03/18/24 Revised and Updated from 08/07/2018

Why a Membership Model is the Smartest Move for Health Coaches

Building a successful online health coaching business takes time. If you’re feeling like growth is slow, you’re not alone. After working with health coaches for 14 years, I’ve seen firsthand what works—and what doesn’t. The reality? A one-on-one coaching model can be exhausting and unpredictable when it comes to income. That’s why I strongly believe in the power of membership (subscription-based) businesses for health coaches.

A membership model creates steady, predictable income while providing ongoing support, education, and resources for your clients. It’s a win-win:

• Less work and more revenue for you.
• More support and lower costs for your clients.

To make this transition easier, we’ve developed three comprehensive membership programs designed to help coaches launch quickly. These are not just done-for-you programs; they are complete, annual roadmaps designed for both you and your clients.

The Key to Success? Start with a Clear Plan

Regardless of how you structure your business, launching online requires a strategic approach. There’s an order to follow, and one of the most critical steps is narrowing your niche.

I know—niching down can feel scary. It might seem like you’re limiting your potential audience, but in reality, it helps you stand out. When you speak directly to a specific group’s needs, you become the go-to expert rather than getting lost in the noise.

If you’re considering taking your coaching business online, don’t wait. A membership model could be the game-changer you’ve been looking for.

Every step in building your business is important, and the best way to avoid feeling overwhelmed is to take it one step at a time. In Building Abundance, we guide you through interviewing accountants, lawyers, and insurance professionals early on. While it’s tempting to put this off, securing the right experts before you need them is crucial. The last thing you want is to scramble for help in the middle of a crisis, only to settle for whoever is available. And trust me, emergencies happen.

Trust the process. Take action now, and you’ll thank yourself later.

Build Your Plan Step-by-Step

Starting an online business can feel overwhelming. At times, it seems like everything is being thrown at you at once, making it hard to see the big picture. You might find yourself jumping from one task to another, hoping it will all come together in the end—only to realize you need to go back and redo things because you didn’t follow the right sequence. Sound familiar?

The truth is, the internet and online business models have been around long enough that there’s a clear, structured way to build a successful business. When you follow a step-by-step approach, everything fits together seamlessly, creating a business that aligns with your vision and goals.

The Essential Steps to Building Your Business

1. Building Knowledge – Should You Be in Business for Yourself?

Before diving in, ask yourself: Should you be running your own business, or would you thrive better working for someone else? Once you’ve made that decision, the next step is identifying your niche and ideal client—the foundation of everything you will build.

2. Building Infrastructure – Laying the Legal and Structural Foundation

Your business needs a solid foundation. Consider:

• Will you operate as an LLC, sole proprietorship, or S-Corp?
• Who will help set it up and handle legal matters?
• Who will manage your accounting and bookkeeping?
• What insurance do you need to protect yourself and your business?

Taking care of these elements early on prevents stress and complications down the road.

3. Building Your Budget – Facing the Numbers

Many entrepreneurs struggle with this step, but it’s one of the most important. Building a business requires realistic financial planning—don’t fall for the myth that you can do it with little to no investment. Understanding your startup and operational costs now will save you from disappointment and setbacks later.

4. Building Your Products and Services – Defining Your Revenue Streams

What will you offer to generate income? Will it be:

• Coaching services?
• Online courses or memberships?
• Digital products like e-books?
• Affiliate marketing or MLM?
• Selling physical products?

Mapping out the customer journey—from first contact to long-term engagement—ensures you’re meeting their needs at every stage.

5. Building Your Website – Your Online Home Base

In today’s world, a website isn’t optional—it’s essential. The good news? It’s easier than ever to get a professional, functional site up and running. This is where potential clients learn about you, trust you, and decide to work with you.

6. Building Buzz – Spreading the Word

You have valuable knowledge and services to offer, but if no one knows about them, you can’t make an impact. Learn how to:

• Leverage social media and content marketing
• Use paid advertising strategically
• Create email campaigns that nurture leads

During economic downturns, businesses that cut advertising are the ones that fail. Keep marketing at the forefront.

7. Building Clients – List Building and Retention

Your email list is the most valuable asset in your business. From the start, have a strategy for growing and nurturing it. Once you have clients, treat them like royalty—happy customers return, refer others, and build your business for you.

8. Building Systems – Streamlining for Success

A business runs smoothly when you have the right systems in place. Think through your customer’s experience, from discovery to purchase to follow-up. Where can you automate? What tasks should you delegate to specialists? Refine your process until it’s effortless for your clients.

9. Putting It All Together – Review and Adjust

Now that you’ve outlined the essential pieces, go back to your budget and make adjustments. Did you forget any expenses? Have you identified any areas where you need additional resources?

10. Building Community – Giving Back

A successful business isn’t just about profit—it’s about impact. Contributing to your community creates goodwill, strengthens your reputation, and ultimately attracts more opportunities. The more you give, the more you receive.

Following this structured approach ensures you build a business that is not only profitable but also sustainable and fulfilling. Start with step one, take it one piece at a time, and trust the process.

1. Use my e-book that gives you everything you need for figuring out your branding.
2. Create Your Branding Style Guide – to save you time and energy of looking for fonts, colors, and logos over and over.
3. Stick with your brand in every single thing you do.  This includes your personal brand.

Building Your Email List: The Foundation of Your Online Business

Start building your list right away. Your email list is the group of people who will become your customers. The most successful online businesses focus on giving value first until the customer is ready to buy.

