Derek Miles
A Quick Case Study
Project
Project
Website Design and Strategy for a Top-tier Fitness Coach.
Website Design and Strategy for a Top-tier Fitness Coach.
Target Audience
Target Audience
Men over 40
The Goal
The Goal
Create a strong funnel website that drives applications and discovery calls for a premium fitness coach, focused on professional men aged 40+ looking to lose weight and get fit.
Create a strong funnel website that drives applications and discovery calls for a premium fitness coach, focused on professional men aged 40+ looking to lose weight and get fit.
Screenshot from PageSpeed
Screenshot from PageSpeed
01
01
Skimmability
Skimmability
Understand in a few scrolls
The landing page is highly skimmable, designed perfectly for busy professionals by eliminating dense walls of text. Large, high-contrast headlines let users understand the entire offer just by scrolling. Complex details are broken down into stat bars, bullet points, and grids.
Understand in a few scrolls
The landing page is highly skimmable, designed perfectly for busy professionals by eliminating dense walls of text. Large, high-contrast headlines let users understand the entire offer just by scrolling. Complex details are broken down into stat bars, bullet points, and grids.
02
02
Strategic Copy
Strategic Copy
Being intentional with every sentence
The entire website is anchored in empathy for a very specific user: the 40+ professional man. Seen in the opening direct headline ('Guaranteed weight Loss for men over 40') and in the section highlighting their reality ('You have a lot of responsibilities… the weight is slowly creeping up'), the page strongly validates the target client's reality. It doesn't shame the user for being out of shape but acknowledges that their career and family have taken priority. This overarching tone of understanding immediately drops the user's defenses.
Being intentional with every sentence
The entire website is anchored in empathy for a very specific user: the 40+ professional man. Seen in the opening direct headline ('Guaranteed weight Loss for men over 40') and in the section highlighting their reality ('You have a lot of responsibilities… the weight is slowly creeping up'), the page strongly validates the target client's reality. It doesn't shame the user for being out of shape but acknowledges that their career and family have taken priority. This overarching tone of understanding immediately drops the user's defenses.
Screenshot from live site
Screenshot from live site
03
03
Typography
Typography
Depicting the masculine
The use of Bai Jamjuree — a large, bold, geometric sans-serif typeface for the headers conveys stability, discipline and masculine strength. It visually reinforces the 'direct coaching' and 'authority' of Coach Derek.
Depicting the masculine
The use of Bai Jamjuree — a large, bold, geometric sans-serif typeface for the headers conveys stability, discipline and masculine strength. It visually reinforces the 'direct coaching' and 'authority' of Coach Derek.
Screenshot from live site
Screenshot from live site
04
04
Testimonials
Testimonials
Trusty combo of Video + Text
Using video in combination with text for the testimonial section of any website is always a good move. Here, the testimonials are attributed not just to names, but to ages and professions as well.
Trusty combo of Video + Text
Using video in combination with text for the testimonial section of any website is always a good move. Here, the testimonials are attributed not just to names, but to ages and professions as well.
Screenshot from live site
Screenshot from live site
05
05
Extras
Extras
Conclusion
Conclusion
By avoiding the flashy, aggressive tropes of the fitness industry and instead using a mature aesthetic, very empathetic copywriting and solid social proof, the page creates an environment that makes booking a call feel like the next logical step for a busy professional.
By avoiding the flashy, aggressive tropes of the fitness industry and instead using a mature aesthetic, very empathetic copywriting and solid social proof, the page creates an environment that makes booking a call feel like the next logical step for a busy professional.
Instagram is great for selling yourself as a fitness coach, but your core ideals might be drowned in a sea of posts. A website keeps all that information structured and readily available for curious eyes.
Instagram is great for selling yourself as a fitness coach, but your core ideals might be drowned in a sea of posts. A website keeps all that information structured and readily available for curious eyes.
Build a site that adequately communicates your value proposition
Build a site that adequately communicates your value proposition
