JN1 Performance

A site competing with itself

Jools Newsome has coached for sixteen years, around twenty thousand hours of it, and works out of UNTIL Liverpool Street and UNTIL Soho with men running businesses and senior careers. The coaching was never the problem.

His website was carrying four separate URLs all aimed at Liverpool Street, and two more aimed at Marylebone. Search engines were being asked to choose between them and splitting the credit instead, which is why his own enquiry form was outranking the location page he had built for the term. Underneath that sat sixteen blog posts which, across six months, had earned no clicks at all and seven impressions between them.

He is on the full SEO package, which meant the search work did not start after launch. Six months of his own Search Console data decided which pages exist, what each one targets, and which of his old URLs had to be folded away.

Nine pages, and one each for Liverpool Street, Soho and online

Home, The Method, Investment, Results, About, Liverpool Street, Soho, Online coaching and the privacy policy. It is a website build and an SEO job at the same time, which is why the sitemap came out of the keyword research rather than the other way round. Liverpool Street and Soho are real pages with their own photography, their own facilities, their own travel directions and their own questions answered, not one page with the place name swapped out.

Prices are published rather than gated, for the in-person coaching and the online programme both, which is unusual at his end of the market and removes the main reason someone leaves a page to go and ask. The primary call to action across the site is his three-minute diagnostic, which emails the visitor a report, so the site hands people to the thing he already built rather than competing with it.

Enquiries post from a plain HTML form to a Cloudflare Worker and on to n8n. Thirty-eight redirect rules fold every old URL into the page that now owns the subject, so the four Liverpool Street URLs became one and nothing was dropped on the floor.

Near black, cream, and one gold that has to earn its place

Three colours and no more: a near black ground, a warm cream, and a single gold used for the things that matter, which on a page selling a serious investment means the price and the one button you want pressed. Both golds were measured against their own backgrounds rather than eyeballed, so the contrast holds.

Newsreader for headings, Archivo for everything else. The photography is his own and it carries the pages: the copy is kept short so the rooms and the coaching do the talking. Every band alternates ink and cream down the page so the site has a rhythm you can feel without reading it.

His website and his email were on the same server

This is the part that could have gone badly. His email was delivered to the domain itself, and the domain is the exact thing that has to be repointed to move a website. Copy his settings across faithfully, which is what a careful person would do, and his email stops. Not with a bounce, not with an error. It just stops, and nobody finds out until a client says they never got a reply.

So we did not work from a scan of his domain. We asked his host for the real export and it was worth insisting on, because it listed things no scan from outside had found, including a second route his site uses to email people their diagnostic report. That one would have kept working for a day and then quietly stopped.

The move was done in two halves. We rebuilt his settings at Cloudflare exactly as they were and changed nothing, confirmed his email still went in and out, and only then pointed the domain at the new site. His mailbox never moved and his old hosting is still paid for, because that is where his email lives. The site went live in October 2026, with every page, every redirect and the enquiry form checked on the real domain rather than on a preview.