Be more than a Life Coach—a guide to Life Coach Certification

CLASS #1 Coach clients and teams to tune in to their deeper intuitive wisdom.

CLASS #2 Empower clients to reclaim their inner strength and wholeness.

CLASS #4 Guide clients to belong and hand back family burdens.

CLASS #5 Coach the finding and living of a natural inspired purpose.

How to Choose the Best Life Coach Certification

The best certification is the one that’s right for you.

Even my Master Coach Certification program (which I naturally love) is not for everyone; that’s why we chat with students before they enrol to see if our course is a good fit (we turn a potential student away if we know we are not suitable for them).

Before investing time, money and effort, use these 8 Factors to find the proper life coach certification. No education is a complete waste, but we’ve seen many aspiring coaches spend a fortune on training, with even years of study, to still not have what it takes to confidently coach and succeed in today’s market.

What does it take to succeed as a Life Coach?

You don’t need to guess—learn from those who’ve found a way. We don’t just teach wisdom-led Master Coaches—we learn from them.

In 2022, we interviewed dozens of our most successful coach graduates, who have been full-time professionals for 5-15 years and won 5-star reviews, 2-year coaching contracts, book deals and client referrals.

We asked them what was working and what was not. There were some big surprises. The industry has changed radically. What worked for life coaches from 2002-2012 (to learn the right skills, find clients and build a coaching business) isn’t working as well today. Clients are more discerning, the market is more competitive, and the standards of our profession have been raised.

Does that mean certifying as a life coach today is a waste?

No. Top certified coaches are more successful than ever, and quality training is critical to stand out from the fly-by-night coaches. 2022, coaching is estimated to be a $2.85 billion global industry.

Here are 8 Factors to help you find the path for you, but this approach to choosing a course is also not for everyone.

THIS 8-FACTOR APPROACH IS NOT FOR YOU IF:

• You’re happy to stick to surface to-do-list style coaching, which has a place but only focuses on goal setting, action plans and accountability.
• You only want a small toolbox of generic coaching processes to repeat and rinse again and again, regardless of what your client needs. This is easier to learn but severely limits earning potential.
• You aren’t interested in striving for mastery, unwilling to UN-LEARN old listening and speaking habits or discovering new ways to improve your natural coaching skills.

THIS 8-FACTOR APPROACH IS FOR YOU IF:

• You want to coach deeper than the surface, to see your clients light up with “Aha” clarity, transform their fears, find inner wisdom and fulfil their purposeful heart’s dreams.
• You want an extensive toolbox of unique processes to be accessible to coach anyone, any niche, anywhere, custom-creating powerful transformative 3- 12 month journeys for your clients. This uncaps earning potential.
•  You love learning and are striving for mastery, willing to UN-LEARN the old and discover new ways of listening and speaking to improve your natural coaching skills.

Naturally, if you resonate with this approach, we’d love you to add our certification program, “InnerLifeSkills Master Coach (ICF Accredited),” to your list of possible choices.

Let’s lead, coach and guide with wisdom together.

Use the 8 Factors below to help choose the proper life coach certification.

3 Checks before you enrol in a coaching course

I’m sure you don’t want to invest time and money in a certification program without understanding what a coaching career is.

So here is a summary of what Life Coaching is and isn’t. Remember, people often use the word “Coach” as a synonym for other modalities like training, mentoring and teaching, but there is a marked difference.

What Life Coaching is and isn’t.

The word “coach” (mid-16th century) French ‘coche’, and Hungarian’ kocsi’ (wagon) from Kocs, means ‘coach’ or ‘carriage’ transport to take you to where you want to be.

In the 18th century, the word ‘coach’ started being used as a verb.

When we coach, we help people move, change, transform, and progress from where they are now to where they want to be.

What is PURE no-advise giving coaching vs BLENDED coaching?

“Blended” is a term we created to help coaches understand this key difference.

• PURE COACHING = No advice. Full partnership, solution-focused exploration. Helping someone to help themselves. ICF International Coaching Federation gold standards.
• BLENDED COACHING = Using Pure Coaching when needed. And also add other roles, e.g. we train Managers as Coaches and Consultants who BLEND coaching with giving advice (because it’s part of their job). We become more impactful leaders, consultants and trainers when we learn pure coaching. We create more buy-in and empowerment by not just “telling others what to do.”

