In this paper we obtain the rate equations for Zeeman coherences in the broad-line approximation and steady-state balance equations directly from optical Bloch equations without the use of the perturbation theory. The broad-line approximation allows us to use the adiabatic elimination procedure in order to eliminate the optical coherences from the optical Bloch equations, but the steady-state condition allows us to derive the balance equations in a straightforward way. We compare our approach with the perturbation-theory approach as given previously and show that our approach is more flexible for analyzing various experiments. Meanwhile we also show the validity and limitations of the application of the rate equations in experiments with coherent atomic excitation when either the broad-line approximation or steady-state conditions hold. Thus we have shown the basis for modeling the coherent atomic excitation experiments by using the relatively simple rate equations, provided that certain experimental conditions hold.