Coaching · 2026
Gritflow
A dark, cinematic site for a self-mastery coach, built around a video intro, an application flow and a self-assessment tool.
- Client
- Gritflow · Matty Williams
- Sector
- Coaching
- Live URL
- gritflow.cc
- Our role
- Design, development, brand direction
01
The brief
Gritflow is the self-mastery coaching practice of Matty Williams. The site had to feel as deliberate as the work itself: near-black, focused, and built to move the right people from a video introduction through to an application.
02
Key objectives
- 01Set a focused, disciplined tone from the very first second
- 02Move visitors from a video introduction to an application
- 03Make the self-assessment tool easy to find and use
- 04Filter for committed clients, not casual browsers
03
What we built
A cinematic, gated intro
The site opens on a near-black, video-led welcome that sets the tone and frames the offer before the visitor goes any deeper.
Application over checkout
Like the best coaching practices, Gritflow takes applications rather than open sign-ups, the flow is built to qualify, not just collect.
The Analyser
A self-assessment tool gives prospects something useful up front, and gives Matty a warmer, better-qualified conversation to start from.
04
Outcome
1:1
Coaching
Apply
Application-only
3-step
Video funnel
Analyser
Self-assessment tool
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