If you want to be a BLENDED COACH, ensure your Life Coach certification supports this.

How is life coaching different from other types of coaching?

You may be surprised to learn that the foundation skills for Life Coaching are the same for Executive, Business, Career Coaching, etc.

Even the International Coaching Federation (ICF) Core Competencies are the same for all forms of professional coaching. It’s only when we BLEND coaching that specialist knowledge is needed. Successful Master Coaches don’t limit themselves to life coaching.

CASE STUDY:
Eduan Pieterse, a 2013 InnerLifeSkills graduate, became a go-to Master Coach for a client who told me, “Ed saved my marriage, got my business teams on track and helped my teenage son.” Ensure your certification doesn’t limit you to only life coaching; why not free yourself to be a multi-niche go-to coach?

How is life coaching different to therapy and training?

• Picture a trainer (mentor) on the top of the mountain guiding and giving advice.
  Now, picture a therapist (counsellor) at base camp exploring the path and pain of the journey to the mountain.
  The coach walks beside their client to the summit, helping them to help themselves.

Blended coaches mix these roles depending on their skills and the client’s needs.

Ensure that you are clear on which role/s you are interested in and find a program to match.

How to check if Coach Certification is Credible

According to the ICF Annual Surveys:
“Credentials are important to consumers. Among those who have been in a coaching relationship, 83% said certification/credential is important. For those aware of coaching but not yet been in coaching relationship, 76% considered certification/credential important.”

We usually look for a certification or brand’s credibility first through online testimonials. But understandably, we’re sceptical because of so many online scams and exaggerated claims.

Here are 3 quick ways to check the Credibility of a Certification.

Full disclosure: I am a big supporter of the ICF, a non-profit global organization that bench-marks the gold standards of professional coaching. There are others, but in my opinion, the ICF is the most trustworthy.

In 2012, when we had our Master Coach Certification program accredited as an Accredited Coach Training Program (ACTP), we were impressed because they put us through the mill checking every piece of training material, our assessments, policies and faculty. Plus, we must renew every 3 years with proof of continued integrity and quality.

1. Look for Social Proof.

Testimonials: Yes, read testimonials and case studies, but also look out for a few graduate coaches online to see if they’re real and what kind of work they’re doing. Why not pop a past graduate a polite, short DM on LinkedIn with “Hi, may I ask how you found your studies with…?”

Reviews: Remember that only 1-2% of graduates usually take the time to review, and people are more likely to post if they are unhappy. Also, ensure that the reviews are real with a DM or Google search of their name. Some people may not be reachable, but 1-2 should be enough.

Partners: A great place to look for credibility is among licensed partners, faculty and trainers—who are they, and are they credible? Most training providers hire freelance faculty, not full-time staff.

2. Look for Trademarks.

Trademarks: It’s expensive and can take years to register a trademark (® = registered, TM = pending), so this could say something about how established a brand is. Look in the footer of their website for the ®. It’s illegal in many countries to use ® without owning the trademark.

Copyright: Next to the copyright notice is a date, e.g. InnerLifeSkills 2002-2012. Often (but not always), companies who’ve invested in creating original materials (not copied or plagiarized) enforce copyright.

Original Intellectual Property: Even among ICF certification programs, you’ll find a lot of generic methods (which is understandable when they align with global standards). You can’t own an idea, only a methodology, design or way of expressing that idea. So look for what’s offered that’s not generic.

3. Look for ICF Accreditation.

ICF: In my opinion, ICF ACTP now Level 1, 2 and 3 is taught live online or on-site, instructor-led with a group to practice with, not 100% self-study) is the only way to go.

I am biased, and the courses I’ve authored are ICF Accredited. Our graduates win 1-2 year corporate coaching contracts because their certification is respected and their toolboxes are substantial.

If someone claims ICF Accreditation, you can review their site for a listing. Also, ensure that instructors have ICF PCC or MCC, not ACC (look for LinkedIn’s official ICF Credential badges).

