What’s the one thing you need before starting your health coaching business? It’s not a business card. Or a logo. Or even securing a place to see clients. To be a successful health coach, you need a winning launch strategy.

What’s great about a launch strategy is that you can use it every time you launch something new.

Whether that’s a new workshop, new online course, or a new book. And of course, a new health coaching business. Simply put, this kind of strategy determines how you’ll kick off whatever it is you’re launching. Here are the steps you need to take to put yourself (or your product) out there and start getting leads.

Make It Easy for People to Find You

I wish it was as easy as posting to Facebook that you’re “now accepting clients!” Trust me, it’s not. That said, it’s not incredibly difficult, either. It just takes a little time to figure out your strategy. Thankfully, that’s exactly what I’m going to walk you through today.

I’ll assume you already have a good handle on identifying your niche audience—this is the focused subset of people with a specific health concern you specialize in. Your niche might be busy working moms who want to reverse the aging process, young business professionals who want to avoid burnout, or amateur athletes interested in a primal approach to training. It doesn’t matter who they are, it matters how you position yourself so they can easily find you.

Step 1: Know What You’re Launching

It seems simple enough, but if you don’t have clarity on what you’re selling, you won’t get clear results. When I started my health coaching business, I wanted to do some one-on-one coaching, hold a few workshops here and there, and offer a couple of one-off services like pantry purges and grocery store tours. If all that sounds wishy-washy, it’s because it was. Since then I’ve streamlined my services, but it’s a good lesson in knowing what you want to offer and understanding what your niche audience needs.

Take the time to determine what you’re offering (and what you’ll charge). It could be:

  • 50-minute one-on-one coaching sessions
  • Small group workshops held 6 times per year
  • A Primal-inspired cookbook or workout plan
  • An in-person talk at your local gym or co-op

Step 2: Get Clear on Your Goals

Think about what you’d like to accomplish with your launch. Again, it’s crucial to get really clear on this step. Once you decide on your goals, visualize them happening. Remember, visualizing is different than wishing or thinking about something. It’s embracing the feeling of having already achieved your goal. Ask yourself:

  • Do I want to have a full schedule of one-on-ones on Mondays and Tuesdays?
  • Does the sound of securing 8 new clients a month feel right?
  • How about selling 50 cookbooks within the first month of promoting it?
  • Or getting 35 people to attend my in-person event?

Step 3: Decide How You’ll Promote It

Most people do their research online before buying a product or service, so understanding where your niche hangs out is important. Are they on Instagram? Facebook? YouTube? Your email list? There are different ways to drive traffic to what you’re launching (including free and paid options), but you have to have a plan. For the purposes of this post, we’ll focus on free, online options.

Free traffic is a great way to get new eyes on your services, workshop, or brand new book, especially when you’re just starting out and you don’t have tons of extra cash. Different forms of free traffic include:

  • Blogging
  • Social media
  • Your email list

The key here is to map out and create all of your launch emails, social media posts, and blog posts ahead of time so you’re not scrambling at the last minute. Using a content calendar like this one can help. You might also consider setting up a scheduler to automatically post your content.

Whichever forms of traffic you decide on, remember that you have to be consistent. That means posting regularly, keeping your content on-brand, and making sure your message is clear. That doesn’t mean bombarding potential clients with a hard sell every time you post. You have to offer value, evoke emotion, and show them how great their lives will be when they book a Discovery Call with you, sign up for your workshop, or start flipping through your book.

On average, it takes 7-10 posts to get through to your audience, so don’t be shy about over-posting or feel like you’re harassing them. Don’t be afraid to drip out content or give free advice on your blog posts, emails, and social media pages, either. You want people to be as excited about what you’re launching as you are.

Step 4: Be Specific in Your Call-to-Action

Put yourself in your niche’s shoes for a minute. What do you want their next step to be? Maybe they’ve been seeing posts and emails about a new health coach who helps busy working moms transition from eating a SAD diet to a keto-focused one. Now what? If you want your niche to take action, you have to tell them what to do next. That’s called a call-to-action.

You’ve made it easy for your niche to find you, but is it easy for them to take the next step? Don’t make the mistake of doing all this hard work and not following through with a solid CTA. Depending on what you’re launching, it could be:

  • Book Your Free Session (linked to the online scheduler on your website)
  • Grab My Top Tips For Keto On-the-Go (linked to the opt-in form for your email list)
  • Get a Sneak Peek at My Book (linked to where they can buy or download your new book)
  • Only 2 Spots Left! (linked to tickets for your next in-person talk)

Step 5: Close the Sale

Even with all that hard work, not everyone who sees your post or email will make the purchase. In fact, only about 2% of your traffic will convert to a sale without additional relationship building—meaning that if 100 people click your call-to-action, on average, two of them will book the Discovery Call, buy the book, or sign up for your talk.

To reach the remaining 98%, you have to nurture the relationship you’ve started with your leads. That’s where things like putting on a Facebook Live and engaging with your audience in the comments of your social media posts come in. Or better yet, get them on your subscriber list so you can continue to grow the relationship and give them ongoing reasons to trust you as an authority in your niche. The goal is to keep the conversation going to lower the barrier to entry, and watch as leads become sales.


Creating a winning strategy is crucial to the success of your launch. It’s a lot easier than you might think, too. Take some time to review these steps and really consider what this looks like for you. The best part is, once you get comfortable with this process, you can use it anytime you’re launching new services, workshops, books, or even a brand new business.

Step 1: Know What You’re Launching
Step 2: Get Clear on Your Goals
Step 3: Decide How You’ll Promote It
Step 4: Be Specific in Your Call-to-Action
Step 5: Close the Sale!

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