What should coaches post on LinkedIn?

Most coaches on LinkedIn post motivation. It gets a few polite likes and no calls, because nothing in it shows how you think or who you help.

A good LinkedIn post does one job: it makes the right person think "they understand my exact problem." Here's how to do that consistently.

Start with your profile

Your posts send people to your profile, so fix that first. Your headline should say who you help and with what, not just "Coach." Use the top of your About section to describe the problem you solve, and tell people how to talk to you.

Five posts that lead to calls

1. The problem in your client's words. Write down what people say in a first session, then quote the feeling: "I got promoted and now I feel like I'm faking it." Explain why that happens.

2. The misunderstood thing. Name a common piece of advice in your field and say where it fails. Give your reasons.

3. The session story. Share what changed for a client, without identifying details. Keep it specific: the situation, the question that shifted things, what they did next. Change anything that could identify them.

4. The tool. Give away one framework or question you really use. People trust you when you share the useful part.

5. The invitation. Once a week, say who you're working with and how to start. Keep it plain.

Write hooks that earn the click

LinkedIn shows the first couple of lines before "see more," so that's where the post is won. Try these:

• A sentence a client would say out loud
• A number from your own work, if it's true
• A claim you can defend: "Most leadership problems start as calendar problems."

Skip "I'm excited to share." Start with the point.

A rhythm you can keep

Two or three posts a week is enough. Consistency matters more than volume, so pick a pace that survives a busy month.

• Monday: problem or misunderstood thing
• Wednesday: story or tool
• Friday: invitation or a lesson from the week

Then spend ten minutes commenting on posts from people you'd like to work with. Thoughtful comments put you in front of them, often more directly than your own post can.

Turn sessions into content

You already have the ideas. After each session, note one question or phrase that stuck, leaving out anything confidential. A voice note is fine. By Friday, you'll have more ideas than you can use.

For post ideas beyond LinkedIn, see content ideas for coaches.

Keep it in your voice

Readers can spot generic AI writing, and a coach's voice is the product. Keep your real phrases, your rhythm and your opinions in every draft. We explained how in how to teach AI to write in your voice.

How Lurr helps

Lurr for coaches and consultants turns your notes and ideas into posts in your voice, plans them around a 90-day strategy and publishes them to LinkedIn, Instagram and Threads.