Don’t Skip These 3 Tips When Starting Your Career Coaching Business
When it comes to beginning something new—especially starting your online coaching business—the actual starting component can feel like the hardest part.
I remember when I was launching my business last year. It felt less like simply climbing a mountain and more like I didn’t even know where that mountain was, the conditions I should pack for, or the equipment I’d need. Fortunately, through my copywriting program—that’s now #24 on the Inc 5000 list—some awesome female entrepreneur mentors, and my own trial and error, I’ve learned SO MUCH.
And after partnering with some awesome career coaches like you, I’ve picked up some great tidbits, too!
So in the spirit of sisterhood, I’m sharing (and adapting) three of them with you!
My name’s Tessa. Your friendly neighborhood copywriter.
After spending a decade in corporate recruiting, hiring, and designing extremely effective (and equitable) talent programs, I made the jump to professional copywriter.
Today, I partner with career and leadership coaches like you to hone your messaging so you can reach your audience and business goals.
Want to chat strategy? I’m all ears.
Click here to book your FREE Discovery Call!
Of course, every business is different because every coach is different. And one size certainly doesn’t fit all.
However, whether starting your coaching business is a tiny glimmer in your mind OR you’re launching your fully baked plan right now, there are just some things no one wants to skip.
And with a *seemingly infinite* number of things to do to set your coaching business up for success, if you’re feeling overwhelmed, you aren’t alone.
It’s why I’m highlighting three essential ones right now:
Tip #1: Lay a Strong Foundation
Tip #2: Explore Additional Education and Training
Tip #3: Refine your Messaging
So let’s get into it. Starting from the bottom.
Tip #1: Lay a Strong Foundation
Like with most things, you gotta have a strong base. And to build that base, you have to invest in your business a bit: time, education, expertise, and, yes….money.💰
And I’m a budget-conscious girlie myself, so I totally get it. New business start-up costs add up. It’s why it’s important to recognize what you need and what you can do without…for now.
So, as you consider where you’ll spend and where you’ll save, consider these things:
✔️ The cost and value of your time
✔️ How a tool or expert will help you reach your coaching business goals
✔️ If the cost of doing it manually on your own outweighs the price of a system or expert
✔️ How using [tool or expert] enhances your customer experience and overall satisfaction
🪻 Bonus Tip: Shift your mindset.
Spending money, especially up front, can be tough and feel scary. Especially if you’re spending more than you’re taking in.
I get it. Because I’ve experienced that very feeling.
So I challenge you to instead, shift your mindset to one of: I’m investing in my business. “Investing” feels a lot less like loss and more like an active decision that’ll enrich and grow your business.
Now, before diving straight into launching your coaching business, there are a few checkpoints to hit to ensure your foundation is rock solid.
Lucky for you, I’ve broken them down into 4 questions.
1️⃣ Who Are You Helping?
You may be working toward landing your very first client, have clients lined up, or have worked with a handful already (and, in that case, congrats!). No matter which stage of the business-building process you’re in, having a clear understanding of your target audience is crucial.
Why, you may ask?
Because it informs your messaging and drives the *right* engagement by the *right* audience.
After all, you’re creating all this stuff for them, right? It’s a good idea to know who “they” are.
If you’re working with clients already—amazing. And if you’re not, that’s okay too!
| Asking yourself questions like these is beneficial either way: |
|---|
| ❔ Who are they, and where are they on their career journey? ❔ What problems or challenges do they bring to you? ❔ What goals do they have for themselves? ❔ Which limiting beliefs get in the way? ❔ And how does your signature offer(s) help them reach those goals? ⭐ Bonus question: Which clients do YOU enjoy helping the most? |
These answers give you IMPACTFUL insight into how to craft more compelling offers, engaging messaging, and relevant content that are specific and unique to your audience.
That’s powerful stuff.
And it’s especially helpful when creating your website.
2️⃣ Where Can They Find You?
When you start your online coaching business, it’s imperative to be, well….online.
After all, nowadays, 29% of business is conducted online, so you’ll want to get a website up and running. Think of your professional website like your virtual storefront. It tells visitors who you are, what you offer, and—most importantly—why partnering with you will get them to where they want to be in their careers and lives. 1
Whether your potential clients find you by:
▪️ Reading a LinkedIn post
▪️ Stumbling upon your blog after Googling “Should I quit my job?”
