How to Book Your First Client

How to Book Your First Client

Congrats on this exciting step coach! Booking your first client is a big deal for your business.

As a new coach, you’re probably wondering how to start finding clients. The good news is there isn’t a silver bullet. There’s no switch you can flip or magic phrase you can recite to announce to your future clients that you are open for business.

Booking your first client will be a result of a few key factors. You’ll need pricing that makes sense, a solid social media presence, time spent each week on a few activities that help you establish yourself as an expert, and strong calls to action.


The first step to booking your first client is to figure out your pricing.

As a first time coach, you’ll want to charge a reasonable rate. Your pricing should be on the lower end of the industry standard. The coaching industry is filled with coaches of all different ages, stages, qualifications, and experience levels. It only makes sense that there is a wide spectrum of what coaches are charging.

Take a moment to research what other coaches are charging. More experienced coaches can charge a premium for their services. You, my friend, will get to charge those premium rates someday. For now, you need to decide what a reasonable rate is based on your level of experience and qualification. 

To help you determine what a reasonable rate is consider the following factors:

  1. What is an hour of your time worth? 
  2. What is the true value of your expertise? 
  3. Where do you fit in the marketplace? 
  4. What is your target market’s financial position – can they afford you? 
Pro tip: New coaches typically charge $50 – $75 per session. Start out at the lower end of this range and raise prices as demand for your services increases. Take The Coach School Perfect Rate quiz to determine the pricing that’s right for you!


Get Social

Now that your pricing is on point it’s time to raise awareness about who you are and what you do. A great way to find potential clients and raise awareness about your business is through social media.

As a coach, you’ll want to create a professional, consistent presence on the social media platforms of your choice. Start by selecting a social media platform or two where your ideal client is hanging out. You might create an Instagram account, start a TikTok, or freshen up your Linkedin profile.

No matter what platform you choose, start creating highly professional content. Your content should reflect who you are as a coach and draw in your ideal clients. Use tools like Canva to create professional looking graphics and Grammarly to make sure your content is grammatically sound and typo free!

Once you have your social media platforms up and running be sure to post consistently. Start out slow. When you feel like you can consistently create a few posts a week you can up your game and dabble in fancier, more frequent posting strategies. For now, the name of the game is choosing a platform and showing your audience that they can count on you to show up consistently!

Need some help planning out your social media content? The Coach School has done the work of creating a beautiful, easy to follow social media planner for you. Get access to The Coach School 30 Day Social Media Planner.


Establish Expertise

Social media is just one way to gain exposure to potential clients. Establishing yourself as an expert is essential when it comes to booking your first client. Your client needs to know that you are the guy or the gal that can address their pain points!

Establishing yourself as an expert starts with clear messaging. You want to create content that speaks directly to your ideal client. Content like blog posts, podcasts, and the content you send to your email subscribers.


Sharing your wisdom and knowledge through longer text formats like a blog is a great way to position yourself as an expert. Starting a blog gives you the opportunity to really share your thoughts in depth. 

Brainstorm a few blog posts that will address your ideal client’s pain points. Start writing and determine your posting schedule. Will you share a blog post once a week or once a month? No matter the frequency of your posts make sure that what you share shows off your expertise and addresses the pain points of your ideal client.

Pro tip: Blog posts should be at least 1,500 words.

Guest posting

If you aren’t sure you can keep up a consistent writing routine opt for guest posting. There are a zillion online publications out there looking for articles from experts like you! Research a few online publications that accept guest writers. Determine if these publications could benefit from your expertise, write an article, follow the submission guidelines, and grow your audience!


Podcasting is an increasingly popular way to expand your audience and find potential clients. There is something about spoken word that connects with potential clients in a way that other mediums can’t.

Clients that choose to buy from you ultimately need to know, like, and trust you. Sharing your knowledge and voice is a powerful way to achieve the know, like, and trust factor.

Just like you did with blog post ideas, brainstorm potential podcast topics. What could you talk about that your ideal client would benefit from?

You might take some time to research other podcasts in your niche. Consider things like…

  • What is the format (interview or monologue)?
  • How long is each episode?
  • What do I have to offer that is unique?

Once you have a few episode ideas, start recording and share away!

