Most service businesses don’t fail because they can’t deliver results.
They fail because the website attracts the wrong kind of clients.
That’s exactly what happened when I worked with Nomadd Coaching, an ADHD coaching business
The founder was crystal clear:
-
He didn’t want to waste time with government-funded “Access to Work” leads.
-
He wanted self-funded clients and workplace-funded coaching contracts.
Two completely different buyer journeys, and the website had to filter the right ones in.
Why This Matters in Brighton
Brighton is packed with independent consultants, coaches, and creative professionals. Competition is fierce. If your website doesn’t make it obvious who you help and how you help them, you’ll drown in unqualified leads.
For a Brighton business owner, every discovery call that doesn’t convert is wasted time and energy. Multiply that by months, and it’s the difference between scaling and stalling.
3 Lessons I Learned Building This Website
1. Keywords Can Kill Your Pipeline
On the surface, “Access to Work ADHD coaching” looks like a high-intent keyword.
But in practice? It attracts people who need free support, not paying clients.
The lesson: don’t chase volume, chase buyer intent.
2. Separate Messaging for Different Buyers
We created benefits sections aimed at both organisations and individuals. Why? Because HR managers care about productivity and absenteeism, while individuals care about stress and time management.
If you lump everyone together, you speak to no one.
3. Local Trust Signals Matter
Brighton buyers don’t just want polished design. They want proof. Testimonials, local case studies, and clear CTAs are what turn curiosity into contracts.
The Result
Instead of a site that sucked in the wrong kind of ATW leads, Nomadd Coaching now has a page built to attract self-funded professionals and employers ready to invest in ADHD coaching for their staff.
Discovery calls are no longer a time-suck, they’re with the right people.
Ready to Fix Your Website?
If you’re a Brighton-based business owner and your site is pulling in the wrong traffic, you don’t need a redesign, you need a strategy.
I help service businesses cut out the noise and build websites that convert.