Ep. 14 Your Guide to Hiring a Business Coach for Your Online Business
If you’ve been considering hiring a business coach for your online service-based business, you’ve probably realized just how many opinions (and options) are out there. Some entrepreneurs swear by it. Others have horror stories. And a few just aren’t sure when—or if—it’s the right move.
In this post, I’m sharing everything you need to know before hiring a business coach. I’ll break down the different types of coaching available, what coaching can and can’t do for you, red flags to avoid, and how to actually get the most out of the experience. Whether this is your first coach or your fifth, I hope this guide gives you the clarity and confidence to make an aligned investment.
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My Coaching Journey
I hired my first business coach back in 2017. At the time, I was freelancing on the side of my full-time job and thought I needed help with marketing. After a bit of spinning my wheels, posting in Facebook groups, and trying to DIY everything someone finally suggested what I actually needed was a business coach. I booked a discovery call and ultimately ended up hiring my first coach Eryn Morgan.
That decision completely changed my business. Eryn helped me take my side gig and turn it into a real, full-time business. I left my job, got booked out, and eventually scaled to six figures. We worked together on and off for four years, and I learned not just about business, but about confident decision-making, aligned growth, and how to build a business that supports my life, not the other way around.
Later, after about a 2 year break I hired my second coach Kelsey Kerslake when I became pregnant with my first baby. I needed help navigating the transition into motherhood while continuing to run and scale my agency. Kelsey had done exactly what I wanted to do — build a multi-six figure business while raising a family and stepping fully into the CEO role. It was important to me that I worked with someone who had actually done what I was trying to do not just someone with good marketing.
That brings me to one of the first points I want to make. Your coach should have experience either doing the thing you want to do or helping others do it. Period. Business coaching isn’t about hype or recycled advice. If it sounds too good to be true, it probably is.
What a Business Coach Is (and Isn’t)
A business coach is there to provide strategic guidance, accountability, decision-making support, and clarity. They hold your vision when you lose sight of it. They help you navigate options, stay focused, and figure out what your next aligned step looks like.
But they’re not a therapist. They’re also not going to do the work for you. They’re not going to build your website, write your sales page, or magically generate clients. Think of it like hiring a fitness coach: they can create the plan and encourage you to follow it, but you still have to do the work. Coaching is a strategic support system, not a substitute for action.
It’s also not a fix-all. You still need an offer people want, pricing that makes sense, and foundational systems in place. A coach can help you refine those pieces, but they can’t create your entire business for you.
The Types of Business Coaching Available
There are several coaching formats available, depending on your needs and budget.
One-on-one coaching is the most personalized option. You’ll get high-touch support tailored specifically to your business. It’s also the most expensive, typically ranging from $750/month to multiple five figures. This is ideal if you’re making big changes and want deep, focused support.
Group coaching offers a structured experience with the added benefit of peer support. These programs often follow a set curriculum and may include a small number of one-on-one calls. My first group coaching experience was in 2018, and I still talk to the women from that group years later. The connections and accountability you build can be just as valuable as the coaching itself.
That said, group programs can be hit or miss. If the structure doesn’t match your needs or the group dynamic is off (like members being at drastically different stages of business) it can feel frustrating. A coach who’s intentional about curating the group can make all the difference.
Masterminds are often more peer-led than group coaching. You’ll have a facilitator, but the value often comes from learning alongside others at a similar level. If you’re looking for collaborative energy and already have some traction, this format might work well for you.
Courses with coaching access can be a lower-cost entry point. If you prefer to learn at your own pace, these can work well, especially if they offer VIP upgrades or group calls. Personally, I don’t love traditional courses. I almost never finish them. But if you’re disciplined, this could be a solid option.
Short-term support like Voxer intensives or VIP days are becoming more popular. These are great if you have one specific issue to solve or want to try working with someone before committing to a longer-term container.
How to Know If You’re Ready
You’re probably ready for business coaching if:
You’re feeling stuck and don’t know what the next step is
You’re navigating a major shift—like maternity leave, hiring, or pivoting
You’re tired of overthinking, second-guessing, or Googling everything
You crave support and someone to process decisions with
You might not be ready if:
You expect someone to fix your business for you
You’re brand new and don’t have the cash flow to support coaching
You’re hiring from a place of desperation or panic
A business coach is not a quick fix, and coaching only works when you do. You have to show up, take action, and be honest about what you need.
How to Find the Right Business Coach
Referrals are your best friend here. Ask your business friends who they’ve worked with. Attend workshops or trainings to get a feel for someone’s teaching style. Follow potential coaches on social media and consume their content.
When evaluating a coach, ask: Have they done what I want to do? Have they helped others do it? Do they share clear, tangible wins—not just feel-good testimonials? Do they outline exactly what’s included in their offer? Can I see myself building the kind of business they run?
Don’t be afraid to ask questions. If a coach rushes you into a sale, won’t share pricing upfront, or bristles at you asking for details, that’s a red flag. A trustworthy coach wants you to feel fully informed and confident.
Coaching Red Flags To Watch Out For
Vague promises or get-rich-quick guarantees
Lack of clarity on what’s included
Entire business model based on coaching other coaches
Heavy mindset focus without tangible business strategy (unless mindset is your specific goal)
A good coach will support you in taking aligned action, not just tell you to journal more and manifest success.
Getting the Most Out of Coaching
Once you’ve hired a coach, be a great client. Be honest about what’s going on in your business. Come prepared to each session with questions or updates. Don’t make them your crutch—you should feel empowered, not dependent. Give feedback when something isn’t working, and most importantly, implement what you discuss. Coaching only works when it leads to action.
When It’s Time to Move On
Coaching relationships are not meant to last forever. There may come a point where you’ve reached your goals, or you simply don’t need as much support anymore. That’s a good thing.
I remember realizing that my time with my first coach was wrapping up. I didn’t want to hurt her feelings, but I didn’t really need her support anymore. I was confident in my decisions and navigating things well on my own. When I told her, she responded with such grace and said, "That’s exactly how it’s supposed to go." That stuck with me.
You don’t have to stay in a coaching container out of guilt. You can part ways respectfully and come back when you’re ready for the next season.
Find Coaching That Works for You
Business coaching can be an incredible tool for growth, but it’s not one-size-fits-all. Before you invest, take time to assess your needs, your goals, and the type of support that fits your season of business. Coaching should help you step more fully into the CEO role, not take it over for you.
And if you're currently thinking about hiring a coach and want to chat through the decision, shoot me a DM on Instagram. I'd love to help you figure out what kind of support might be right for you.
🔗 Links & Resources Mentioned In The Episode:
➡️ Follow me on Instagram @spechtand.co
➡️ Take The Quiz: Should You DIY or Hire A Pro
➡️ Book A Discovery Call With Morgan
➡️ Learn more about The Six Figure Brand Society
🎧 Listen to episode 14 of The Six Figure Brand Podcast on Spotify, Apple Podcasts, Amazon Music, and YouTube
