PrimeCore Coaching
Pete Aspinall coaches men in their 30s and 40s online, after a professional rugby league career. We'd already done the PrimeCore rebrand and the weekly carousels. The Instagram was working, but the people it sent had nowhere to land except a booking link. We built one page to catch them: who it's for, the proof, how it works, then a call or an application.
Client
Thechallenge.
Organic traffic from Instagram had nowhere to go but a call link. Anyone who wasn't ready to book had no reason to stay.
The proof was already there: fifteen client transformations, each with a story. But it lived on the ad pages, where organic visitors never saw it.
Two ways in, a call or an application, and no way of knowing which one worked better.
Most of the traffic is on a phone, so anything that only works with a mouse doesn't count.
The ad pages were live and taking traffic, so none of this could touch them.
Ourapproach.
Built in the same look as the weekly carousels: black and white, heavy capitals, grain and photos tilted like prints. Someone tapping through from a post lands somewhere that already feels familiar.
The first screen says who it's for and what they get: high-performing men in their 30s and 40s, back to their prime. Then the numbers, kilos lost, straight from the results below.
All fifteen transformations, word for word from the ad pages. Tap any result and the full story opens with the photo full size, with next, previous and swipe.
Who it's for and who it isn't, side by side. Then how it works in four steps, and Pete's story from rugby league to coaching.
Booking uses the same calendar the ads already use, and the eight application questions now come in three short steps, checked as you go. Every enquiry carries where it came from.
A 50/50 split test decides which button leads, call or apply. Both are always there, the test only changes which one comes first, and the version goes through with every enquiry.
An exit popup that works on a phone too. A quick scroll back up once they're past the transformations brings it up. Once per visit, and never once they've gone to book or apply.
Built as a custom WordPress plugin with no page builder, and it still works with JavaScript switched off.
Thework.
Scroll inside the window to explore, or open the live site.
One page,start to finish.
The numbers, fifteen transformations, who it's for, how it works, Pete's story and the close, in the same black and white as the weekly carousels.
Every wayin.
A story open full size, the exit popup, the booking calendar and the first of three application steps.
What webuilt.
- ✓Landing page on the homepage
- ✓Same look as the weekly carousels
- ✓15 transformations with full stories
- ✓Story lightbox with swipe
- ✓Who it's for, and who it isn't
- ✓Booking calendar on the page
- ✓Three-step application with checks
- ✓50/50 split test, call or apply
- ✓Exit popup that works on phones
- ✓Source and version on every enquiry
- ✓Custom WordPress plugin, no page builder
Thenumbers.
15
client transformations, each with its own story
50/50
split test on which button leads
3
steps for the eight application questions
