Website Strategy and Copy Revamp for Richard Reid

Richard Reid is a psychology-led leadership coach who works with founders, C-suite executives and senior leaders. His website was getting thousands of searches, but almost none came from people ready to hire a coach.

I rebuilt his website strategy around the people who actually buy from him, then rewrote the website copy.

Most of the site's search traffic came from people learning about psychology, not people looking for a coach. On top of that, his sister brand's website was competing for the same searches, so the two sites were splitting attention instead of serving different audiences.

The homepage didn't help. It opened with "Elevate Your Leadership with Richard Reid", which said little about who he helps or what he solves.

I started by sorting every search the site appeared for by what the searcher wanted:

60% informational: people researching definitions, guides and how-tos

25% navigational: people looking for the site itself or a contact page

10% transactional: people trying to book, download or order

5% commercial: people actually shopping for a service

Out of everything the site was found for, only a twentieth came from potential clients. That gave the rebuild a clear job: speak to that 5% and give them an obvious next step.

Richard's buyers fall into three groups: CEOs, C-suite executives and senior leaders. I mapped what each one is privately dealing with: the question they ask themselves, the pressures they can't share, what it costs them at home, the thought that keeps them up at 3am, and what they're really buying.

For a CEO, it's protection from a very public fall. For a C-suite executive, it's protection for their career. For a senior leader, it's a faster route up without losing themselves. That map became the foundation for every headline and section on the new pages.

With the demand and the audience mapped, I separated the two sites' audiences so they stopped competing, restructured the service hubs, and rewrote the homepage and about page.

Positioning and messaging: a new hero headline that tells senior executives, founders and C-suite leaders exactly who Richard helps, backed by the line "Psychology-led coaching for the decisions only you can make".

Information architecture: clearer pathways between executive coaching, speaking and his other specialist services.

Audience and content strategy: service sections written around each audience's needs, commercial priorities and the problems each service solves.

SEO and copywriting: page headings and copy that combine search intent and relevant keywords with persuasive messaging, so the pages are easier to find and easier to understand.

Conversion strategy: one clear call to action, "Book a No-Obligation Consultation", repeated where ready visitors need it.

The old homepage led with a generic promise. The new one leads with who Richard helps and the pressure they're under.

The about page now builds trust on Richard's credentials and experience, so visitors who want to know who they'd be working with get a confident answer.

A homepage that leads with who Richard helps and what he solves, an about page built on his credentials, and clear routes to a consultation. All pages are live at richard-reid.com.