One of the toughest parts of running a coaching or service-based business is deciding what to charge and how to explain your value. It’s easy to look at what others are charging, second-guess yourself, or worry that raising your price will push people away. At the same time, you know you need your business to be sustainable if it’s going to last. That’s why having a simple, grounded approach to pricing and positioning is so important.
In this post, we’ll explore how to set your prices in a way that feels good to you, makes sense to your clients, and gives them options that work for their needs and budget. You’ll also see how to structure your offers so you can serve more people at different levels of support, without stretching yourself too thin.
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Set coaching prices that support your goals
When you first set a price for your coaching or services, it can feel like you’re just guessing. The reality is that pricing should not be arbitrary. It should reflect both the value you bring and the income you need to create a business that supports your life. Without that clarity, it’s easy to slip into undercharging and overworking, which leaves you with little energy for the work you love.
A practical starting point is to get honest about what you want to earn in a year. Instead of asking, “What will people pay?” begin with “What do I need to sustain myself and my business?” When you calculate your desired take-home pay and add your expected costs—like software, continuing education, and professional services—you’ll see the true revenue number your business must generate. That number becomes the foundation for pricing your offers.
Research your niche and beyond to set smart prices
Once you know the income you need and the number of clients or programs you can realistically deliver, the next step is research. This isn’t about copying what another coach charges, but about understanding the context your potential clients are already used to seeing.
Start by looking at other coaches in your space. What do they charge for similar offers? Notice the ranges, and just as importantly, notice how they explain the results people can expect. Clients rarely compare hours of coaching—they compare the outcomes those hours promise.
Then, take it further. Don’t limit your research to your own modality. If you’re a health coach, your clients may also be weighing the cost of gym memberships, nutrition programs, or even medical treatments for the same goal. If you’re a business coach, your prospects may be comparing you to hiring consultants, courses, or even additional staff. Understanding the full range of what they’d invest in for the result you provide helps you position your price with confidence.
Finally, pay attention to what’s included at each price point. A $1,000 program with no community support is very different from a $1,000 program that includes group coaching calls and direct access to you. Research helps you see where you fit, but your positioning—the way you frame the value of your transformation—will help you stand apart.
Calculate your baseline coaching rate
With your revenue target in mind, consider your capacity. How many private clients can you serve without compromising your energy? How many group programs can you realistically run in a year? Divide your revenue goal by these numbers to find your minimum viable price. This is the floor you must not go under if you want your business to remain sustainable and aligned with your life.
Knowing this number changes everything. Instead of apologizing for your prices, you’ll see them as a reflection of what’s needed to do your work well and sustain your mission. It also gives you a benchmark for evaluating whether a new offer idea is truly worth your time and effort.
Create a range of coaching offers for every client
Not every potential client is ready for your highest level of support. Some may need a lower-priced entry point, while others are eager for a deeper, more personal experience. If you only have one offer at one price, you risk losing people who are interested but can’t meet you there yet. A three-tier offer ladder solves this problem by giving your audience clear choices, each built from the same core process you already use.
When you structure your coaching this way, you don’t have to scramble to invent something new for every person who says, “I’d love to work with you, but I can’t afford it.” Instead, you can guide them into the tier that matches their needs and budget, so you can serve more people without stretching yourself thin. This approach creates options for them and stability for you.
Offer levels that meet different needs
From one curriculum, you can create three distinct types of coaching offers:
- DIY option: Package your process into a self-paced class inside an AttractWell vault without discussion or live support. This becomes your most accessible price point.
- Group program: Add community and live calls by using a discussion room and replay page in the same vault. This creates a mid-level offer with more value and accountability.
- Private coaching: Clone your class into a private client dashboard, add a discussion room, and connect a coaching package. This becomes your premium offer, reflecting the highest level of access and support.
These tiers let you meet people where they are—whether they want to start on their own, join others on the journey, or get your focused guidance. With this structure, your pricing and positioning are no longer about “one number” but about creating a ladder that makes sense for both you and your clients.
Make your coaching prices clear in the right places
One of the biggest questions coaches face is whether to put prices on their website or only share them in conversation. The answer depends on the type of offer and how much support it includes.
For your more accessible offers—like a self-paced class or a group program—listing the price on your website makes it simple for someone to make a decision and sign up. These are straightforward, lower-risk investments that benefit from clarity and ease of purchase.
For higher-ticket 1:1 coaching or services, it often works better to share pricing during a discovery call. This gives you the space to connect with your prospect, understand their goals, and position the investment in terms of the transformation they’re seeking. It’s not about hiding your price—it’s about making sure the value is clear, and that you're a fit to work together—before you talk about numbers
When you align where you share your pricing with the type of offer, you create trust. Clients see exactly what they need to see at the right time, and you can guide them into the option that fits best.
Showcase transformation at each price point
People rarely buy coaching because of the number of sessions or the length of each call. They make decisions based on the transformation they believe is possible for them. This is why it’s so important to communicate your offers in terms of outcomes, not hours.
When you present your offers, explain what changes at each level. Your entry-level offer might help someone get started with the basics. Your group program can highlight the power of community and support. Your premium option should focus on deep, personalized transformation. This makes it easy for clients to see which option is right for them—and why the investment is worth it.
Adjust and raise your prices with confidence
Pricing is not a one-time decision. Start with numbers that meet your baseline and feel comfortable for you to share. Then, as you gain experience and gather testimonials, revisit your pricing. Each time you run your program, you learn more about what works, what needs adjusting, and what value your clients are receiving.
As your demand grows or you start building a waitlist, give yourself permission to raise your prices. This isn’t about overcharging. It’s about staying aligned with your capacity and ensuring your business can grow without leaving you depleted. Position any price increases as an opportunity for people to step in now before the rate goes up.
🎥 Watch the Training Replay
In this week’s Office Hours training, we walk step by step through the process of setting your coaching prices, researching your market, and building a three-tier offer structure that makes selling feel simple and natural. You’ll see exactly how to use AttractWell to present your packages and create a system that supports your growth.
Position yourself for sustainable growth
When you ground your pricing in real numbers, present your offers as clear choices, and highlight the transformation you deliver, you no longer wonder if your price is right. You know it is. You’ll have a structure that helps every conversation with a lead move forward, because there is always a way for them to say yes at the level that works for them.
With AttractWell, you can package your process once, deliver it at multiple levels, and position yourself with confidence. Your prices become a reflection of the value you bring, and your offers become easier for clients to choose. That’s how you build a business that lasts.
👉 Start your $1 trial here and see how simple it can be to price, package, and deliver your coaching with AttractWell.
📅 Join us for Office Hours to get live support, clarity, and step-by-step guidance every Thursday.
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