A Simple Framework to Turn More Browsers Into Buyers

A must-read for coaches who feel like they’re doing everything right but still not seeing results

Are you posting content, showing up on social media, emailing your list, yet still not getting clients?

You’re not alone. Many coaches are doing all the "right" things but still getting nothing when they make an offer. It’s frustrating, discouraging, and downright confusing.

Here’s what I know as a Coaching Business Growth Specialist who’s helped build multiple 7-figure coaching brands:

It’s probably not your offer. It’s not your content. And it’s definitely not you.

The real issue? Most coaches are speaking to the wrong group of people all the time.

What Most Coaches Don’t Know About Buyer Readiness

Only about 1–3% of your audience is ready to buy right now. That means 97% of your people aren’t ready (yet).

Here’s how your audience actually breaks down:

• 85% = Window-Shoppers: These people are browsing. They may not even know they have a problem yet. They're quietly observing, not engaging.

• 12% = Option-Weighers: These folks know they have a problem and are looking at possible solutions. They're deciding who they trust and what they believe will work.

• 3% = Action-Takers: These are your "buy now" people. They're ready. They just need a clear offer and an easy way to say yes.

If you're only creating content that speaks to the 3%, you're leaving massive opportunity on the table. (or vice versa)

To grow your coaching business consistently, you must intentionally move people through these stages.

Why You Need to Move People Between Stages

1. From Window-Shoppers to Option-Weighers

Your goal here is awareness and relevance. These folks need to:

• See themselves in your content

• Recognize their struggle

• Understand that you can help

Content to use: Blog posts, relatable storytelling, free guides, value-driven videos.

Example: Lisa doesn’t realize she’s burned out until she reads your blog post about hidden signs of burnout in solo coaches. She sees herself. And now she’s paying attention.

2. From Option-Weighers to Action-Takers

These folks already know they have a problem. But they’re unsure what solution (or coach) is the right one.

Your job here is to build belief and trust. They need to:

• See proof your process works

• Feel understood and supported

• Believe your offer is the right fit

Content to use: Case studies, testimonials, client wins, clear breakdowns of your offer.

Example: Sarah wants to become a business coach, but she’s unsure she can do it. She sees a story about one of your clients who did it, and now she believes she can too.

3. Helping Action-Takers Say Yes

These people are ready. Don’t make them work for it. They need:

• A clear offer

• An easy checkout process

• A direct call to action

Content to use: Simple sales pages, clear emails, reminders, and limited-time invitations.

If someone’s ready to buy and your sales page confuses them? You’ve lost them. Make it easy.

Small Shifts. Big Impact.

Here’s the good news: you don’t need to overhaul your entire business. Just fine tune your marketing.

Even tiny changes in how you structure your content and messaging can create massive momentum. When you start speaking to the full spectrum of your audience, not just the 3%, you’ll see:

• More engagement

• More belief-building

• More qualified buyers saying yes

Start creating content that nurtures your Window-Shoppers, supports your Option-Weighers, and invites your Action-Takers.

It’s not more effort. It’s more intentional effort.

Your Next Power Move

Audit your last 5 social posts or emails. Who were you speaking to?

If everything you’re sharing is only targeting the “ready now” crowd, it’s time to shift.

Speak to all three groups:

• Create content for the 85% to feel seen

• Help the 12% believe it’s possible

• Make it easy for the 3% to buy

When you align your content with audience readiness, you stop spinning your wheels and start seeing real growth.

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Michelle Sera

is a Coaching Business Growth Specialist who’s worked behind the scenes of four multi-million dollar coaching brands. As a Certified Happiness & Manifesting Coach and founder of ElevatedMind®, she helps coaches grow with strategic simplicity, aligned energy, and high-converting content that connects.