We built a brand new website for John Emericks, a life coach working online with clients across Sweden. Custom WordPress theme with keyword-driven structure, personal storytelling, and perfect scores in Google PageSpeed.
Get in touch with us →About the client
John Emericks is a life coach specializing in hypnosis, NLP, and coaching. He helps people struggling with anxiety, stress, low self-esteem, addictions, and other challenges that run deeper than the conscious mind can reach.
All sessions take place online via video, allowing John to work with clients regardless of where they're located — Stockholm, Gothenburg, Malmö, or anywhere else in Sweden.
John's expertise comes from 15 years of experience and thousands of hours of study in psychology, hypnosis, and NLP — but also from his own journey of overcoming complex PTSD and finding his way back to himself. Now it was time to launch his coaching practice with a website that could reach the people who need his help.
The brief
As a newcomer to the industry, John needed a website that could:
- Build trust quickly — Visitors searching for help with anxiety or other sensitive issues need to feel safe immediately
- Rank for relevant keywords — Reach people actively searching for help with their problems
- Explain the methods — Hypnosis and NLP can feel unfamiliar to many, so the information needed to be accessible and demystified
- Tell John's story — His personal journey is a central part of why he can help others
- Convert visitors to bookings — Clear CTAs and an easy path to a free consultation
Our approach
Keyword research with high potential
We started with comprehensive keyword research to identify where the greatest potential lay. The results revealed a combination of high-volume keywords with lower competition — perfect for a new website.
Primary keywords with highest volume:
- hypnos (1,700/mo)
- dämpa ångest tips (1,300/mo)
- coaching (900/mo)
- livscoach (800/mo)
- personlig utveckling (700/mo)
- hypnosterapi (500/mo)
- hantera ångest (500/mo)
Secondary keywords:
- hantera stress
- bli av med ångest utan medicin
- mental coach
- bättre självkänsla
- livscoach online
- NLP terapi
Site structure built for ranking
Based on the keyword research, we created a strategic site structure where each problem area and method received its own optimized page.
One of the most important pages we optimized was the service page for stress and anxiety, targeting high-volume keywords like "dämpa ångest tips" (anxiety relief tips) and "hantera ångest" (managing anxiety). The page includes both practical tips and an explanation of how hypnosis and NLP can help on a deeper level.
We also created an informational page about hypnosis and hypnotherapy to capture searches on method-related terms. The page demystifies hypnosis, explains how it works, and addresses common myths.
Additional service pages cover areas like self-esteem, sleep problems, addictions, phobias, and personal development — each optimized for their specific keywords.
Personal storytelling that builds trust
A central part of the strategy was building trust through a personal about me page that tells John's story. Not a polished CV version, but the real journey — from childhood trauma and complex PTSD to 15 years of healing and learning.
This kind of authentic storytelling creates an immediate connection with visitors who recognize themselves in the struggle. It shows that John understands on a deep level — not just theoretically.
Top-class design and performance
We built a fully custom WordPress theme from scratch — no page builder, minimal JavaScript, optimized CSS. The result is a website that not only looks professional but also loads lightning-fast and achieves perfect scores in Google PageSpeed.
The design balances the personal with the professional. Dark tones, clean typography, and generous whitespace create a sense of calm and seriousness — exactly right for a business helping people with anxiety and stress.
Results
The website delivered exceptional results in Google PageSpeed:
| Metric | Score |
|---|---|
| PageSpeed Performance (mobile) | 95 |
| Accessibility | 100 |
| Best Practices | 100 |
| SEO | 100 |
With perfect scores in accessibility, best practices, and SEO, John has a strong technical foundation to start ranking for his target keywords. The website is ready to grow with his business.
Tech stack
Summary
John Emericks needed a website that could launch his new coaching practice with impact — a platform that builds trust, ranks in Google, and converts visitors into clients.
By combining keyword-driven strategy, authentic storytelling, and a custom theme with perfect performance scores, we delivered a website that gives John the best possible foundation to reach the people who need his help.
Want to launch your business with a high-performing website? Contact us and we'll tell you more.