The founder was the proof. He just wasn’t on the page. Here’s what we found.
WorkingWeight had a real programme, a real founder, and results that held up. What it didn’t have was a page that earned the trust of a visitor who’d been let down before. The sessions revealed exactly why, and what the rebuild needed to do about it.
The programme worked. The page never got the chance to prove it.
WorkingWeight is a coaching programme for busy professionals, built by Marcus Cole after he lost 22kg while working full-time in corporate finance. The results were real and the audience was clear. But the website was never tested against cold traffic, it grew through word of mouth and Marcus’s own presence on social media. The brief was to find out what a stranger actually feels landing on that page, and what would need to change before they’d book a call.
Fifteen sessions. Over two hundred responses. One consistent story.
We put numbers on what the team sensed but couldn’t articulate. Trust at 1/10. Delight at 2/10. Anxiety at 6/10. Each session tackled a different dimension, emotional, tonal, visual, strategic, and the findings converged from every angle without being asked to. That convergence is what makes the evidence usable.
From emotional baseline to a founder-shaped brief.
The Research & Insights Report set the emotional baseline: trust at the floor, no moments of delight, a founder story sitting unused in a notes document. The Aspiration Gap mapped the exact distance between a guarded visitor and a confident one, and the three moments where that distance closes or doesn’t. The User Personas gave the findings four faces, each with a different reason to walk away and a different reason to stay.
Six screens. Every decision traceable to a session finding.
We didn’t stop at the landing page. Marcus’s presence, and the voice the sessions defined, carried all the way through the product, from the first screen to onboarding, the workouts themselves, and the weekly check-in that brings someone back. Drag to compare against what was live before.
A page built for the visitor who almost left, not the one who was always going to book.
One structural absence explained almost everything that wasn’t working. Once the sessions surfaced it, the brief for the rebuild wrote itself, sequenced, specific, and grounded in what visitors actually needed to feel before they’d act.
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