Case study · 2025
MN Online Coach
A giveaway landing page and a branded TDEE calculator, both built as lead capture tools.
- Client
- MN Online Coach
- Niche
- Online fitness coaching for ambitious men
- Delivered
- 2025
The situation
Maciej, the coach behind MN Online Coach, needed two things at once. A high conversion landing page for a five spot giveaway he was running on the 28 Day Momentum Challenge, and a branded TDEE calculator that could act as an evergreen lead magnet. Both needed to feel like parts of the same brand and both needed to feed the same pipeline.
What we built
The deliverables.
- 0128 Day Momentum Challenge giveaway landing page with scarcity messaging
- 02Branded TDEE calculator as a reusable free tool
- 03Consistent brand system across both pages: Bebas Neue, Barlow, orange on dark
- 04Email capture with macro results delivered to inbox
- 05Testimonial section, entry flow, and sticky mobile CTA
The work
The 28 Day Momentum Challenge page was built around scarcity. Five spots, worth £197 each, first come first served. The copy was written in Maciej's voice. No fluff, no over promising, the deliberate tone of someone who cares about who they work with. The page balances urgency with qualification: you are applying, not signing up.
The TDEE calculator was the harder build. Most calculators online are ugly generic tools with no brand at all. This one had to feel like a natural extension of MN Online Coach. Step based form, metric or imperial toggle, body fat refinement, and a clean results flow that promises macros delivered to your inbox in 60 seconds. The calculator is now a lead magnet that runs without Maciej touching it.
Both pages are live and feeding the business. The calculator in particular is the kind of asset that compounds. Every visitor is a potential lead, every lead is a potential client, and the tool keeps working while Maciej focuses on coaching.
Before / After
Before
No dedicated giveaway page and no branded calculator. Leads captured manually through DMs.
After
Two live lead capture assets feeding the MN Online Coach pipeline, both on brand and both running on autopilot.
What they said
“You're a talented guy. You've done a cracking job and you deserve success.”
Want work like this for your coaching business?
A 5 day, copy first website for online fitness coaches. Live by Friday. £1,000 flat.