You came from tallybody.com. This is how that website was made, and who made it.
Start your own project ↓Website development · Case study · 2026
A coaching website built to pay for itself.
Tally Body, a personal training and physique coaching business in Lakeview, Chicago. Her brand lived on Instagram, where every new client started as a DM. I planned, designed and built the website that gives her a front door of her own: a page for each kind of coaching, an application built for each one, a client agreement signed online, and a private marketing desk.
Coaching for people who are done guessing. Training, nutrition and physique work, in person in Chicago or anywhere you train.
Apply for coaching ↓Her home page hero · a licensed film plays behind it on the live site
The problem
A big following, and no front door.
Her gym linked to her Instagram, and that was the whole route in: a prospect found her profile and sent a DM. With around 100,000 followers, the brand was already strong. But Instagram doesn't give search engines a public, organised description of her services and where she trains. A website does, and that is what search engines and AI assistants draw on when they describe a business.
There was nothing formal behind the DMs either: no application, and no written agreement. We talked on and off for about a year about what a website could do for her before she decided to commission one. The goal was simple: more leads, from people filling out a form, turning into more customers. To get there it had to do four things the existing Instagram-led process wasn't doing:
- 01Give search engines and AI tools public, structured information about her services
- 02Explain four different services clearly enough that people choose the right one
- 03Turn interest into a filled-out application, a lead she can actually answer
- 04Put a written agreement and health history in place before the first session
The decisions
Each part answers a friction point.
Every page is custom code inside Squarespace, written in one design system. These are the choices that matter most, and why I made them.
Four service pages and a comparison
FrictionProspects had no single place to compare the four coaching services.Each service has its own page, and a hub compares all four side by side, so people pick the right one before they ever write in.
An application built for each service
FrictionA DM arrives with no goal, schedule or training history.Each service page carries its own application asking what that service needs, labelled with the page it came from, so she can reply with a plan instead of five questions.
Questions that open for the right service
FrictionOne long form for four services asks everyone everything.The master application on /apply runs in five steps. Questions about posing, equipment or eating patterns appear only for the services someone picks.
Onboarding signed online
FrictionThere was no written agreement or health history at all.The client agreement and health questions are signed online, and a signed copy goes to both the client and the coach.
Written to be found
FrictionHer services were described only inside Instagram posts and DMs.Every page has search wording, a share image and structured data describing her services and location: public information search engines and AI tools can read.
A private marketing desk
FrictionA website only helps if someone keeps it in front of people.A password-protected page with a monthly report on visits, traffic sources and where visitors come from, plus an ad studio of on-brand post and story graphics she downloads and posts each week.
The result · confirmed
First enquiry 13 days after launch.
The website went live on August 20, 2026. On September 2 the first enquiry came in through the Personal Training application, from someone looking to train four days a week.
What one client is worth · projected
One client can cover the build in about 23 weeks.
A projection, not a result: gross session revenue, assuming every session happens, before the cost of delivering the training. The record above is updated as clients and revenue are confirmed.
The look
Black was the only direction.
Tally Body coaches strength, nutrition and bodybuilding out of Lakeview, Chicago, in person and online. The coach behind it has competed on the bodybuilding stage herself, and the website had to feel as serious as her Instagram already did.
She gave one direction: black. I chose the red to make it pop and the white to keep every word easy to read, then laid out every page with her, one edit at a time, until it looked like her gym and read like her coaching.
- Websitetallybody.com
- ServicesPersonal training, nutrition coaching, bodybuilding coaching, online coaching
- My rolePlanning, wording, design, all page code, films, forms, contracts, search and sharing, marketing
- Built onSquarespace, with custom code blocks and site-wide code injection
The films
Ten pages open on film.
I chose and licensed footage for ten of the eleven pages, so each one opens on movement instead of a still photo. Three are below; press play to watch.
Licensed footage · the films run silently behind each page headline on tallybody.com
The pages
Every page has its own picture.
Each page got its own share image, the picture that appears when the link is texted, posted or found in search. Every picture opens the real page on tallybody.com, in a new tab.
The forms
Every request lands in her inbox.
Applications sit on the key service and conversion pages, and each one says which page it came from, so she can see what brings clients in. Agreements are signed online and a copy goes to both sides.
Illustration with sample entries · not real clients
How it was made
Built with her, one edit at a time.
The same order I follow on every website.
- The look
Her black, my red and white, set in one bold typeface with tight capital headlines that feel like the gym floor.
- The words
Every page written in her voice: how she coaches, who it is for, and what happens after someone applies.
- The build
Page by page in Squarespace, each film, form and page checked on desktop and phone before it went live.
- The launch
Search wording, share images, every form tested end to end, the online contract, and a marketing desk to keep it found.
Start a project
Want a website that pays for itself?
Tell me about your business and what the website needs to do. I'll reply with how I would approach it, a price and a timeline.
- New websites and full redesigns
- Service pages, application forms and booking
- Contracts and paperwork signed online
- Video, search, sharing and social content
Your project details are on their way. I'll be in touch, usually within one working day.
See more of my website work on Website development.