"You are good at your job. Now let's get your CV to say so." The first screen, with "Send me your CV" beside it.
Nia Amani
A one-page website for a career coach who rewrites CVs, LinkedIn profiles and interview answers. The investment is on the page, and the first note to her goes through a short form.
Nia's clients are good at their jobs, and their CVs hide it. The website had to say so, and show the investment before anyone books a call.
The challenge
Nia's clients apply for roles they could do, and nothing comes back. Their CV lists duties instead of results, and in the interview "tell me about yourself" turns into four minutes of background.
- 01Senior professionals distrust a coaching site that promises a job, or keeps its fee back for a sales call.
- 02Few of them book a call just to find out the price.
- 03Before they send a CV, they want to know why the applications are failing, who would read it and what the help costs.
Why is nothing coming back?
Answered byThe third section, headed "You have done the work. Your CV is hiding it." Each problem under it is written the way a client would say it.
Who is going to read my CV?
Answered byNia introduces herself in the fifth section: "I started coaching after years on the hiring side of the table."
What will this cost me?
Answered byThe offer cards, each with its investment: $95 for the CV & LinkedIn Review, $180 for Interview Practice and $420 for the six-week Career Reset.
The strategy
The page was planned in grey first, section by section, with the real words in place before a colour or a photograph was chosen.
- 01The promise comes first and the four problems second. Nia introduces herself after them, in the fifth section.
- 02The investment sits on each offer card, and the questions people ask most come before the form.
- 03The phone layout was drawn alongside the desktop. Scroll, and the plan and the finished page move together.
The finished page, section by section, in the order it scrolls.
Scroll to move through the page
It starts with "Your CV reads like a job description" and explains each problem in a sentence.
"Bring me the version you are using right now." Nia reads it line by line and fixes what is hurting most first.
Nia introduces herself beside a photograph from a session.
Client reviews, under the heading "They were good at their jobs too."
"You send it to me", "I show you what is holding it back" and "We rewrite it together".
Each offer card lists what is included and its investment: $95, $180 or $420.
Nia answers "Can you guarantee I will get hired?" with a plain no.
The closing section, "So, which job are you going after next?", with the form beside it.
Art direction
The palette is navy and a warm red, and the photographs show people at work instead of corporate recruitment imagery.
MidnightSignal redDeep redMistIce
TypeThe headings are set in Cormorant Garamond, the rest in Manrope.
Cormorant Garamond reads closer to a letter than a brochure. Manrope sets the offers, the lists and the form fields.
RedRed marks the promise and every button.
A red underline sits under "to say so." on the first screen. The method section and the closing form sit on red grounds.
PhotographyThe photographs show Nia at work with a client.
Notebooks lie open on the table between them, with a laptop to one side.
ProofThe reviews sit on a dark ground.
The first review card is red and the other five are navy. The method follows straight after.
Brand identity
The same identity appears on the posters, the business cards, the Career Reset workbook and a CV marked up in red pencil.
Copywriting
The copy is written as Nia speaking to her client, in the words recruiters use.
You are good at your job. Now let's get your CV to say so.
The first screenThe headline, above "Send me your CV" and "See my method".
It is rarely you. Usually your CV talks about the role and leaves you out.
The third sectionUnder the heading "You have done the work. Your CV is hiding it."
I am not going to invent experience you do not have.
The questionsNia's answer to "Do you write it for me?"
Build and testing
- 01Built in Elementor, so Nia can change her offers and their prices herself, without a developer.
- 02On a phone, each offer keeps its investment beside its description.
- 03The form asks only what a first review needs: name, email, the help needed and where they are in their search.
The offers on a laptop and a phone, each investment beside its offer.
The result
A client reads what is wrong with their CV and meets Nia before they see a price. The investment for each offer is on its card, and the first note goes through the form, with no call booked. The page never promises an interview or a job.
The one-page launch covers eight sections. The other three on this page were added to the quote.
The same website would suit
- Coaches
- Consultants
- Therapists and psychologists
- Speakers and authors
- Artists and creators
- Personal trainers
- Tutors
- Stylists
Planning a website like this one?
Send what the business does, what it sells and when it has to be live. You’ll hear back within two business days.