Shane found himself coaching friends and family on starting businesses, especially in retail, and decided to try doing it professionally. Shane has opened a number of small businesses himself, including a mail-order rare vinyl site and two explosively successful barber shops. He saw my business card and asked me for a web site that was just as simple and minimal.

I decided that given his limited experience with coaching professionally, we should focus on his track record of creating successful businesses. Shane has a big personality and an unforgettable personal style, and his communication style is candid and no-nonsense. I brought those elements over to his web site by using big headlines, saturated spot color, and eye-catching photography where appropriate. I wrote all the content from scratch in a casual, almost blunt style that reflects the way Shane talks.