Rock Solid Health
Rock Solid Health had outgrown the WordPress website Brilliant Digital built them in 2020. Brilliant Digital replaced it with a bespoke one-page website written from scratch in custom code, built around the two coaches behind the business.
The starting point
and the problem.
Loz and Baz Ash started Rock Solid Health in 2013, coaching people out of the diet cycle and into habits that hold. Brilliant Digital built their first website in 2020, and it did the job it was built for.
Then it grew the way WordPress sites grow. By this year it carried 126 indexed pages: eight service pages for four programmes that actually run, plus an energy reset, a retreat, a leadership programme, a speaking page, and a trail of lead magnets and thank-you pages left behind by campaigns that had finished. Someone arriving to find a coach had to work out which page applied to them before they could do anything.
Underneath it, WordPress and Elementor meant a plugin stack to keep patched and a page builder shipping code for layouts nobody was using. The bigger problem was that the site no longer showed the business. Rock Solid Health is two people with unusually specific backgrounds, and both of them were buried inside an About page. So they came back to us for a rebuild from scratch.
How we made
it happen.
We designed the new website from scratch and wrote it in custom code, with no WordPress and no page builder underneath it. The first decision was structural: collapse the whole site into one page. Someone deciding whether to trust a coach is not looking to navigate a menu, they are looking to get a feel for the people. So the page runs top to bottom in one scroll, and the old URLs land on the section that answers them rather than a menu.
The design brief was bold rather than clinical. A dark base, a video montage of real coaching sessions in the hero, and the brand's purple and green used as accents instead of wallpaper. Motion carries the page: sections build as you scroll, headlines split and settle, and the whole of it steps aside for anyone who has asked their device to reduce motion.
The content was the harder half. Eight service pages became four programme cards, each written for a different person: the one who has done enough trying, the one who wants a community, the one who needs it to fit around travel, the one who wants a coach in the room. Loz and Baz moved to the centre of the page, because 13 years of coaching, 25 years in the fitness industry, 10 years coaching inside HM Prison Service and 10 years in the police say more than anything we could write on their behalf.
What we
delivered.
- 01Fully bespoke one-page website designed from scratch and written in custom code
- 02Moved off WordPress and Elementor, with no plugin stack or page builder to maintain
- 03Video hero and scroll-based motion, built to step aside for reduced-motion settings
- 04Four coaching programmes given their own section, replacing eight separate pages
- 05Success stories section presenting six named clients and their results
- 06Contact form that routes enquiries by which programme the visitor is interested in
- 07Redirect map covering all 126 URLs from the old website, so no existing link breaks
Rock Solid Health now has a website that looks like the business it belongs to. One page, one scroll, and one thing to do at the end of it. A visitor sees who Loz and Baz are, what they stand for, which of the four programmes fits them, and six people who have already done it, without ever choosing an item from a menu.
The upkeep went with the old platform. There is no plugin stack to patch and no page builder to work around. The site is static and served from the edge, which is what makes a page carrying video and scroll animation still arrive quickly on a phone.
Everything the old site had earned is preserved. All 126 old URLs were mapped before the switch, so links people saved, shared or published elsewhere still land on the part of the new page that answers them.
This is the second website we have built for Rock Solid Health. They came back because the first one worked and because the business had grown past it, which is the outcome we want from every project.
What wasn’t working
- Built on WordPress and Elementor, with a plugin stack and a page builder to keep patched
- 126 indexed pages, including programmes that no longer run
- Eight separate service pages covering four live programmes
- Loz and Baz's own backgrounds buried inside an About page
- Lead magnet and thank-you pages left behind by campaigns that had finished
What we improved
- Written from scratch in custom code, with no plugins and no page builder to maintain
- One page, top to bottom, with anchored jumps in place of a menu
- Four current programmes in one section, each written for a different person
- The two coaches at the centre of the page, with the background that earns the trust
- All 126 old URLs mapped to the section that answers them, so nothing breaks
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