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Recently, I saw a career coach launch a gorgeous new website.

Trendy fonts. 

Bold colors.

A tagline sharp enough to cut glass.

It looked impressive. And I’m sure it was a lot of work (I know-I recently revamped my own website). 

And yet their actual coaching presence felt hollow.

Not because they weren’t qualified or caring, but because they’d been sold the lie that branding comes first.

Harsh truth: You can’t market your way out of average coaching.

I know, because I tried.

Early in my career, I thought visibility was the (only) answer.

I showed up everywhere. 

Stayed “top of mind.”

Spread my thought leadership.

It was important, yes. Credibility matters. 

But I wasn’t asking for referrals, collecting testimonials, or following up with past clients.

I was doing half of the work, but stopping midstream.

I had no system for turning good work into lasting impact.

And my coaching? 

It did the trick. But I could have done a better job of making it unforgettable. 

Over the years, I’ve watched many coaches hit that same wall.

They have great intentions and solid skills, but no follow-through on the fundamentals that build their reputation.

The ones who eventually stand out are better practitioners.

They keep sharpening their craft through supervision, mentorship, and ongoing development.

They treat their coaching as the product, not their website.

The new world of social media marketing tells us to post more, funnel harder and be louder.

But if clients leave your sessions feeling “meh” instead of moved, no landing page will save you.

Referrals don’t come from a pretty brand. 

They come from:

That’s marketing you can’t buy.

Early in my career, I didn’t ask for referrals or collect testimonials nearly enough.

I didn’t understand how essential those simple follow-ups were, or how much they support every other marketing effort.

This is what I know now:

Ask for referrals. 

Don’t assume they’ll appear. Follow up. Collect stories and testimonials that speak for your impact.

Invest in your craft. 

Look at supervision and continuing development as product upgrades to your clients.

Follow up as part of the work. 

Set periodic reminders every two weeks, once a month, and/or once every three months.

Not to sell. Just to remind clients they mattered.

Balance the mix. 

I built my credibility through speaking, publishing, and board work—long before I invested in marketing. 

Looking back, I wish I’d started sooner. Building expertise and visibility together creates momentum you can’t fake.

When coaches ask how to grow, I don’t start with marketing tactics.

I ask:

Would you sign your name next to every client session you’ve had this week?

If the answer is no—or even hesitation—that’s your signal.

Craft first. Brand later.

Because when your coaching is unforgettable, the pipeline builds itself.

Clients return, and they bring their friends and colleagues with them. 

Before your next marketing brainstorm, pause and ask:

Let it hang for a while, and if you’re willing, hit reply and tell me what surfaced for you.

I read every message, and I love hearing how other career coaches operate.

Talk soon,

Heather

The Coach for Career Coaches

To learn more about me and what I do, visit my website 

Sign up for my free masterclass for career coaches here

Looking to become a credentialed career services professional?  Enrol in my FCD course