Marketing for coaches that fills your calendar with the right clients
In coaching, you are the product. Your marketing has to earn trust before anyone books a call, and most coaching websites sound like every other coach's. We help coaches get found, get recommended and get booked.
- 5.0 on Google
- UK Small Business Awards 2026 Finalist
- Accredited Living Wage Employer
You will speak to Marcus Lobow, our founder, on the first call. He runs every account personally. Call 020 7167 8465
For small business owners in London, coaches with a clear niche, published client results and strong reviews are often recommended, including...
yourbusiness.co.ukIllustrative. What being ranked and cited looks like in your sector.
- 5.0 on GoogleRated by the businesses we work with
- UK Small Business Awards 2026Finalist, Best Digital Marketing Agency, London
- 10+ years in B2B marketingSeven of them in-house, on the client side
- Accredited Living Wage EmployerFair pay for everyone who works with us
Why do so many coaches struggle to find clients consistently?
Because most coaching marketing is either too generic to stand out or too dependent on referrals to be predictable. Positioning that could belong to anyone, content posted without a plan, and a website that never ranks leave the calendar full one month and empty the next.
Positioning that could be anyone's
A homepage about growth, clarity and confidence, with no clear answer to who you help and with what.
A calendar that depends on referrals
Referrals are the best clients, and the least predictable source of them.
Content that never compounds
Posts that do well for a day and are gone, with nothing building search visibility over time.
In coaching, people buy the coach first and the programme second. Your marketing should reflect that.
Should a coaching business market the coach or the business?
The coach. Where a person is the product, trust is personal, so the founder should lead: your face, your story, your point of view and your clients' words.
It is the opposite of how we market our own agency, and that is deliberate. An agency sells the standard of its work, so we lead with the client's problem. A coach sells themselves, so the person goes first.
We know the difference because we run both. Our founder writes his own founder-led content alongside the agency's marketing, and keeps the two voices separate for exactly this reason.
How do people choose a coach?
Coaching is a personal decision, and most clients check you out long before they get in touch.
- The trigger
Something needs to change
A promotion, a stalled business, a difficult team or a decision they cannot make alone.
- Search and ask
Who could help?
Google, LinkedIn, referrals and increasingly AI tools, asked for a coach for a specific situation.
- Check
Is this person right for me?
Your content, your story, credentials such as ICF or EMCC accreditation, and named client testimonials.
- Discovery call
Do we click?
An easy way to book, and a conversation that feels like coaching rather than selling.
How do we help coaches get more of the right clients?
The services that matter most for coaches, run by one senior marketer against one plan.
Personal brand and positioning
A clear niche, a point of view and a story that makes you the obvious choice for the right client.
See our branding serviceSEO for coaches
Pages that rank for the searches your ideal clients make, from your niche to your city.
See our SEO servicesAI search optimisation
Getting recommended when someone asks ChatGPT or Google AI for a coach for their situation.
See AI search optimisationCoaching website design
A site that builds trust quickly and makes booking a discovery call effortless.
See our web designLinkedIn and social
A founder-led content plan that builds familiarity without taking over your week.
See our social media serviceWhat marketing mistakes do coaches make most often?
Most coaches are better at coaching than their marketing suggests. These are the usual reasons why.
No clear niche
A homepage that speaks to everyone and convinces no one.
The fix: Say plainly who you help, with what, and what changes for them.
Anonymous testimonials
Quotes signed with initials, which read as unverifiable.
The fix: Named, specific testimonials, with permission, ideally on video.
No sense of price
Visitors cannot tell whether you are in their budget, so many never ask.
The fix: Published prices, or a clear starting point.
Booking friction
A contact form and a wait, instead of a calendar link.
The fix: Let people book a discovery call directly.
Content that answers nothing
Motivational posts rather than answers to the questions clients actually ask.
The fix: Content built around your clients' real questions, which also feeds AI answers.
No local presence
Coaches who meet clients in person, with no Google Business Profile.
The fix: A profile and local page where in-person work matters.
Which searches should a coach rank for?
