forms coaching business

6 Forms You Must Have as a Coach

An essential part of running a successful coaching business is having the right forms. Gone are the days of jumping right into coaching with a stranger you just met on the internet. These days, coaches need forms to implement an official agreement with clients, get to know clients on a deeper level, establish expectations, and track progress.

No matter your niche, it’s time to start using forms to elevate your client experience and streamline your operations with the right forms. 

The Importance of Forms

As a service provider, you know how important it is to provide an amazing experience for your clients. And nothing makes the client experience more overwhelming than a flurry of emails with documents to sign, steps to take, and lengthy explanations of your policies.

Coaching forms can help you streamline the onboarding process. Instead of overwhelming your client with tons of emails and next steps provide them with a few forms that lay out your processes and policies.

The best part, you only need to create your forms once. Rather than starting from scratch every time you sign a client you can pull from your library of customizable forms. Your stash of easily customizable form templates will keep you organized and efficient as you convert a potential client into a paying customer.

Ready to implement forms in your coaching business? Keep reading to find out which forms you absolutely must have!

Coaching Application Form

The first form you must have is a coaching application. A coaching application is a great way to pre-qualify potential clients. This form is a goal mine of information that will help you establish whether or not an applicant is an ideal client. 

You can use the information provided by an applicant to determine whether you are an ideal coach for them or if you need to make a referral. If an applicant is an ideal candidate for your coaching services you can move on to scheduling a Discovery Call and locking in the sale.

Here’s what you want to find out through your application:

  • Goals – What does your potential client hope to accomplish by working with you? Is your area of expertise aligned with their desired outcome?
  • Struggles – What is your potential client struggling with? Can you help them with their struggles?
  • Budget – How much can your potential client afford? Is their budget aligned with your value as a coach? (Click here to read more about how to price your services).
  • Coachability – Do you get the sense that your potential client is motivated and action oriented? Will they follow through on their work between sessions?
  • Lead Source – Be sure to track your leads. Ask your applicants how they found you and plug their responses into a tracking sheet.

Embed a coaching application on the coaching page of your website. You can use Google Forms and adjust the settings so you receive a notification every time an application is submitted. You might also use a form plugin on your website and use a similar notification setting so you receive an email when a form is submitted through your website.

Be sure to respond to applications within 24 hours. Your next step is either to set up a Discovery Call or refer your applicant to a coach that better meets their needs.

Coaching Agreement Form

Once you’ve converted an applicant into a committed client you’ll need a coaching agreement. A coaching agreement is a contract that protects you and your client. Your agreement will establish expectations for the client-coach relationship.

Your agreement should include information about the following:

  • Service Details – Spell out how many coaching sessions your client will get, how often your sessions will occur and how your client can contact you between sessions.
  • Cost – Your client needs to know the cost of your services. Whether you charge a one-time or recurring fee, make the cost crystal clear. Your agreement should also establish due dates for payments.
  • Confidentiality – Lay out your confidentiality policy in a manner that is easy to understand. This is especially important if you are coordinating care with an employer or mental health professional.
  • Cancellation policy – Your client needs to know what happens if they cancel a session or fail to show up. Cover refunds, rescheduling, and consequences for no showing.
  • Client & Coach Responsibilities – What should your client bring to each session? What will you bring? Does your client need to do any prep work before a session? Make the responsibilities of both parties a no brainer.

Make sure you go over your coaching agreement with your client before you start working together. It’s important that both you and your client sign your agreement. Give your client a copy of the signed agreement and keep one for your records.

Pro tip: is a great service for creating, storing, and sending coaching forms. Start from scratch or customize one of Jotform’s premade templates.

Discovery Document Form

You’ll be eager to get to work after signing your agreement. Don’t miss a vital step, a Discovery Document (or intake form). Go over the Discovery Document with your client before you schedule a coaching session. 

This form will help you be a better coach. Through this form you will get a better idea of what your client struggles with, why they hired you, and how you can help. Your coaching sessions will be much richer and deeper when you take the time to go over the contents of your client’s Discovery Document.

