How to create coaching packages, set their prices, and deliver exceptional experiences

A successful coaching business depends on three main factors: attractive coaching packages, suitable prices, and an unbeatable experience. In this post, we’ll help you set up all three.

First, we’ll explore what you must consider when planning your first (or next!) high-end coaching package. Then, we’ll tackle how to set prices that match your offerings and experience. Finally, we’ll discuss some steps to help you improve your customer experience.

Let’s start with understanding the value of coaching packages.

Why you should offer coaching packages

Coaching packages allow you to offer a fixed set of services at varying price points. There are three main reasons why you should offer coaching packages:

• Easily sell your services: Creating coaching packages helps you visualize the different groups of clients to whom you’ll be rendering services. Identifying your ideal customers and setting prices for each set of services makes it less nerve-wracking to sell your services. No more pulling random figures out of a hat.
• Attract high-end clients: Setting up different coaching packages clearly highlights what investment your clients can expect to make for your services. It also positions you as a professional, showcasing the range of services you offer, which attracts high-end clients looking for a seasoned coach.
• Scale your income: Creating lucrative, sustainable coaching packages makes it easier to maintain a consistent income stream. With a firm idea of your income range, you can forecast income and easily recognize opportunities for income growth better than if you charged a different amount every time you had a new client.

How to create and structure your coaching packages

Before you set up your coaching packages, it’s important to decide first on your coaching niche and who your target audience will be. For example, you could either work as a life coach, business coach, career coach, or something completely different.

Once you’ve decided on your niche, you can start brainstorming what services you should offer clients. Here are some steps to help you structure your coaching packages.

Research other coaches in your niche

Depending on your coaching niche, you can look at competitors in your field to get an idea of what coaching packages others offer.

Every coach takes a different approach when building their packages, so don’t feel you need to build the same packages to succeed. If anything, your packages should be unique so you can offer a higher-level client experience.

When you look at your competitors, notice:

• What they include in each package
• What they highlight in their services page copy
• What their client testimonials highlight as a part of the experience
• How much experience and training do they have?
• What does their pricing structure look like?

After researching your competitors, you can decide what might work best for you.

Comparing your offering with other coaches in your niche can help you identify areas where you can stand out or where your experience and training might give you an advantage.

Be clear on what makes you different and the outcome you provide

What sets a high-end coaching service apart from an entry-level program?

The outcome.

To create a successful coaching package, clarify how each package uniquely transforms a customer’s life or business.

A compelling transformation story has two parts: what a person’s life is like now and what it will be like after the program. The greater your impact on someone’s life, the easier it will be to sell your offering—and the more you can charge for your program.

Fitness coach Dan Go takes the transformation story to a new level on his private coaching sales page. Dan includes stories and before-and-after images from his clients, as well as a detailed breakdown of what to expect from his coaching process.

Win over potential customers by sharing how your program will change their life, business, or body. Showcasing client testimonials, before-and-after photographs, and numbers that show the impact of your coaching on clients’ business are some effective ways to do this.

Outline the coaching deliverables and features

Before buying something, you naturally want to know what it is, why you may need it, and if it’s the perfect fit. People searching for an online coach feel the same way.

Spend time crafting service descriptions that detail the why, how, and what of each coaching package to help you communicate your value to new visitors.

To sweeten the deal, you should also outline any other deliverables and features included in your package. If you aren’t sure what you might want to add, explore the questions below.

• Do you provide ongoing email support in between sessions?
• Do you send audio or video recordings to your clients in addition to live coaching calls?
• Do you provide them with notes from your session?
• Do you give them worksheets or other homework to complete before you meet?
• Do you provide any additional strategy after your coaching sessions?

Any of these features would give your clients extra value. You can set a more premium price for your online coaching services if you add more perceived value to each package.

Choose a coaching format (+ create different tiers)

After establishing the desired outcome of your program, choose a format. For example, live videoconferencing, recorded videos, phone calls, and even voice memos.

Your coaching package could be structured in several ways. This includes how many people are in the program, how often you accept new students, and how you’ll deliver content.

Examples of how to structure the program include:

• Private coaching programs that are always open for enrollment with one-on-one calls
• Group coaching with a monthly subscription that includes community support
• Cohort programs that open at set intervals and complete the program together

Voiceover coach Carrie Olsen offers three different coaching packages at different price points and in different formats. One includes video calls and email support, another just phone calls, and a third in a group setting.

