Coaching Testimonials Format: How to Showcase Client Wins and Attract More Clients

If you’re a certified coach struggling to find clients, you’re not alone.

You’ve done the training. You’ve launched your business. Maybe you’ve even had a few successful client transformations—but turning that into consistent leads and a full calendar still feels out of reach.

The truth is, potential clients aren’t just looking for a coach. They’re looking for proof.

They want to know you can help them—before they’re willing to invest.

That’s where client testimonials come in.

But not just any kind. You need strategic, well-formatted testimonials that speak to your ideal client’s pain points, highlight the transformation, and build instant trust.

In this post, you’ll discover how to use the right coaching testimonials format to build credibility, increase conversions, and turn your quiet business into a thriving one.

Why Testimonials Are the Most Powerful Marketing Tool for Coaches

Let’s get honest for a moment.

Most coaching businesses aren’t struggling because the coach isn’t skilled. They’re struggling because they don’t have enough social proof to turn browsers into buyers.

When someone lands on your website, social profile, or Love2Coach profile, they’re silently asking:

• “Can I trust this person?”
  
  

• “Will this actually work for me?”
  
  

• “What results have others gotten?”

A well-crafted testimonial answers all three.

In fact, research shows that 72% of people say positive testimonials increase their trust in a business. And for service-based offerings like coaching, that trust is everything.

The Biggest Mistake Coaches Make with Testimonials

Most coaches treat testimonials like casual compliments.

They pull a sentence from an email that says “Thank you so much, this was helpful!” and slap it on their site.

But vague praise doesn’t sell.

Your ideal clients aren’t looking for “nice coaches.” They’re looking for transformation. For confidence. For solutions.

If you want your testimonials to actually help you get clients, you need to format them properly—and ask for them strategically.

Let’s break that down.

The Perfect Coaching Testimonials Format: What to Include

A powerful testimonial tells a story. It should walk a potential client through the before, during, and after of your coaching experience.

Here’s the format that works best:

1. The Client’s Problem (Before Coaching)

Start with the pain point your client was facing before they found you.

Example:
"Before working with [Coach Name], I was overwhelmed and stuck in a cycle of procrastination. I knew what I wanted in life, but I couldn’t figure out how to move forward."

This immediately resonates with potential clients who are feeling the same way.

2. The Experience of Coaching (During)

Next, capture what the coaching process felt like. This builds trust and clarifies your style or methods.

Example:
"Our sessions were structured yet supportive. [Coach Name] helped me challenge limiting beliefs and stay accountable in ways I’d never experienced before."

It also reinforces the professionalism and uniqueness of your coaching approach.

3. The Results (After Coaching)

Finally, highlight the transformation—this is what sells.

Example:
"Within three months, I launched my business, started booking clients, and most importantly, felt aligned and confident in my decisions. I wouldn’t be where I am today without this coaching."

This section should ideally include tangible outcomes: more income, better relationships, improved mindset, a career shift, etc.

4. The Client’s Name and Title (Social Proof)

Always include the client’s full name and, if possible, a relevant title or location (with their permission). This increases authenticity.

Example:
– Jane Smith, Founder of Thrive Wellness Coaching

Photos or short video clips can add even more credibility if the client is open to it.

How to Ask for Coaching Testimonials the Right Way

If you’ve ever felt awkward asking for testimonials, you’re not alone.

Here’s a simple strategy to make it easier—for both you and your clients.

Timing Matters

Ask for a testimonial right after a breakthrough or successful outcome. Don’t wait until months later when the momentum has faded.

Use a Guided Questionnaire

Don’t leave clients guessing what to say. Use prompts based on the format above:

• What was your biggest challenge before we worked together?

• What was the coaching experience like for you?

• What results did you achieve through our work?

• Would you recommend this coaching to others? Why?

This helps them focus on storytelling, not just praise.

Make It Easy

Allow clients to respond in whichever format feels comfortable: email, voice note, or video. You can always transcribe and polish later (with their approval).

Real-World Example of a Powerful Testimonial

Let’s compare two versions:

Vague Testimonial:
"Sarah is great! I really enjoyed our sessions. I highly recommend her."

Strategic Testimonial (Formatted):
"Before working with Sarah, I was completely overwhelmed by my career change. I had no idea how to position myself or what steps to take. In just a few sessions, Sarah helped me gain clarity, reframe my mindset, and build a job search strategy that actually worked. Within 6 weeks, I landed interviews at three top firms and accepted a role that aligns perfectly with my values. Sarah's support changed the game for me." – Emily R., Career Coach Transitioner

Which one builds more trust?

Your testimonials should make people say, “That sounds like me!”—and feel hopeful that the same transformation is possible for them.

Where to Use Your Coaching Testimonials

Once you’ve got great testimonials, use them strategically:

• Your Love2Coach Profile: Pin them to the top or add them under each service
  
  

• On Social Media: Create quote graphics or reels that highlight stories
  
  

• On Your Website: Add them to your homepage, sales pages, or “About Me” section
  
  

• In Emails: Include them in your welcome sequence or sales emails
  
  

• On Discovery Calls: Reference client results as proof of your process

Don’t let them sit in a Google Doc. Let your testimonials do the marketing for you.

How Love2Coach Helps You Use Testimonials to Get Clients

Unlike other platforms that treat coaches like just another listing, Love2Coach is designed to showcase everything that makes you credible, trustworthy, and bookable.

Here’s how Love2Coach supports your testimonial strategy:

• Optimised Coach Profiles: Add unlimited testimonials, highlight transformation stories, and update them easily.
  
  

• Media & Blog Sections: Share longer-form client stories and case studies in your profile’s content area.
  
  

• No Barriers to Entry: You don’t need to pay to make your testimonials visible or create a custom site.