Guest interviews

Not ready to take on the role of podcast host? Like guest blogging, you might consider being a guest on podcasts.

There are dozens of podcasts looking for quality guests like you. Being a guest on a podcast is the perfect platform to show off your expertise. Research podcasts that reach the audience you are trying to tap into. 

Make sure that the shows you are researching do guest interviews. Next, prepare a pitch. Some podcasts have a formal application process to be considered as a guest. Other podcasts thrive on guests like you reaching out with a compelling pitch.

Your pitch should highlight why you are an ideal guest for the show and what you would like to share with the audience. Don’t be afraid to flaunt your expertise here!


Having an email list is of the utmost importance!

The emails that you send to your mailing list should be highly professional. No one wants to sign up for a generic newsletter anymore. The individuals that give you their email want to know more about your expertise.

No matter what kind of coach you are, emails are a great way to serve potential clients and show off what you know! Your emails should speak directly to your ideal customer and provide exclusives that you don’t give anywhere else.

Exclusives might be advice, a free download, or even access to a training that you don’t give out to just anyone. 

Gone are the days of sending a generic newsletter update with a coupon attached. Use your email copy to convince your potential clients that you are an expert in your niche. You are the guy or gal that can solve their problem.


Calls to Action

You’re well on your way to booking your first client!

Now that your pricing is on point, you’re showing up on social media, and you’ve found ways to establish yourself as an expert, make sure that your call to action is clear. A call to action gives your potential client a clear next step. 

Calls to action are meant to increase your engagement and convert followers and website visitors into paying clients. Your call to action might be visiting a link in your Instagram bio, entering an email address, or booking a Discovery Call.

Social media

The first place you want a call to action on social media is in your bio. No matter what platform you are on, make sure that you have a call to action in your bio. Your call to action might be visiting your website for more information or boldly asking your followers to book a Discovery Call right then and there.

You can also feature calls to action on your social content. Common calls to action include commenting on a post, visiting a link in your bio, or sharing a post with a friend. 

Calls to action on social media are non-negotiable. Give your audience a clear next step and boost your engagement! 

Pro tip: At least once a month use a “Click the link” call to action. Getting social media followers on your website is the key to converting a follower into a client!


Calls to action on your blog posts will likely be an ask to input an email address, share your post, or book a Discovery Call.

You can seamlessly weave a call to action into your blog post by embedding a sign up form for a freebie that is related to your content. For example, if you are a health coach the call to action might be “Drop your name and email below for a free 7-day meal plan”. This call to action gets subscribers on your email list which gives you the opportunity to build your expertise!

Another call to action might be the call to book a Discovery Call with you. This might look like asking your reader to book a Discovery Call to “learn more” about the blog topic or “get started” implementing the advice in your article.


Similar to a blog, your podcast should have a call to action. You don’t want your audience to consume your content and move on. You want to give your listeners the next step.

The next step after listening to your podcast might be writing a review for the show, visiting the show notes, or sharing the episode.

You can make any or all of these calls to action verbally at the end of your show and in the show notes. You can also include a direct call to action in your show notes by including a link to book a Discovery Call with you. 


Successful calls to action through social media, blog posts, or podcasts should result in potential clients landing on your website. On your website, you will need to have ample opportunity to prompt your potential client to work with you.

Featuring a clear call to book a Discovery Call with you is essential. Make sure you have a scheduling service set up for Discovery Calls like Link to your Discovery Call scheduling page frequently. You can embed a link in the top banner of your website, the footer, and on relevant pages.

Pro tip: Another great way to capture potential client information is through an application to work with you. Have an application link on your coaching and about page.


Discovery calls

If all goes well, your potential clients will end up booking a Discovery Call with you. Discovery Calls are the most important place to make a call to action. 

Discovery Calls are meant to help you get a sense of what is going on in your potential client’s life and how you can help them. Listen well during this call. Provide a quick win and at the end of your Discovery Call invite your potential client to book you!


How does it feel to be on your way to booking your first client? You’ve got what it takes to help your clients achieve amazing results! With the right pricing, a solid social media presence, a few ways to establish your expertise, and strong calls to action you will sign your first client in no time!

Next steps

  • Research pricing
  • Start or refresh social media platforms
  • Identify a few ways to share your expertise
  • Use calls to action
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