MN Online Coach: a site, a calculator and a lead magnet that feed one another.
Mac Nowicki coaches busy professionals online from Sheffield. He needed a site that sounded like him, a free tool people would actually use, and a way to turn that tool into conversations. Three builds, one system.
- Client
- mnonlinecoach.com
- Sector
- Online fitness coaching
- Built
- Site, TDEE calculator, lead-magnet page, giveaway page
- Stack
- Hand-coded, static, on Vercel
The brief, in his words.
No-BS coaching for busy professionals. Real clients, real graft, no stock photography of people who have never trained. Mac had the clients and the results; what he did not have was a site that sounded like him rather than like every other coaching template, or a reason for a stranger to hand over an email address.
What was built.
The site. Home, coaching, the 28-day blueprint, results, the method, about, and a blog with a run of plain-English guides on the questions his prospects search for. The homepage does the sales job in Mac's voice, with his own before-and-after photographs and screenshots of real Instagram comments rather than quoted testimonials. Dark, condensed display type and one orange accent, because that is how his brand already looked on Instagram and the site had to feel like the same person.
The TDEE calculator. A free tool on its own subdomain that works out a visitor's daily calorie target and macros in three steps. It is the top of the funnel: a thing worth a share, with the coach's own results and the protein guide sitting beside the form. This is the build I most recently redesigned, moving it onto the same visual system as the main site so the two read as one product.
The Lean Mean Protein Machine. A landing page for a free seven-page protein cheat sheet. Every supermarket protein ranked by what it gives you per calorie, with the 20g, 30g and 50g columns worked out. The page shows the actual tables, blurred, so the visitor can see what they are getting before they type an email address. First name and email, one button, no upsell.
The giveaway page. A one-off entry page for a 28-day challenge giveaway, built in the same system so it could go live in a day.
What it did.
The giveaway page and the calculator went live early in 2026, the protein guide and the site in August 2026. Within a day of Mac posting the first landing page to Instagram, with no ads behind it, 30 people had joined his mailing list. Before that, every enquiry was a DM he answered by hand.
One thing to be straight about: Mac is my own coach, and this work is a swap rather than an invoice. At studio rates the site is one sprint from £1,000, and each lead-magnet page starts from £500. I say so because the case study is only worth reading if the numbers on it are real.
Why it is shaped this way.
A coaching business sells trust, and trust does not survive a template. Every section on the homepage is either Mac talking or Mac's clients showing their results, so the whole site reads as one person. The calculator and the guide exist because a stranger will not book a call from a cold visit, but they will use a free tool that is genuinely good, and they will trade an email for a guide they can see. Each of the three points at the other two, so a visitor who arrives at any of them ends up with a reason to apply.
Everything is hand-coded and static, with no page builder and no plugin to update. The pages load fast on a phone, which is where a coaching audience lives, and every build sits in his own accounts.
In his words.
Mac recorded this after the site, the calculator and the protein guide went live. Here is what he said, edited only for length.
Before working with Gareth I honestly had no clue how to run a CRM, web pages, lead magnets, newsletters. My business ran on Instagram. If Instagram went south, I would have had no other way to create revenue.
My main hesitation was that it would be such a headache to manage. In reality that hasn't been the case at all. You give him the material and the image of what you want, and within a few hours it comes back, working in a way that pretty much manages itself.
Having someone who takes the thinking out of the process, then teaches you how to manage it and runs it for you behind the scenes, is priceless.
If you've ever thought about working with Gareth, stop thinking and just do it.
What I would tell another coach.
- Use your own photographs and your own words, even if they are rougher than a template's. Rough and real beats smooth and anonymous.
- Build one free thing that is actually useful before you build a funnel. The calculator earns more attention than any ad.
- Show the lead magnet on the page. People give an email for something they can see.
- Keep the tools on the same visual system as the site. The moment they look like different companies, the trust leaks.
Want something like this? It starts on a Tuesday.
A site of this size is one sprint, from £1,000. Tools and landing pages are scoped on the call and built in the same system.
Free · no obligation · I’ll tell you straight if it isn’t a fit