Here’s what you should capture through your Discovery Document:

  • Contact Information – Capture your clients cell phone number, email address, and any other contact information you might need to use. Be sure to note how your client prefers to be contacted.
  • Key Questions – Ask 5-10 questions that will help you serve your client better. Ask about their goals, personality, strengths, gifts, passions, struggles and anything else that will help you create a tailored coaching experience.

Pro tip: Offer a strengths or personality assessment as part of your coaching package. Assessments are a perk that excite your client and provide you with insight that will help you better serve your clients.

Have your client fill out a Discovery Document as soon as they sign your coaching agreement. Schedule a call to go over the document with your client. This call should be about 60-90 minutes and typically doesn’t include any coaching.

Use the call to get to know your client better. Dive deep into their responses and aim to get a better sense of why they need coaching and how you can help.

Client Welcome Letter Form

You’re almost ready to start coaching! Before you book that first session, send your client a welcome letter. A client welcome letter is an essential part of the onboarding process. 

If you are using a client management system the welcome letter should be waiting in the client portal when you first give your client access. If you are not using a client management system, send your client a welcome letter via email as soon as they sign a coaching agreement.

A welcome letter is instrumental in the onboarding process because it helps your client get set up. Your welcome letter will help them navigate your client management system and next steps.

Take a moment to pause and consider what your client needs to know. Jot down a few ideas of what you will include in your letter. With content for your welcome letter in mind, start writing! You can always customize or revise your letter but having a template ready to go will make your onboarding process a breeze. Store your letter in Google Docs, Word, or in your client management system.

Progress Tracker Form

Now that you have started coaching, your client will need a form to track their progress. A progress tracker will help you be a better coach and help your client see the value of your services. Have your client log wins, setbacks, and spaces where they feel stuck. 

Creating a progress tracker is as simple as using Google Forms or creating a custom spreadsheet. Your client should fill out their progress tracker before every session. This form will help both you and your client show up to a coaching session prepared.

An alternative kind of form could be a dedicated space for your client to journal. If you go the journal route, make sure that you provide the journal prompts and elect a dedicated space for your client’s journal entries. Journal prompts should address goals, struggles, and wins.

Pro tip: A client management system is a great place to store your client’s progress tracker. With a client management system you and your client both have space to access and review progress. Check in on your clients journal entries or review their latest progress updates.

Testimonial Form

The final form you must have for your coaching business is a testimonial form. Testimonials are one of the best ways to attract new clients. After you’ve worked with a client for a while ask them to brag about you.

The positive words your clients share with you can convert skeptical prospective clients into eager paying customers. Prospective clients might not take your word for it when you say that you’re an amazing coach but they will almost certainly be convinced that your the coach for them by testimonials from satisfied clients.

Starting to see why it’s essential to have a streamlined system for collecting testimonials?

Reach out to a few current or past clients and personally ask them to provide you a testimonial. If they agree, send them a link to your testimonial form.

Here’s what your testimonial form should include:

  • The reason your client hired you – This shows potential clients who might be seeking a coach for something similar that you are the coach for them.
  • The transformation – Ask your client to explain in detail what changed in their life as a result of working with you.
  • Why they loved working with you – Ask your client to brag on your amazing skills!
  • Why they would recommend you – Your client should share what they would tell a friend who is considering hiring you.
  • Permission to share publicly – Be sure to confirm with your client that it’s okay if you share their responses on your website, social media, and anywhere else you plan to post their testimonial.
  • High quality headshot – Last but not least, get a high quality photo to attach to the testimonial.

You can create a Google Form to capture client testimonials or embed a testimonial form in your client management system. Be sure to thank the clients that provide you with a testimonial and share their responses like crazy!

Set Yourself Up for Success

There you have it, the forms you must have as a coach. No more scrambling to get your ducks in a row or bombarding your client with emails containing a billion attachments. With the right forms your client’s experience will be straightforward and smooth every step of the way.

Want more tips on how to level up your coaching business? The Coach School was created to help coaches navigate the ins and outs of running a business. You have the skills to provide an amazing service to your clients but you could likely use some help when it comes to attracting new clients, marketing your services, and implementing systems that streamline your operations.

Plus The Coach School features a bonus library where you can download templates for all the forms mentioned in this post! What are you waiting for? Join The Coach School today! Learn more here.

Scroll to Top