Case study · Executive coaching
A coaching website with a separate door for each buyer
JR Coaching & Consulting sells to companies, to individual leaders, and to retreat guests, and it also teaches through a book, a card deck, and an AI coach. Marsal Studios built jessicarivera.co so each of those people can find the offer that matches them and send an inquiry that says which door they used.
- Client
- JR Coaching & Consulting
- Website
- jessicarivera.co
- Practice
- Leadership communication for companies and executives
- Studio
- Marsal Studios, Uniondale, New York
The practice this site has to explain
Jessica Rivera coaches leaders on the conversations that decide whether a team trusts them. Companies hire that work as workshops, keynotes, and longer programs. Leaders hire it as 1:1 coaching. Guests also step out of the office for Awaken Your Power retreats, one close to home in Piermont, New York, and one in Puerto Rico.
Around that core she publishes JR Academy masterclasses, the BRAVE book, a 52-card affirmation deck, and Ask Jessica, an AI coach trained for this practice. The homepage introduces the work. The pages underneath it let a visitor choose a role: someone buying for a team, someone buying for themselves, someone choosing a retreat, or someone who only wants to read or try a question.
The homepage also shows the organization marks the practice publishes, and it plays video testimonials from people in her programs. Those stories sit with her offers. They are part of her practice, and this page leaves them there.
What was delivered
Each public offer has its own address. A shared link, a search result, or a conversation can land on that offer instead of a single general homepage.
Homepage
First visit
Opens on the practice in one sentence, then splits the visit into company work and leadership work. A logo row, service overview, video testimonials, the academy, Ask Jessica, the shop, and the contact form follow in that order.
/Corporate programs
HR, L&D, and event planners
Workshops, keynotes, and longer leadership programs for teams. The page has its own contact section, tagged as a corporate inquiry, so a company conversation stays distinct from a personal coaching conversation.
/corporateCoaching for leaders
Individual executives
1:1 coaching and Communicate to Lead. The contact section on this page is tagged as a leaders inquiry, with interest choices such as 1:1 coaching, group coaching, retreats, and masterclasses.
/leadersAwaken Your Power retreats
Retreat guests
Two paths are on the page: a New York retreat in Piermont and a Puerto Rico retreat, each offered as trip-only or trip plus group coaching. Guests book a retreat application interview. That calendar is separate from the general contact form, and the retreat form itself is tagged as a retreat inquiry.
/retreatsJR Academy
Course buyers
Masterclasses and workshops, with its own contact section tagged as an academy inquiry. Account and course routes sit behind the public academy page.
/jr-academyAsk Jessica
Someone who wants to try the coaching voice
An AI coach with three free questions, then an account and a Stripe subscription. The product includes saved chats, voice input, and a downloadable guide generated from a conversation. It can also be installed on a phone.
/ask-jessicaShop
Readers
Sells the BRAVE book and a 52-card leadership affirmation deck through an on-site cart and Stripe. Product pages live at /shop/book and /shop/cards. A purchase is a different path from a consulting inquiry.
/shopWorkshop survey
People already in a session
A short pre-workshop questionnaire. It serves participants who are about to sit in a room, which is a different job from recruiting a new corporate client.
/workshop-surveyAgent integrations
People who already use ChatGPT or Claude
Instructions for connecting Ask Jessica to ChatGPT, Claude, and other clients, with copy-paste connection values. The coaching product can be reached from the tools a leader already has open.
/mcpProject visuals
The photography below is the artwork used on the live pages. It shows the work as a visitor meets it: a keynote, a workshop, a company event, a retreat, and the book in the shop.
How someone finds the right page
Discovery here means a person, or a crawler, can tell the offers apart before anyone fills out a form. The commercial pages each set their own title, description, and canonical URL.
