Jack Bunce runs Wholesome Guide — a men's emotional development business offering courses, 1:1 coaching, and retreats.
His audience is high-performing men (clients from P&G, Goldman Sachs, Chick-fil-A) who are succeeding professionally but struggling relationally — easily triggered, disconnected from partners, unsure how to lead at home.
The business had real traction and a strong offer. The site was the bottleneck.
Jack was on Wix. The site looked like a side project, not a serious coaching brand. It wasn't built for conversion — no clear membership flow, no trust signals, no path from "I'm curious" to "I'm in."
Visitors were landing and leaving. The conversion rate sat around 1%.
For a business built on high-ticket courses and 1:1 coaching, that meant most of the people who found Jack never became clients.
Rebuilt the entire site with a conversion-first architecture — clear hierarchy, intentional CTAs, and design that matches the quality of Jack's actual work.
Rebuilt the entire site with a conversion-first architecture — clear hierarchy, intentional CTAs, and design that matches the quality of Jack's actual work.
1. Rewrote the value proposition to speak directly to the men Jack helps — not generic wellness language, but specific: emotional reactivity, relationship disconnection, the "boy within" framework Jack teaches
2. Built trust through testimonials, client logos (P&G, Goldman Sachs), and course ratings (5.0, 100+ reviews)
3. Simplified the offer structure so visitors understand exactly what they're buying and why
4. Optimized the purchase path to reduce drop-off at every step.
Conversion rate went from ~1% to ~6% — a 6x improvement.
Revenue went from ~$50k/year to ~$12k/month.
That's not from more traffic. The traffic stayed roughly the same. The site just started doing its job.
Jack had the audience, the offer, and the credibility. The site wasn't reflecting any of that. Once the design, copy, and infrastructure matched the quality of what he was actually selling — the numbers followed.