Are you ready to commit to the time, money and effort?

This is an easier check, but I’m sure it’s important to you.

When students enrol, we often hear these reasons for it being time to commit:

• “People already come to me for inspiration and guidance; I want to turn my natural coaching skills into a professional career path.
• “I’m tired of not having a career that makes my heart sing; it’s time for a change.”
• “I want to start coaching professionally within the next year.”
• “I’m adding coaching services to my therapy practice to take my clients to another level of growth and to attract new clients.”
• “I’m a manager who wants to empower my teams using coaching skills.”
• “I retire in a few years; my dream is to have a consulting-coaching business.”

How much time does life coach certification take?

• CLASSES (3-4 hours weekly): Tempted to opt for intensive training, a few days instead of weekly classes spread over months? This can work, but remember that the weekly gaps help you integrate your skills. The ICF considers 60 hours of dedicated coach training entry-level, 125 hours for professional and 200 hours for master levels. Weekly classes are often 3-4 hours each.
• PRACTICAL (1-4 hours weekly): If you opt for weekly classes (recommended), count on at least 1 hour a week to practice your new skills and processes and 1-2 hours for supplementary materials. Check that your certification has a lot of in-class practice (not mostly theory) because coaching (like learning an instrument) is about mastering many SKILL SETS.
• ASSESSMENTS: For professional certifications, usually a theory assessment plus submitting a recording of a 30-60 minute coaching session is required. It is often suggested that students practice 10-20 sessions before attempting a final assessment.

Read more about the 3 ICF credentials and milestones.

How much does a life coach certification cost?

LEVEL 2: We recommend comparing prices for a few ICF programs. Most providers offer payment plans. Usually, a Level 1 or 2 includes assessment and mentoring costs. With a Level 1 or 2 accredited program, if you apply to the ICF for a credential (ACC or PCC), you can use their most direct Level 1 or 2 path, which is the lowest cost, quickest option and does not require you to repeat your oral Performance Evaluation.

SHORT COURSE: If budget is a concern, some programs offer a module-by-module certification plan (like ours), credits and part of a Level 3. With partial Level 1 or 2, you could apply to the ICF for a credential using their PORTFOLIO paths, which cost more, take longer and would require you to submit an oral assessment to the ICF for them to mark.

How long does it take to make an ROI return on investment for your certification costs?

Limiting your niche, selling individual hours, and having a rigid coaching style and a small toolbox can take 1-3 years to recoup. If you un-niche, sell coaching journeys, build a silver business model, custom-build solutions and significantly if you also upgrade to train and teach, a good 6 months of business could bring a return and become profitable. See FACTORS 4, 6 + 7 for insight.

What can a Life Coach Earn?

Life coaches make between $100-$150/hour, but I strongly suggest you break free from selling 1-hour to 1 client at a time.

Coaches who include a multi-niche approach can double that. Think of coaching journeys rather than hours. Think “What value can I add?” instead of What is coaching worth?

I ask my coaching students, “Where does your coaching take clients? What is the change you facilitate? Now, what is that destination worth? How valuable is that change?”

Can you see the mindset change? See FACTOR 7 for important Business Model frameworks.

We make our investments back and much more in the long run.

According to the International Coaching Federation: “Compared to a peer without a credential, Credentialed coach practitioners command higher fees from coaching. Report more clients and greater annual revenue from coaching.”

Here is what an average Coach in the USA earned in 2020-2021. Average hourly fee/client type.”

• Executive: $340
• Business owner/entrepreneur: $240
• Manager: $230 
• Team leader: $170
• Staff member: $130
• Personal client: $120 

What energy and effort do I need to complete a coaching course?

PASSION + PURPOSE: Your love for building a purposeful career that makes a difference is vital. Motivation helps with commitment – so choose a course that inspires you.

Keep tapping into why you’re on this path.

4 Biggest Life Coaching Certification Mistakes

Will your certification free you from 3 big coach traps?

