Building a coaching business can feel a little overwhelming—especially if you’re new to the business side of things. Maybe you’re fresh out of coaching school, or you’ve been working on a coaching platform and you’re ready to step out on your own. Maybe you’ve been coaching internally in an organization and want to start building an external client base. Or maybe you’ve been coaching for a while but haven’t had the time (or energy) to set up solid business systems.
Wherever you’re starting, this list is designed to give you a clear foundation. These aren’t the only steps to building a thriving practice, but putting these pieces in place will help you grow with more confidence, clarity, and ease. Think of this as your starting point—a practical roadmap you can build on as your coaching business develops. Let’s dive in.
1. Get Clear on Who You Help and What Problem You Solve.
It may feel counterintuitive, but trying to serve “everyone” makes your message invisible. Narrow your focus to one primary group and the specific struggle they keep hitting. That clarity makes your invitations easier to say yes to—and it gives you a solid direction for every other business decision. People aren’t usually looking for general support; they want relief from a very specific problem. How will your coaching help them?
2. Create one signature offer first.
Instead of juggling six different packages that are confusing to both your audience and yourself, create one simple, solid offer you can talk about confidently. A clear offer with a clear outcome gives people something concrete to say yes to. Once you have it working, then you can add tiers, group programs, or anything else you feel inspired to offer.
3. Build an online home base.
Your website doesn’t need bells and whistles—it just needs to explain what you do, who it’s for, and how someone can take the next step. Think of it as your digital welcome mat. Keep it clean, clear, and simple, and make sure your contact or booking link is easy to find.
4. Create a lead magnet that is really helpful, not a homework assignment.
People don’t want a 30-page PDF—they want relief, insight, or a quick win. Offer something small, useful, and easy to implement right away. A checklist, short guide, or quick audio lesson works beautifully.
5. Develop a consistent content rhythm that is also kind to you.
Showing up regularly builds trust, but “regularly” doesn’t have to mean daily. Pick one platform (yes, just one) and one format that fits your energy—audio, written, or talking video. Consistency beats intensity every time, especially in your first couple years.
6. Talk about results, not roles.
Most people don’t understand what coaching is—but they absolutely understand feeling stuck, overwhelmed, uninspired, or unclear. Frame your work around the transformation you help people create, not the tools you use. Paint the picture of what life looks like after working with you.
7. Create a simple, repeatable way people can meet you.
A brief discovery call, chemistry session, or clarity conversation (whatever you want to call it) helps people experience your presence, which is your best sales tool. Keep it friendly, structured, and conversational. You’re not “selling”; you’re helping them see what’s possible when they work with you.
8. Collect social proof early.
Social proof builds trust faster than anything else. Ask for feedback, short testimonials, or results your clients are willing to share. Evidence of transformation helps prospects believe their own transformation is possible.
9. Learn the basics of ethical marketing.
Marketing doesn’t mean manipulation. It means clear communication rooted in service. When you frame marketing as simply connecting with the people you can help most, it feels less like a drudgery and more like an extension of your coaching.
10. Create a weekly “CEO session” to keep yourself on track.
It’s easy for coaches to get caught up in busywork. A weekly CEO session of an hour or two can help you refocus on what is actually important in your business: conversations, content, and follow-ups. Treat it seriously–like a meeting with the head of your future thriving business.
11. Map out the first steps of your client journey.
Think through what happens after someone says “yes.” A simple onboarding process, welcome message, and first-session structure creates a grounded, professional coaching experience. Clients feel safe when they know what to expect.
12. Make your messaging sound like a real human—not a brochure.
People hire coaches they feel connected to. Write and speak like yourself. Warmth, honesty, and clarity build trust far more effectively than polished, overly formal marketing language.
13. Build genuine connections with other coaches and service providers.
Your peers can be a surprising source of referrals. Some of your best clients may come from people who coach in a completely different niche. Build your network early—it can pay off for many years.
14. Use your email list as your main relationship-building platform.
Social media is rented land; your website and email list are your home base. Send something simple and supportive at least twice a month. A short email with genuine value builds trust more effectively than chasing the elusive algorithms.
15. Learn how to talk about your coaching.
Step away from the coaching jargon. Practice describing what you do in plain language: what changes for people, how they feel after coaching, what challenges coaching helps resolve. A confident, clear explanation helps people self-identify as your ideal client.
16. Prioritize conversations over tasks.
Coaching businesses grow through real human connection, not complicated funnels. Make space each week for conversations: follow-ups, check-ins, introductions, and warm outreach. No pressure—just connection.
17. Create a simple system for tracking leads and relationships.
You don’t need a fancy CRM to get started. A spreadsheet or small database works just fine. Tracking your contacts prevents missed opportunities and helps you see where clients are really coming from.
18. Strengthen your sales conversations through curiosity and presence.
It’s fine to have a structure, but you don’t need a script. Just bring your curiosity, compassion, and clear offer. Ask questions that help prospects understand what they want—and whether coaching is the right path to get there.
19. Keep improving your coaching skills.
Newer coaches often underestimate how much strong coaching skills support strong business results. As your coaching improves, your confidence grows—and confident coaches attract clients more naturally.
20. Anchor yourself by cultivating a coaching mindset.
Growing a coaching business can feel vulnerable. Give yourself practices—journaling, supervision, mentor coaching, reflection—to help you stay grounded in your worth and your purpose. This grounding supports your confidence, and confidence is magnetic to potential clients.
What’s Next?
If this list feels a bit daunting—or if you’d simply like ongoing support as you put these pieces into place—I’d love to invite you to join us in Coaches in CAHOOTS. It’s a collaborative community for coaches who are serious about growing their practice with clarity, confidence, and integrity. We explore practical topics like this list, connect through meaningful discussion and shared learning, and help each other stay focused on what matters most. If you want a place to grow your coaching skills and your business, we’re here for you.
