Kat Parnell Athlete brand and website

We began by mapping Kat’s full credential set, Elite 15 HYROX athlete, 17 races, 3 Pro wins, 58:51 PB, BSc Sport Science, Ipswich Town FC Sports Massage Therapist, 223+ five-star reviews, and identifying the gap between her professional standing and her existing digital presence.

This discovery phase established the creative brief: a brand that communicates premium performance credentials directly, without softening them with fitness industry clichés. The direction was informed by competitive data and Kat’s race record, not mood boards.

Using Claude Design, we created the Race Day brand identity from scratch. The system was built around four colour tokens, Track Black (#0B0B0C), Chalk (#FAFAF7), Volt (#E8FF2E) and Concrete (#232327), with strict usage ratios that keep the palette disciplined and high-impact.

• Typography was set across three typefaces: Anton for display headlines, Archivo for body copy and IBM Plex Mono for labels, chips and data, each governed by explicit rules on weight, tracking and hierarchy.
• Graphic motifs, hazard tape dividers, stat tile strips, trust chips and start-line rules, were engineered as functional brand components, not decorative additions.
• A full brand book was produced to govern consistent application across the website, course materials, sales collateral and future digital touchpoints.

Before a single page was designed, we mapped the site architecture around Kat’s five revenue streams and identified the keyword opportunities each needed to target.

The sports massage service represented the highest-priority SEO opportunity: no dedicated page existed, and local search demand in Ipswich and Suffolk was uncontested by Kat’s existing digital presence. We developed a keyword strategy targeting nine primary terms, including sports massage, deep tissue massage, female sports massage therapist and location modifiers for Ipswich and Suffolk, with supporting FAQ content for long-tail capture and schema markup for local business visibility.

With the brand system and site architecture confirmed, Claude Design was used to translate the Race Day identity into a fully responsive website across all five service areas.

• Every section was built to the component specifications in the brand book, no rounded corners, no gradients, no deviation from the established colour ratios.
• Trust architecture was embedded above the fold on every page: credential chips, stat tiles and review counts were surfaced immediately to convert on first impression.
• The Race-Ready course page was designed as a standalone conversion page, with pricing, module breakdown and download count made visible without scrolling.
• The sports massage page was structured across 11 sections, hero, proof ribbon, service tiles, who-it’s-for, what-to-expect, location, about Kat, social proof, enquiry CTA, FAQ and related services, each section designed for both conversion and keyword coverage.

Claude Code was used to build the full website from the approved designs, producing a clean, performant codebase deployed to production.

• The site was built mobile-first, with responsive layouts that maintain the Race Day brand system across all screen sizes, stacked heroes, 2×2 stat grids and single-column review tiles on mobile.
• Structured data, LocalBusiness, AggregateRating and HasOfferCatalog schema, was implemented across all relevant service pages.
• Page speed optimisation included image compression to WebP, CSS-level greyscale treatment for photography (preserving brand consistency without degrading image quality at export) and deferred non-critical JavaScript.

The technical output was verified against Google Lighthouse on launch. katparnell.co.uk scored 100 across all four categories, Performance, Accessibility, Best Practices and SEO, from day one. No remedial work required post-launch.

With the site built, we delivered the full content layer: SEO-optimised copy across all service pages, the Race-Ready course architecture and a 2,000+ word sports massage service page with nine target keywords distributed across hero, H2 headings, body copy and FAQ.

• The sports massage FAQ covered eight questions targeting all keyword variants: sports massage, deep tissue massage, athletic massage, female sports massage therapist and location modifiers, providing long-tail coverage that FAQ schema reinforces in search.
• All copy was written in the Race Day brand voice, direct, evidenced, human, with every claim backed by a number and no vague descriptors in the copy.
• Race-Ready: The Athlete Edition launched at £97 on day one: one-time purchase, instant access, six modules and 11 lifetime downloads.