The journal
Copy, conversion, and coaching business writing. No fluff.
Five pillars, written for online fitness coaches who want a real website and know the Linktree is holding them back.
The five pillars
Pick where to start.
01 · 3 articles
Copy first
Why coaching websites fail at copy level.
02 · 3 articles
Productised vs agency
The economics of productised web design for coaches.
03 · 4 articles
Conversion
What actually makes a coaching site convert.
04 · 3 articles
The 5 day build
The AI assisted build workflow, day by day.
05 · 3 articles
Coaching business
Online coaching business reality.
Latest articles
The most recent posts.
Conversion
5 April 2026 · 11 min
The 25 things every coaching website should check
A complete checklist of 25 things a coaching website should get right. Copy, trust, speed, mobile, SEO. Run it yourself or let the audit tool do it for you.
Copy first
5 April 2026 · 3 min
The coaching website headline formula that actually converts
Most coaching homepages open with a sentence that names nothing, promises nothing, and commits to nothing. Here is the four part formula that fixes it.
Copy first
4 April 2026 · 4 min
The about page is not about you
Your about page is not a biography. It is a trust argument written in the first person. Here is how to rewrite it so it actually books calls.
Copy first
3 April 2026 · 5 min
Your services page is not a menu. It is an argument.
Most coaching services pages list packages and prices. Nobody reads a menu on a website they have never visited. Here is what a services page is actually for.
Productised vs agency
2 April 2026 · 3 min
Why agency quotes for coaching websites start at £2,500
A £2,500 quote is not priced on the value of the design. It is priced on the hours a designer expects to waste chasing you for feedback. Here is what that money actually buys.
Productised vs agency
1 April 2026 · 3 min
The DIY Squarespace trap every online coach falls into
Squarespace looks like the smart middle ground between Linktree and an agency. For 80 percent of coaches it quietly becomes a nine month writing project that never launches.
Productised vs agency
31 March 2026 · 4 min
Productised web design, explained without the buzzwords
Productised just means fixed scope, fixed price, fixed timeline. Here is what that actually means for a coach buying a website, and why it changes the economics.
Conversion
30 March 2026 · 4 min
The 11 point homepage checklist for online fitness coaches
A coaching homepage either gets the visitor to the next step or it does not. Here are the 11 things every homepage should contain, and the order they should appear in.
Conversion
29 March 2026 · 4 min
The trust signals that actually move coaching visitors
Badges, certifications, and star ratings are the weakest trust signals on a coaching website. The real ones are more boring, more specific, and much harder to fake.
Conversion
28 March 2026 · 4 min
The four CTA rules every coaching website should follow
Call to action buttons are where most coaching sites leak conversions. Four simple rules fix 90 percent of the damage.
The 5 day build
27 March 2026 · 5 min
What actually happens on day one of a 5 day website build
Day one is the most important day of the whole build, because it is the day the copy gets written. Here is exactly what happens from 9am to 5pm.
The 5 day build
26 March 2026 · 4 min
Why the deadline is the product
Most coaches think they are buying a website. They are not. They are buying a deadline that forces the website to exist. Here is why the deadline is load bearing.
Prefer a real website to more reading?
Book a 20 minute discovery call. If the 5 day build is a fit, you are live by Friday.