▪️ Watching one of your videos or ads on YouTube
▪️ Or joining your free Masterclass on “Navigating layoffs”
They ultimately landed on your website and are now spending the next six seconds scanning your main navigation bar to figure out two things:
WHAT you do
And HOW you can help them
Fun Fact: A staggering 85.1 billion—BILLION, with a B— users visited Google alone in 2023, followed by YouTube with 33 billion. So, if you’re not online, you’re missing out big time, babe. 2
(just another reason your sales funnel and SEO strategy should be on point, but more on that later)
Platforms like Squarespace and Wix have made creating your own website a breeze, with DIY templates to get you up and running in no time.
Just make sure you don’t skip major sections like:
| ABOUT: | Tell your audience who you are, what you do, and why you’re qualified to help them. Not every coach out there has the wealth of knowledge and experience you do—toot your own horn, sister! 📣 ✨Pro Tip: This section is actually more about your audience than about you. And giving them the info they need to make a confident and informed decision is key. Partner with a professional copywriter to craft your messaging to tell your story authentically and in a way that inspires them to take action, like booking a call with you. |
|---|---|
| SERVICES: | Showcase what you offer! Courses, strategy calls, types of coaching and programs, etc. Don’t forget an FAQ section! |
| RESOURCES: | Add your blog, freebies like your MasterClass or guides, or affiliate links so they know what brands you trust and how to score a deal. Giving some value away for free only further builds your trust and credibility. Think, “If this is what I get for free, imagine what I’ll get with the paid offers!” |
| SUCCESS STORIES: | Highlight happy client testimonials and reviews that show your visitors all the greatness that’s in store for them by partnering with you. |
| CONTACT: | Let ‘em know how to get in touch! Giving your audience a couple options is a great play here: book time directly on your calendar or send you a message. |
If you have social media links for them to follow, be sure to include those on your site, too. So they can engage with your content in a way that fits them.
Next up: money.
3️⃣ How Will They Pay You?
Your resume is chock full of *valuable* experience, years of accumulated expertise, and lessons you’re dying to share. And you became a coach to pass that knowledge and expertise on to other professionals so they can reach their goals and live the career of their dreams.
Helping others is undoubtedly at the center of why you started your coaching business in the first place. That’s an honorable and beautiful thing.
AND, it’s equally important to be paid for that work.
Easily. Efficiently. And on time.
Using a simple client flow management platform enables you to manage every step of your client flow. Including the all-important payment processing.
And I know what you’re thinking: Can’t I just use Venmo or PayPal for my business?
Yeah. Of course, you can. But I don’t recommend it. Payment processors like Venmo and PayPal are great for personal use, but aren’t proficient or prepared to offer your business buyer protection or services to resolve disputes.
We’ve all heard (or experienced firsthand) horror stories:
🔻Someone meant to pay you, and the payment went to the wrong person (good luck, right?)
🔻 A transaction was accidentally sent through as “goods and services,” and someone mistakenly paid a fee they’re now struggling to get refunded
🔻 You or someone you know were the victim of a scam and were unable to get your money back
Yikes. Plus, you have to use multiple tools in addition to Venmo and PayPal (PDF invoices and spreadsheets, oh my!).
Clientflow management platforms, on the other hand, help move your clients—potential and current—through your process quickly and efficiently. This is excellent news for you since 86% of clients hire the first business that responds to them.3
And don’t underestimate the power of professionalism. Utilizing legitimate invoicing software shows your clients you’re serious, trustworthy, and mean business (pun intended).
Because you’ve got a process that makes it easy for them! (and who couldn’t use a little more ease in their lives, ya know?)
Of all the options out there: Dubsado, HelloBonsai, 17hats…HoneyBook is my personal favorite because it’s ridiculously easy to use and affordable.
| Click this link for my Referral Code, and treat yourself to 25% off! |
With HoneyBook, I can:
◾ Automate payment reminder emails
◾ Opt for a bank transfer option with a low, flat-rate transaction fee of 1.5%
◾ Tap a dedicated disputes team to help manage any disputes or unethical refund requests
◾ And customize my business proposals with branding and seamlessly send invoices and contracts.
And speaking of contracts…
4️⃣ What Terms Do You Agree To?
The term “CYA” exists for a reason, folks. And in this case, it stands for “Cover Your Assets.”
When it comes to coaching and selling products and services, the legal aspect is nothing to skimp on. It takes time, effort, and precious energy to build each product and service you offer.
And having a solid business contract in place protects both you and your clients by clearly outlining:
🖋️ The agreed-upon scope of work (and what you charge for anything outside of that)
🖋️ Payment terms—schedule, amounts, refunds, late fees, etc.
