Building a Six-Figure Coaching Practice: Mistakes Made and Lessons Learned

If you’re reading this, chances are you’re either interested in getting your coaching certification or already working with private clients part-time and dreaming of going full-time. Our dream started in the summer of 2018, on a patio in our friend's backyard, where we took the first step in starting our coaching practice. Now, seven years later, we're considering expanding our team, strategizing about how to have a greater impact and further reach, and having exciting conversations about potentially winning Salt Lake City Weekly’s Best of Utah! While we haven’t “made it” yet, we've come a long way. And there’s so much more room to grow, and so many more lessons to learn. If you're considering this path, be prepared: it’s a lifelong process, but a rewarding one.

Here are a few mistakes we’ve made and the lessons we’ve learned on our journey to building a six-figure coaching business.

Lesson 1: Build a Client Pipeline Beyond Referrals

Early on, I was told, "Your coaching will be your best marketing." The idea was that if you do good work, referrals will naturally follow. While that’s true to an extent, I learned that relying on word-of-mouth alone isn’t enough to build a sustainable business. In seven years, I can count on one hand (maybe two) how many clients have come strictly from referrals.

Instead, we realized that visibility is key. Even if a past client had an amazing experience, their friends and family might not be ready for coaching at that moment. Just like a great restaurant doesn’t rely solely on customers telling their friends, you need a way for new clients to find you when they are ready. Investing in marketing, SEO, and a strong online presence ensures your coaching services are discoverable when people go looking for your service, not just dependent on the right conversation at the right time.

Lesson 2: Your Website Should Work for You

A professional, clear website is a must. Initially, we thought our strong referral network would carry us, so we didn’t prioritize it. When we finally did create one, we made the mistake of filling it with too many personal photos - images of us hiking, camping, and enjoying the outdoors. While it reflected our values, it confused potential clients. Were we coaches, outdoor guides, or offering nature retreats?

We learned that a great website should clearly communicate what you offer and why it matters to your ideal client. People don’t need to see endless headshots or overly staged branding photos. They want to see what’s possible for them through your coaching. By shifting our website messaging and visuals to focus on client transformation (rather than ourselves), we attracted more of the right people. We also leaned heavily on Don Miller’s Business Made Simple to refine our messaging, and it made a huge difference.

Lesson 3: Progress Over Perfection

In the beginning, we burned a lot of time and energy worrying that we didn’t have the perfect coaching packages, pricing model, or content strategy. We thought we had to have it all figured out before taking action. But that mindset only led to frustration and inaction.

The reality? You don’t need a full-fledged coaching framework to start. If you can offer a single session today, start there! Everything else will evolve over time. The best way to refine your offerings is by doing the work, seeing what resonates, and adjusting as you go. We began with no framework, no website, no polished content—just a willingness to show up. Don’t let perfectionism hold you back. Start now, refine later.

Lesson 4: Make Scheduling & Payments Seamless

At first, we kept things casual. Clients would send Venmo payments and schedule sessions via text or email. While it felt personal and easygoing, it wasn’t professional or scalable.

A streamlined system makes all the difference. Investing in an online scheduling tool, invoicing software, and a professional payment system saves time and makes it easier for clients to book, pay, and engage with your services. These systems also help you stay organized, track finances, and create a smooth client experience. You don’t need to implement everything at once, but the sooner you adopt professional systems, the more effortless it will be for people to work with you.

Lesson 5: Success Requires Learning New Things

Running a coaching business isn’t just about coaching—it’s about building a business. Early on, we had this vision that once we landed high-paying clients, we’d have more time and financial freedom. But the reality was different.

Beyond one-on-one sessions, we had to build email funnels, set up systems, refine our website, create content, network, design coaching programs, navigate taxes (ugh), write contracts, and continuously learn and improve. There’s always work to be done and projects to start, and it takes time to find a rhythm. The good news? When you have the right clients and you’re doing work you love, all of that effort becomes deeply rewarding.

Lesson 6: Marketing Marketing Marketing

It’s not enough to be a great coach. You need to communicate why your coaching matters. For years, we struggled to market ourselves because we didn’t know how to clearly articulate what we offered, who we served, or why it was valuable. We even avoided choosing a niche out of fear of excluding potential clients.

Once we clarified our message and focused on attracting the right people, everything changed. Marketing is essential if you want a thriving practice. Invest time in learning SEO, email marketing, and advertising. If you’re serious about growing your business, visibility is non-negotiable.

Lesson 7: Keep Learning & Evolving

Your clients rely on you to be at your best, and that means continuous growth. This includes ongoing education, working with a coach yourself, staying updated on industry trends, and refining your skills. If you let professional development slip, it’s easy to fall behind.

Stay engaged in your own learning journey whether that’s through certifications, courses, or coaching. The more you grow, the better you can serve your clients.

Lesson 8: Stay in the Game

You don’t have to quit your day job overnight to build a successful coaching practice. We’ve balanced full-time jobs, taken breaks, and even paused new client intakes when necessary. The key is to not give up and stay focused on what you can do with what you have and take it day by day.

Building a thriving coaching business takes time. Some months will feel slow, and you’ll question if it’s all worth it. But if you stay connected to your vision and continue taking small steps forward, the momentum builds.

The Bottom Line: This is Possible

Building a six-figure coaching practice isn’t easy...but it is possible. If you’re committed to helping people and willing to put in the work, you can create a thriving business. We made a lot of mistakes so you don’t have to, and now, we want to help you avoid those same pitfalls and support you through the process.

If you’re thinking about starting your own coaching practice or needing support through your CTI Co-Active coaching certification, click below to schedule a free intro session. We’ve been where you are, and we can help you get where you want to be.