Simon Frese Coaching Case Study: A Custom WordPress Theme for a London Life Coach

Case study · Simon Frese Coaching · London & Ibiza

Quick answer: Oluwafemi Aaron Ekemenah designed and coded a custom WordPress theme for Simon Frese, a life coach and breathwork teacher in London and Ibiza. The 9-template site opens with the feeling his clients have, gives coaching and breathwork their own pages, surfaces 15 Google reviews where people decide, and ends every page with one next step: a free discovery call.

At a glance

• Client: Simon Frese

• Location: London & Ibiza

• Scope: Design, theme build, content structure

• Platform: WordPress, custom theme

• Pages: 9 templates

• Year: 2026

The brief

People don't hire a coach from a list of services. They hire the person who describes their feeling better than they can.

Coaching is a high-trust, high-price decision, usually made alone and late at night. A generic template with stock photos and a services grid would have undercut everything Simon stands for.

He needed a site that sounded like him, looked as considered as he is, and that he could keep editing without breaking the design.

The approach

1. Lead with the feeling, not the offer: The homepage opens with "You already know something has to change" next to a warm portrait, then names the quiet signs: feeling uninspired, a slow identity crisis, staying too long in the wrong career.

2. A theme coded from scratch: A custom WordPress theme built from reusable content blocks, so Simon can add pages and posts that always look right, without a page builder slowing the site down.

3. Two offers, explained properly: One-to-one coaching and breathwork each get a full page: who it's for, how it works, what a session feels like and what happens next.

4. Proof where decisions happen: Testimonials and his 15 Google reviews sit on the pages where people decide, with a direct link for new clients to leave their own.

5. One next step, everywhere: Every page ends in the same place: book a free discovery call. No competing buttons, no dead ends.

Ideation and process

1. Discovery: Long conversations with Simon about who he helps, how they feel before they reach out, and his own story.

2. Sitemap: A short, calm structure: two offers, proof, his writing, and one next step.

3. Wireframes: Sketched the homepage to open with a feeling and a face, not a list of services.

4. Theme build: A custom WordPress theme built from reusable blocks he can edit safely.

The sitemap

• About: His story

• Coaching: One-to-one

• Breathwork: Sessions

• Proof: Testimonials, Google reviews

• Blog: Skillful living

• Book: Discovery call

Details that make it feel expensive.

A serif headline with an italic accent, generous spacing, a warm earthy palette and photography of Simon himself. Nothing shouts. The design lets the words do the persuading.

Behind that calm surface: SEO-ready page structure, a blog for his writing, and pages that load fast because every block was written by hand.

Results

The challenge

• Coaching is a high-trust decision, often made alone and late at night

• It had to sound like Simon, not a template

• He needed to keep editing without breaking the design

• Proof had to sit where people decide

What shipped

• A homepage that opens with the feeling, next to his portrait

• A custom theme built from reusable blocks

• Full pages for coaching and breathwork

• 15 Google reviews and testimonials on the decision pages

By the numbers

• 9 page templates, coded by hand

• 15 Google reviews surfaced on site

• 2 offers, each with its own page

• 1 clear next step on every page

Tools and platforms

WordPress, Custom PHP theme, ACF blocks, Copy & content structure, On-page SEO, Google reviews.

Frequently asked questions

Who designed the Simon Frese Coaching website?

Oluwafemi Aaron Ekemenah of Xplore Visual Creatives designed and coded the custom WordPress theme for London life coach Simon Frese.

What platform is the Simon Frese Coaching website built on?

WordPress, using a custom theme built from reusable content blocks so Simon can edit pages without breaking the design.

How does the Simon Frese Coaching site build trust?

It leads with the feeling his clients have, explains each offer on its own page, and places testimonials and 15 Google reviews where people decide.

About the author

Oluwafemi Aaron Ekemenah (Oluwafemi Aaron Ekemenah) is a web designer and CMS specialist and the founder of Xplore Visual Creatives. Top Rated on Upwork, Level 2 on Fiverr and a Legend Wix Partner, he has delivered 350+ websites for businesses in the US, UK, Canada and Australia. Book a free 30-minute call.