#106 How Laura built a proven system to win clients and had her highest-earning year

Laura Duggal worked with me in my Business of Coaching programme from January to December 2024, after years of inconsistent client wins and feeling uncertain about how her coaching business was growing. She had been coaching for several years but struggled with structure, predictability, and a clear process to bring in consistent clients.

By implementing frameworks from the programme, she developed a system that worked for her—leading to her highest-earning year ever and, most importantly, the confidence to fully own her coaching business.

Welcome, Laura! Please share a little about you and what you do.

I’m a maternity return coach, and I work with organisations to help them support parents returning to work after having children.

I’ve worked in HR, managing return-to-work transitions but, after becoming a parent myself, I realised just how big a shift it really is. Now, I help companies create better, more supportive environments for working parents.

Where were you in your coaching business when you joined the Business of Coaching programme?

I had been coaching for about seven years and was winning business - but I had no idea how. There was no structure, no real system.

I was showing up, posting on LinkedIn, and sometimes people would reach out, but I couldn’t predict when or why it was happening. That lack of control made me feel like I was ‘playing at it’ rather than running a real business.

What was the biggest impact of that uncertainty?

It made me feel like my business wasn’t real. There was always this underlying fear of, “Where will my next client come from?” Because I didn’t have a process, I felt like it could all disappear at any moment.

What was most helpful for you in the programme?

Several things made a huge difference:

• The structured frameworks – I loved having a clear system rather than just hoping for the best. It helped me prioritise and take focused action.
• The community – I hadn’t realised how important it was to be surrounded by others on the same journey. The support from the group, both in calls and in Slack, was invaluable.
• The flexibility – I could go through the modules at my own pace, focusing on what mattered most for my business at the time, rather than feeling like I had to do everything at once.

What specific actions did you take as a result of the programme?

One of the biggest shifts was creating structure in my business.

For example, I implemented Sales Mondays, where I dedicated time every Monday to business development activities. This gave me consistency and focus, rather than just hoping clients would appear.

I also built a formula for success, tracking what activities brought in business. Instead of feeling lost, I now know that if I do X, I get Y in return. That clarity made everything so much easier.

What results did you achieve?

• I had my highest-earning year ever, as both a coach and in employment.
• I now have a proven process to win clients, rather than relying on guesswork.
• I feel like a real business owner, with full confidence in what I do and how I do it.

Previously, if someone asked what I did, I would hesitate. Now, I own my role as a maternity return coach and fully believe in the value of my work.

How would you describe your experience of working with me?

It was incredibly supportive. You were always responsive and insightful, often spotting things I wouldn’t have seen myself.

I loved your quick, detailed feedback - like when I sent you my website, and you sent back a Loom video within minutes with clear, actionable suggestions. That kind of personalised support made a huge difference.

You also never forced a one-size-fits-all approach, which I appreciated. Instead, you helped me figure out what worked for me and my business.

What was your biggest takeaway from the programme?

That I don’t have to do it alone.

For years, I thought, “I’ll figure it out by myself.” But once I joined this programme, I realised the power of structure, support, and accountability. You don’t have to struggle through trial and error when there’s a clear path that works.

What’s next for your business?

• Continuing to grow my business now that I have a process that works.
• Launching a group programme to reach and support more parents.
• Expanding to work with more men, as I see a growing need for this kind of support beyond just women returning from maternity leave.

Would you recommend the Business of Coaching programme? If so, to whom?

Absolutely. I’d recommend it to coaches who have been doing this for a while but feel stuck or inconsistent - especially if you’re making some progress but still don’t have a clear system to bring in clients.

This programme gave me the structure, confidence, and proven strategies I needed to take control of my business and finally make it feel real.

What’s your advice for coaches who are where you were 12 months ago?

Get support and commit to the process.

It’s easy to think you can do it alone but, when you find the right support system, everything changes. Dive in, take action, and trust that the process works.

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If you’re reading this and want to build your own coaching business with clarity, structure, and confidence – just like Laura – get in touch to learn more about the Business of Coaching programme. You don’t have to figure it all out on your own!

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