Sarah ran a boutique executive coaching practice working with C-suite leaders and senior managers at high-growth companies. Her work was genuinely transformative — she had a waiting list built entirely through LinkedIn and word of mouth. But her website, when we first looked at it, was a liability.
The homepage opened with a stock photo of a sunrise and a headline that read "Unlock Your Leadership Potential." The value proposition was buried three scrolls down. The booking process required finding a small text link in the footer, navigating to a third-party scheduling page, choosing from twelve different appointment types, and filling in a five-field form. Her PageSpeed score was 41. Homepage bounce rate was 68%.
Sarah was getting approximately 800 visitors a month from LinkedIn bio clicks and referral traffic. Three discovery calls were being booked. The arithmetic was brutal: a 0.375% conversion rate on a coaching practice with a $3,500/month average client engagement.
We ran a full conversion audit before designing anything. The diagnosis was clear: the primary conversion goal — book a discovery call — was not the organising principle of the site. It was an afterthought. The homepage was structured as a brochure, presenting information about Sarah's philosophy, services, and credentials rather than functioning as a conversion tool.
We rebuilt the site architecture around a single question: what does someone who arrived from Sarah's LinkedIn bio need to see, believe, and do in order to book a call? The answer defined every design decision that followed.
The new homepage opened with a specific, outcome-focused headline targeting senior leaders at growth-stage companies. Above the fold: the headline, a one-sentence description of who Sarah works with and what changes for them, a single CTA button ("Book a discovery call — it's free"), and a row of three outcome statistics from real clients.
Social proof was restructured from generic endorsements into specific outcome testimonials. Not "Sarah is an exceptional coach" — but "I went from managing up to 60 hours a week to leading a team of 40 at a sustainable pace. Three months in, my team's retention rate improved by 35%."
The booking flow was rebuilt. Instead of twelve appointment types, there was one: a 30-minute discovery call. The intake form asked two questions before booking: current role and the primary leadership challenge the prospect was trying to solve. This gave Sarah context before every call and pre-qualified the pipeline without adding meaningful friction.
Monthly discovery call bookings increased from three to thirteen in the first 60 days. Sarah's conversion rate moved from 0.375% to approximately 1.6% — more than four times the baseline, on the same volume of traffic. PageSpeed score improved from 41 to 94. Homepage bounce rate dropped from 68% to 41%.
Sarah now has a two-month waitlist and has raised her engagement fee by 40%. The website handles an increasing share of new client intake without requiring her direct involvement — which was the secondary goal: to give back the hours previously spent on unqualified discovery calls.
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