Imagine delivering the perfect elevator pitch about your coaching business –– including a concise company description that covers your services, vision, and mission –– and it hits the mark.
And this is only possible through a well-crafted business profile, which summarizes your experience, values, and goals and tells potential clients what sets your coaching practice apart.
Draft a precise piece of write-up you can use on your coaching website and other marketing platforms, and invite a wealth of clients to your practice.
Here’s everything you need to know about what a business profile is and how to create one.
What is a business profile?
A business profile tells a story about the founder(s), what inspired them to build the business, the company’s vision and mission, and more. It should also outline the company’s goals and achievements, such as the number of clients served, retention rate, and awards (if any). It’s typically available on a company website’s “About Us” page.
Your coaching bio may hit many of the same points, but company profiles differ, thanks to their strong focus on values and objectives.
As such, company profiles are not only attractive for clients but also investors. Strong annual metrics and positive testimonials create confidence among the investor community.
How to make a business profile
Organize your thoughts and perfect your coaching business’ marketing message by writing your company profile. Here’s how:
- Determine your profile’s purpose: Perhaps you’re trying to raise money from investors. Or maybe you want to attract new customers. Your profile’s intent can change during your company’s development, but try to pinpoint why you’re writing this document. That said, don’t share it on your website. The purpose should stand to guide you.
- Share your story: Write an honest recap of your history. It’s acceptable to be vulnerable in this section. You’re trying to emotionally connect with your future clients in a company profile, not just share facts about how far you’ve come. Tell them what makes you different and how hard you work. If you’re a solo-prenuer, include your education and training at the beginning of this description.
- Write a tight mission statement: Tell the reader your work, target clientele, and unique selling points (USPs). There’s no need to wax poetic. Keep this section to a sentence or two for maximum impact.
- Tell your business’s story: Include a chronological summary of your coaching business. Talk about how you opened and grew your business. Remember, your business profile differs from a coaching bio and a business plan. In a profile, you’re trying to paint a picture of your company. A bio focuses on personal and professional accomplishments. And a business plan includes strategizing marketing, sales, and operations.
- List your coaching services: Tell the reader about your one-on-one programs, coaching packages, and group programs. Mention your proprietary coaching method (if any).
- Include a good word: If you have testimonials from previous coaching clients, include them. Your words will undoubtedly go far in describing your business and mission, but the feedback from others provides a unique, first-hand perspective on your coaching skills.
Additional ideas for your coaching profile
- Brag a little: Let’s break a myth –– you don’t seem pompous when flexing your accomplishments; rather, it adds value to your profile. Include milestones such as writing a book, starting a successful blog, or receiving awards.
- Include a call to action (CTA): If you post your business profile on your webpage, invite viewers to contact you for more information, follow your social media accounts, or receive a free coaching orientation call.
- Add contact information: If you include a CTA or are using your profile in marketing materials or on your professional site, be sure to provide contact information, such as phone number, email address, physical address, and website link. Give potential customers or investors multiple avenues to reach you.
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Tips for effective profile writing
Take your profile from good to great with the following tips:
- Read business profile examples: Check out the about pages of your favorite brands for business profile inspiration. For instance, Starbucks provides a strong example of a profile that’s exceptionally brief, lists the most essential business details, and represents the company's voice. Nike shows how to break information into unique sections, links to pages that provide more detail, and uses a visually impactful business profile format. If you’re looking for a stellar business description example from the coaching industry, check out Cortney McDermott’s page. She tells her story in a captivating and personal way. Or, take a look at personal trainer and coach Michelle Lavergne’s webpage. She explains her strengths through punchy and encouraging sentences, pushing potential clients to take the first step toward fitness.
- Make the profile easy to digest: Make your business profile readable –– textually and visually. Cut insider terms that only a coach would know and won’t resonate with your clients or investors. Scrape back the language and leave out excess words. Try to be as direct as possible. And when you publish the profile on your website or in marketing or investor materials, use fonts and spacing that are easy on the eyes. Avoid long paragraphs without breaks.
- Keep it relevant: Your business profile is an opportunity to explain your practice thoroughly. While the description doesn’t have to be overly brief, it should be pertinent. Avoid repetition or unnecessary material.
- Update your profile regularly: As your business changes, regularly update your description to reflect shifts, especially costs and packages. This eliminates future conflicts with clients. Also, include information about new certifications, ways your practice has grown, and services you’ve added to your offering.
Take your coaching business to the next level
Writing a business profile is an excellent step toward formalizing and marketing your coaching practice. It instills confidence and trust in clients.
You can also up the professionality of your company by using a customer relationship management (CRM) tool. Practice’s platform, designed with coaches and small business owners in mind, allows you to securely store client data, send messages and documents, and securely receive payment. Try it today.
