Note: Updated for 2025. This guide walks you through the essential steps. From gaining a qualification to finding your first paying clients – with principles you can apply wherever you’re coaching. By Joanna Lott, who specialises in supporting qualified coaches to successfully grow their own business practices with honesty, not hype. She’s ICF-accredited and hosts a top 2% global podcast – Women in the Coaching Arena. Discover more at joannalottcoaching.com.
Starting a coaching business can feel exciting and daunting all at once. Many people entering the coaching profession ask: How do I make coaching as my career? How do I get clients? Where do I even begin?
When I left my corporate HR role in 2019 to train as a coach, I discovered quickly that coaching is just one part of the puzzle. Becoming a successful coach meant learning entrepreneurship: sales, marketing, finance, and visibility. The journey wasn’t easy, but little by little, I built a thriving Career and Executive Coaching business, and in time began supporting hundreds of other coaches to do the same.
Here are the ten essential steps I wish I’d found when I began, and I still recommend them today.
1. GAIN A CREDIBLE COACHING CERTIFICATION (e.g. ICF)
While not legally required in the UK, gaining a professional qualification shows clients you take coaching seriously. Accreditation by bodies such as the International Coaching Federation (ICF) or the Association for Coaching (AC) signals that you work to recognised standards of ethics and skill. This is particularly valued in organisational coaching, where credibility and professionalism are critical.
Why completing an ICF Certified Course matters:
- Gives you evidence-based frameworks and models to use in sessions
- Offers observed practice and developmental feedback, so you grow in confidence
- Opens doors to networks, mentoring, and ongoing CPD opportunities
- Helps you gain clients, especially corporate clients. trust that you meet international standards
Where to start: At Become we offer ICF and AC accredited programmes at Level 1 (Diploma in Integrative Coaching) and Level 2 (Advanced Diploma in Integrative Coaching). Both include rigorous training, feedback, and a strong alumni community that supports you long after the course ends.
Our evidence-based, psychologically informed training goes beyond techniques. We focus on transformational coaching skills that help you create lasting change with clients. Through rigorous observed practice, developmental feedback, and mentoring, you’ll build confidence and depth as a coach. You’ll also join a vibrant alumni community that provides ongoing connection, support, and professional growth long after the course ends.
2. DEFINE YOUR VISION
Your vision provides a north star for your coaching practice. Without it, it’s easy to get swept up in day-to-day tasks or distracted by what other coaches are doing. A vision helps you make aligned decisions and stay motivated through the inevitable ups and downs of building a business.
Practical exercise:
– Write “I’d love it if…” at the top of a page
– Finish the sentence with as much detail as possible. The type of clients you’d love to work with, the difference you want to make, the lifestyle you’d like to build
– Revisit this statement regularly and update it as your practice evolves.
3. IDENTIFY YOUR NICHE (or Niches! WHO + WHAT + RESULT)
A niche gives clarity to your message and makes it easier for clients to recognise themselves in your work. It’s about focusing on a type of client and outcome, rather than trying to appeal to everyone.
Ask: Who do I want to serve? What result do they need? Why me? Remember that it’s okay to be 70% clear. Get started, then refine through real conversations. For more on niching and marketing, see my Ultimate Guide to Finding a Profitable Niche.
Tip: You don’t need to have this nailed down perfectly from the start. Many successful coaches begin with a broad idea and refine it through conversations, client experiences, and reflection. Think of it as an evolving process, not a one-time decision. Your Coach Training will also support you in understanding your niche further.
4. CREATE AND PRICE YOUR SIGNATURE PACKAGE
Instead of selling one-off sessions, create a package that takes your client on a journey. This shows the value of coaching as a process of transformation, rather than a single event. For more on creating your signature coaching offer, see my How to Create Your Signature Coaching Offer blog post.
To start designing your package, begin by mapping the journey from where your client is now to where they want to be. Think carefully about what will support them along the way, this might include sessions, resources, check-ins, or practical exercises. Bring these elements together into a clear package with a defined duration and price. When setting your fee, avoid simply calculating based on hours worked. Instead, consider the value of the transformation you are supporting, whether that’s improved wellbeing, stronger leadership, or greater clarity. Remember, clients invest in outcomes, not just time.
