health coaching

How To Develop Your Signature Program

March 8, 2018

I’m Kim.
I’m an M.D.-turned-entrepreneur and I’m dedicated to helping you build your dream career + lifestyle. Welcome to my blog, where I write (and podcast) about wellness, business + success!
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You may have heard that you need to create a “signature” program for your health coaching business, but you’ve wondered: what is that? How do I know what to include in my signature program? Where do I start?

I’ve got you.


This is a seven step process, and I want you to do each step in order. Don’t skip anything! Every piece is important for a different reason.

Starting with…

Step 1: Pinpoint the end goal of your program

The very first thing you need to focus on is the outcome. You need to pinpoint the transformation your program will create for your clients.

Here, I want you to think about what your ideal client would like to achieve. What is the result you will offer in your coaching package?

This has to be something your ideal client will actually want. And, ideally, your coaching package is all about providing that one major result. I’m not talking about 3 results or 10 results…just ONE.

Step 2: Identify the duration of your program

Here, I want you to consider: what time frame is required to achieve the desired outcome?

It’s important to pick a duration you feel confident about. You need to know you can achieve the transformation with your client in that time frame.

There is no right or wrong answer to this question, and it will depend on a few factors: your niche, the nature of your clients, and the nature of the outcome. For example, your work and niche may require six months to produce the desired result, while other niches only need three months.

One idea to think about here is: consider building a shorter, kick-start program in addition to your full signature Coaching Package. This can help ease your clients with a tighter budget into working with you.

 Step 3: Map out the journey

At this point, you’re ready to structure your package into phases. Think: milestones, lessons, and steps. You’re crafting your package to achieve the stated outcome (from step 1). Basically, you want to chunk your whole program into bite-sized pieces, like 6 “modules” in 6 weeks.

Essentially, you’re designing your coaching curriculum, and using your expertise to move your client from start to finish.

Some questions to consider while mapping out the journey:

  • What skills need to be acquired, what knowledge needs to be gained for your client to get the promised result?
  • How many sessions or calls do they need to acquire those pieces?
  • How often?
  • How long will those sessions be?
  • Do they need extra time for implementation?

Step 4: Figure out the logistics

In order to deliver the content of your program and coach your client through to the desired outcome, you need to decide what method would work best. And you also need to keep in mind how *you* prefer to work. Will your program be given through one-to-one coaching sessions? With a small group? In person? Online?

There are other options, too. Perhaps you want to put all your material into an e-course. An e-book. A series of emails. A series of videos.

Figure out what would be the most effective method for the material, and pair that with what is most authentic for you, and you’ve got it figured out.

Step 5: Set the price

When it comes to price, this is all about positioning. But a pro tip here: don’t price your program based on the amount of content (eg. how many modules there are, how many worksheets there are), but on the OUTCOME.

Meaning, if your outcome is highly valuable to people…price it accordingly.

Of course, it is a good idea to have a general sense of what other coaches charge. New coaches just starting out will naturally charge less than more experienced coaches. And, to be honest, the sky’s the limit when it comes to high-end coaching packages and VIPs.

Keep in mind that the tighter your niche, the more you can likely charge, since you’re providing a highly specific solution. Yet another reason to choose a very specific niche!

Another thing to decide, when it comes to pricing, is: will you put your pricing for your packages on your website? Personally, I think this is always a good idea. I don’t think it pays to be coy or come across as sneaky, by withholding the piece of information that EVERY prospective client wants to know. So be upfront. It can also save you some awkward conversations down the road when people are ready to take things to the next step.

One final piece to sort out with pricing is how you’re going to handle payments. Will you do payment plans? A discount for paying for the full package upfront? Be sure you’re ready for all these logistic questions.

Step 6: Choose a name & tagline

This is the fun part! It’s where you get to be creative.

With your program name, be as specific as you can so ideal clients will know immediately if your program is the right fit for them.

Your tagline should be a single sentence describing the journey you take your clients on, just adding a little flavor and color to your program name.

Here are a couple of examples:

Digestive coach Rebecca Coomes has a coaching program she calls: SIBO: Back To Basics Coaching Program. This title is nice and simple, and clearly conveys the message that her program will help you recover from SIBO. Your name doesn’t need to be flashy, but it DOES need to get the point across.

Elizabeth Rider’s flagship program is her Clean Up Your Diet program. Again, nice and simple, but to the point.

Step 7: Create a sales page for your program

At this stage, you’re ready to formulate everything into a sales page for your program. This is where you write out an irresistible, long-form page with all the details, everything a prospective client will want to know to help them want to push the BUY button.

It’s important to use good copywriting skills, and to really try to get inside the head of your ideal client and speak to her needs, frustrations, and dreams.


Okay, to recap, here are the 7 steps:

  1. Pinpoint the end goal of your program
  2. Identify the duration
  3. Map out the journey
  4. Figure out the logistics
  5. Set the price
  6. Choose a name & tagline
  7. Create a sales page

Now, once you’ve got your signature program completely figured out, and you’ve got all these pieces in place, you’re going to want to find some clients!

And although there are a lot of ways to go about this, one of the most effective ways is through referrals. If you’re intrigued by the idea of approaching MDs for referrals (but have no idea how to do it), go ahead and grab my free guide for health coaches by clicking the image below.

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