If you’ve been marketing your coaching business online lately and thinking, “Why does this feel so much harder than it used to be?”—you’re not imagining things.
Whether you’ve been around for a few years or you’re brand new and already overwhelmed, the truth is this: the online coaching world has changed dramatically. And pretending it hasn’t will keep you stuck, spinning your wheels, and wondering if you should’ve become a Pilates instructor instead.
So let’s break it down. No fluff. No sugar-coating. Just the real story on what’s working in online business right now—and what’s flat-out dead.
The Online Business Boom Was Cute—But the Honeymoon Is Over
Rewind to pre-COVID times. The internet was still a bit of a free-for-all. You could slap a recipe blog together, post a green smoothie selfie, and someone might actually hire you. People were curious, and telling someone you had an online business made you sound like some kind of tech wizard.
Then COVID hit. Everyone went online. Coaches. Therapists. Healers. The whole wellness world. In-person work stopped, and suddenly everyone was Zooming into their workday and signing up for courses out of boredom.
For a couple of years, online business was thriving. Programs sold like hotcakes. People had time. People had money.
Now? Not so much.
We’re in a totally different economy—and a totally different online landscape.
What’s NOT Working in 2025 (Unless You Want to Stay Stuck)
Set-It-and-Forget-It Funnels
Automated sales funnels used to feel like the dream. Build a webinar. Write a few emails. Watch Stripe notifications roll in while you sip oat milk lattes.
That dream is over.
If your program is over $1,000, you cannot expect people to hand over their credit card based on a couple emails and a 45-minute video. People want to talk. They want to ask questions. They want to know you’re a real human and not just another funnel bro hiding behind a clickbait sales page.
Done-for-You Templates and Copy-Paste Programs
Your clients are smart. They’ve seen the same Canva graphics and plug-and-play “30 days of Instagram captions” recycled a hundred times.
They’ve been burned by general cookie-cutter programs that promised the world and delivered a bunch of slideshows and disappointment.
If your marketing doesn’t sound like you—and if your offer isn’t built for your specific niche—it’s not going to land. People can tell when it’s not authentic, and they’re not buying it anymore.
Pure Organic Social Media
Instagram has never been more saturated. You’re not just competing with other coaches—you’re competing with full-time content creators, comedians, cat videos, and perfectly-filtered toddler tantrums.
The algorithm is punishing reach. Engagement is tanking. Unless you’re an outlier with the time and talent to produce viral-level content daily, relying on Instagram alone to build your business is a losing game.
If your strategy is “post and hope,” it’s time to rethink that plan.
The 2025 Coaching Client Is Skeptical, Cautious, and Tired of Getting Burned
Today’s coaching client is very different from the one you were marketing to in 2020.
They’ve taken courses that went nowhere. They’ve signed up for programs that didn’t deliver. They’ve followed a million coaches who said the same thing.
They’re not only skeptical—they’re overwhelmed. And thanks to rising living costs and global instability, they’re more selective with their spending than ever.
In short: people are choosy. They’ve seen the flashy webinars, the fake countdown timers, the “limited time offer” that mysteriously never goes away. And they’re over it.
You have to earn their trust—and that takes more than a pretty Instagram grid.
What IS Working in 2025 for Online Coaches
You can still build a profitable, freedom-based coaching business this year. But it’s going to take a smarter approach, a more refined strategy, and a lot more human connection.
Here’s what’s working right now.
More Leads Than Ever Before
Back in the day, I told coaches to aim for 300 people on their email list before launching a program.
Then it was 500.
Now? You need at least 1,000.
Because open rates are lower. Show-up rates for webinars are dropping. And it takes way more touchpoints to turn a stranger into a buyer.
If your email list is looking a little light, it’s time to stop playing around with growth. This is the engine of your business—and you need it running at full power.
Instagram followers don’t count. If they’re not on your list, you can’t reach them when it matters.
Paid Ads Are Non-Negotiable
Organic social media is great for brand awareness. But if you want real growth, real leads, and consistent clients—you need to run ads.
I know. You wish it weren’t true.
But you can’t rely on luck and hashtags to build a business anymore. If you’re serious about growth, you need to treat your business like a business—and that means investing in visibility.
Whether it’s Meta ads, YouTube, or podcast sponsorships, the people who are growing in 2025 are paying to get seen.
Long-Form Content Builds Trust
Reels and TikToks might get attention—but long-form content builds relationships.
Podcasts. Blog posts. YouTube videos. Emails with actual substance.
These are the places where your audience gets to know your voice, your values, your story. Where they spend time with you—not just swipe past you.
People don’t make big investments based on a meme. They need to trust you first. Long-form content is how you get there.
Personal Touchpoints Convert
The secret to higher conversions? Talk to people.
It sounds obvious, but most coaches are so focused on automation and scaling that they forget the basics.
If someone replies to your email—reply back. If someone shares something vulnerable in the DMs—acknowledge it. Send a voice note. Record a quick Loom. Be a real human.
In a world of fake urgency and manufactured authority, authenticity is the biggest differentiator.
Sales Calls Are Back
For years, I avoided sales calls. I believed you could build a funnel that did the work for you.
And for some price points, you still can.
But more and more, people want to speak to an actual person before dropping thousands of dollars. Especially if they’ve been burned before. Especially if their budget is tight.
A short, no-pressure call can be the thing that turns a maybe into a yes. And as a bonus, it doubles as a market research opportunity. Every call is a chance to better understand what your audience needs—and what they’re afraid of.
Interactive Webinars Perform Better
Webinars are still valuable—but the traditional format isn’t landing like it used to.
People are tired of slide decks and 60 minutes of being talked at.
The solution? Make it a workshop.
Show up on camera. Ask questions. Get people unmuted. Offer feedback live. Invite interaction.
A live workshop where your audience feels seen and heard will always outperform a static slideshow.
What This Means for You and Your Coaching Business
Let’s be blunt.
The online space is more competitive than ever. The bar for content is higher. Buyers are smarter. And it’s only getting harder to break through.
But that doesn’t mean it’s impossible. Far from it.
There is still so much opportunity for health and wellness coaches who are willing to:
- Focus on real connection
- Build trust through long-form content
- Invest in paid traffic
- Offer programs built for real transformation
- Show up as a human instead of a sales funnel
Which is exactly what we help you do inside Health Coach Accelerator.
How Health Coach Accelerator Helps You Win in 2025
Inside HCA, we help you:
- Build a unique, niche-specific group coaching program that gets results
- Learn to pre-sell it (so you get paid to create it)
- Create your own personalized marketing system
- Use ads and organic strategies to grow your audience fast
- Develop messaging that sounds like you (not a recycled caption pack)
- Set up ethical sales systems that include calls when needed—and help you avoid the ones that aren’t
- Create long-form content that builds real trust
No hype. No fluff. Just the exact support and strategy you need to create a scalable, freedom-based business model that doesn’t rely on 1:1 burnout.
The Bottom Line
Online coaching isn’t broken. It’s just evolving.
You can’t expect 2020 strategies to work in 2025. The people who are winning right now aren’t the loudest or the flashiest—they’re the ones who are real, thoughtful, and strategic.
If you’re done wasting time trying to duct tape a business together with freebies and templates, and you’re ready for real traction, real support, and real results, it’s time to have a conversation.
Want to build a profitable, flexible coaching business without burning out?
Book a free, no-pressure call to see if Health Coach Accelerator is the right fit for you.
We’ll chat about your business, your goals, and whether my program is actually the thing you need—or not.
No weird sales tactics. Just a real conversation with someone who’s been where you are, and knows how to help. Let’s chat!
