FOR LIFE COACHES
What should a life coach say in a welcome video?
A simple structure for a homepage welcome film that feels like the first minutes of a discovery call, with UK notes on captions, embeds and claims.
How UK life coaches can write an about page that tells their story, explains their approach and presents ICF, EMCC or AC credentials with warmth.
A good life coach about page reads like the start of a conversation, not a CV. Open with the reader and the situation you help with, tell the part of your story that explains why you coach, describe how you work and what sessions feel like, then present your training and any ICF, EMCC or AC credentials in plain English. Add warm photographs, a short video if you have one, and end with a gentle invitation to book a call.
Picture someone reading your about page late at night, phone close to their face. Halfway down, they reach the paragraph about the year you felt stuck in a job that looked fine from the outside, and they stop scrolling. That is exactly where they are. They read the rest slowly, look at the photo of you laughing by a window, and think: she would understand. The next morning they book a call.
That is the quiet power of an about page written well. It lets you be seen as a person rather than a product, without oversharing and without the stiffness of a CV. Here is how to write one.
People choose a coach the way they choose someone to confide in. Before they share anything personal, they want to know who you are, why you do this work and whether you have walked anywhere near their path. Your home page tells them what you offer. Your about page tells them who will be listening.
It is also where credibility lives: your training, your approach, your professional memberships. Done well, warmth and credibility sit side by side rather than competing.
With the reader, not with you. The first lines should show them they are in the right place. Compare:
The second invites them in. The first is still useful information, but it belongs further down. After a short opening about them, turn to your story with a simple bridge: “I know that feeling, because I’ve been there.”
Share the part that explains why you coach and connects to your clients’ lives. A turning point, a change of career, the moment you realised what helped you might help others. Two or three short paragraphs are usually enough.
Keep your boundaries. You don’t owe readers every detail, and a story that is still raw can leave them worrying about you rather than trusting you. If your story involves your own mental health, take care not to imply that coaching treats a condition. CAP guidance says treatment for conditions such as depression can only be advertised if it is supervised by a suitably qualified medical professional. Describe what changed for you, and leave clinical language out.
Readers want to picture a session. Tell them:
That last point builds trust. Saying “I’m not a therapist, and if you need clinical support I’ll help you find it” shows integrity and sets honest expectations.
Credentials reassure people, but only if they understand them. Name the credential, then say in one line what it means. The three bodies UK coaches mention most often:
| Body | Credential levels | What to tell readers |
|---|---|---|
| International Coaching Federation (ICF) | ACC, PCC, MCC | For example, ACC requires 100+ hours of coaching experience with 8+ clients, PCC 500+ hours and MCC 2,500+ hours |
| EMCC Global | EIA Foundation, Practitioner, Senior Practitioner, Master Practitioner | Foundation requires at least one year’s experience, 50 client hours and five clients, rising at each level |
| Association for Coaching (AC) | Its own tiered coach accreditation | Check the AC’s current level names and criteria before describing yours |
The ICF also runs a Verify a Coach directory, so you can invite readers to check your credential. Be precise about the difference between completing a training programme and holding a credential: they are not the same thing, and readers who check will notice.
Never imply a credential or membership you don’t hold. CAP guidance says marketers must not claim approval or membership they don’t have, and cites upheld cases involving false claims of professional membership. Only show a body’s logo if you are entitled to use it.
One or two, placed after your story, can help. Choose ones that speak about what it is like to work with you. Keep the UK rules in mind: hold evidence each one is genuine, have permission to use it, and don’t edit its meaning. CAP also notes that testimonials alone do not constitute substantiation for objective claims, so avoid quotes that promise specific results. Our guide to what a life coach website should include covers testimonials in more depth.
This is the page for your more personal images: you at home, outdoors, in your coaching room, laughing rather than posing. Our guide to branding photos for life coaches lists the portraits worth planning. A short welcome video works beautifully here too, because readers who reach your about page are already curious about you.
There is no perfect word count: long enough to tell your story, short enough that people reach the end. A shape that works for most coaches, broken into short sections:
Use subheadings and short paragraphs. Many people will read on a phone, often late in the evening.
With an invitation, not a sales pitch. “If any of this sounds familiar, I’d love to hear from you” followed by a button to your discovery call booking page is enough. Make the next step obvious and easy.
Our website design for life coaches includes an about page shaped around your story and credentials, and our overview of marketing for life coaches shows where it fits.
We want your about page to feel like you on a good day: honest, warm and easy to trust, without a hint of CV. Limelight began life as the in-house team for co-founder Jack Cartwright, shaping how his story was told across his website, videos and social media. Our website design for life coaches brings your story, approach and credentials together on a page that reads like a conversation. A clear brief, scope and fee are agreed before any creative work begins.
First person, in almost every case. Coaching is personal, and “I” feels warmer and more direct than “Sarah is a certified coach who…”. Keep a short third-person bio separately for speaker introductions, podcast guest pages and press. Your about page should sound like you talking to one person.
Be honest about where you are. Describe the training you have completed, the hours you are building and any supervision you receive, without implying a credential you don’t hold. Many clients care more about your understanding of their situation and your way of working than about letters after your name.
Yes, if it is relevant to the people you help. A coach who spent years in corporate HR brings real insight to career coaching, and saying so builds trust. Keep it brief and connect it to your clients: what you saw, what you learnt and why it shapes how you coach now.
More personal than your home page, but still chosen with care. Images of you in your coaching room, outdoors or with your dog all work well. Avoid photos of family members who haven’t agreed, and anything that would make a future client feel they know more about your private life than they should.
Review it whenever your niche, programmes or credentials change, and at least once a year. Update your photos when they no longer look like you. A quick read every few months will also show you sentences that no longer sound like the way you talk to clients now.
A simple structure for a homepage welcome film that feels like the first minutes of a discovery call, with UK notes on captions, embeds and claims.
Prompts, framing, sound and simple ways through camera nerves, so UK life coaches can film short videos that sound like a real conversation.
Where stock images are fine on a UK coaching website, where they quietly cost you trust, and the licence and advertising rules worth knowing.
Four quick questions, and we’ll show you where we’d start. Your answers come straight to us with your message, so you won’t have to explain it twice.
A 30-minute introduction call on Microsoft Teams, Monday to Friday, 9am to 5pm. Your answers come with the booking, so we’ll be ready for you.
Prefer to talk it through? Make an appointment for a 30-minute call on Microsoft Teams, Monday to Friday, 9am to 5pm.
A closer look at the work behind each part of your plan.
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