Ruth Sheridan Coaching
How a veteran fitness coach launched a premium online presence and digital program in under 8 weeks
Introduction
From Outdated Website to Premium Digital Platform
Ruth Sheridan is a veteran fitness and wellness coach with over 17 years of experience and more than 4,000 clients coached. After selling her 10,000 square foot gym, she transitioned to online coaching, targeting high-achieving midlife women who want their strength, energy, and confidence back.
But her website told a different story. It was outdated, didn't reflect her authority, and had no way to sell or deliver her digital programs. She needed more than a refresh, she needed a complete digital transformation that matched the calibre of her coaching. That's where Beazy Marketing came in.
Client Background
Not Your Average Coach
Ruth Sheridan built her reputation coaching thousands of women through real body transformations, many of them in their 40s, 50s, and 60s. Her programs, including the Lean Body OS and the 8 Weeks with Ruth Challenge, are built around strength training, high-protein nutrition, and disciplined mindset shifts designed specifically for women navigating midlife.
Her audience is professionals who expect a premium experience. But her online presence wasn't delivering that. She knew it was time to invest in a website and digital infrastructure that could support her next chapter of growth.
The Challenge
What Was Holding Ruth Back
Before working with us, Ruth was dealing with several roadblocks holding her coaching business back online.
- Outdated website that looked generic and didn't communicate the depth of her experience, results, or the premium nature of her coaching
- No e-commerce infrastructure, she had a waitlist running through ConvertKit but no way to take payments, deliver welcome sequences to paid users, or automate onboarding
- No sales page for her flagship 8-Week Challenge, a program priced at $297 with a $1,681+ value stack
- Manual processes everywhere, every step from onboarding to email delivery required hands-on work
The Rebuild
The Website, Before and After
Frequently Asked
Does Beazy build websites for coaches and online course creators?
Yes. Beazy builds complete digital platforms for coaches including websites, landing pages, payment integration, and email automation. The Ruth Sheridan Coaching project covered a 7-page WordPress site, a high-converting landing page for her 8 Weeks Challenge program, Stripe payment integration, and a Zapier to ConvertKit automation that delivered the welcome sequence without manual work.
What does a coaching website build include?
A coaching website from Beazy includes a custom WordPress site, service and program pages, an about page that builds authority, and typically a landing page for the primary offer. For coaches with digital programs, Beazy also builds payment and email automation to handle the purchase-to-onboarding flow automatically.
What We Delivered
A Complete Digital Coaching Infrastructure
We approached this project as a full digital build: not just a website redesign but a complete coaching business infrastructure ready to sell, deliver, and scale.
Custom WordPress Website Design
We designed and built a modern, responsive WordPress site using Elementor across 7 pages: Home, About, Private Coaching, Programs, Blog, Contact, and Resources. The design direction was inspired by premium brands, using a palette of black, white, and silver-grey with a bold raspberry accent for energy and focus.
Key design elements included animated stat counters highlighting Ruth's 4,000+ clients and 17 years of coaching, before-and-after transformation galleries, a testimonial carousel featuring real client results, and a clear visual hierarchy guiding visitors toward consultation booking and program signups.
High-Converting Landing Page
For the 8 Weeks with Ruth Challenge, we built a dedicated landing page optimized for conversions. The page features a Video Sales Letter embed, a clear value stack breakdown ($1,681 in total value for $297), before-and-after transformation photo carousels, scarcity messaging with a 50-spot cap, a structured FAQ section addressing common objections, and multiple strategically placed CTAs.
Payment and Email Automation
We built a full end-to-end automation funnel connecting Stripe checkout to Zapier to ConvertKit (Kit). When someone purchases the program through the landing page, they automatically receive a tagged welcome email with getting-started instructions: no manual steps required. We tested the complete flow from payment to email delivery before launch to ensure zero friction for Ruth's first customers.
Integrations and Tools
The final build included ConvertKit newsletter opt-in forms for list growth, a Calendly embed for booking private coaching consultations, and Stripe payment processing for the 8-Week Challenge.
Timeline
From Kickoff to Launch
October – December 2025
The project kicked off in October 2025. Within roughly two months, the full website was live with all 7 pages designed, the landing page was launched and accepting payments, and the Stripe to Zapier to Kit automation was tested and confirmed working. By mid-December 2025, Ruth had a complete digital ecosystem ready for her program launch.
Results
The Transformation
Ruth went from an outdated website she was embarrassed by to a premium, modern coaching platform that positions her as a trusted authority in the midlife fitness space. Her 8-Week Challenge landing page launched with a full payment automation stack, eliminating the manual work of onboarding new clients.
The new site is fully responsive across desktop, tablet, and mobile, with optimized load times and a professional design that reflects the quality of her 17 years of coaching experience. The infrastructure we built gave Ruth the ability to sell, deliver, and scale her digital programs without touching a single manual step, something she simply could not do before.
The page looks great. Working with Beazy Marketing was easy. They handled the full flow, landing page, Stripe, Zapier, Kit, so I could focus on coaching. I'm really happy with how everything turned out.
Deliverables
Everything We Built
Ready to Transform Your Coaching Business Online?
Ruth's story shows what happens when a seasoned coach pairs their expertise with the right digital foundation. If your online presence isn't doing you justice, let's change that.
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