Case Study: Think Differently
From inconsistent bookings, to a steady flow of 2 to 3 new clients a month
Phil Pickford had been coaching NZ business owners since 2005. His website was not doing him justice. Here is what changed when we fixed that.
~6
New enquiries per month on average, up from zero
2– 3
New clients converted per month
Visitor Engagement
Bounce rate halved within the first 4 months of launch
The Situation
Phil had been coaching New Zealand business owners for nearly two decades. The results his clients were getting were exceptional. But his website told none of that story. It was slow to load, the content was out of date, and Phil could not update it himself without going back to his web designer and paying for the privilege.
When we looked at the data, the picture was clear. A high bounce rate driven by slow load speeds and content that talked about Phil’s business rather than the problems he solved for his clients. Very few click-throughs, no clear calls to action, and zero online bookings. On top of that, the site was ranking poorly for any meaningful keywords in an already competitive coaching market.
What We Did
We rebuilt the site from the ground up, addressing every issue the data had flagged. The new site loaded fast, gave Phil full control over his own content, and was built around the problems his clients were trying to solve rather than a list of services. Clear calls to action were placed throughout, making it obvious what someone should do next.
We also set Phil up to add testimonials and blogs himself, giving him the tools to keep the site fresh and build authority over time. After four months of monitoring the data post-launch, we then rolled out our full SEO programme. Two blogs a month, targeted keyword rankings, and a content strategy built for the long game in a crowded space.
“Coaching is one of the most competitive spaces online. The site needed to do a lot of work before anyone picked up the phone. That meant getting the content, the speed, and the structure right before we even touched SEO.”
Services delivered
How It Unfolded
- Discovery
Dug into the data. High bounce rate, low click-throughs, zero bookings, poor keyword rankings. The problems were clear before we touched the design.
- Site Rebuild
Fast-loading, client-focused site with strong CTAs, full CMS control for Phil, and the ability to add blogs and testimonials independently.
- 4 months post-launch
Bounce rate had halved. Click-throughs improving steadily. 6 enquiries and 4 new clients already through the door. SEO programme launched.
- Today
Phil is busier, his associate coach has more work, and Phil is now talking about bringing on a second associate to keep up with demand.
The Outcome
Bounce rate halved
Faster load speeds and client-focused content mean people stayed on the site for longer
Zero to 6 enquiries a month
From no online bookings at all to a reliable pipeline of around 6 new enquiries every month.
Average of 2 new clients a month
A consistent conversion rate in one of New Zealand's most competitive online spaces.
Growth beyond one person
Phil is now looking at a second associate coach as demand continues to grow.
Is your website actually bringing you clients?
If the answer is no, or you are not sure, let us take a look at the data.