🖋️ Confidentiality clauses
🖋️ Policies for cancelation, rescheduling, and no-shows
🖋️ And dispute resolution
Plus, putting some legal parameters around your intellectual property to protect yourself from copycats couldn’t hurt either.
For professional contract templates and legal bundles, I love Amy Nesheim’s Artful Contracts.
I’m not a legal expert by any stretch of the imagination, so when I was starting my business candidly, this part scared me a bit.
And Amy’s SUITE of DIY templates with step-by-step, easy-to-understand instructions and videos were perfect for this stage of my business. She also offers coaching and courses, along with tons of free resources, all catered to creative entrepreneurs, coaches, and course creators—she even has a special program for coaches!
| For professional contract templates, check out Artful Contracts and use referral code TESSA for 10% off on eligible offers. |
You’ve worked hard developing your products and services. And put serious time in gaining your wealth of knowledge, education, credentials, and certifications.
So make sure you’ve got the paperwork in place to back you up and keep what you’ve built safe.
Tip #2: Explore Additional Education and Training
Career, life, and on-the-job experience are so, SO valuable. You’ve already got those in spades. But the professional coaching pool is a crowded one—growing by 62% since 2019.4
A great way to separate yourself from the pack?
Add to your skillset and bolster those qualifications.
I’ve got over 10 years of experience in corporate recruiting and the career space—working for tech start-ups, building programs from scratch, partnering with leaders of all levels, and coaching and hiring hundreds of employees.
…And one of the best decisions I ever made was choosing to advance my skills by enrolling in a professional copywriting program. It deepened my writing skills, gave me the basics for starting my business (a major confidence boost), and provided me with an awesome community of copywriters, entrepreneurs, professional coaches, and continuous industry educational resources…and literally so much more.
There’s always more to learn.
Plus, refreshing your skills and knowledge toolbox has some great residual benefits…
✅ Shows your dedication and commitment to quality
✅ Further legitimizes your business to your audience
✅ Boosts your overall authority and credibility
✅ And grants you access to professional networks, connections, and continuous education resources so YOU can stay ahead of the game on what’s happening in the industry.
Which is a HUGE advantage for you, and an even BIGGER one for your clients.
There are a lot of different avenues to pursue, so here are some ideas to get you started:
| 1️⃣ My #1 recommendation is to explore advanced certifications: | Obtaining a specific certification from relevant and reputable organizations—like the International Coach Federation (ICF) or the Center for Credentialing and Education (CCE)—enhances your career coaching skills. And gives you a competitive edge over your non-certified competitors. |
|---|---|
| 2️⃣ Update yourself on what’s happening in the career space: | Connect with colleagues in the industry, read articles by reputable and trustworthy publications, and follow thought leaders on social media. Things change, and as a career coach, you want to stay in-the-know. P.S. It’ll also help you identify problems and create solutions for your clients! |
| 3️⃣ Brush up on your communication skills: | Clear communication is an essential tool that can always be polished. After all, you’ll be working with clients from all walks, and the stronger communicator you are, the more effective coach you’ll be. |
A Word on Certifications:
Is certification a requirement for starting your coaching business? No.
But it doesn’t hurt. In fact, a certification can be a massive asset.
◾ They go a long way in establishing trust in a jam-packed industry
◾ Help build credibility with potential clients
◾ Can increase your overall earning potential
◾ And many programs even offer valuable networking opportunities with other coaching professionals.
There are a lot of certification programs out there. Before you take the plunge, though, do some research to determine the best course of action for you and your business.
These programs cost money too, so I challenge you to shift your mindset from “I’m spending money and I have no idea when I’ll get it back” to “I’m investing in myself and my business to further my opportunities for advancement.”
Also, be aware that things change. The ICF, for example, has made some changes to its accreditation structure, so be sure you’re going off of the most current information before choosing your own coaching education.5
By continuing to sharpen your skill set ax and staying in the loop with your industry, you keep your finger on the pulse of:
➡️ Where your audience is struggling
➡️ What your clients want and need
➡️ And what and how you should position your offers and craft your messaging.
So you can continue to help improve others’ professional lives, relationships, and business performance meaningfully.
Oh! And don’t forget to add new certifications or programs to your website. You’ve earned them, toot your horn, sis!
Tip #3: Refine your Messaging
(and be consistent)
With a strong foundation and some fresh new skills, let’s talk message strategy. Clear, relevant, consistent, and engaging content is essential if you want it to land with your target audience.
Notice the aforementioned consistent.
