muving·media ← back to work
Work/Fitness coach pricing rebuild
Spec case study · Landing Page Sprint · $299 / 5 days

A pricing page that reads like coaching, not a Notion template.

A 1:1 fitness coach with a $1,200 program was getting traffic but no sign-ups. The page had everything: feature lists, three pricing tiers, an FAQ, a contact form. That was the problem. We rebuilt it around the actual transformation. One promise. One proof. One price. One CTA.

// Client
1:1 fitness coach
// Sprint
$299 / 5 days
// Stack
Framer + Resend
// Outcome (modeled)
+47% conversion
// 01 — the brief

What was happening before.

The coach had a perfectly fine pricing page. "Premium Coaching Package." A bullet list of what's included. Three tiers (Bronze, Silver, Gold). A FAQ section about what apps you'd need. A contact form at the bottom asking for goals.

Average session time on the page: 11 seconds. Conversion rate to inquiry: 0.4%. The traffic was right (Instagram + word-of-mouth from gym friends). The page was killing it.

// Approximate snapshot of the original page:

coach.example/coaching

Premium Coaching Package

Personalized fitness coaching tailored to your goals.
What's included:
  • Customized workout plans
  • Nutrition guidance
  • Weekly check-ins
  • 24/7 messaging support
  • Progress tracking via app
  • Habit accountability
  • Recipe library access
Bronze
$400
Choose
Silver
$800
Choose
Gold
$1,200
Choose
// 02 — what we shipped

The rebuild.

Five days. One page. Same offer underneath — rewritten end-to-end so the page reads like the actual coaching experience instead of a feature spec.

coach.example/coaching
// 1:1 coaching · 12 weeks

Stop guessing.
Train like an athlete.

12 weeks of 1:1 coaching with measurable progress every Sunday. No app feature lists. No "premium" tiers. One program, designed around the body you actually want.
WK 01
Strength baseline + a movement audit. We pick the 3 lifts that move the needle for you.
WK 04
First measurable wins. Weight up on the bar, body fat down, sleep better. Numbers, not vibes.
WK 08
Plateau-break protocol. We expect this and we plan for it.
WK 12
Ship the new baseline. You leave with a program you can run yourself for 6 months.
"I'd done 4 programs before. None stuck. The difference here was the Sunday call — he'd already looked at my week's data before I dialed in. Lost 11kg in 12 weeks. First time it felt like coaching, not Instagram."
// Priya R. · software engineer · Bangalore
-11kgin 12 weeks
+22kgsquat PR
0missed sessions
// 03 — the program
12-week 1:1 coaching
$1,200 · one-time, fully paid up front
Includes weekly Sunday review calls, custom training + nutrition plan, daily check-ins by text, and the data dashboard. No app you'll never open. No FAQs you'll never read. If we're not the fit by week 2, we refund the rest.
Apply — 2 spots open this month →
2 of 6 monthly spots open · updated every Monday
// 03 — the 5 specific changes

What we changed and why.

// 01

Killed the tier system. Kept the top tier only.

// Before3 tiers: Bronze ($400), Silver ($800), Gold ($1,200) — with the same features minus a few.
// AfterOne offer: $1,200, paid in full. The cheaper tiers were anchoring people down, not up.
// Why · Bronze and Silver were drag, not options. Three tiers tell a buyer "we're not sure what we're worth" and force a decision they don't need to make. We deleted them. Conversion intent went up because the question shifted from "which tier?" to "yes or no?"
// 02

Replaced the feature list with a 4-week timeline.

// Before"Customized workout plans / Nutrition guidance / Weekly check-ins / 24/7 messaging support / Progress tracking via app / Habit accountability / Recipe library access"
// AfterWK 01, WK 04, WK 08, WK 12 — a one-line promise of what changes in their actual life at each milestone.
// Why · A feature list says "here's the stuff you get." A timeline says "here's the version of you we're shipping by week 12." Coaching is bought on transformation, not on app access. We sold the transformation.
// 03

Hard-coded one piece of social proof above the fold.

// BeforeNo testimonials at all on the pricing page. Two were buried in a "Reviews" tab in the nav.
// AfterOne testimonial. Real numbers (-11kg, +22kg squat PR, 0 missed sessions). Specific person. Specific city. Right above the price.
// Why · A wall of testimonials reads like noise. One testimonial with three measurable numbers next to it reads like proof. We pull the strongest case the coach has, anchor it where the buyer is making the call, and stop there.
// 04

Replaced "Choose" buttons with one CTA: "Apply — 2 spots open."

// BeforeThree identical "Choose" buttons, each landing on the contact form.
// AfterOne Apply button + a live "2 of 6 monthly spots open" indicator with a green dot, updated every Monday.
// Why · "Apply" is a different verb than "Choose." It implies the coach is selecting you, not the other way around. The spot counter is real (the coach actually only takes 6 a month). It creates urgency without faking it.
// 05

Killed the FAQ. Added a refund line instead.

// Before11-question FAQ at the bottom: "Do I need a gym?" "Which apps do you use?" "Can I pause?" etc.
// AfterOne sentence: "If we're not the fit by week 2, we refund the rest." The rest moved to the post-apply welcome email.
// Why · FAQs at the bottom of a pricing page tell the buyer to keep doubting. A guarantee in the price box closes the doubt. Operational questions go in the welcome email after they've said yes — that's where curiosity belongs, not where commitment belongs.
// 04 — the deliverables

What the coach got.

Five working days, one designer, one writer (us). Daily Loom updates. Final handover on day 5.

What shipped: a single hosted Framer page (their domain, their account), the copy doc, a spec sheet for the spot-counter widget, and a Resend-powered apply form that pings their inbox + a Slack webhook the moment a new applicant submits.

What we didn't ship: a discovery deck, a strategy session, a brand workshop. The brief was the deck. The page was the deliverable.

// 05 — want one of these?

Same sprint. Same price. Your page next.

$299 flat. 5 days. We send you a 1-page brief on day one and you say yes/no/edit before any work starts. If you're a coach, course creator, or solo founder with a page that's getting traffic but no buys — this is the cleanest 5 days you'll spend this quarter.

Send me a brief → Or run Vibe Check first