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Most executive function coaches rely on referrals, random social media posts, or just hoping clients show up.
That works—until it doesn’t.
Referrals dry up.
Social media eats your content and never gives it back.
And throwing money at Facebook ads? That’s a great way to make Mark Zuckerberg richer, not you.
If you want a steady flow of clients without constantly chasing them, you need a funnel.
A good funnel brings people to you, builds trust, and converts them into paying clients—without burning you out.
Let’s break it down.
What the Heck is a Funnel?
Imagine you’re running a lemonade stand.
You wouldn’t set it up on an empty street where no one passes by—you’d pick a spot with lots of foot traffic, like outside a park on a hot day.
But even in a busy location, people won’t automatically stop.
They need a reason.
So you hold out a tray of free samples—tiny cups of ice-cold lemonade.
People walking by take a sip, realize it’s delicious, and now they’re way more likely to buy a full cup.
That free sample? That’s your lead magnet—something small but valuable that introduces people to what you offer.
Here’s how this works as a funnel for your coaching business:
1. Big Wide Opening: Many people pass by your stand (or, in business terms, they come across your content—maybe a blog post, podcast, or a helpful email).
2. Getting Closer: Some take a sample (download a free guide, sign up for a newsletter, or watch a short video).
3. Even Closer: They realize they like what you offer and trust you know what you’re doing.
4. Final Step: When they’re ready to buy (or, in this case, ready to invest in coaching), they choose you—because you’ve already shown them value.
Here's a visual of this funnel example for reference:
A funnel makes sure you’re not just waiting and hoping for clients.
It actively moves the right people toward working with you—just like handing out lemonade samples makes it easier to sell a full cup.
Why Every Executive Function Coach Needs a Funnel
A funnel is a structured way to attract, nurture, and convert potential clients.
It ensures you’re not just throwing your services into the void, hoping someone bites.
Instead of working harder, you work smarter.
Here’s why this matters:
You stop relying on unpredictable referrals that can dry up overnight
You build trust with potential clients before they ever get on a call
You create systems that work for you instead of constantly doing manual outreach
When your funnel works, you don’t have to beg for clients.
They come to you already interested, trusting, and convinced you can help.
The Biggest Mistakes Coaches Make with Funnels
Thinking Word-of-Mouth is a Strategy
Word-of-mouth is nice, but it’s not a plan.
People move, change jobs, or stop referring.
If you don’t have a way to attract new people consistently, your business will always be in feast-or-famine mode.
Posting Randomly on Social Media and Calling it a Funnel
Making a post on Instagram and hoping it leads to clients isn’t a funnel.
Most content disappears into the algorithm abyss within 24 hours.
If you don’t have a way to capture potential clients and follow up, all that effort is wasted.
Paying for Ads Without a Follow-Up Plan
Ads don’t create trust.
Even if someone clicks, what happens next?
If they don’t get nurtured with valuable content or a clear call to action, they’ll forget you faster than yesterday’s viral meme.
How to Build a Simple Funnel That Works
A funnel doesn’t have to be complicated.
Knowing exactly what you want people to do at each step is key.
If you want a ready-made guide to help you visually create your funnel, grab my What is a Funnel? Workbook.
Here’s how to set one up:
1. Identify Where Your Ideal Clients Are Looking for Help
Parents of kids with executive function struggles often start with neuropsychologists.
College students might Google “how to stop procrastinating.”
Figure out where your people are starting their search and then start to provide valuable content and resources for this group.
2. Create Something That Solves Their Immediate Problem
A great funnel starts with free value.
Write a blog post, make a short video, or create a downloadable guide that directly answers a common problem they’re facing.
If they need an assessment for their kid, offer a guide on “How to Get Your Child Evaluated for Executive Function Challenges.”
Here are examples of lead magnets or things that attract prospective clients in my business:
3. Capture Their Contact Info in Exchange for Value
If they read your blog post or watch your video, what happens next?
A good funnel moves them to the next step, like downloading a free checklist in exchange for their email.
Once you have their email, you’re no longer at the mercy of social media algorithms.
4. Follow Up with More Value
People buy from those they trust.
The key is to keep showing up with useful content that solves real problems.
Share tips like “The Top 5 Questions to Ask a Neuropsychologist” or “How to Help Your Teen Stick to a Homework Routine.”
But don’t just educate—gently guide them toward the next step.
For example:
• At the end of a blog post, add: “If you found this helpful, you might love my free guide on executive function strategies. Grab it here.”
• In your email newsletter, mention: “I cover this in-depth inside my course for parents who want to support their child’s executive function growth. Check it out here.”
Give them a clear way to go deeper if they’re ready. You can see how I do this at the bottom of this article with my "P.S." message.
5. Make Booking a Call the Obvious Next Step
If someone has been reading your content, opening your emails, and finding value, they’re already interested.
So, make the next step easy and low-pressure.
• In a blog post: “If you’d like personalized help, I offer free 15-minute consultations to see if coaching is right for you. Book here.”
• In an email: “A lot of parents reading this are wondering, ‘Would coaching help my kid?’ If that’s you, let’s chat. Here’s where to book a quick call.”
When you consistently provide value and casually mention ways they can take the next step, working with you feels like the natural choice—not a sales pitch.
Here's a visual that summarizes this funnel:
The Bottom Line
Build the right funnel, and instead of chasing clients, they’ll come to you.
Here is how you can get started:
Stop relying on word-of-mouth
Identify where your ideal clients look for help.
Offer something valuable in exchange for their email.
Follow up with helpful content to build trust.
Make booking a call the obvious next step.
Hope this helps 🤙🏻
Want support in creating your funnel?
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About Me
Hey! I'm Sean 👋
I'm a former public school special education teacher who realized that executive function skills are more important than knowing when George Washington crossed the Potomac.
Since then, I've made it my mission to teach anyone who will listen about how to develop these key life skills.
In 2020, I founded Executive Function Specialists to ensure all students with ADHD and Autism have access to high-quality online executive function coaching services. We offer online EF coaching and courses to help students and families.
Realizing I could only reach so many people through coaching, in 2021 I started the Executive Function Coaching Academy which trains schools, educators, and individuals to learn the key strategies to improve executive function skills for students.
In 2023, I co-founded of UpSkill Specialists, to provide neurodivergent adults with high-quality executive function coaching services.
When not pursuing my passions through work, I love spending time with my family, getting exercise, and expanding my brain through reading. You can connect with me on LinkedIn.