Visibility and Connection: Building Your Coaching Business the Authentic Way

Written by: Claudia Haller NBC-HWC

​Most coaches I talk to agree on one thing: it’s not the coaching itself that’s hard, it’s putting ourselves out there. Visibility feels uncomfortable. Self-promotion feels awkward. Social media feels overwhelming. And yet, the truth is, what we have to offer is deeply needed.

The first mindset shift? Believing that your coaching can change someone’s life. Andrea Nordling says it best: “Believe in you, believe in your people, believe in your offer, and believe in what’s possible.” I loved this so much I wrote it on a sticky note and put it on my computer as a daily reminder. It helps me shift my focus back to what matters when visibility feels scary.
When you carry that belief, visibility stops being about shouting louder. It becomes about showing up where the right people are and letting them know you can help.

In fact, sometimes visibility is as simple as listening. Active listening, really paying attention to the people around you, not just potential clients, opens the door to connection. And sometimes all it takes is four words: I can help you. That in itself is a sales conversation, rooted in service, not strategy.

From September’s Reset to October’s Growth
Last month, our focus was Back to (Better) Business: Structure, Systems, and Sustainability. I hope you took time to lay down those foundations. If not, go back to September’s article where you will find practical tips you can still use. And of course, our Coaching Community is here for you. If you are not a member yet, you can join us here. These monthly themes are not one-and-done; they build on each other as we grow together.

Now it’s time to shift. With systems in place, we can open the doors, step into the world, and invite people in.

Visibility Is Not Vanity Metrics
It’s easy to fall into the trap of chasing likes, followers, and views. But those numbers don’t always translate into clients.
What actually matters?

• Consistency: small, steady actions that people can count on.
• Clarity: being clear about what you do and how you help.
• Connection: showing up as a human, not just as an expert.

That is what builds trust.

Where to Focus Your Energy
You don’t have to be everywhere. In fact, you probably should not be.
Choose one or two platforms where your ideal clients actually spend time. And when you show up, speak their language. As educated coaches, we know the “coach speak,” but clients don’t use that language in their everyday lives. They do not say, “I need support with behavior change strategies.” They say, “I am exhausted, I can’t keep up, and I just want to feel like myself again.”

Your clients likely do not care about the latest industry buzz words. They just want to feel heard and taken care of. Effective communication will enable you to build stronger relationships, to better understand your clients’ needs, and of course, to leave them feeling happier with the experience you give them.

This means using language that makes sense to them, paying attention to tone, and (probably most important) showing empathy! But it all starts with active listening.
The only way to learn their words is to listen. What are your people saying? What is keeping them up at night?

Reflect their language back to them, and they will feel understood.

Connection Over Transaction
Visibility is more about creating genuine relationships than simply being seen. Share your values, your stories, your behind-the-scenes moments. Let people connect with you, not just your expertise.

And always remember to engage: respond to comments, ask questions, collaborate with others. Most of all, show up with a mindset of service. When your intention is to help, it comes back around. Connection is the bridge to conversion, but it starts with being of service first.

Action Steps for Coaches
To keep it simple, choose one visibility habit and one connection habit:

• Visibility habit: Post once a week, send a monthly newsletter, or share one story that shows who you are.
• Connection habit: Comment thoughtfully on five posts each week or reach out to one colleague for a genuine conversation.

Track your two habits for 30 days. Small, repeatable actions lead to big results.

A Reflection for You
Visibility and connection are not quick hacks. They are long-game strategies that compound over time.

Ask yourself: Am I showing up where it matters most, in a way that feels authentic to me?

If the answer is yes, keep going. If the answer is no, choose one small step and begin today.

Further Reading & Inspiration
If you want to go deeper into building visibility and genuine connections, here are a few resources worth exploring:

• Building a StoryBrand by Donald Miller – on clarifying your message so people really hear you.
• Known by Mark Schaefer – on becoming the recognized expert in your field.
• Daring Greatly by Brené Brown – on vulnerability, courage, and why people connect with real stories.
• Podcast: Online Marketing Made Easy with Amy Porterfield – practical tips on visibility and connection.

Works Cited:
Brown, Brene. Daring Greatly : How the Courage to Be Vulnerable Transforms the Way We Live, Love, Parent, and Lead. 2017.

“Communication Skills for Customer Service and Why They’re Important - Glion.” Glion, 15 May 2025, www.glion.edu/magazine/communication-skills-customer-service.

Miller, Donald. Building a StoryBrand 2. 0 Clarify Your Message so Customers Will Listen. 2025.
Nordling, Andrea. The Profitable Nutritionist. “Wellness Business Coaching With Andrea Nordling.” The Profitable Nutritionist®, 7 May 2025, theprofitablenutritionist.com.

Porterfield, Amy. The Online Marketing Made Easy Podcast. Digital Marketing Podcast, www.amyporterfield.com/digital-marketing-podcast.
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Schaefer, Mark. Known: The Handbook for Building and Unleashing Your Personal Brand in the Digital Age. 2017.