Launching Your Coaching Business? Start Here (and Don’t Skip These Steps!)

Launching Your Coaching Business? Start Here (and Don’t Skip These Steps!)

So, you’ve decided to start your coaching business. Maybe you’ve just wrapped up your certification. Maybe you’ve already been unofficially coaching for a while and you’re ready to make it real. Either way, congratulations. This is big.

But let me guess: you’ve also got a hundred browser tabs open.

One says “Best scheduling software for coaches.”
Another says “Do I need a coaching niche?”
And somewhere in there… there’s probably a Canva tab you’re hoping will magically spit out the perfect logo.

If that sounds familiar, you’re not alone.

Starting a coaching business as a solopreneur is exciting—but it can also be completely overwhelming. When I launched my own practice over a decade ago, I had zero roadmap. Just a lot of passion, a strong work ethic, and a serious case of imposter syndrome.

That’s why I created my Launch Checklist for Coaches—a simple, comprehensive guide that walks you through the essentials of setting up a coaching business the right way. It’s the list I wish I’d had when I started.

And in this post, I’m breaking down the first foundational steps you need to take—so you can stop second-guessing yourself and start building a business that’s legit, profitable, and sustainable.

🎧 P.S. Want the audio version?

Check out Episode 37 of The Coaching Edge, where I talk through these launch basics and share some of the most common mistakes new coaches make when getting started.

Why You Need a Launch Plan (Even if You’re Not a “Plan” Person)

When you're a new coach, it’s tempting to jump straight into the fun stuff—like creating Instagram content or dreaming up a six-month signature program.

But here's the truth: without a solid foundation, your business will stay a hobby.

The “business of coaching” needs just as much attention as your actual coaching skills.

That doesn’t mean you need a 30-page business plan or a fancy brand identity. But it does mean you need a few key pieces in place so you can confidently market your services, sign clients, and deliver an amazing experience from day one.

Step 1: Choose a Name (But Don’t Get Stuck Here)

Yes, you need a business name. But no, it doesn’t have to be perfect.

In fact, one of the biggest mistakes I see new coaches make is getting totally bogged down in this decision. They spend weeks agonizing over a name—when what they really need to do is get to work serving people.

My best advice is to stick with "Your Name + Coaching", like mine, Wendy McCallum Coaching. You are your brand, after all! And as a coach who's working to get herself out there, my name is what people google the most. Yours will be too.

Here’s what matters most:

• Clear over clever: Is it clear what you do? Does it make sense? 

• Is it easy to remember?

• Can people spell it?

• Is the URL or social handle available?

• PURCHASE THE URL AND START THE SOCIAL MEDIA ACCOUNT IMMEDIATELY once you've decided!

That’s it. Don’t overthink it.

Plenty of successful coaches use their own name (like I do), and plenty use creative brand names. Both work. Just pick something clear and move on.

▶️ Grab the free Launch Checklist for a short list of business name do’s and don’ts.

Step 2: Set Up the Bare Minimum Online Presence

You do not need a full website, professional photoshoot, or 15-page About section to start coaching.

What you do need is:

• A simple one-page site or landing page that says who you help, how you help, and how to book a call

• A way for clients to contact you (email or contact form)

• A scheduling link to book discovery calls

This is what I call the “starter website trifecta,” and it’s more than enough for people to find you, and for you to look polished and professional while keeping you focused on what actually matters: connecting with real humans.

Step 3: Pick Your Coaching Tools & Systems

You don’t need a full tech stack. But you do need a few core systems so your business doesn’t feel like a hot mess behind the scenes.

Here’s what I recommend:

🧾 Contracts & Payments

• Use a client agreement—even if you’re just starting. It sets expectations and protects both of you.

• Choose a payment system that’s simple and secure. Stripe or PayPal are popular with the coaches inside my Business Building Bootcamp (BBB) Community.

📆 Scheduling

• Use something like Acuity or Calendly to manage appointments. Your clients will thank you (and so will your future self).

📁 Client Management

• Start a secure folder for each client with session notes, homework, and agreements.

• Use a simple CRM (or even Google Drive) to stay organized.

Step 4: Get Visible—Even Without Social Media

This one’s for the introverts (and the social-media-fatigued).

While Instagram can be a great tool for finding clients, it’s not the only one. You can absolutely start signing clients without a single reel or hashtag.

Here’s how:

• Tap into your existing network. Let your friends, former colleagues, and communities know what you’re doing and how they can refer people to you.

• Offer free discovery calls or a sample session to build confidence and get the word out.

• List your services in coaching directories or on your LinkedIn profile.

• Pitch a free workshop or Lunch & Learn presentation to a local organization, business or community group.

Clients aren’t just “out there.” They’re often already connected to you—you just haven’t told them what you do yet.

Step 5: Make It Easy for Clients to Say Yes

You’ve got your systems. You’ve put the word out. Now what?

Make it ridiculously simple for someone to hire you.

That means:

• Clear offer: What are they getting? For how long? At what price?

• Clear next step: Book a call. Pay the invoice. Schedule the session.

• Clear boundaries: How will you work together? What can they expect?

Most coaches overcomplicate this. But the truth is, people love clarity. It builds trust—and trust leads to yes.

🎧 In Episode 37 of The Coaching Edge, I talk more about all of these basics to launching a business with confidence.

Step 6: Collect (and Use) Testimonials

One of the best ways to build credibility is to let other people talk about how great you are.

But asking for testimonials can feel awkward when you’re just getting started. Here’s a simple reframe: you’re not asking for praise—you’re asking for feedback.

Try this:
“Hey [Client Name], I’d love to hear how the coaching experience was for you. What changed for you during our work together? Is there anything you’d be open to sharing that I could use as a testimonial?”

Boom. Done.

And yes, you can ask past clients or even people you’ve coached during your training. That counts too.

Bonus Step: Avoid the Trap of “Perfect Before Public”

If you’re reading this and thinking “Okay, but I need to figure out my niche/logo/photoshoot/Instagram aesthetic first,” take a breath.

You do not need to be perfect to start helping people.

In fact, trying to be perfect before you’re visible is the fastest way to stall your business. Trust me—I’ve been there. And I see it in coaches I work with every day.

You’ll get clearer as you go. Your message will evolve. Your brand will grow with you.

Just start where you are. The clients who are meant to work with you? They’re looking for you—not your polished brand kit.

The Freebie That Will Save You Hours of Googling

If this blog post has you nodding along, my Launch Checklist for Coaches is going to be your new favourite tool.

It’s a printable, fill-in-the-blanks-style resource that walks you through every step (INCLUDING SEVERAL THAT I'VE NOT INCLUDED IN THIS BLOG POST)—from back-end business systems to front-facing marketing—to help you confidently launch your coaching business.

✔️ Save hours of guesswork
✔️ Get set up to serve clients right away
✔️ Build a business that’s clean, simple, and actually sustainable

👉 Click here to download the free checklist now

Final Thoughts: You’ve Got This

Starting your coaching business can feel like trying to assemble IKEA furniture without the instructions. (Except instead of a bookshelf, it’s your entire career. No pressure.)

But here’s the thing: You don’t have to figure it all out at once.

Just take one step at a time. Keep it simple. Stay focused on helping people. And don’t be afraid to ask for support along the way.

I built my coaching business from the ground up—without a roadmap—and now I get to help other women do the same. That’s what lights me up. So if you’re at the start of your journey, know that I see you. And I’ve got your back.

Grab the checklist. Give yourself a starting line. And let’s get you out there helping the people who need you.

✨ Download the Launch Checklist
🎧 Listen to Episode 37 of The Coaching Edge