Honestly, this is a SECRET to success. As I type these words, I feel my cringe meter rising because it sounds like a cheesy marketing line, except this is a massively important factor that’s hardly ever taught. Many coaches are told to do the exact opposite. So I’m pleased to share this ‘not-really-a-secret secret.’ I want you to be free to FULLY CUSTOM BUILD your coaching services EASILY and QUICKLY for the client in front of you.

Can you tell how passionate I am about this?

It saddens me when coaches are taught that to succeed, they need to first

1. Choose a NICHE, then
2. DESIGN a PRODUCT, then
3. LAUNCH in some way.

This poor advice approach is why many coaching career dreams die.

There’s no need to be trapped in 1 niche or hands-tied by a generic (every-coach-does-the-same-thing) coaching style. We can co-create magic with our clients—free to customize intuitively so we can serve any niche at the highest level. But we earn this privilege.

We earn the privilege of falling asleep at night knowing we made a real difference and waking each day inspired to work because our unique, diverse master coach toolbox empowers us to empower others.

Do you have what it takes to be a Life Coach?

Does your program boost your confidence to be a life coach?

Make sure your certification is focused on hardwiring your practical skills, not theory.

Learning a skill set without feedback is missing out on so much. Nothing accelerates your coaching development like in-the-moment feedback when you need it most.

That’s why the ICF insists that coaches at the Professional and Master Levels receive 7 hours of group mentoring and 3 hours of individual mentoring, as well as written feedback for observed coaching sessions (all included in any Level 2, previously ACTP ICF Accredited Coach Training Program).

When you feel stuck or unsure, timely feedback can help you take that next step, get back into the flow, and replace doubt with confidence.

Why is mentoring so important for your confidence as a life coach?

Even if you don’t plan to reach master levels of coaching skills, mentoring and guidance from a Master Coach Instructor are invaluable.

Mentoring fast tracks your practical skills progress (picture a chef cooking while a master chef guides vs going alone). Ensure that you’ll receive personalized mentoring from Professional or Master-level coach instructors.

Also, watch out for certifications that sell big student groups, where you’d be drowned out in a massive online class; the smaller the class size, the better – less than 15 in a group is ideal.

Why is LIVE coach training with feedback critical?

Learning to coach is, ideally, a progressive learning path. It’s best to understand the big picture of where you are heading (what master coaching looks and sounds like) and then to steadily layer one skill onto the next, starting with foundation skills. Ensure your program helps you identify the priority skills for each progressive learning level and gives feedback to match.

As you grow and become more skilled, the feedback level must match. It’s no good only getting feedback at the final assessment when it’s too late to unlearn a foundation mistake.

How does Life Coach Certification work?

It’s natural to feel wary of assessments; they’re stressful. We’re being judged on our efforts so that can feel very personal.

Here are some essential questions to ask when selecting your life coach certification:

• What assessment readiness does the certification offer? For E.g., a mock assessment and mentoring with detailed feedback are best.
• What pass rate do they have on final assessments?
• Will you have access to example assessments (audio) to learn from?
• What happens if you don’t pass your first attempt?
• Are the assessments aligned with the ICF standards and code of ethics?

This means assessors are trained to offer helpful feedback to find “evidence of demonstrated competencies” rather than judge the coach.

Will you be able to find clients?

Will you learn how to find clients (ethically in a non-cheesy way)?

Even with a credible, comprehensive certification, your dream of being captain of your career destiny, free to coach when and where you want, may end unless you find a steady stream of people to coach.

Aspiring coaches must realize they’ll need marketing (visibility) and sales skills (client conversions). And those who do know this feel stuck because many of us want to find clients ethically, naturally, refusing to sell our souls for sale.

Some coaching qualifications teach business building, but most teach a niche-first approach (see FACTOR 4), which explains why many certified coaches get lost in a client desert with little to no income. Factor 6 recommends that you check that your certification teaches ethical and proven (not outdated) heartful ways to find clients.

How to find multi-niche coaching clients.

I’m repeating myself (see FACTOR 4 Coaching Certification Mistakes). If you plant seeds that don’t grow well, it makes sense to try new soil and make adjustments. We can’t make natural learning adjustments if we must choose one niche upfront and stick to it.

