Coaches put so much energy into perfecting their craft, developing powerful frameworks, and changing lives — but one of the hardest parts of running a coaching business is consistently attracting the right clients. 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.
If you’re tired of relying on DMs, cold pitching, or crossing your fingers every month hoping someone inquires, this guide will walk you through how to build a funnel that works for you. One that brings in aligned clients while you focus on what you do best — coaching. Whether you’re just getting started or refining your process, this approach will help you create sustainable momentum and take the guesswork out of growth.
1. Know What a Working Funnel Actually Is
A lot of people think a funnel is just some webpages or an email sequence. But a working funnel is more than that — it’s the journey you create to guide someone from “I just found you” to “I’m ready to sign up.”
There are four basic stages:
- Awareness: Getting on someone’s radar.
- Interest: Giving them something valuable that hooks them in.
- Decision: Helping them weigh your offer seriously.
- Action: Getting them to take the next step, whether that’s booking a call or buying.
The difference between a random website and a working funnel is focus. A good funnel cuts out all the distractions and leads people toward one clear goal — conversion.
If you’re still new to funnels and want to dive deeper into how they can specifically benefit coaches, feel free to check out this article on understanding sales funnels for coaches where I break down the basics in more detail.
2. Get Clear on Who You’re Talking To and What You’re Offering
Before you build anything, you’ve got to be super clear on who you’re serving. Who’s the dream client that gets the best results from your coaching? What are they struggling with? What are they hoping for?
It helps to write out a little persona — get specific about things like:
- Age, career stage, or industry
- Biggest pain points (“I feel stuck and don’t know what to do next”)
- Goals and desires (“I want to build a business that actually supports my life”)
- Inner thoughts and fears (like “What if I’m not cut out for this?” or “I know I’m meant for more, but I don’t know how to start”)
Once you’ve got that clarity, shape your offer around the transformation they want. Instead of saying “Six 1:1 coaching sessions”, say something like “Get clear on your purpose and build a plan you’ll actually follow through on — in just 6 weeks”. The more specific and tangible the outcome, the more your dream clients will see themselves in your offer.
3. Create a Magnetic Lead Magnet
A lead magnet is the gateway into your funnel. It should provide immediate value and solve a specific problem your audience is facing.
Examples of effective lead magnets:
- A downloadable guide: “5 Daily Habits of Successful Entrepreneurs”
- A mini-course: “How to Build Confidence in 3 Days”
- A checklist: “The Ultimate Discovery Call Prep List”
- A free quiz: “Which Coaching Program Is Right for You?”
The key? Make sure it’s tightly aligned with your core offer. Your lead magnet should naturally lead to interest in your paid coaching program — like a sneak peek of what it’s like to work with you.
If your lead magnet promises one thing and your coaching delivers something totally different, people will feel misled. The best lead magnets give a sample of your coaching style and outcomes — they build curiosity while showing that you understand your audience’s real struggles. That alignment builds trust before you ever hop on a call.
4. Build the Basic Funnel Structure
Now let’s put the pieces together. You don’t need a fancy setup — just the essentials:
- A landing page with a clear headline and opt-in form
- A thank you page that confirms they signed up (you can also add a “book a call” button here)
- A follow-up email sequence (we’ll go over that next)
- A sales page or calendar link when they’re ready to take action
You can use tools like Kit, Leadpages, or whatever’s easiest for you. The main thing is to keep it simple and clear — no distractions, just one main CTA at each step.
5. Write a Follow-Up Sequence That Builds Trust
Once they’ve opted in, your emails do the heavy lifting. You’re not spamming them — you’re showing them you get their struggles, you know how to help, and you have a solution worth checking out.
Here’s a simple 7-email outline:
- Deliver the lead magnet and thank them.
- Share a helpful tip or shift in mindset.
- Introduce yourself and why you do what you do.
- Handle common objections or misconceptions.
- Present your offer.
- Add urgency (limited spots, bonus expiring, etc.).
- One last reminder to take action.
Keep the tone friendly and focused on how your coaching helps them get what they want — not just what you do.
6. Get People to Actually See Your Funnel
Your funnel only works if people see it. That means you need to drive consistent, targeted traffic — not just any traffic, but the right kind.
Start with organic methods:
- Content marketing: Blog posts, videos, and podcasts that answer your audience’s questions.
- Social media: Share snippets of your lead magnet and invite people to opt in.
- Email newsletters: Leverage your existing list to promote your funnel.
- Partnerships: Collaborate with other coaches or experts to cross-promote.
Then, scale with paid ads:
- Facebook/Instagram Ads: Great for targeting based on interests.
- YouTube Ads: Highly effective if your audience consumes video content.
- LinkedIn Ads: Useful for executive or B2B coaching.
“Qualified” traffic means people who are already looking for what you offer. They’re problem-aware and likely already seeking support — they’re just deciding where to go. If you’re getting clicks but no conversions, it might be time to check whether your messaging matches what your audience actually wants. It’s not just about numbers — it’s about getting in front of the right people.
7. Book (and Nail) Discovery Calls
For higher-ticket coaching, people often need a conversation before they buy. These calls aren’t about convincing — they’re about connection.
A good discovery call:
- Pre-qualifies leads with a short form so you’re not wasting time
- Follows a loose structure: understand their goals, talk through their challenges, explain how you can help, and invite them to join
- Feels like a real service, not a pushy pitch
Practice makes this easier. Over time, you’ll get better at helping people feel seen and making the offer feel like a no-brainer.
8. Automate the Boring Stuff
To free up your time, automate wherever you can:
- Use a CRM or email tool to send emails, tag leads, and follow up
- Set up reminders for missed calls or ghosted leads
- Track where people drop off so you can tweak and improve
Check your numbers every so often:
- How many people visit your landing page?
- How many opt in?
- How many book a call or buy?
Then make small changes — maybe the headline needs work, maybe your emails are too long. It’s all about experimenting.
9. Scale Without Burning Out
Once your funnel is running smoothly, it’s time to grow — without working 10x harder.
Options:
- Offer a group coaching version of your program
- Turn your framework into an evergreen course or membership
- Add a mini-offer (like a workshop) or a premium option (like VIP coaching)
Just don’t lose the personal touch. Keep checking in with your audience, spotlight client wins, and be real in your messaging. That’s what builds long-term trust.
If you want a simple way to automate your funnel-building process, check out ClickFunnels for tools that can help streamline the process.
10. Start Where You Are
A working funnel doesn’t need to be complicated. The hardest part is just starting. You can brainstorm your lead magnet this week, sketch out the funnel next week, and have it live by the end of the month.
You don’t have to be a tech whiz or a copywriting pro — you just need a clear message, a plan, and the willingness to tweak things as you go.
The right clients are already looking for you. Your funnel helps them find their way to you, even while you’re off coaching, sleeping, or doing what you love.
If you’re looking for a user-friendly platform to build and manage your coaching funnel, Paperbell offers an intuitive, no-code solution designed specifically for coaches. It streamlines the process of creating and automating your sales funnel, allowing you to focus more on coaching and less on tech.
Ready to Roll? Start Here Now to Grow Your Coaching Business
Why not join a 5-day challenge for just 90 minutes a day and create your own digital sales funnel using a no-code platform and the mentioned templates to start attracting clients? Learn from guest speakers like Daymond John and other well-known entrepreneurs. In less than a week, you could
- Identify the right funnel for your business
- Attract (the right) clients to your offers
- Create ads that actually convert
- Overcome limiting beliefs and other obstacles
You are a week away from having a sales funnel built on the wisdom of the best in the industry.
