Project 04 — 2026
— CASE STUDY
Rebuilding a coaching page from generic promise to specific filter
Podiatry Practice Mastery Site Rebuild — Coaching
— THE CHALLENGE
The previous page for Dr. Pelto's coaching business spoke broadly about the promise of a better practice and a better life, but it didn't show why he specifically was different, or who the offer was actually for. Every option — email list, free training, a direct question — sat at the same level, with no path between them.
This was a revamp, not a new build. Dr. Pelto had already rewritten his own positioning to be sharper and more specific — the page around it needed to catch up.
— WHAT I DID
I rebuilt the page around Dr. Pelto's own rewritten copy, with two structural decisions in mind: place proof exactly where it would matter most, and build a visible path from a free, low-commitment entry point up to his higher-ticket mastermind — instead of presenting every offer as equally weighted.
The words were his. The job was building a structure that let those words do their job in the right order.
A generic coaching page treats every visitor the same. Dr. Pelto only works with a specific kind of practice — the page needed to filter for that before it tried to sell anything.
— THE APPROACH
Structuring specificity, not writing it
With Dr. Pelto's new positioning and credibility content already written, the work was in ordering it — deciding what a visitor sees first, what qualifies them, and when they're shown the ask.
Research
Reviewed the old page against Dr. Pelto's rewritten positioning to see where structure was holding it back.
Strategy
Decided the page needed to actively qualify visitors and move them through tiers, not present every offer at once.
Content Placement
Positioned real testimonials directly before the higher-ticket mastermind offer, where they'd carry the most weight.
Funnel Structure
Built a visible path from free content up through the audit and into the mastermind, instead of flat, equal-weight options.
Wireframe & Design
Designed the page to read as calm and specific, matching a doctor who still practices, not a typical high-energy funnel.
Build
Rebuilt the full page on Kajabi in three days.
Launch
Replaced the previous page directly, with no downtime between versions.
Research
Reviewed drop-off points with the front-desk team.
Strategy
Reframed the flow around symptoms, not internal terms.
Architecture
Mapped a path with one decision visible at a time.
Wireframes
Tested the new flow before visual design.
Design
Applied the visual system throughout the experience.
Development
Built the experience inside the client's platform.
Automation
Connected reminders and follow-ups to reduce no-shows.
Launch
Delivered documentation and post-launch support.
Jewel took what I'd already rewritten and gave it a structure that actually matches how I think about this business. It's already outperforming the old page.
DON PELTO, DPM — PODIATRY PRACTICE MASTERY
— THE RESULT
Movement at every tier of the funnel, not just the top
— WHY THIS MATTERED
The page has to do the qualifying, so Dr. Pelto doesn't have to
Dr. Pelto only works with a small number of podiatrists at a time, so the page's real job isn't just to look credible — it has to filter for fit before a conversation ever happens. A visitor who isn't a match should see that clearly and self-select out, and one who is a fit should be guided toward the right next step without guessing.
Structuring that path directly affects how many inquiries Dr. Pelto has to personally screen versus how many arrive already qualified — which matters more as the business grows.
Specific beats motivational.
NOTES FROM THE STUDIO
— GALLERY
A closer look
The old hero led with a broad promise. The new one names the specific ceiling most podiatrists hit — the revenue plateau, the 60-hour weeks — before offering a way out.
The old page had no filter — everyone saw the same offer. The new page adds a direct "this is for you / this isn't" section, so unqualified visitors self-select out early.
The old page presented email list, free training, and "Ask Don" as equal options. The new page builds a visible path — free content, then the Practice Audit, then the mastermind — with testimonials placed right before the highest-ticket step.
— REFLECTION
What I'd carry into the next project
WHAT I LEARNED
A rebuild doesn't always mean new copy — sometimes the biggest lift is purely structural: what's shown first, what qualifies, what's gated.
WHY THESE DECISIONS
Placing testimonials directly before the mastermind offer, and building a visible low-to-high path, matched how Dr. Pelto actually wanted new visitors to move through the page.
IF I IMPROVED IT FURTHER
I'd add clearer tracking per tier — audit vs. mastermind vs. email — so movement between offers is easier to compare, not just total signups.
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