What if instead of only growing organic herbs, you can grow veggies and fruit (metaphorically.) Can you tell I grow some food at home? It’s taught me a lot about natural business growth; the wisdom of first giving to the soil to get in return is inspiring.

If you have niche blinkers on, please take them off.

So many wonderful clients are waiting for you in different spaces. Remember, only our digital marketing messages must be “niche” focused on working well. Marketing should ideally happen later once you know what to put in your “shop window.” Until then, why not explore many markets by having natural conversations (online and offline) focused on learning a straightforward thing: “How best can I serve this person?”

You don’t need to sell coaching if you do this instead.

I used to cringe at the word “Sales” until I swapped it for “Share & Serve.” Sharing became far easier when I realized I could only find those who needed my services.

Your coaching skills also lend themselves to natural ‘consultative selling.’ Instead of trying to push off-the-shelf coaching offers (which feel unnatural and often fail)—I recommend custom-building coaching solutions for the person in front of you. To do this, your toolbox must be diverse and your skills flexible (Factor 4).

Find out where someone is stressed, struggling, stuck or suffering and co-create a solution—this approach makes excellent business sense and is the very definition of service.

What marketing methods do successful life coaches use?

Many of our top graduate coaches don’t need marketing; they’re busy enough using naturally conscious sales methods across many niche markets.

But for those who want to build a sustainable client-attracting business, marketing is vital. Instead of marketing systems, why not build eco-systems based on principles of slow, steady natural growth, giving to get and ethical, honest sharing?

Check what types of marketing methods your coaching certification teaches.

3 Life Coaching Business Models

What business-building skills do you need?

If you still need to do this, calculate how many hours of coaching you need to sell per month to:

1. Make ends meet.

2. Make your ideal living.

When coaches realize how many new clients they need to find every month to meet the quota of sold coaching hours, they’re often shocked.

It’s almost impossible for most new coaches to find 23-45 new clients monthly (you’d need a database of 3,000+ orbiting clients).

And even if you did this, it’s a recipe for burnout. But there is another way.

So please ensure your coaching course teaches you how to sell coaching journeys, add value, and offer you a level-up to natural income growth.

The selling individual coaching hours business trap.

It may seem like the low-risk, easy-entry approach to selling one client 1 hour at a time, and most newly certified coaches do start this way to gain confidence. But please consider breaking free of this as soon as possible.

Besides the financial limitation, more than 1 hour is needed to make a real impact. Seasoned coaches know that the “real coaching” (real issues and real change) happens a few sessions in.

The solution?

Package 3 options of short, mid to long duration coaching journeys, with lots of value, to walk the path with your client.

This doesn’t mean encouraging dependency; fortunately, you can coach unlimited topics and goals when you have master-level skills and a diverse, extensive coaching toolbox.

This way, 5-10 new clients every 6-12 months is usually enough. Whew! That’s far more realistic.

The 3 Life Coaching Business models and which one I recommend.

Picture an apple tree (my symbol for our true being-based natural purpose) with bronze apples at the base, silver mid and gold at the top. These represent three tiers of a business model.

Silver is often a coaching business model sweet spot.

Gold can take years to build well but can provide significant income from very few clients. Bronze is the toughest business model for coaches (yet most try it) because it requires a large database + lots of admin, + expensive marketing to work.

• Gold clients have a larger disposable income and often want “done for me” complete bespoke solutions that save them time. You’d need massive credibility and value adds.
• Silver clients have moderate disposable income and often want “done with me” semi-bespoke solutions with partial time savings. You’d need decent credibility and added value.
• Bronze clients have limited disposable income and are often happy with “DIY”, more time-consuming off-the-shelf solutions. You’d need credibility and fair value.

Case Studies: Some of our most successful master coach graduates offer a consulting phase to ‘scope and advise,’ then a training phase to ‘transfer knowledge and skills,’ and finally, a long-term coaching phase of journeys to ‘integrate and sustain change.’

Ensure that the coaching certification provider offers a next-step level-up “train-the-trainer” license opportunities to maximize your long-term cash flow potential and positive impact.