Case study — coaching practice, Guildford
A site in his voice, run by his own hands.
Max Wilson left the Bar to coach high-achieving men on self-leadership. His site had to carry that credibility: quietly confident design, writing he can publish himself, and a discovery call one tap from everywhere — without a developer in the loop ever again.
Live at maxwilsoncoaching.com
The brief
Credible to the people he coaches.
His clients are barristers, founders and executives — people who read carefully and judge quickly. The site had to look like it belonged to someone worth listening to, put a discovery call within reach of every page, and hand him the keys: his practice changes month to month, and waiting on a developer to change a page was never going to work.
An editorial home, not a template.
Type, colour and layout designed for one voice — a coach whose work is measured and personal. It reads like a well-set book, not a landing-page builder, because his clients are exactly the people who notice.
Content he publishes himself.
Blog posts, testimonials, page copy and the discovery-call link all live in a CMS he edits directly. Nothing routes through a developer — he has published from day one without touching code.
A discovery call, one tap away.
The single action that matters — booking a discovery call — is present on every key page, wired to a link he can change himself when his calendar tooling changes.
Sixteen pages with a clear spine.
Coaching, walking coaching, training, media, FAQ, blog and testimonials — each with its own page and its own job, so the site can grow a page at a time without the structure creaking.
Structured for search and assistants.
The same discipline as every studio build: static-first pages, question-shaped content, structured data — so searching his name, his method or his kind of coaching finds him and describes him correctly.
One of two brands, shipped distinct.
The same founder runs The Vulnerability Club® — built by the studio with its own voice, palette and audience. Two sites from one pair of hands that share nothing visible: proof the work starts from the client, not a template.
In his words
“He didn’t just make the website look better — he completely elevated it.”
The shape of the build.
16
pages, each with its own job — blog and testimonials he runs himself.
2
distinct brands for the same founder, sharing no visible DNA.
0
code changes needed for him to publish a post or a testimonial.
1
action every page leads to: the discovery call.
The same founder’s second brand, The Vulnerability Club®, was built by the studio with its own identity end to end — and for a practice whose rankings were the asset, see the Skin & Smiles rebuild. A site like this one is priced as a Business build on the published price list; what a site like this needs, and what it costs, is set out on websites for coaches and consultants.
Your practice, in your voice?
If your site should sound like you and work without a developer on speed dial — tell me what you do, and I’ll reply with an honest read.