COACHING PRACTICE TOOLS

Social Media
Bio Worksheet

Write platform-specific bios that communicate your value clearly - so the right people recognize themselves in your work.

One Message, Four Formats

Most coaches write one bio and paste it everywhere. The problem is that a LinkedIn summary written for professional credibility reads as self-promotional on Instagram, and a punchy Instagram line reads as thin on a professional profile. Each platform has a different character limit, a different audience expectation, and a different job to do.

What should stay consistent across platforms is not the copy - it is the core message: who you serve, what you help them do, and the specific outcome they can expect. The words that carry that message will vary. The message itself shouldn't.

The most common mistake is leading with credentials rather than with the client's situation. Credentials tell the reader about you. The client's situation tells the reader whether you understand them. Credentials belong in the bio - but they are most effective when they follow a line that has already established relevance.

Start with the Core Messaging section. Get your primary message, specialty, and credentials clear before writing any platform version. The platform sections should adapt those inputs to format and context, not generate the message fresh.

How to Use This Worksheet

  1. Complete Core Messaging first. Your number-one message to your ideal client is the anchor. Every platform version should be readable as a version of that message.
  2. Write LinkedIn last. The LinkedIn summary gives you the most space - use it to fully develop your professional narrative. But write the shorter formats first to force clarity about what is most essential.
  3. For Instagram: write for the scroll. Each line has one job. Line 1 stops the scroll. Line 2 earns the follow. Line 3 establishes trust. Line 4 creates action. Test whether each line does its specific job.
  4. For your website, write two lengths. The short version (2-3 sentences) appears in sidebars and featured sections. The long version goes on your About page and does more relationship-building work.
  5. Read each bio aloud. Anything that sounds like you're describing yourself to a resume reviewer rather than speaking to a potential client needs rewriting.
1

Platform Bios

Core Messaging Reference

Your #1 message to your ideal client
Your specialty in one phrase
Credentials to include (as relevant by platform)
Location / service area

LinkedIn Bio

LinkedIn Headline 220 characters max — appears under your name everywhere
LinkedIn About Summary what you do, who you help, why work with you, call to action

Instagram Bio 150 character total limit — four lines, each with one job

Line 1
Who you help or what you do
Line 2
Key benefit or result
Line 3
Credentials or proof
Line 4
Call to action with link
2

Website Bios

Website Bio — Short Version 2-3 sentences — sidebars, homepage, featured sections

Website Bio — Long Version About page narrative — story, credentials, approach, who you work with

3

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