How To Set Up Your Coaching Business: The Basics
I get it: when you’re just starting out with your coaching business, it’s so confusing to know what to focus on?
Instagram? TikTok? Getting a logo?
You look at the other coaches online who seem to have it all together already and you start to wonder: why would anyone pick me over them?
Before you give up on your dreams, let me assure you that we all start from square one! Comparing yourself to people who have been in the game for years is not wise.
Just because there are others out there who are already established doesn’t mean there isn’t room for you too.
So today let’s throw all the comparison-itis, imposter syndrome and overwhelm out the window.
Here’s my simple guide to the basics that you actually need to start your coaching business:
Coaching Business Basics
Web Basics
Website (or similar)
As a professional, you need a digital home on the internet. While an actual website is not essential for every coach, it’s a great way to introduce yourself and showcase your unique approach. A website (or online home) makes it easier for potential clients from all over the world to find you.
If you don’t have a website, think about what you’ll use instead. Instagram? TikTok? If so, make sure you’re adding the same type of information there as you would on a website. Make it clear who you are and what you’re all about. In other words, make sure it’s not just videos about your cat. First impressions count!
Email Host
Your email list is arguably your most important asset as an online business owner. Social media networks come and go. But email makes it easy to find your people and keep them in the loop. If you don’t already have an email list going, I suggest doing that ASAP.
Some services like Squarespace have email opt-ins ready to go. But you can also start with the free service from Mailchimp.
Your Tagline & Bio
It’s your job to explain what it is that you do, in a way that’s compelling and clear. That means putting what you can do into one simple sentence. In a place where you’re pressed for space (like an Instagram bio) focus on getting your message across first. Leave the cute emojis or jokes alone until you get your point across.
If you have a website, put some work into your bio or about page. While you want to share your story and unique perspective, you also want to add a section that highlights your professional achievements, certifications, and trainings, etc. Be sure to add to this as your experience grows.
Legal Basics
Business Registration
This one might vary depending on where you’re located. I know in some areas you’re allowed to operate without a business license until you hit a certain level of revenue. However, double-check your state or country’s process and costs. Consider consulting an accountant (shop around!).
Insurance
Insurance is another important topic that varies widely depending on where you live. It’s definitely worth doing some research into this. If you’re already speaking to an accountant or lawyer, get their advice. For example, in the UK indemnity and public liability insurance protects you from claims and is available for about £100/year.
Coaching Agreements
Before working with a client, it’s essential to send them a coaching agreement (or contract). This is a basic contract that outlines confidentiality, fees, due dates, cancellation policies, etc. Always make sure you get back a signed copy of the agreement before you start working with any client!
If you have a coaching accreditation or belong to a professional organization, they might be able to send you a template. You can also look for free templates online! However, if you do end up working with a lawyer somewhere down the line it might be useful for them to check over your agreement.
Accounting Basics
Bank Account
Open a separate business bank account for clarity and credibility. It separates you from the entity of your business so you can make better business (and personal) financial decisions. Again, you can probably start without one but as soon as you start booking up your calendar, make sure this hits your to-do list.
Accountant
No one wants to think about taxes but trust me! Your accountant will become your BFF come tax season. Again, it might be possible to skip this in the very early stages. But I recommend looking into hiring an accountant ASAP. Tax regulations can change or you might enter a different tax bracket without realizing it. In any case, always keep detailed transaction records to make your life easier. (Alternatively or in addition to an accountant, you might want to use software like Freshbooks.)
Money To Cover Basic Costs
Running a coaching business is more expensive than you might think. Expect annual fees for web domain and hosting, membership fees (if applicable), extra schooling, coaching for yourself accountant, supervision, training, insurance, photography, and taxes.
My advice is always to focus on making the most revenue with the least amount of output. I once had a consult call with someone who wanted to create a large lavish ceremony for her first business event. Of course, that sounds great on paper! But you need to prove your idea first and see if you can get people to invest. I definitely don’t recommend spending all your savings before you’ve had a chance to test-drive your concept.
Scheduling Basics
Admin Time
A problem I’ve noticed a lot with beginner coaches is not charging enough for their client work. However, this is not because I think people should blindly charge lots without thinking. It’s because your hourly/package rate should also compensate you for all the other time you spend on your business. (And let’s face it–that’s a lot of time!)
Be prepared for the time commitment of administrative tasks like emails, appointments, invoicing, recordkeeping, and tracking coaching hours. Consider creating a cash flow forecast to manage income and expenses.
Don’t Sweat It
With all of that being said, any small step forward is still a victory! Lots of people begin their practice by coaching friends and family for free. That can be a smart way to build up your skills and get testimonials.
Final Thoughts
I’ll be real: starting an online business and becoming a coach has involved me learning all kinds of things I didn’t know before! The most important thing is to keep your mind open and be willing to adjust as your business grows. Be open to hiring new people or consultants in areas where you feel weaker. It might save you a lot of headache in the long run.
However, my journey has been very much worth the work and I wish the same for you. I hope these tips help you find your own coaching business success!
PS Looking for more? You might also want to check out this post about how to build a spiritual business, or 100 spiritual business ideas .
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