Coaches & personal brandsPhysique coaching
Swole JD: physique coaching website
“I'm JD. I changed my life — ex-firefighter turned elite physique coach.”
swolejd.com
The brief
JD went from burnt out to built and coaches others through the same change. The site puts his own before-and-after front and centre, then routes visitors to coaching, a money-making program or his anti-aging water.
Why it converts
The design decisions on the live site, and the buyer hesitation each one removes.
- Decision 1
Before/after as the hero
The transformation is the offer, so it's the first thing anyone sees.
- Decision 2
Short, first-person headline
“I'm JD. I changed my life.” — five words that do the work of a paragraph.
- Decision 3
Separate menu paths
Water, coaching and make-money each have their own page so one audience isn't pitched another's product.