5. USE A CLEAR COACHING AGREEMENT
A coaching agreement creates psychological safety for your client and protects you as a practitioner. It sets clear boundaries, expectations, and responsibilities. Having a written agreement avoids misunderstandings and sets a professional tone from the outset. You can adapt templates provided by training organisations, the ICF, or the Association for Coaching.
When creating your coaching agreement, be sure to include key aspects such as the number and frequency of sessions, the payment structure along with cancellation and rescheduling terms, and clear guidelines on confidentiality and GDPR compliance. It’s also important to outline the role of the coach and the role of the client, so that both parties understand their responsibilities and expectations from the outset.
6. TALK TO YOUR NETWORK
Your first clients are likely to come from people you already know. The key is to explain what you do in a way that’s both simple and compelling.
Practical tip: Share updates on what you’re learning, who you enjoy working with, or the kinds of results coaching can bring. Keep it conversational and genuine, people will think of you when they or someone they know needs support.
7. COLLECT TESTIMONIALS
Testimonials are one of the most powerful ways to build trust. Potential clients want to know if coaching works — and real client stories are often more persuasive than any marketing claim. When gathering testimonials, ask clients what has changed for them since you began working together and encourage them to focus on the transformation rather than simply your skills. Wherever possible, use their exact words, as authentic language resonates far more strongly than polished statements. Written testimonials are always valuable, but short video clips or audio quotes can often be even more impactful.
8. POLISH YOUR LINKEDIN PROFILE
Many clients will look you up online before contacting you, so your LinkedIn profile is one of the most important markers of credibility. Research shows that people form impressions within seconds, so a professional and aligned profile can immediately build trust. Start by updating your photo, headline, and About section so they clearly reflect your coaching focus and niche. Adding a cover banner that signals your brand identity helps make your profile visually distinctive. Beyond your profile, posting consistently is key, even one post a week makes a difference. Share a short reflection on coaching, an insight from your practice, or a lesson from your own journey. Consistency over time builds visibility, and positions you as a trusted and authoritative voice in your field.
9. CHOOSE A SIMPLE MARKETING STRATEGY
You don’t need to master every marketing channel at once; in fact, spreading yourself across too many platforms can dilute your impact. Evidence from behavioural science shows that consistent, focused effort is more effective than trying to do everything sporadically. Begin by selecting one or two methods that feel natural to you. For example, you might run small webinars or workshops to showcase your style, write guest posts for relevant platforms, or engage regularly in community groups where your potential clients spend time. By showing up consistently in the same spaces, you build familiarity, trust, and credibility over time, which are all key to clients choosing you.
Remember that Become’s Alumni Community offers targeted business mentoring to help you find and refine the right marketing approach for your unique coaching practice.
10. DELIVER EXCEPTIONAL SERVICE
The most powerful marketing tool you have is the experience your clients receive. Research consistently shows that referrals and word-of-mouth are driven less by advertising and more by how supported and valued clients feel. This means that your processes matter just as much as your coaching skills. Think about sending a warm welcome email or pack that sets clear expectations and establishes trust from the start. Consider checking in between sessions where it feels appropriate, and always ensure that next steps are explicit and client-led. When clients feel cared for, they are far more likely to continue working with you, return in the future, and recommend your services to others.
UK LEGAL ESSENTIALS CHECKLIST
Ensure your coaching is both professional and compliant:
- Register with HMRC for Self-Assessment (and Class 2 NI if applicable)
- Consider insurance: Hiscox Professional Indemnity for Coaches is one option.
- Register with the ICO for GDPR compliance if you collect client data
- Join a coaching body such as ICF, AC or EMCC for credibility and community
- Keep clear records, file your tax return on time, and stay compliant
FINAL THOUGHTS
Starting a coaching business is deeply rewarding, but you don’t have to figure it all out in isolation. With clarity in your vision, a focused niche, and an effective system in place, you can build a practice that’s impactful and reliable.
