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How to attract coaching clients you energetically align with

As a coach in the mindfulness or spirituality space, you are always searching for new ways to connect with new clients on an emotional level. The work you do is incredibly personal and your clients need to trust they can be their most vulnerable with you, guiding them through healing, and ultimately life transformation.

This trust is often built through your first encounter with your clients. They may get a referral from a friend or find you through a facebook group, but often they need some sort of reassurance that you are right for them. The key to connecting with them is controlling the experience of that first impression. 

Google’s study on first impressions found that a whopping 94% are design related and can take only 17 milliseconds to form an opinion. If this can be done without you lifting a finger or a phone, then you’re putting yourself ahead of the game as a coach – and it can be all done through your website. 

The key to this is simple – allow your future clients to experience you, to feel your essence as a coach, and make this the first impression. This not only speeds up trust in your ability to hold space for them, but also weeds out the clients that aren’t energetically aligned with you. We do this by tapping into emotional design and creating an experience that emulates you, your approach and how this will change the lives of your future clients. 

Before we explore the elements of website design that connect you with your ideal clients, let’s understand the link between emotional design and energy. Emotional design as a concept is nothing new, but it’s often overlooked in place of functional design or a DIY style approach. It is, however, a powerful tool in connecting you and your clients energetically. 

“Everything has a personality: everything sends an emotional signal. Even where this was not the intention of the designer, the people who view the website infer personalities and experience emotions.” – Don Norman 

Don Norman, the “father of User Experience”  explores the importance of understanding how people emotionally react to visual experiences in his book – Emotional Design. In a very brief summary, Norman concludes that people will love the product (or brand) and tell others about it if the experience evokes positive behavioral, visceral, and reflective emotional reactions. When we observe this from an energetic perspective – a positive interaction or experience will produce and establish an energetic connection that lasts beyond the first impression the user may have with your website. This is what helps you stand out from the many other coaching sites your future clients are sifting through. 

To have an energetically aligned website means that the website is deeply connected to your purpose as a coach, so it should feel natural and instinctually right for your clients to choose to move forward with you. That gut feeling of “hell yes!” is what we are aiming for!

So how do we apply this to your coaching website? 

There are 5 key elements that come together to create a highly engaging, energetically aligned website. These elements will not only elicit a strong emotional response from your ideal client base, but also accurately represent your essence as a coach. If you are an empathetic person, which most coaches are, you will be able to tap into the visceral response almost instantly and see for yourself. 


Studies show that people decide whether or not they like a product or service in 90 seconds or less and that 90% of that decision is based solely on color. Research also shows that color can increase brand recognition by 80%. Surprisingly, color is used sparingly in place of white space on many coaching websites, which often blends in with the rest of the internet. 

But, when approaching web design from a color therapy perspective, we can use color to instantly evoke certain emotional responses as people land on your website. For example, yellow is associated with competence, happiness, cheer, optimism, and youth. You can use bright yellow (sparingly) to energize people or to create a sense of happiness. The use of soft, light yellows can produce a calmer happy feeling.  This can be connected with your personality as a coach, or the results you can help deliver for your clients. 


Font choice also plays a hand at communicating your essence! Wichita State University’s Software Usability Research Laboratory conducted a survey in 2006 to determine if different fonts had different emotions and personalities associated with them. The study produced a detailed breakdown of the fonts most commonly associated with both positive and negative emotions and personality traits. The results we interesting:

  • Serif fonts were rated as “stable,” “practical,” and “mature.”
  • Sans serif fonts didn’t receive any particularly positive or negative personality associations.  
  • Script fonts were perceived as “feminine,” “funny,” and “casual.”
  • Modern fonts were categorized as “masculine,” “assertive,” and “coarse.”
  • Monospaced fonts were called “dull,” “plain,” and “unimaginative.”

Keeping this in mind when designing your site will add another layer of authenticity to your website, helping you communicate visually and connect energetically with your future clients.


This is a big one! 90 percent of all information that we perceive and that gets transmitted to our brains is visual , so it’s entirely possible that your vibe can be communicated in one image. That’s why it’s so important to pick imagery that you as a coach connect with. This also doesn’t mean you need to stick to photos – in fact, the aim of the game here is to be distinct so that your essence stands out as authentic and real. For example, the use of additional creative elements made by an artist or illustrator can add to the presentation of your essence as a coach.

Mariel Santiago – sex, love and relationship coach


The text on your site should be well thought out and should feel like an intimate conversation with your client. The tone should match your tone and the focus should be on how you will help them heal and progress in their lives. Use language they connect with, use words that aren’t wafty and overthought. Let the copy flow like a conversation would. 

“The true way to inspire someone is not to show them your power, but to show them theirs” – Teal Swan

Often coaches fall into the trap of putting too much emphasis on their journey, hoping it will make them come across as authentic and well equipped to help their clients on their journey to happiness. Whilst it is very important to establish yourself as an authority in this space, there needs to be a balance. This balance is achieved by understanding exactly what elements of your journey as a coach will help your future clients connect with you. 

So when you are writing the copy for your coaching website, ask yourself “why would they care” – if the copy is crucial for the audience to know, keep it in – if not, you may tip the balance and the audience will lose patience and drop off. Remember they are here for themselves, and their main priority is finding someone who can hold space for them (not the other way around).


Consistency is when all the elements of the design behave in the same way or follow the set pattern. When you are portraying yourself online as a coach, consistency of the elements in your branding and on your website is crucial if you want your future clients to feel you and connect with you energetically. Consistency also means your visitors spend less time trying to use your website and more time engaging with you. So keep the surprises for another time and ensure your website elements are consistent across the board. 

The bottom line 

As a coach, your work is all about connecting with people. Your clients need to trust that they are safe being their most vulnerable with you, but they also need to feel like they know who you are as an individual before agreeing to work with you. In order for this connection of sorts to happen, try tapping into emotional design principles that accurately convey your energy – forming a meaningful connection well before meeting you or chatting online.   

If your website makes potential clients feel confused or unconnected – don’t worry! You’re not alone. Focusing on these elements we’ve mentioned will help make sure that first impression doesn’t get buried under layers of confusion, all by creating an experience that connects with them on a deeper level. 

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