Case study · Coaching
Russell Coaching
A warm, editorial home for “connected coaching” — built to make exhausted parents feel understood in the first ten seconds.
Russell Coaching helps families of ADHD, autistic and atypical learners — the people who have “tried everything.” I designed and built the marketing site end to end: a calm, magazine-like experience that earns trust quickly and a content system the team can run themselves, no developer required.
Earning trust before the first click
Coaching is bought on trust, and the audience arrives skeptical and tired — they’ve cycled through IEPs, tutors, therapists and sticker charts. A generic “services” template would have read like one more thing that won’t work. The brief was emotional before it was functional: the page had to feel like someone who gets it.
So the site leans editorial — generous type, a confident serif voice, and copy written as short “essays” that name the parent’s exact frustration back to them before offering the approach. The result reads less like an ad and more like a calm conversation.
Key decisions
Editorial layout over a SaaS template
A warm serif/sans pairing and asymmetric, magazine-style sections were a deliberate trade-off: harder to lay out and harder to keep consistent, but they carry warmth and authority that a card-grid template can’t. Restraint kept it from tipping into “busy.”
A CMS the client actually enjoys
Built on Laravel with a Filament admin so the team edits essays, offers and testimonials themselves. The trade-off — more up-front modelling of content types — pays for itself every week the client ships a change without me.
Performance and accessibility as table stakes
Tailwind for a tight, consistent system; semantic markup, real focus states and careful colour contrast so the calm tone holds for every reader, on every device.
What was built
A full marketing site with a custom editorial design system, a Filament-powered CMS for essays / offers / testimonials, a booking call-to-action flow, and a responsive layout tuned from wide desktop down to a one-hand mobile read.
- Stack: Laravel, Tailwind CSS, Filament (admin/CMS).
- Scope: design, build and deployment — end to end.
Outcome
Russell Coaching now has a site that does the emotional work on the first screen and a team that can keep it current without engineering time. It’s also the project that started this one.
“Rajnish is great, he’ll go the extra mile to make sure you’re happy with the job and the quality of it. Will recommend 100%.”