01 / The brief
Health coaching fails on the internet by being for everyone.
Henry Mena coaches adventure-seeking health-focused professionals dealing with gut issues, using a structured natural health building programme covering diet, rest, exercise, stress and supplementation.
The category is saturated with coaches promising energy and vitality to an undefined audience. Narrowing to one reader is the only thing that makes the page work.
02 / Our approach
Name the reader in the first sentence.
The opening statement names the audience, the problem and the outcome in one sentence, which loses most visitors deliberately and holds the ones who recognise themselves completely.
The method is then laid out as a named, numbered framework, so a prospect can see the shape of the work before committing to a call. A coaching page’s usual weakness is that nobody knows what they are buying.
Phase 01
Positioning
Audience narrowed and stated explicitly in the hero.
Phase 02
Design
Outdoor photography with a black-and-white framework section.
Phase 03
Build
CMS, programme pages, blog and contact routing.
Phase 04
SEO and launch
On-page SEO and responsive pass.
03 / The outcome
A coach who is obviously for someone specific.
An audience named in the hero, a numbered method, health programmes, a blog and a direct contact route.
