You spend hours planning and writing your online masterclass or workshop, that you know so many would benefit from only to watch your registrations trickle in slowly or worse still, not at all. Online event planning for coaches is a real struggle and if you’re doing it all yourself, it’s no wonder you’re overwhelmed and questioning whether it’s even worth it.

If you are doing business solo you spend so much time on the creation that the gears you need to drive everything have not been planned out as well.

As part of some recent research I’m doing for a new product for JMJ, I asked this question in a number of social platforms, specifically where there are a number of Australian coaches:

What’s the #1 thing that frustrates you the most when planning or preparing for an online event?

The answers came flooding in, and if you’ve ever felt like you’re shouting into the void when promoting your event online, then this one’s for you; keep reading.

These are the five most common frustrations coaches were struggling with but more importantly, I’m going to share how you can overcome them.

1. Why commitment is a struggle in online event planning for coaches

People are busy, we get that. They’re distracted with all that they are trying to do and if they work in corporate getting your manager to sign off on the cost of your event is a huge hurdle. You need to give your lead market a reason to commit and now, otherwise, they’ll scroll past your posts about your event and not bat an eye.

What you can try:

  • Use urgency (early bird pricing, countdown timers).
  • Clearly communicate the outcome they’ll walk away with.
  • Include testimonials or past feedback if it’s a recurring event.

2. They say they’ll book but they never do

This one hurts and we have all been there. You’ve spent hours creating your landing page, your event page, your socials you post and then you see the ‘likes’, the ‘I’m in!’, the ‘This sounds great, I’ll attend’ comments, and then it’s crickets, nothing, nada.

What you can try:

  • Use a funnel that incorporates automated reminders and follow ups.
  • Create a “register your interest” option and nurture those leads.
  • Ask them directly what’s holding them back (via DM or a quick poll) but don’t wait until the last minute.

3. They choose the wrong pricing option

When your event has multiple price points, there’s always a risk people select the wrong one. They might pay for the bronze version, but are expecting premium and then you find yourself having to chase them for the make up payment, spending time doing unnecessary admin, which drains your time and energy.

What you can try:

  • Simplify pricing options and make inclusions crystal clear.
  • Use payment links that trigger auto-confirmation emails based on the selection or add in conditional formatting so the buyer cannot select the wrong option.
  • Set up a friendly, automated follow-up sequence to collect unpaid balances.

4. Last-minute bookings are a common pain in online event planning for coaches

This creates so much stress for you as the organiser. You’re unsure how many will show, whether it’ll feel empty, and whether to go ahead or not.

What you can try:

  • Offer early bird bonuses or exclusive resources for first 10 signups.
  • Share behind-the-scenes prep to build momentum and interest.
  • Send “last chance” emails or use stories to show limited availability.

5. They book quickly then ask for a refund

We’ve all been there on this one. Often the refund is asked for the day before the event starts. We all know that life gets in the way, stuff happens and we need to react accordingly, but it’s not always like that. Sometimes people just ‘change their mind’. This can be a sign that your message didn’t quite match their expectations or they acted impulsively and regretted it. This can often happen because your event processes and funnel have not been created or followed if you’re doing all the work yourself.

What you can try:

  • Include a short video on your landing page to connect personally and set expectations.
  • Use a short pre-event checklist to reinforce value.
  • Be upfront with refund policies, and automate the workflow to protect your time.

You Don’t Have to Do It All Alone

Running online events shouldn’t feel this hard. That’s exactly why the team at JMJ – EA for a Day are developing a done-for-you online event service specifically for Australian coaches to help them with webinars, masterclasses, and workshops.

Below is a simple implementation checklist you can use to help you prepare for your next online event.

  1. Define your market and craft tailored messaging, making it specific to your market. Address their pain points.
  2. Build a clean, mobile-optimised landing page. Don’t build too many hurdles for your market to jump over, because they won’t.
  3. Launch an early-bird with urgency incentives; what will drive your market to sign up?
  4. Promote via email, social media, affiliates, paid ads. Think about where your market hangs out, it’s about them not you.
  5. Automate reminders (email + SMS), your funnel is the key.
  6. Enhance your event with interactivity (Q&A, polls, chat). Some online events are watch-fests. Keep your market interested and wanting to engage.
  7. Send the replay and follow-up post-event. Ask for feedback, what they liked and what they didn’t. This is important for future planning.
  8. Analyse performance metrics and rinse and repeat what worked.

Are you ready to run your online events without the stress?

If you’re tired of trying to get people to sign up for your online events and wondering why no one’s booking, our done-for-you online event management service is designed specifically for Australian coaches who want to focus on showing up, not stressing out.

We can help you structure, engage, and support your event with admin and follow-up systems, increasing your sign-up rates with a seamless end-to-end process. Join our mailing list to be one of the first to know when our new online event product is ready.