Wildbrush Collective

The client

Wildbrush Collective is an executive coaching and leadership consulting practice founded by Anna Smith (MHA, CPTM, ACC). It works with community health center, hospital, and health-system leaders, from newly promoted managers to executives building a leadership bench.

The practice needed a website that could do three jobs at once: feel as grounded and warm as the coaching itself, speak to two very different audiences, and turn interest into booked discovery calls without anyone touching a spreadsheet.

The challenge

• Two audiences with different needs: individual leaders looking for coaching, and organizations looking for programs and consulting.
• A calm, nature-rooted brand that had to feel premium and credible to healthcare executives, not like a template.
• Bookings, newsletter sign-ups, and enquiries had to land in the client's GoHighLevel CRM so follow-up happens automatically.
• A growing library of reflections, guides, and thought leadership that the client wanted to publish without a developer.

Design direction

The visual language borrows from the trail: an earthy palette of cream, rust, and bark; a serif display face paired with a clean sans-serif for body copy; painterly Montana landscapes; and hand-drawn brush-stroke buttons and botanical icons that mark each stage of the "Systems & Spirit" framework.

Every page keeps generous whitespace and a slow, editorial rhythm so the site reads like a conversation rather than a sales pitch.

Information architecture

The "two doors" pattern anchors the whole site. The hero, the first content section, and the contact section each offer the same two paths: "For You" leads to one-on-one coaching and a Trailhead discovery call, and "For Your Organization" leads to programs, consulting, and an organizational discovery call.

Beneath that, the experiences catalog presents Trailhead One-on-One Coaching, Rooted Manager Launch, Leadership Retreats, the Leadership AI Fluency Lab, and Organizational Consulting & Planning as consistent cards, each with its own landing page.

Build

• Next.js App Router with static generation for fast, crawlable pages and next/image for responsive artwork.
• Sanity CMS behind the Insights hub (reflections, guides, thought leadership) so the client publishes and edits content independently, with images served from the Sanity CDN.
• GoHighLevel integration through LeadConnector: two booking calendars (Trailhead and organizational discovery calls), a newsletter form with email and SMS consent, and enquiry flows that land in the CRM.
• A companion "Signal Check" tool on its own subdomain: an eight-question, five-minute AI-readiness assessment for healthcare leaders that ends with a personalized starting point and feeds interest back into the coaching offers.
• Technical SEO: metadata and Open Graph per page, ProfessionalService structured data with service areas, location pages, and a sitemap covering more than thirty pages.

Automation for the practice

Alongside the website, I built two n8n workflows that took recurring manual work off the team's plate.

• A newsletter automation that pulls curated articles from RSS feeds on a schedule and drafts ready-to-send newsletter content for the practice, turning a manual research-and-write cycle into a quick review-and-send step.
• A specialized handbook generator that watches for completed client intake forms in GoHighLevel and triggers an n8n workflow to assemble a fully personalized client handbook automatically, removing a manual document-assembly task from every new engagement.