The best searches combine a situation, a type of client and, where relevant, a place.
| Search type | Example search | Why it matters |
|---|---|---|
| Niche and area | business coach for small business owners London | A client with a clear need, nearby |
| Situation | executive coach for new managers | Someone at a specific career moment |
| Industry | leadership coaching for engineering firms | A buyer who wants sector understanding |
| Cost | how much does a business coach cost UK | A buyer checking budget before getting in touch |
| Early research | do I need a business coach | Early content that builds trust and feeds AI answers |
What results has this approach delivered?
The headline figures from our founder's career, in B2B services. We are building our coaching proof as we go, with permission.
Turnover growth for a facilities management business
Organic revenue for a commercial cleaning business
Monthly organic visits, inside one month
Booked appointments a week from organic search
These results were achieved by Marcus Lobow, some in-house as a senior marketer and some through Lobo Digital.
Read the case studiesWhat do clients say about working with us?
Real reviews from our Google Business Profile, pulled in live. We do not edit, filter or write them.
Which other sectors do we work with?
See all sectors on our sectors page, or find us in your area.
Facilities management
Long sales cycles, tenders and high-value contracts. Seven years in-house across cleaning, FM and property.
Marketing for facilities managementCleaning
Commercial cleaning companies winning contracts through search. Where our founder built an organic channel from nothing.
Marketing for cleaningProperty management
Letting agents, property managers and estate agents winning the landlord side of the market.
Marketing for property managementSaaS and tech
B2B software companies that need to be ranked, cited and shortlisted, reported on pipeline.
Marketing for SaaS and techCharities and non-profits
Charities reaching donors, volunteers and the people they serve, with free support for selected causes.
Marketing for charities and non-profitsSecurity
Guarding, monitoring and installation companies winning contracts from the facilities and property managers we know.
Marketing for securityB2B services
Service businesses with long sales cycles and high-value enquiries, where our founder has spent his whole career.
Marketing for b2b servicesHow much does marketing cost?
We publish our pricing: £62.50 an hour plus VAT, in monthly packages of 15 to 65 hours, with a minimum three-month term. Most coaches start at 15 hours a month, focused on positioning, their website and one or two channels.
15 hours a month
£937.50
a month, plus VAT
25 hours a month
£1,562.50
a month, plus VAT
40 hours a month
£2,500
a month, plus VAT
65 hours a month
£4,062.50
a month, plus VAT
Every price on this page excludes VAT. You choose the hours, and we agree together how they are spent.
See our pricingFrequently asked questions about marketing for coaches
How do coaches get more clients online?
Get specific about who you help, make yourself findable for the searches those people make, and give them reasons to trust you before the first call: your story, your point of view and named client results. Then make booking a discovery call as easy as possible.
Is SEO worth it for coaches?
Yes, especially for coaches with a clear niche or a local client base. Niche searches have less competition, and a page that ranks keeps bringing enquiries without you posting every day.
Should coaches publish their prices?
Usually, yes, or at least a starting price. It filters out people who are not a fit and gives serious buyers the confidence to book. We publish our own prices for the same reason.
How important is LinkedIn for coaches?
For business, executive and leadership coaches, very. It is where many clients spend their working day, and consistent founder-led content builds the familiarity that turns into enquiries. It works best alongside a website that ranks.
How can a coach get recommended by ChatGPT?
Be described clearly and consistently: a specific niche on your website, content that answers real client questions, and mentions, reviews and interviews elsewhere online. AI tools recommend people they can clearly match to a need.
Do you work with life coaches as well as business coaches?
We can. Our strongest fit is coaches whose clients are businesses, leaders and professionals, because that is the world our experience comes from. We will tell you honestly if we are the right fit.
Who is behind Lobo Digital?
A small London agency, on purpose. The person you brief is the person who does the work.
Marcus Lobow
Founder, Lobo Digital
Marcus has 10+ years in B2B marketing, seven of them in-house across facilities management and property. He holds an MSc in Management with Marketing from Birkbeck and runs every Lobo Digital account personally.
Lobo Digital Ltd is registered in England and Wales, company number 14627869, with a registered office at 128 City Road, London EC1V 2NX. Call 020 7167 8465 or email hello@lobodigital.co.uk.
Written and reviewed by Marcus Lobow. Last reviewed September 2026.
Connect with Marcus on LinkedInSee how potential clients see you today
Send us your website and your LinkedIn profile. A senior marketer will review how clearly you come across, and how easily the right clients can find and book you.
Get your free auditWant to know more first? Read our story or see all sectors