Whether you’re…
📧 Building your email list
🔍 Developing your SEO strategy—essential for your audience to find you on Google
✍️ Creating a blog
📷 Increasing brand awareness on social media
📈 Or producing other content to improve your sales funnel strategically
Consistency is KEY.
And pumping out RELEVANT content on the reg comes with BIG benefits—for you and your audience.
| Why It Matters: | Low-Lift Solution |
|---|---|
| 1️⃣ The more relevant the writing is to the reader, the more likely they are to stick around. That’s important because users only spend about an average of 5.5 seconds looking at it. Meaning you have less than 6 seconds to hook them. And if they don’t find what they want within that time, they bounce. Literally. And go to another site.6 |
Amp up your website copy with language they know, speak to their pain points and desires, and sprinkle in testimonials throughout the copy. |
| 2️⃣ The Rule of 7: A consumer needs to interact with your brand an average of seven times before they consider buying from you. The more often your audience sees and engages with your content, the more likely they are to build trust in your brand and ultimately make a purchase. 7 |
Start an email newsletter to send to your email list weekly, bi-weekly, or monthly. |
| 3️⃣ Ninety-two percent of online traffic comes from Google. Putting content out regularly also helps boost your SEO and site trust and authority in the eyes of Google. |
Publish a blog at least four times a month. They’re incredibly valuable resources for your readers too! 8 |
Sources: 6, 7, 8
You might be thinking now, “Okay, great Tessa. I’m not a writing expert and even if I were, I’m running an online coaching business and don’t have the time to churn out this level of content.”
This is where partnering up with a professional copywriter gives you even more of a competitive edge over your peers.
As a professional copywriter, I …
💫 Take the time to listen and learn about your business and audience
💫 Conduct thorough SEO research (which your competitors may be missing altogether)
💫 Leverage my content marketing knowledge and decade’s worth of recruiting and career expertise
💫 And inject your voice and personality into content that appeals to your unique audience and sounds like you
| Check Out What My Client Amy Had to Say: |
|---|
“Very succinct and clear expectations set forth for the project, timeline, and benchmarks. Tessa did an amazing job of capturing what I was looking for and helping [to] even flesh it out even more. I highly recommend Tessa as she has such a unique, innate brilliance in writing, a skillset that doesn’t come to many easily. The quality of output and thoroughness of the chakra quiz [lead magnet] and the bios - I thought, “Wow, she really got it.” Thank you so much!” — Amy Pons, Founder of Unlock the Magic Master Certified Life Coach, ICF Member, and Crystal & Chakra Healer |
🪻 Bonus Tip:
Focus on one offer at a time.
It can be tempting to bounce around and create a ton of different things at once when the first draft of your very first offer falls flatter than expected. Don’t get too discouraged.
Momentum takes TIME. And getting it right takes PRACTICE. Whether it’s an SEO strategy, building your email list, or refining your funnel, focus on fine-tuning one offer at a time. Tweaking as you go.
Progress over perfection. So don’t overlook those little wins.
Because before you know it, those little wins will turn into big ones.
Ready to Do This?
Remember, building a coaching business is a journey. And if getting started feels daunting, that is okay.
By focusing on the essentials first:
◾Setting a solid foundation
◾Building on your wealth of knowledge and on-the-job experience by investing some time and resources into a credible certification
◾And nailing your messaging by partnering with an expert
I have no doubt you’ll chip away at that list of yours, winding up with a pretty amazing business.
Ready to get started? I know I am. Book your FREE Discovery Call with me, and let’s chat about the best ways to reach your audience and your business goals.
You deserve it, babe.
Chat soon!
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Endnotes
1. https://www.forbes.com/advisor/business/software/website-statistics/
2. https://www.forbes.com/advisor/business/software/website-statistics/
3. https://www.honeybook.com/blog/stop-using-venmo-business-transactions#Venmo
4. https://luisazhou.com/blog/coaching-industry-market-size/#:~:text=The%20coaching%20market%20has%20grown,(55%25%20since%202019).
5. https://www.linkedin.com/pulse/11-top-leadership-coach-certification-programs-2024-robertson-pcc-puxoe/
6. https://www.forbes.com/advisor/business/software/website-statistics/
7. https://www.b2bmarketing.net/archive/the-marketing-rule-of-7-and-why-its-still-relevant-in-b2b-b2b-marketing-2/#:~:text=The%20rule%20of%20seven%20quite,a%20purchase%20will%20take%20place.
8. https://www.forbes.com/advisor/business/software/website-statistics/
9. https://www.linkedin.com/pulse/11-top-leadership-coach-certification-programs-2024-robertson-pcc-puxoe/
