Coach Nidhi

Nidhi runs a founder-coaching practice that lives mostly in conversations and referrals, but didn't have a proper home online, or a way to capture interest from someone who wasn't ready to book yet. Most coach sites lean on the same well-worn aesthetic: warm gradients, smiling portraits, generic testimonial blocks. The brief was to give her something that looked nothing like the rest of that category (calm, considered, and a touch surprising) and to give visitors who aren't ready to book a real reason to leave their email.

1. 01

   Honour the existing brand without making it look conservative. Nidhi's guideline has a calm, grown-up palette: Coastal, Sandstone, Ocean, Graphite. Default it against editorial typography and the result is fine but forgettable. We needed a register that uses her colours but doesn't read as every-other-premium-personal-brand.

2. 02

   Capture interest from visitors not ready to book. A coach site without a soft conversion path leaks every visitor who's curious-but-not-yet. We needed a real lead magnet, something a founder would actually open and read, not a one-pager pretending to be a guide.

3. 03

   Stay obviously her, not us. The Puro AI Labs aesthetic is darker and more agency-coded; whatever shipped had to feel like Nidhi opening the door to her own room, not a Puro site with her name on top.

4. 04

   Run leads through a real CRM without making her log into another tool. She lives in Google Workspace; the CRM had to live there too.

5. 05

   Editorial at mobile speed. Her audience reads on phones first; rich layouts and serif marginalia are easy to make heavy. We didn't want pretty at the cost of mobile load.

We picked a deliberate visual concept (a leaked strategic brief / editorial dossier) and built around it. Aged-cream paper texture, ink-drawn marginalia, typewriter metadata, a rubber-stamp finish on key callouts. Her brand palette wires straight into Tailwind tokens (Coastal, Sandstone, Ocean, Graphite, Earth) so every component pulls from one source of truth, and the type pairing lifts directly from the Brand Guideline. The conversion engine is an 8-question, 9-archetype founder quiz: visitors find their archetype, land on a per-archetype result page with a problem/prescription card and a shareable story image, and hit a soft email gate for the deeper PDF ("9 Founder Archetypes") if they want it. Behind the scenes, an Apps Script CRM (NidhiCRM.gs) runs the entire pipeline inside her Google Workspace: leads land in a sheet, dashboard surfaces overdue follow-ups, 15 WhatsApp templates plus an email template are one-click, and an 8 AM digest tells her exactly who to talk to today. Field Notes (markdown blog) ships with full OG-image generation per post. JSON-LD schema and llms.txt put the site on the map for AI crawlers as well as Google.

Live on Vercel with the quiz, lead-magnet, and field-notes blog all running. Nidhi now has a home online that looks like nobody else's coach page, a way to capture interest from visitors not ready to book yet, and a CRM that surfaces the right follow-up at the right time without her opening a new tool. The dossier concept gives the site a memorable signature; the modular shape means programme pages, new field notes, and case studies can be added without a redesign cycle. The conversion infrastructure (quiz → archetype page → lead magnet → CRM) is the kind of operator-grade setup most coach sites never build, and the kind we build into every Studio engagement now.