Should I Post Coaching Fees on My Website?

Someone you just met offers to sell you an empty box for a 150 bucks.

You look at him as if he’s crazy.


That’s what it’s like when a random visitor comes to your coaching website, sees your fee is $150 per hour, and then is asked to contact you about becoming a client.

The problem is that your fees are presented “out of proper context.”

By “out of proper context,” I mean that your website visitors see your fees but can’t see what they’re actually getting for that fee. In other words, they don’t see value you provide.

And, who wants to pay $150 for an empty box? No one.

So what should you do?

Fill the box with value!

You need to make sure that prospective clients can see, feel, smell, and taste the value you provide as a coach. You need to make sure that they understand what they’re getting, and why they should hire you.

Well, how do you do that?

First, accept this harsh reality: People aren’t looking for a coach; they’re looking for solutions to their problems. And saying, “I’m a coach and my hourly fee is $150” is, from their point of view, an empty box with a price tag.

So, to fill the box with value, you need to present what you do in terms of what they want – the elimination of painful problems and the attainment of desired results.

On the elimination of painful problems: People know their problems intimately. They love to share them with their friends. They are always on the lookout for how to solve them. They feel the impact of their problems daily. They want help. Thus, showing you can eliminate problems is tremendously valuable.

On the attainment of results: While results are often more difficult to visualize, when people begin to see what’s possible, they get very excited. This is what they really want. This is where they see value.

Therefore, on your website, before you present fees, show them you can solve problems and attain results.

Here are more ideas to really stuff that box with value:

  • Build trust through multiple interactions over time (ex. newsletter, autoresponders).
  • Educate them with helpful information like articles.
  • Provide coaching credentials and point out why they are valuable.
  • Show your professional associations – familiarity is good.
  • Give examples of others you’ve helped – it proves your value.
  • Ask questions and invite communication. Listening and caring is very valuable.

What’s the key to all of this? Make sure that you put your services in proper perspective – value versus cost. Only then can potential clients make a fair decision to hire you or not. Fill that box with value!

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4 Responses to Should I Post Coaching Fees on My Website?

  1. Rachael July 6, 2011 at 12:51 am #

    Hi Kenn

    I’ve really enjoyed reading your articles! Great job!

    I do have a question about this one though.

    In summary are you suggesting NOT putting your fees on a coaching website? Or just ensuring there is enough stated value to validate them if they are published.

    I have mine published, simply to limit the number of people who get in touch and then balk at the cost of coaching.

    I agree that I need to give them enough information about how I can help them resolve their problems and why I am the one to do so but I also want to be upfront about my charges.



  2. Kenn Schroder July 6, 2011 at 11:04 pm #

    Hey Rachel, thanks for sharing your question.

    For most new coaches I suggest you aim to get visitors to contact you, then qualify them to some degree, and get on the phone with them where you can increase your value to them via one on one discussion.

    Share fees later once they’ve seen (or you’ve helped them see) what you can do.

    ALso check out this discussion if your part of the Coaches Support Group (Linked In Group), here:
    get free sessions from your site

  3. Kenn Schroder July 6, 2011 at 11:06 pm #

    You might like this also:

  4. Rachael July 6, 2011 at 11:09 pm #

    Thanks for your helpful reply Kenn.

    I have a few things I want to tidy up on my site so will remove the fees at the same time.

    Take care.