various social media platforms like Facebook, LinkedIn, and Instagram.

Source: Tamara Belsak Instagram

With these platforms, she creates awareness about her services and directs leads to her webpage.

Source: Tamara Belsak

On her landing page, Tamara collects email addresses in exchange for a free ebook. See the example above. Tamara creates solid coaching sales funnels using the GetResponse platform. She uses our platform’s automated email sequences to nurture and convert leads.

In closing

From creating an organized user flow to optimizing your campaigns based on previous results, you can get a wealth of benefits from creating your own coaching sales funnel. 

Create a successful coaching sales funnel by targeting customers, designing a user-friendly webpage, and building brand awareness through social platforms. 

Use lead magnets like ebooks or discounts to attract prospects and automate your email sequence. Next, nurture converted leads with ongoing support and valuable content. Finally, focus on building customer advocacy.

Now, it’s over to you. Put these tips we’ve discussed to work to create a high-ticket coaching funnel for your services. Good luck!


Zilahy Máté
Zilahy Máté
Máté is a Content Partnerships Manager at GetResponse, where he manages relationships with content partners and develops new content initiatives that drive engagement and lead generation. In his role, he works closely with the marketing team to identify opportunities for collaboration and ensure that the company's content offerings align with its marketing strategy.