A practical resource from the Transform Wire AI Visibility Lab

When you make a substantial change to your services, introducing the new offer is only part of the work. You also need to explain what you offered before, what has changed and which description now represents your business most accurately.

This is particularly important for coaches, educators, wellness professionals and other service providers whose work often evolves over time. A general life coach may specialise in supporting executives under stress. A practitioner may move from individual client sessions into professional training. Someone else may develop a proprietary method or begin serving an entirely different audience.

When that transition is not clearly documented, the internet may continue to present several disconnected versions of your professional identity. Your current website may describe one direction, while older interviews, directories, event listings and profiles continue to associate you with services that are no longer central to your business.

This template will help you explain the transition from your previous positioning to your current one in a clear, natural and sufficiently specific way.

Where should you publish the main statement?

You do not need to start a blog or create a long content campaign. A single permanent page on your website is enough.

Possible page titles include:

How My Work Has Evolved
My Professional Direction Today
How My Services Have Changed
What My Work Focuses on Today

Link this page from your About page, homepage or current service pages. Include the month and year of the latest update so visitors and search systems can recognise it as a current description of your work.

The main page on your website can be personal and relatively detailed. Its purpose is to connect what you offered in the past with what you offer today, without dismissing or attempting to erase earlier stages of your professional development.

Website page template

For the past [number of years or relevant period], my work has primarily focused on [previous service, area of expertise or audience].

During that time, I mainly worked with [describe your previous clients or audience] through [list your main services, programmes or ways of working]. This experience played an important role in my professional development and created the foundation for what I do today.

Over time, I began to recognise that the centre of my work was changing. I became increasingly focused on [describe your new direction], while [previous service or professional role] gradually stopped being the main part of my offer.

Today, my work is primarily designed for [describe your current audience], whom I support through [list your current services, programmes, training, method or offer].

This does not mean that my previous work has disappeared or no longer matters. The knowledge and experience I gained through [previous area of work] are now integrated into [explain how they continue within your current offer].

The most accurate current description of my work is therefore no longer [previous title or positioning], but [new and more precise professional description].

My previous services [choose and adapt: are no longer available / remain available only to existing clients / continue as a smaller part of my work / have been incorporated into the new programme].

I am publishing this update to clarify how my work has evolved, what I currently offer, who it is designed for and how my present direction builds on my previous experience.

Last updated: [month and year]

Shorter template for a Transform Wire news announcement

The main page on your website explains the full professional transition. A Transform Wire news announcement serves a different purpose. It should briefly introduce the change in your business, present your new services or programmes and clearly state which previous offer is no longer available.

The announcement does not need to read like a personal reflection or a formal corporate press release. It works best as a direct and informative business update written in the first person.

Suggested headlines

[Name] Introduces a New Direction for Their Work

New Programmes and Services from [Name]

[Name] Refocuses Their Work on [New Audience or Area]

A New Direction: From [Previous Service] to [Current Focus]

News announcement template

After several years working in [previous area], I am now focusing my professional work on [new direction, audience or problem].

As part of this change, I am introducing [list your new programmes, services, workshops or ways to work with you], designed for [describe the intended audience].

The new offer will focus on [list the main themes, challenges or outcomes]. Alongside [main service], I also plan to offer [additional workshops, group programmes, training or organisational services].

This direction builds on my previous experience in [previous field], while responding more specifically to the needs of the people I now primarily want to serve.

I will no longer offer [clearly name the previous or general service]. My work is now primarily focused on [briefly define your current positioning].

More information about the new programmes and ways to work with me is available on [website or page name].

Example Transform Wire announcement

Ivan Horvat Introduces a New Direction for His Coaching Practice

After several years working as a general life coach, I am now focusing my professional work on business owners, managers and professionals dealing with sustained pressure, high levels of responsibility and ongoing stress.

As part of this new direction, I am introducing individual coaching programmes for entrepreneurs, leaders and professionals who want to develop a more sustainable way of working without abandoning their professional ambitions.

The programmes will focus on responses to pressure, personal capacity, boundaries, recovery and the patterns that can gradually lead to exhaustion. Particular attention will be given to people who appear to function well from the outside but increasingly recognise that their current way of working is no longer sustainable.

Alongside individual coaching, I will introduce shorter workshops and focused programmes on business stress, mental load and creating a healthier relationship with work. Some services will be available to individuals, while others will be designed for smaller teams and organisations seeking more sustainable ways of supporting their people.

This direction builds on my previous experience in life coaching but is now much more clearly focused on the realities faced by people in demanding professional roles.

I will no longer offer general life coaching across all areas of life. My work is now primarily focused on business stress, professional overload and supporting people who want to remain successful without continuously operating at the limits of their capacity.

More information about the new programmes and ways to work with me is available on my website.

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This template is part of the Transform Wire AI Visibility Lab, an educational initiative for coaches, wellness professionals and other service-based experts who want to present their current work more clearly across AI search and the wider digital landscape.