Web Designer Kenn with Blue Mug

Should I Post Fees on My Coaching Website?

Kenn drinking coffee
Should you post your coaching fees on your website?

Coaching is a tricky sell.

For a client to say, Yes, I’ll pay X dollars for coaching support from you, the client needs to know (and feel!) the value they are going to get from you.

And to get to that point, where a client is ready to sign up, there are interactions with you, your online material, and what others say about you that a potential client will need to evaluate.

This is is a sales process in simple business terms.

If posting fees on your website helps the process along, enables the client to see the value of working with you, and improves your ability to sign up new clients, then YES, post fees.

But for most new coaches, I don’t think posting fees is a good move because a big part of the value you bring will happen in the intro call. Seeing your fees on your website will lead the client to evaluate your services too early.

Also, since your business is new and the leads will vary, I’d rather you work on getting to know new clients well and showing them the value in your first session (so-called sales call).

  • You could meet a client wanting to start a business with one year goals and you help them for a whole year with monthly calls.
  • You could meet a client who is changing jobs and needs focused help 2x per week to transition in the next three months.

Your intro call is key.

Should you post fees to be transparent?

Transparency is good. Honesty is good. You should share your fees.

I think that for many new coaches, fees are a confusing topic and it’ll be better for your closing rate and to engage in a powerful coaching session — one that’s going to look at the big picture for the client where transformation will occur.

Once that call is made, I think it’ll be a better space to make a fitting coaching offer with all the details – fees, calls, assessments, check-ins, laser sessions, etc.

See this The Mountain Sketch for Your Initial Coaching Session for tips on that initial session.

Basically assess the client’s needs first, then offer a well thought-out solution after.

Posting Fees On Your Website Isn’t As Important as Other Things

When it comes to attracting new client leads via your website, I’ve found it better to focus on other things like:

  • well-written testimonials that show you’re good at coaching
  • copy that highlights the benefits of coaching
  • educational/inspirational articles that show your intelligence, knowledge and wisdom
  • credibility indicators from your past work and accomplishments like leadrship roles held or books written

I wrote a lot about website content in The Coaching Website Guide.

Three situations when posting fees could be beneficial

Sometimes posting fees on your coach website could make sense, like:

1. You post fees to be more exclusive and eliminate time-wasters. You’re getting a lot of leads and need to reduce them.

2. You quote a fee for a specific offer that wouldn’t necessitate a phone call to commit. For example, booking a life strategy session for $200 or signing up for a 30-day challenge at $125.

3. You target clients in an area similar to coaching (like therapy), and you want to differentiate your fees — claiming a coaching approach is better, so you quote fees 20% higher.

For most coaches seeking one-on-one clients who have needs that vary widely, I think it’s a better move to know the candidate and their needs first.

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, and it there should be something big and worthwhile by enrolling as your client.

The harsh reality is that people aren’t exactly looking for a coach, but what a coach can bring, such as solutions, outcomes, change, a better future in life, work, health, and relationships.

Help them see and feel that in a big way with website content that gest them to reach out to you and a powerful call that they can wholeheartedly commit to.

This is what The Coaching Website Guide is all about.

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  1. Hi Kenn,

    Interesting subject and both can be right depending on the view point and thought process.

    For example, you have passion for your work and in helping others, so you don’t want to think about money and fees to possibly put your client off a coaching session/s.
    You want to build up your professional relationship, get to know your client and support needs and then money maybe a less concern to the client as he/she feels happy to then enter into the coaching.
    Perhaps too, there may be allowance for negotiations.

    The other view point could be if you are looking at someones website they may wish to know fees before deciding and entering into the coaching process, without having to make phone calls. In other words be up front.

    I for one have put my fees on my website as I know that my fees would not put people off as I an one of the cheapest in the country for a coaching session/s.

    For me I think that is beneficial as it will be affordable, I look at peoples websites and think WOW I would need to be well off to pay those fees.

    I also question websites that state so much for 12 or 15 sessions, sometimes 6 months and put fees in. How do you know how may sessions a client will need we all learn and develop at different speeds and that could be seen as prolonging the sessions. Perhaps if it is a planned workshop programme then sessions/fees need to be stated, that does make sense.

    In general sessions would be 4 to 6 with a client

    However we all see thinks differently and it is a good option to think about, perhaps for a 1 session, fees can be illustrated for guidelines and further fees to be discussed.


  2. Great Article Ken, I always published my fees. It’s not about convincing, showing value etc., before you tell them what you charge. It’s about being upfront. No other profession is so coy about saying what they charge. Publishing them also saves that “money conversation” at the end of the Discovery Session. And price is rarely an indication of the value you will get from a coach.

    I believe you have a well designed, engaging, content rich and congruent website, the prospect will get the essence of who you are and be clear on what you offer even before that first conversation.
    My article on Setting Your Life Coaching fees and whether or not to publish them may help those are not sure.Having said you have to experiment and see what works for you.

    1. I agree with you. The fact that someone is not publishing their prices annoys me first, because I have to waste my time looking for them and second, I might feel they set different prices depending on the person. I would love to read your article, where can I find it?

  3. There’s a big debate on this topic, everyone having great argument for either side; and, yes, some are in-between and are not sure…

    I’d say, DON’T post fees. Let people get to know you and invest in your service once they understand/see the value they’ll get.

    If someone sees that your fee is $950 per month for 4 45-minute sessions, some will NOT even talk to you as they’ll think you are too expensive; others will not talk to you as they’ll think you’r a total beginner (you are charging way too little).

    That’s my take on it 🙃

  4. 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.

  5. 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.

  6. 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.