Coach You needed more than a new coat of paint. Jill has decades of business experience, more than 20 years of coaching behind her and a personality clients describe as honest, intuitive and great fun. The website needed to communicate all of that.
I led the project from end to end: positioning, information architecture, copywriting, visual design, WordPress development and on-page SEO. The result is a distinctive, search-ready website that turns uncertainty into momentum.
The challenge
Coaching is a crowded category, and much of its language has become interchangeable. “Unlock your potential”, “be your best self” and “transform your life” can mean everything and nothing.
Coach You had a more specific story to tell. Jill combines the rigour of an experienced business owner with warmth, humour and an ability to ask the question nobody else will. The site needed to establish that difference without becoming corporate, vague or over-polished.
It also had to serve several distinct audiences:
- business owners stuck in the day-to-day;
- leaders and executives carrying responsibility quietly;
- people at a personal or professional crossroads;
- organisations looking for workshops or mental fitness training.
The strategic challenge was to make those paths distinct while keeping one coherent brand.
The idea: move from circling to momentum
The central idea became movement. Visitors often arrive knowing something is not working, but without a neat name for the problem. So the website starts with the emotional situation they recognise—feeling stuck, flat or overloaded—then moves them towards clarity, confidence and action.
Coaching that helps you think better, lead better and live better.
That thinking shaped the user journey. The homepage does not force visitors to understand coaching terminology before they can begin. Instead, it asks a simpler question: “Where are you right now?”
Copy that sounds like a real conversation
The writing needed to feel like Jill: direct, perceptive and warm, with no motivational wallpaper. Rather than leading with a list of services, I wrote around recognisable moments:
- Your business works. It just doesn’t feel like it.
- People rely on you. Who do you think out loud with?
- Fine on the outside. Flat on the inside.
Each line creates a moment of recognition. From there, the copy explains the practical value of coaching in plain English and gives the reader a relevant path forward.
Calls to action use the same low-pressure approach. Visitors can “Book a session with Jill” when they are ready, or “Ask a question first” if they need a smaller first step.
A visual identity with warmth and authority
The design balances two sides of the brand: trusted experience and infectious energy. A deep navy gives the site authority. Mint, mustard and coral bring warmth and optimism without drifting into the soft, generic palette common in the coaching sector.
Editorial serif headlines make the propositions feel considered and substantial, while a clean sans serif keeps longer copy easy to read. Layered frames, hand-drawn marks and offset colour blocks create movement throughout the page.
Building trust before asking for action
Coaching is personal, so trust could not be left to a testimonial slider at the bottom of the page. The site layers different forms of proof throughout the journey:
- Jill’s CPCC credential and business experience near the first call to action;
- audience-specific pages showing that she understands each situation;
- quantified client outcomes that make the value tangible;
- named testimonials with useful detail;
- recognisable client organisations;
- a biography that makes the person behind the service visible.
A responsive WordPress build
I built the site as a bespoke WordPress experience, translating the visual system into reusable sections and page patterns.
The layout adapts deliberately rather than simply shrinking. Large editorial headlines reflow cleanly on smaller screens, navigation becomes compact, buttons remain easy to use and the reading order keeps the most important message and action first.
Performance and accessibility were part of the build, including semantic heading structure, descriptive image alt text, a skip link, readable contrast and a clear primary action.
SEO built into the structure
SEO was part of the planning rather than a final plugin pass. The content architecture gives the main search intents their own focused pages, including business coaching, executive coaching, personal coaching and Positive Intelligence.
- Intent-led page titles and descriptions
- Canonical URLs and indexation controls
- Open Graph social metadata
- Descriptive image alternative text
- Purposeful internal linking
- Breadcrumb and website structured data
ProfessionalServiceschema- An established article library for topical authority
The outcome
The new Coach You site gives Jill a digital presence that matches the quality and personality of her work. It makes a complex offer easier to understand, gives each audience a clear route through the site and replaces generic coaching language with a distinctive point of view.
As a newly launched project, the performance story starts here. The first meaningful measures will be qualified enquiries, rankings for the priority service pages and the paths visitors take from advice-led content into a conversation.
Most importantly, the website now does what good coaching does: it helps people stop circling and start moving.
Strategy, copy, design, development and SEO: Lord Knows
Client: Jill McCulloch, Coach You
View the live website →
