Schema markup generator for leadership and executive coaches
Leadership coaching practices should use ProfessionalService, the schema.org LocalBusiness subtype for professional work. Fill in the form and I’ll build valid JSON-LD you can paste into your site’s head.
ProfessionalService JSON-LD
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "ProfessionalService",
"@id": "https://summitleadership.example/#business",
"name": "Summit Leadership Coaching",
"description": "An executive and leadership coaching practice in Calgary working with new managers, senior leaders and leadership teams.",
"url": "https://summitleadership.example/",
"telephone": "+1-403-555-0142",
"email": "hello@summitleadership.example",
"image": "https://summitleadership.example/images/photo.jpg",
"address": {
"@type": "PostalAddress",
"streetAddress": "100 Example Street SW",
"addressLocality": "Calgary",
"addressRegion": "AB",
"postalCode": "T2P 1J9",
"addressCountry": "CA"
},
"openingHours": [
"Mo-Fr 09:00-17:00"
],
"priceRange": "$",
"areaServed": [
"Calgary",
"Airdrie",
"Cochrane",
"Okotoks"
],
"knowsAbout": [
"Executive coaching",
"New manager development",
"Team coaching",
"Difficult conversations",
"360 feedback"
],
"knowsLanguage": [
"English",
"Spanish"
],
"slogan": "Lead with clarity.",
"sameAs": [
"https://www.instagram.com/summitleadershipcoaching",
"https://www.linkedin.com/company/summitleadershipcoaching"
]
}
</script>Paste this into your page’s head, then test it with Google’s Rich Results Test and validator.schema.org. The example values are made up: replace every one.
Want this added to your coaching practice’s website?
Send me your site and I’ll check your current structured data and send back corrected JSON-LD for it. Free.
The properties that matter for leadership and executive coaches
Type: ProfessionalService. Every property below is a real schema.org property.
| Property | Why it matters |
|---|---|
knowsAbout | Executive coaching, team coaching and new manager programs serve different buyers. Name the ones you do. |
description | Say who you coach, at what level. It separates you from life coaches in how search tools read you. |
areaServed | Most coaching is virtual. List the regions you serve so you aren’t treated as a local-only business. |
address | If you don’t see clients in an office, leave it out. A home address adds risk and little value. |
Common mistakes
Using MedicalBusiness or a health type. Coaching isn’t clinical, and ProfessionalService says so.
Marking up client testimonials as reviews. Self-serving review markup isn’t eligible for review stars in Google.
Using Person and ProfessionalService for the same thing on the same page. Pick one main entity, and keep the other on your about page.
How to add it to your site
- Replace every example value in the form with your own details. They should match your Google Business Profile exactly.
- Copy the code and paste it into your page’s
<head>. Most site builders have a custom code field. On a hand-built site, it goes in the template. - Test the live page with Google’s Rich Results Test and validator.schema.org, and fix anything they flag.
- Add the same facts to the visible page. Structured data should describe what visitors can see. My website checklist for leadership and executive coaches covers the rest.
Schema for leadership and executive coaches: questions
If clients hire a named practice, use ProfessionalService on the home page. If you are the brand, Person works well too. Add the other on your about page, kept clearly separate.
Say it on the page. On a Person block you could add hasCredential, but that needs care to do well, so I keep it as visible text for most coaches.
It helps AI tools understand what you do and who for. It doesn’t guarantee a recommendation. Specific, plain pages do more of that work.
Keep reading
- nick@tavro.ca
- 587-439-9994
- Calgary, Alberta