In traditional retail, businesses rely on TV, newspaper, direct mail, and radio ads. Online, those methods can still work, but the best way to sell is to give. Offer free value consistently, and over time, your audience will trust you and be ready to invest in what you offer.

Steps to Build and Monetize Your List

1. Get Clear on Your Client and Niche

• Revisit your ideal client and ensure you’re speaking directly to their needs.
• Brand consistently across your content and messaging.
• Choose an offer that gives your customer a quick win to build trust.

2. Set Up Your Email Marketing System

• If you don’t have a CRM or autoresponder, now is the time to get one.
• We use Infusionsoft because it’s powerful for serious businesses.
• If you’re just starting, Mailchimp is a budget-friendly option.

3. Create Your Lead Generation Funnel

• Design an opt-in form in your email marketing system.
• Build a sales page offering a valuable freebie in exchange for an email address.
• If you need help, check out our copywriting guides in the HCU Library or hire a copywriter.
• Add the opt-in form to your website’s homepage, sidebar, and key pages.
• Promote your free offer on social media and platforms where your ideal client is active.

4. Nurture Your List & Launch Your Offer

• Set up an email sequence to engage new subscribers and introduce your offer.
• Consider hosting a webinar to connect with your audience (effective but optional).
• Implement your blog, podcast, or video content strategy to build authority.
• Execute your social media and sales launch plan.

5. Repeat & Scale

• Optimize what’s working and refine your strategy.
• Continue growing and nurturing your list.
• Repeat the process to scale your business.

Your email list is your most valuable asset—start now, be consistent, and watch your business grow.

Keep Moving Forward: Progress Over Perfection

Don’t stop. Building your business may feel overwhelming, especially in a world where we’re used to instant gratification. But success comes from consistent, focused action—one step at a time.

Everything on this list needs to be done, but don’t let that paralyze you. Take action, get it done right, but don’t chase perfection. Too many people never move forward because they’re afraid to fail. You will fail sometimes. You will fix it. And you will get it right.

Your Success Plan: What to Do and When

Intermittent Tasks

• Add a new program to your offerings.
• Establish pricing that reflects the value you provide.
• Identify your target buyers and refine your messaging.
• Create or update your sales page to reflect your offer.
• Distribute your program (if you use Healthie, simply ask them to add it).

Daily Business Growth Tasks

• Social media engagement – stay active and visible.
• Facebook activity – spend 15-30 minutes engaging with your audience.
• LinkedIn sales outreach – connect with potential clients and partners for 15-30 minutes.
• Facebook group posts – consistently engage in both free and paid groups.
• Pinterest strategy – spend 15 minutes daily or 30 minutes every other day scheduling and pinning.

Weekly Business Growth Tasks

• Send a newsletter to your email list.
• Create and publish a blog, podcast, or vlog to build authority.
• Schedule Facebook posts – 3-5 posts per day (21-35 per week).
• Post on LinkedIn – share a blog, vlog, or podcast.
• Send one email offering value (separate from your newsletter).
• Analyze advertising performance to optimize your strategy.
• Verify and update website plugins for security and functionality.
• Reach out to 3 potential customers and 3 potential business partners to expand your network.

Monthly Business Growth Tasks

• Facebook ads:
  • $750 budget for opt-in campaigns.
  • $150 budget for boosting posts.
• Google Ads:
  • $300 budget to build brand awareness and capture leads.

Special Launch Strategy

If you’re launching a new offer, we use Jeff Walker’s Product Launch Formula. Get his book, and if you can, invest in his course. It will make a huge difference in the success of your launch.

The key to success? Stay consistent. Keep learning. Keep moving forward.

Inner Circle (Includes BA, OMM)

Platinum Business Packages

Done-for-you programs

References and Resources

Building a successful online business requires the right tools, strategies, and education. Below are essential resources to help you streamline your business, marketing, and sales efforts.

Business & Legal Setup

• Legal Structure: Consult with a business attorney or use online services like Lisa Fraley, LegalZoom or Rocket Lawyer.
• Accounting & Taxes: Work with an accountant or use software like QuickBooks or FreshBooks.
• Business Insurance: Check coverage options with Hiscox or Next Insurance.

Email Marketing & CRM

• Beginner: Mailchimp – great for startups with a free plan.
• Advanced: Infusionsoft (Keap) – robust automation for serious businesses.
• Other Options: ActiveCampaign, ConvertKit, Flodesk.

Website & Sales Funnels

• Website Builders: DSD All-in-One
• Sales Pages & Funnels: ClickFunnels, Leadpages, Kajabi.
• E-commerce: Shopify, WooCommerce.

Social Media & Marketing

• Content Scheduling: Later, Buffer, Hootsuite.
• Pinterest Management: Tailwind.
• Graphic Design: Canva, Adobe Express.
• Video Editing: CapCut, Adobe Premiere Pro, iMovie.

Advertising & Analytics

• Facebook & Instagram Ads: Meta Business Suite.
• Google Ads: Google Ads Manager.
• Website Analytics: Google Analytics.

Product & Course Creation

• Membership & Online Courses: Kajabi, Teachable, Thinkific.
• Webinars & Live Training: Zoom, WebinarJam, Demio.

Launch & Sales Strategy

• Product Launch Strategy: Launch by Jeff Walker.
• Sales Copywriting: Building a StoryBrand by Donald Miller.
• Conversion Optimization: Influence: The Psychology of Persuasion by Robert Cialdini.

Business & Mindset Books

• The E-Myth Revisited by Michael E. Gerber.
• Atomic Habits by James Clear.
• You Are a Badass at Making Money by Jen Sincero.
• Profit First by Mike Michalowicz.