Next, think about how often you’ll meet with clients, what resources you’ll provide them, and what they’ll have access to after the program.

Each higher coaching tier typically includes one or two additional premium services. So, when you create your list of coaching services, brainstorm future services you’d like to grow into while focusing on two or three coaching tiers.

It’s best to focus on selling a few services rather than trying to sell clients on dozens of choices. Sometimes, it becomes information overload for them and overwhelming for you!

Inspirational examples of coaching packages

You’ll love these three options if you’re looking for real-life examples of coaching packages to inspire you.

Example #1: Finish Line Private Coaching by Jessica Abel

Writer, artist, and coach Jessica Abel offers private coaching to help creatives build the confidence they need to commit to their dream projects and make them successful. Jessica currently offers two main coaching programs: a 3-month private coaching package and an intensive 2-session option.

The 3-month program includes an initial 90-minute deep dive strategy session, five additional 1:1 calls, weekly reflections, and a 90-day check-in.

In contrast, the intensive session takes up two sessions, each about 3 hours long and about two weeks apart. They’re designed to help people on the brink of making a creative decision and needing help to reach the finish line.

Example #2: Trajectory Mastermind by Dorie Clark

Dorie Clark is an author and communications coach who works with successful self-employed professionals to help them grow their businesses, become thought leaders, and earn more passive income.

Trajectory Mastermind is Dorie’s only coaching program (although she has some online courses). The year-long program includes two Mastermind retreats, bi-monthly group meetings, and one 2-hour private session with Dorie.

Pro tip: Read more about Dorie’s journey in our Creator Stories section.

Example #3: 1:1 Coaching by Nick True

Personal finance expert Nick True of Mapped Out Money offers coaching services in three packages.

His Quick Budget Tune-Up offering is a recorded session to help clients evaluate their budgets and provides additional PDF resources to help them restructure their budgets as needed.

The other two sessions are live, with the single coaching session lasting between 30-90 minutes and the 1:1 coaching session spanning five calls with unlimited access to Nick and weekly email or text check-ins.

How to calculate the pricing for your coaching packages

Next, figure out how much you’ll charge for each package.

Here are the two common questions creators have about pricing:

How do you price yourself as a coach?

The answer is it depends on many factors, such as your expenses and your experience. Figuring out how much you’ll spend on monthly business expenses and how much your services can help your clients accomplish will help you decide on the right number. But more on this soon.

How much should you charge for coaching?

Coaches charge anything between hundreds to thousands of dollars per package. What you charge will depend on your expertise and how much time and support you offer clients in each package.

Fortunately, you don’t need to make a wild guess and hope it sticks the landing. We’re going to go through four steps to clarify how much your program is worth and what you need to do to hit your goals.

Let’s get started.

Map out the cost and expenses for your coaching tools

Business expenses are the tools and processes you spend on running your business.

Although it doesn’t cost as much to start a coaching business as it would to run a business with physical products, you’ll still need to invest in some tools at the start of your business—especially the essentials, such as a website and a calendar tool, for example.

Keeping your expenses in mind helps you set pricing that accounts for them and allows you to keep your business running at a profit.

What are some common tools for managing coaching work? Your costs as a coach and tools to help you manage your business could include:

• Website hosting and domain: Depending on your host (e.g. Bluehost, GoDaddy, Squarespace, WordPress, Cloudways, etc.), this could cost anywhere from $5-$50 per month.
• Email marketing: With a Kit email list of 3000 people, a productivity coach would pay $49 a month to market and grow business with email marketing and 2.9% + $0.30 per transaction to sell their coaching services.
• Paid ads: Depending on your needs, this could cost anywhere from $15 social media ads to $50 Google Ads.
• E-commerce platform: Platforms like, Shopify, and Thrive Cart are great for selling digital products, and they aren’t cheap. Expect to pay anything between $20-$60 per month as a small business.
• Video conferencing tool: Whether you use a paid Zoom plan or Google Meet, it will cost between $15-$30 per month.
• Calendar scheduling tool: Tools like Calendly, YouCanBookMe, and Acuity can cost about $10 per month for small businesses.
• Document signing tool: HelloSign, Panda Doc, and DocuSign are popular signing tools that can cost about $12-$30 per month.
• Project management: Tools like Trello and Asana can set you back about $5-$20 per month, depending on your plan.
• CRM tools: If you use a CRM, you could pay anywhere between $8-$50 per month for a small business.
• Video equipment or editing software: Editing software like Final Cut Pro can cost you a one-time fee of $300. You can film videos on your phone or invest in a microphone and camera for upwards of $1000.

