About this project

FM Coaching came to me at a pivotal stage in their growth: with over 200 client transformations under their belt and a steady stream of new enquiries, they were ready to scale their impact. As science-driven coaches, their expertise was unquestionable, but their highly technical, educational approach to communication sometimes made it harder for a broader audience to immediately connect with their message. My role was to keep their credibility intact while refining their language into clear, benefit-led messaging that would resonate with their ideal clients and inspire action.

I rebuilt the site to deliver a seamless, conversion-first buyer journey: restructuring the navigation and content so information is discoverable, simplifying copy to speak in the target audience’s words, and placing CTAs at natural decision points so visitors can take action wherever they are in the funnel. We put the signature one-on-one coaching front and center, emphasizing frequent support and predictable results, and used transformation visuals and outcome-focused messaging so prospects can clearly imagine their own results. Entry points include a free community to capture top-of-funnel interest, a membership for ongoing engagement, and distinct pathways for coaches (Antoine’s mentorship and his proprietary meal-planning tool) so the site serves both consumers and industry partners. The final result ties scientific authority to approachable copy and strategic design, making FM Coaching’s value obvious, trustworthy, and primed for scale.