How Defining My Ideal Client Profile Transformed My Business

In the mid-2000s, I was a high school Latin teacher, and I loved it. I loved the rhythm of the classroom, the quiet triumph when a student finally grasped the logic of a complicated translation and the look of surprise when they realized ancient wisdom still applied to modern life. But what fascinated me most wasn’t Latin itself. It was watching students make connections about who they were becoming.

That curiosity about potential, growth and transformation eventually led me to coaching. I earned my first professional certification through the International Coaching Federation (ICF), built a small roster of clients and thought I was on my way. Most of my clients were students or parents of students.

Then reality hit.

Teaching had given me structure, salary and summers off. Coaching was an open field, inspiring but unpredictable. My handful of clients couldn’t sustain a living. I knew if I wanted to make coaching work as a full-time career, I had to understand business.

And that’s when I came across the concept that changed everything: the Ideal Client Profile, or ICP.

Related: These 4 Questions Can Help You Identify Your Ideal Customer

The moment it clicked

At first, the phrase sounded like something from a marketing textbook. It seemed abstract, maybe even too corporate for someone coming from education. But once I understood what it really meant, I realized it was a reflection tool as much as a marketing one.

It asked a fundamental coaching question: Who do you serve best, and why?

When I sat down to map it out, something shifted. I realized the clients I loved working with weren’t defined by their profession or income. They were defined by mindset. They were the kind of people who saw change as a skill, who were open to reflection and who approached their lives like a creative project.

Once I knew who those people were, I could build everything else (my messaging, my pricing, my programs) around that insight. That’s when my coaching business became financially viable.

What an Ideal Client Profile really is

An Ideal Client Profile is a living snapshot of who you serve best and why. It evolves as you evolve. It’s both a map and a mirror, guiding your outreach while clarifying your purpose.

Here are the five elements that make a great one.

1. Core demographics and identity

Who your client is in basic terms: age, career stage, industry or life stage. These details aren’t the whole picture, but they form the outer shell of your ICP.

2. Aspirations and desired outcomes

What are they reaching for? A strong ICP captures both their current reality and their vision for what’s next. It shows the “from” and the “to.”

3. Pain points and problems

What keeps them up at night? Identifying these bottlenecks helps you understand exactly what problem your coaching exists to solve.

4. Decision-making drivers

How do they decide to hire, invest or take action? The best ICPs reveal the emotional and logical forces behind those choices.

5. Fit and alignment factors

What makes them your ideal client, not just any client? This includes personality traits, readiness for change and the type of energy that brings out your best work.

Once you’ve clarified who you serve best, you can go a step further by defining your niche. Explore the top life coaching niches and how to choose yours.

Related: To Find Your Ideal Client Begin With a Study of Yourself

How to evaluate your Ideal Client Profile

When I began teaching this concept to coaches, I realized some needed a more tangible way to measure depth. They wanted a framework that turned insight into something you could score, track and refine.

Imagine each Ideal Client Profile could earn 25 points. You get 10 points just for conducting a real interview with someone who fits your potential ideal client. The remaining 15 points come from the quality of the insight you gather.

1. Future vision clarity (out of 5 points)

• Score 1: Generic goals like “wants to grow their business.”

• Score 3: Captures the emotional “why” behind the goal, what success means to them.

• Score 5: Understands how the goal fits into their life story or identity shift.

2. Current reality clarity (out of 5 points)

• Score 1: Lists common issues like “overwhelmed” or “stressed.”

• Score 3: Pinpoints the exact situations where the pain shows up.

• Score 5: Identifies the emotional and relational costs of staying stuck.

3. Journey and obstacles clarity (out of 5 points)

• Score 1: Lists what they’ve tried.

• Score 3: Explains why those things didn’t work.

• Score 5: Names the deeper fears or beliefs holding them back, the unspoken reasons they haven’t hired a coach yet.

Related: Get Picky With Your Clients — How to Identify and Attract Your Ideal Customer

Why it matters

Creating an Ideal Client Profile is more than a marketing exercise. It’s a way to see your business and your clients through a more human lens.

When I started, I thought building a coaching business was about perfecting offers or posting consistently. It turned out to be about listening deeply and curiously to the people I most wanted to serve.

That’s what teachers do. That’s what coaches do. And in many ways, that’s what entrepreneurs do too.

If you’re a coach trying to build your practice, start here. Pick one person, have a real conversation and write their story down. Capture not just what they say, but what they mean. You’ll discover insights that shape everything from your website copy to your next program design.

You might be surprised to find that defining your Ideal Client Profile not only helps you build your business — it helps you rediscover your “why.”

In the mid-2000s, I was a high school Latin teacher, and I loved it. I loved the rhythm of the classroom, the quiet triumph when a student finally grasped the logic of a complicated translation and the look of surprise when they realized ancient wisdom still applied to modern life. But what fascinated me most wasn’t Latin itself. It was watching students make connections about who they were becoming.

That curiosity about potential, growth and transformation eventually led me to coaching. I earned my first professional certification through the International Coaching Federation (ICF), built a small roster of clients and thought I was on my way. Most of my clients were students or parents of students.