Midlife Coach Website Design for The WiLD Collective
The Scope: Custom Showit Website Design
The Vibes: Boho & Empowering
The Industry: Coaching + Personal Development
Launching a new coaching business is already a big undertaking, but creating an online presence for a brand with a message as layered as The WiLD Collective came with its own set of challenges. Kristy Clarke came to me ready to launch a coaching community centered around helping women approach midlife with more strength, energy, confidence, and purpose, drawing from her decades of experience in health and wellness while bringing together both science-backed education and a more soulful, holistic philosophy.
Because The WiLD Collective was a brand-new business, there wasn’t an existing website or established digital presence to build from. This project was about creating that foundation from the ground up, giving Kristy a website that could establish her as an experienced coach, explain a unique approach to midlife wellness, introduce multiple ways to work with her, and make the entire experience feel inviting rather than overwhelming.
Creating a Digital Home for Midlife, Reimagined
One of the biggest goals for this midlife coach website design was making sure the website felt like The WiLD Collective from the very first scroll. Kristy’s approach isn’t clinical, overly polished, or built around the idea that women need to “fix” themselves as they get older. Instead, her philosophy is centered around helping women see midlife as a new chapter filled with strength, possibility, purpose, and play, and the website needed to communicate that distinction visually and through the content structure.
We leaned into an earthy, bohemian direction with ocean-inspired blues, warm neutrals, organic textures, and plenty of movement, creating something that felt grounded without becoming overly muted or predictable. The visual direction gave the brand a sense of calm and connection, while stronger typography, confident messaging, and lifestyle photography kept the site feeling energetic and empowering.
The website also needed to do a lot of educational work without becoming a wall of information. Kristy’s approach brings together multiple pieces of the midlife experience, including metabolism, muscle, mindset, nourishment, movement, and daily habits, so I structured the site to introduce those ideas in a way that felt approachable and easy to understand.
Rather than simply listing programs and hoping visitors figured out where they belonged, the website guides them through Kristy’s philosophy first and then naturally introduces the different ways they can engage with The WiLD Collective. That includes learning about her signature framework, understanding the community, exploring her programs, and ultimately finding a clear next step.
Building a Website That Could Grow With the Collective
Because The WiLD Collective was launching from scratch, I also wanted to make sure the website wasn’t designed only for the business Kristy had today. She had a larger vision for the brand, including community membership, educational offerings, and additional ways to support women throughout different stages of their midlife journey, so the structure needed to give her room to expand.
That meant creating a clear foundation rather than trying to cram every future idea onto the website at launch. The navigation and page structure were designed to make the current offerings easy to understand while leaving room for the brand to grow, and the calls to action were intentionally placed throughout the experience so visitors could move from learning about Kristy and her approach into the community without feeling like they were constantly being sold to.
Photography and video were also a big part of keeping the site from feeling too static or overly educational. Movement, lifestyle imagery, and subtle video backgrounds bring personality into the experience, while the more structured sections give visitors the information they need to understand what The WiLD Collective actually is and why it is different from a more traditional coaching program.
The finished website gives The WiLD Collective a digital home that feels both grounded and alive, which was really the balance we were trying to strike from the beginning. It reflects Kristy’s experience and expertise while still feeling warm, approachable, and exciting for women who are ready to think differently about what their next chapter can look like.
Your Coaching Business Deserves a Website That Feels Like You
Your website shouldn’t just explain what you do. It should give potential clients a sense of your approach, your personality, and what it might actually feel like to work with you.
If you’re a coach building a new business or ready to move beyond a website that no longer reflects the level of your work, I can help you create a custom Showit website that brings the strategy, messaging, and visual experience together in a way that feels distinctly yours.
Client Love
“Thank you so much Jordin, I LOVE my website. I was trying to create my own website on Showit, I had templates to “make it easy”. After a month of fumbling my way around, Showit sent me an email, saying, “Looks like your struggling to get your site up and going” They read my mind, and suggested a hire someone. I looked through about a dozen designer websites, I did a 3 – 30 min call with different designers and went with Unica, because Jordin understood what I was needing. Working with her was amazing, she had all my “homework” ready for me, I just need to fill it all in. She was always quick too respond, gave me gentle nudges when needed and had my site up in less than a month. I love the results, and know, I could never have done this without her. Working with Jordin is definitely worth the investment, mentally and financially. I highly recommend. thanks again, -Kristy”
—Kristy, Owner of The WiLD Collective
Frequently Asked Questions
What should a midlife coach website include?
A midlife coaching website should make it easy for potential clients to understand who the coach helps, what makes their approach different, what transformation or support they offer, and how someone can get started. For a more established or multi-offering business, it can also be important to clearly organize programs, educational resources, memberships, and community offerings so visitors aren’t left trying to piece everything together themselves.
How can a coaching website feel empowering without becoming overwhelming?
The visual style and the information structure both matter. For The WiLD Collective, I used a grounded visual direction, intentional spacing, clear sections, and a strong content hierarchy so the website could have plenty of personality without every section competing for attention. The goal is to give visitors enough information to understand the value of the work while still making the next step obvious.
Is Showit a good platform for a coaching website?
Showit can be a great fit for coaches who want a highly customized visual experience while still having control over their website content. It gives me a lot of flexibility when building a coaching website around a specific brand, audience, and client journey, while also making it easier for the business owner to manage the site after launch.
Can a coaching website support multiple programs or offers?
Yes. The important part is creating the structure around the offers rather than simply adding more sections and pages as the business grows. For The WiLD Collective, the website was designed to introduce Kristy’s overall philosophy first and then guide visitors toward the programs and community that made the most sense for them.
Jordin Brinn is the founder and lead designer of Unica Formo — a creative studio in Columbus, Ohio, specializing in custom Showit website design and brand strategy for service-based businesses like coaches, consultants, therapists, creatives, and wellness professionals. With over a decade of business experience, she helps clients bring strategy, clarity, and personality to their online presence.
Explore design services and free resources at unicaformo.com.