If, as a new coach, you decide to invest in the above tools, you can expect monthly expenses of about $200 per month at least, on average, with potential one-time expenses of over $1500.

Measure your coaching impact using value-based pricing

Some new coaches take an hourly billing approach, but high-end packages are usually better served with value-based pricing.

Unfortunately, hourly billing does not account for the work that needs to be done before, during, and after each hour-long coaching call. For example, admin work (emailing, sending invoices and contracts, onboarding, etc.), preparation time before each coaching call, and all the work you do between coaching sessions.

If you’re nervous about charging what you deserve, thinking about your potential impact on a student may help you feel more confident charging higher rates and give you a talking point on your sales page.

For example, if your coaching program helps a founder get organized and hit new goals, increasing their annual revenue by $20,000, a $5,000 coaching package suddenly doesn’t seem so expensive.

A $20,000 outcome from a $5,000 coaching investment is a 4X return on investment.

Value-based pricing allows you to create packages based on your expertise, experience, time, past client results, and the added value you give clients beyond the session time.

Set your coaching income goals

After you’ve thought about what you want your students to get out of the program, it’s time to turn the attention to you. There are two income questions to ask yourself:

• How much do I want to make a year?
• What percent of my revenue will come from coaching?

A creator who wants to make the most of their $100,000 income goal from coaching needs to sell a different number of courses than someone who only plans to make a small portion of their earnings this way.

Let’s assume you have two goals:

• Make at least $100,000 a year
• 85% of the income should come from coaching packages

This could mean you want to sell $85,000 in coaching packages in a year or $7,100 a month. There could be several ways to hit this target:

• 10 students at $710 a month
• 20 students at $355 a month
• 100 students at $75 a month

While these three scenarios total about $85,000 a year, they all represent different workloads. So, when you think about value-based pricing, it’s important to consider how many hours in the day you can devote to your coaching business.

For example, if your business starts as a side hustle, you may only have a few hours to spare every day after your day job. Your pricing will probably differ from someone ready to take the leap and make coaching their full-time job.

Calculate your target number of sales

The final piece of the pricing puzzle is how many students you can handle at a given time.

Since you need to feel your best to perform, think critically about what workload you want to manage.

• How many clients could you work with a month?
• What would be the maximum number of students a cohort could have while still feeling personal?

If you aren’t sure, it’s probably better to start with fewer and then increase your number of students as you nail down your processes. You could also raise the price of your high-end coaching package as demand increases or add more content to the program.

Figuring out your pricing as a creator isn’t an exact science, and it doesn’t have to be a static decision. You don’t need to get it “right” on the first try, so release any pressure you put on yourself.

How to deliver a top-notch coaching experience

Now that you have a plan for building coaching packages that attract clients, let’s walk you through how to deliver an excellent coaching experience that makes clients stay with you.

1. Create a great first impression with a stunning sales page

The first step is creating appealing sales pages for each coaching package you offer. This allows you the space to persuade potential clients to book that first call.

Your sales pages should have as much information about the package as possible, including what clients can expect to gain, pricing, and testimonials from past or existing customers.

Coaching sales page example by Austin L. Church

Freelancer coach Austin L. Church uses a brilliant, in-depth sales page for his coaching program. His sales page shares everything from what to expect, who the program is best for (and who it isn’t for), a video introduction, and how much they’ll be investing.

He also doesn’t hold back on the length of the page, which allows him more time to convince his target audience to sign up. And if, in the end, they choose not to, he provides an opportunity to join his paid newsletter, where he can continue nurturing them to purchase.

2. Collect the payment and send the receipt automatically

Now that you know what you want to charge for your coaching services, you must decide how to collect funds. While setting one lump sum is an option, your business can benefit from recurring payments—especially if you charge per month.

Use Kit Commerce to manage your marketing and sales in one platform. Here’s what you need to do to set your coaching services up for recurring sales.

First, set up a new product listing by navigating to the “Products” tab on your Kit account. To set up your recurring product in Kit Commerce, click the “Create a product” button.

