Her work explores rurality, hidden histories, and inequalities relating to low income through photography, installations, and audio. She uses photography to question stories around power, identity, wealth, and poverty. She was first educated in working-class communities, and then at London College of Communication (BA Hons Photography). Participation and working with communities are an important aspect of her work.

In 2022 Coates was the winner of the Jerwood / Photoworks award. Over the past five years she has achieved worldwide recognition from Magenta Flash Forward, British Journal of Photography, The British Council, Arts Council England, Women Photograph, Firecracker and more. In 2021 Joanne was a recipient of Shutterstock Females in Focus Award.  In 2023 she was a nominee of the Prix Pictet. Her work is held in the collections of MIMA.