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3 Messaging Shifts That Instantly Make Female Coaches More Magnetic
by Rebecca Hancock, Web Designer for Female Coaches
A few months ago, I was on a strategy call with a brilliant life coach named Mia. She had all the credentials, years of experience, and a heart that clearly beat for her clients. But despite all of that, her online presence felt… flat. Her website read like a resume. Her Instagram was a mix of quotes and announcements that barely got any engagement. And her discovery calls? A lot of polite interest, but few actual bookings.
I asked her a simple question that changed everything.
“If I landed on your website right now, would I feel what it’s like to work with you?”
She paused. Then sighed. “No. I don’t think so.”
What Mia was experiencing is something I see all the time. Female coaches with so much wisdom and warmth who are playing it safe with their words. Their messaging is accurate, but not magnetic. Informative, but not irresistible. And the truth is, in the world of coaching, where connection is currency, that gap can cost you clients.
Today, I’d like to share three key messaging shifts I help my clients make during my branding and website design process. These shifts are subtle but powerful. They don’t require a complete brand overhaul or a copywriting degree. But they do require you to get real, get clear, and get bold.
Let’s dive in.
1. From Explaining What You Do to Evoking What They’ll Feel
One of the most significant shifts that makes female coaches stand out is moving from what you do to how your clients feel after working with you.
Most websites start with a version of this:
“I’m a certified health coach who helps busy women create balanced lives through nutrition and mindset work.”
It’s not wrong. But it’s not magnetic either.
Here’s what we changed it to for Mia after a deep dive into her client transformations:
“You’ll finally wake up without anxiety gripping your chest. You’ll actually look forward to your mornings. And for the first time in years, you’ll feel like yourself again.”
Can you feel the difference?
That version speaks to the experience and emotional result of working with her. It paints a picture. It stirs hope. And it builds desire. When your words can make your ideal client feel seen and inspired, they’re already one step closer to saying yes.
So ask yourself: What does your client want to feel at the end of your process? Calm? Confident? Empowered? Free? Let those words take center stage in your messaging.
2. From Speaking Like an Expert to Speaking Like a Guide
Many of the female coaches I work with are incredibly accomplished. They’ve spent years honing their craft. And naturally, they want to sound credible online.
But here’s the problem. When you use too much expert language — acronyms, modalities, frameworks — you unintentionally create distance. Your reader might think, “Wow, she’s smart,” but not necessarily, “Wow, she gets me.”
To create a connection, you have to shift from being the expert on a pedestal to the guide who’s walking beside them.
Instead of:
“Through my integrative trauma-informed methodology, I support somatic healing in high-functioning professionals.”
Try something like:
“If you’ve been holding it all together for everyone else but feel like you’re falling apart inside, you’re not broken. And you’re not alone. I help women like you feel safe in your own skin again.”
See the shift? One version says, “I know stuff.” The other says, “I see you.”
Your client isn’t looking for a textbook. She’s looking for someone who understands her story and can walk her through the next chapter.
3. From Talking to Everyone to Talking to One Specific Person
This is the hardest shift for many coaches, especially in the beginning. You want to help everyone. Your work can benefit so many people, and you don’t want to leave anyone out.
But here’s the hard truth. When you try to reach everyone, you end up connecting with no one.
The most magnetic coaches are the ones who dare to speak directly to a particular woman. They know her pain points. Her secret worries. Her desires that she hasn’t even said out loud.
When I work on a website, we often create a detailed client avatar — not just demographics, but psychology. What does she Google late at night? What podcasts does she listen to? What does she tell her best friend that she’s too scared to admit out loud?
Once we have that, the messaging gets sharp. Focused. Personal.
Instead of:
“I help women feel more confident in their lives and careers.”
Try:
“You’ve spent your whole life checking the boxes — college, career, caregiving — and now you’re wondering, ‘Is this really it?’ I work with high-achieving women in midlife who are craving purpose and peace.”
Yes, it’s narrower. But it’s also deeper. That specificity builds trust. It tells your reader, “She’s talking to me.”
Why These Shifts Matter
These three shifts — from explanation to emotion, from expert to guide, from general to specific — are the foundation of the SEEN Method I use when helping coaches with their brand and website.
Because here’s the thing. Your design can be gorgeous. Your colors can pop. Your photos can sparkle. But if your words don’t connect, your clients won’t either.
Mia? Once we made these messaging shifts, she stopped getting polite “I’ll think about it” responses on calls. She started hearing, “I don’t even know how I found you, but I feel like you’re speaking directly to me.” Her new website didn’t just look better. It converted better.
And that’s what I want for you, too.
Your Message is More Than Marketing. It’s a Mirror.
As a designer, my job isn’t just to make things pretty. It’s to help you hold up a mirror to your magic. To help you show up online in a way that feels like you, resonates deeply, and creates a real connection.
If you’ve been feeling invisible online, if your site sounds more like a brochure than a heartbeat, these three shifts are a great place to start.
You don’t need to burn everything down. You just need to get closer to her. The woman you’re meant to serve.
She’s already searching for you. Let’s make sure she sees you — and feels drawn in the moment she lands on your page.
Need help making these messaging shifts inside a high-converting, stunning brand and website?
That’s what I do best. I work with one client at a time over five focused days to craft an authentic online presence that finally feels like you. Let’s make you magnetic. Reach out for a strategy call — I’d love to help you get SEEN.