Then, enter your product details. This first step contains the name of your coaching product, the amount, and the billing frequency. Currently, you can sell products one time or monthly.

Now that you have the basic details, establish a delivery method. You can use Kit Commerce to sell a digital product like an ebook, set up a paid newsletter, or collect payments for services.

The third and final step in setting up recurring coaching payments in Kit Commerce is to choose which custom subdomain your listing will live on. You can also set up a page URL to match the name of your product.

Once you’ve created your product, it’s time to get selling! With Kit Commerce, your customer automatically receives their payment receipt once their purchase is complete. And if you sell other digital products, Kit Commerce will also deliver the product to your buyers.

You can add your receipt email when designing your landing and confirmation pages.

3. Automate the onboarding of your new coaching clients

Another way to automate your coaching business is to automate your onboarding. A proper onboarding system sets the tone for your coaching sessions and helps you:

• Gather information about your students before your session
• Schedule your session
• Send important information your students may need before your first session
• Send your best content to your students

And you can do all of the above without being glued to your email! Here’s how:

Kit integrates with many e-commerce platforms. So first, make sure you’ve integrated Kit with the platform you use to sell your coaching packages, if you don’t use Kit Commerce.

Then, set up an email sequence with the emails you’d usually send to new students.

Next, we’ll configure the necessary automations. Click “New Automation” > “Create Automation” to set up a new automation, then add an automation trigger for your coaching program purchase by clicking “Purchase” and selecting your coaching package. (If you’re not using Kit Commerce, tag those who buy from you and select “Is added to tag” instead of “Purchase”).

Next, click the “+” sign below the newly created trigger block, click on to “Action” > “Email Sequence”, and choose your onboarding email sequence.

Now, whenever a new student signs up, they’ll automatically receive your onboarding emails.

In your onboarding email sequence, you can send over:

• Information packets
• A questionnaire for your new students to fill out
• A link to schedule a session (to take it one step further, tag people who book a session and send a follow-up email to those who don’t).
• And any other information you would typically send to new students.

Time saved: 52 hours a year. If you spend an average of one hour onboarding each student at one new student per week, you’ll save 52 hours over the year by automating this task.

4. Always ask for testimonials

Testimonials help nudge prospective students further down the funnel and increase sales. In fact, 78% of Americans agree that online reviews help them make purchases.

But with so many tasks on your plate, it’s easy to forget to ask for testimonials. Automate this step, so you don’t forget it.

To set up this automation, create a tag for anyone who finishes your coaching program. After creating a tag, make an email sequence with your testimonial request.

Once you’ve created a tag, click on “Automations” > “New Automation” > “Create Automation” > “Is added to a tag”. Choose the tag for students who complete your program and click “Add Event”.

Click the “+” sign and add a delay. You want to make sure your email sends shortly after your last coaching session, so don’t make the delay too long.

After adding in a delay, click the “+” again and select “Email Sequence” and choose the email sequence with the testimonial request.

Your finished automation will look something like this:

To make sure this automation runs, manually tag students once you finish their session. You can manually tag a subscriber by clicking “Subscribers” in your Kit dashboard and searching for your student by name or email.

Once you’ve found your student, click on their name. In the left-hand panel, click on the “+” sign under “Tags” and add a tag.

Time saved: 25 hours per year. Assuming you work with 5 cohorts of 10 clients per year, and it takes you about 30min to write each email requesting a testimonial, you’ll save upwards of 25 hours each year by automating your testimonial requests. Nice!

5. Maximize automatization with integrations

Kit integrates with dozens of other applications like Patreon, Shopify, Mighty Networks, Teachable, and Paperform. With Zapier, you can integrate your Kit account with even more applications like Typeform or PayPal.

If you use any of these integrated applications, you can connect both to automate simple, repetitive tasks and free up time to do more coaching. For example, you can tag Shopify customers to start sending a sequence to them.

Explore the available Kit integrations to start saving time now.

Build attractive coaching packages to scale your business successfully

Running a coaching business is no small task.

Thankfully, you can make your load lighter and your business more profitable by creating coaching packages that match your capacity and business needs.

Be intentional about setting pricing that considers your expenses and use automation to deliver a seamless client experience.

Kit offers impressive e-commerce tools and email marketing automations to help you run your business efficiently while integrating with the tools you know and love.

If you’re not using Kit, sign up now to get started.