A clearer path from first visit to booked call
The old site spread services, credibility signals, and resources across more than a dozen destinations. The new one narrows the primary path to five, while keeping the full article archive searchable underneath.
From a site that explained everything to one that leads somewhere
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Fewer choices, not less content
10 primary destinations
5 primary destinations
115 articles across four topics
Show topics
What changed
- One coaching page instead of three separately named services
- Credentials and experience visible before the first click
- Blog archive organised under four topics, not just by date
- One consistent call to action across the site
- Primary navigation down from about a dozen destinations to five
Change
Consolidated three services into one coaching page
Why
Three separately named services made it unclear which one applied to a given visitor.
Value
One page framed around the visitor's problem, not around service names.
Change
Credentials moved above the fold
Why
Credentials lived behind a footer link, requiring a click away before a visitor could verify who they were talking to.
Value
Trust is established at the same moment as the first call to action.
Change
Blog kept, reorganised under four topics
Why
Years of articles sat in a flat, untagged feed with no way to browse by theme.
Value
The full archive stays reachable and browsable, without adding a single item to the main menu.
Change
One consistent call to action
Why
Multiple parallel starting points, book, inquire, check investment, split intent.
Value
A single, repeated next step from anywhere on the site.
Photography planned, lit, and shot in-house
Change
All of the site's primary photography was planned, lit, and shot as part of the project, not sourced from stock or carried over from the old site.
Why
Coaching sells on trust before it sells on content, and stock photography or a dated headshot works against that from the first screen.
Value
Professional-level photography with no separate photographer to brief, coordinate, or pay for.
What's underneath
The navigation change is visible. Some of the more important work isn't.
Legal terms surfaced at the point of booking, not buried in a footer
Change
Consent and legal information moved into a contextual modal shown at booking/signup, instead of one static terms page.
Why
Coaching carries its own liability language most template sites never account for: no-recording clauses, a "this is not therapy" disclaimer, confidentiality boundaries, cancellation terms.
Value
A visitor sees the exact terms relevant to what they're about to do, right when they're doing it.
Analytics that don't need a consent banner to justify themselves
Change
Self-hosted, cookie-less analytics with a simple opt-out notice, not a full consent-management platform.
Why
A CMP is machinery this site doesn't need: the same "cut what isn't earning its place" thinking behind the navigation, applied to the backend.
Value
Nothing about a visitor's activity leaves the server, and the banner itself sets no cookie of its own.
Blog traffic sources tracked without a third-party script
Change
In-house view counts and acquisition-source breakdown (organic, social, paid, email, referral), no tracking pixel.
Why
Knowing which posts bring people in shouldn't require handing visitor data to Google or Meta.
Value
Editorial decisions backed by real traffic-source data, with nothing on the page reporting home.
The subscriber list survived the move intact
Change
Existing subscribers carried over with signup dates and consent status preserved; sends re-check unsubscribe status at the moment of delivery, not when queued.
Why
A platform migration is usually where a list quietly loses its history, or someone who just unsubscribed gets one more email anyway.
Value
No re-consent churn on cutover, and nobody hears from the list after opting out.
One CTA, routed by who's actually asking
Change
Two separate booking links (new-client discovery call vs. existing-client session) instead of one generic "Book" button.
Why
The single-CTA simplification is about one kind of ask, not sending every visitor down an identical intake flow regardless of who they are.
Value
A returning client isn't pushed through a "getting to know you" flow meant for someone new.
The previous site listed three separately named coaching services, plus about a dozen more destinations spread across the footer: investment, testimonials, credentials, a free quiz, a newsletter signup, and more. The blog held years of articles in one untagged, chronological feed with no way to browse by topic.
We consolidated the three named services into one page organised around what a visitor is looking for, moved credentials and testimonials up where a first-time visitor sees them immediately, and added a lightweight topic layer to the blog so the archive stays browsable without adding to the main menu.
The primary path now runs through five destinations instead of a dozen, credentials are visible before the first click, and the full article archive stays reachable, organised by theme instead of by date alone.
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