- /
Jessica Rivera | Fortune 500 Executive Coach
- /corporate
HR & L&D Leadership Programs | Jessica Rivera
- /leaders
1-on-1 Leadership Coaching for Leaders | Jessica Rivera
- /retreats
Awaken Your Power Retreats | Jessica Rivera
- /jr-academy
JR Academy | Masterclasses by Jessica Rivera
- /ask-jessica
Ask Jessica | AI Leadership Coach by Jessica Rivera
- /shop
Shop | Books & Leadership Resources by Jessica Rivera
The canonical for each of those pages is the public address on jessicarivera.co. This case study follows the same pattern. Its title is unique, and its canonical is https://jessicarivera.co/built-by-marsal.
sitemap.xml lists the public offers, including this page, and robots.txt points crawlers to that sitemap. The robots file allows the public site and disallows the private account and masterclass sign-in routes. llms.txt is a plain-language map of the same offers for assistants that read a site before they answer a question about it.
The navigation repeats the same doors: Services opens corporate programs and coaching for leaders, then Retreats, JR Academy, Shop, and Ask Jessica. A footer link on the marketing pages reaches this case study without adding another item to that menu.
How an inquiry gets labeled
The homepage form asks the visitor to choose Corporate Inquiry or 1:1 Coaching before name, email, phone, interest, and message. A corporate choice is tagged corporate-inquiry. A coaching choice is tagged 1-1-coaching-inquiry. Both are also tagged website-lead, and the submission records the page it came from. Those submissions go to HighLevel, the CRM already connected to the site.
Corporate, leaders, retreats, and academy pages use the same connection with a label of their own: corporate-inquiry, leaders-inquiry, retreat-inquiry, or academy-inquiry, plus the page name. A retreat guest is filed as a retreat conversation. An academy question is filed as an academy conversation.
Two lighter forms sit beside that. The homepage newsletter and the footer newsletter collect a name or email for updates and tag those people as newsletter subscribers, separate from someone asking about a team workshop.
A floating contact control on the marketing pages offers a call, a text, email, a connection-call calendar, and a jump back to the contact form. The retreat page adds a dedicated application interview, so a guest who is ready to talk about Piermont or Puerto Rico uses that calendar.
Ask Jessica is the trial that stays off the consulting form. Three questions are available before the product asks for an account and a subscription. The shop is the purchase path: a cart and Stripe checkout for the book and the card deck, including a BRAVE checkout route. Someone buying a book is not asked to brief an HR program first.
What that structure is for
The arrangement gives the practice a way to answer the right person. A company buyer, a leader, a retreat guest, a reader, and someone trying three questions can each move without being sorted by hand after the fact. This page describes that arrangement. Jessica’s client stories stay on her program pages.
A company buyer and a leader see different offers
HR and L&D language lives on the corporate page. Personal coaching language lives on the leaders page. The homepage states both and links onward. When the form is submitted, the tag matches the page, so a follow-up can start from the offer the person already read.
An event application stays on its own path
Retreat dates, locations, and the choice between trip-only and trip plus coaching need their own page. The application interview is a different calendar from the general connection call. Mixing those into the corporate form would make a retreat guest look like a training lead.
A smaller step sits beside the main inquiry
The book, the card deck, the newsletter, the workshop survey, and three questions with Ask Jessica are ways to continue when someone is not ready to hire the practice. Each one has a route and, where a message is sent, a label that keeps it out of the corporate inbox.
The offer name is in the title and the sitemap
A shared link to the retreat page, the shop, or Ask Jessica carries a title that names that offer. The sitemap gives those addresses to crawlers. That is the discovery mechanism: one URL per offer, with the words a buyer would use to recognize it.
Marsal Studios
Marsal Studios is a marketing and production studio in New York. The office is at 626 RXR Plaza, Uniondale, NY 11556. The studio was founded in 2022 and works in English and Spanish, with clients in New York and elsewhere in the United States.
The public studio site describes the work as websites and apps, film and video production, content creation, brand identity, photography, SEO, and AI systems that connect a site to follow-up. The same kind of path used here, a page for each offer and a labeled way to ask, is the website work the studio builds for a practice like this one.
- Websites, landing pages, and apps
- Film and video production
- Content creation and editing
- Brand identity and photography
- SEO for the pages people need to find
- AI systems tied to follow-up
Talk about a website like this
If you sell more than one kind of work and want each buyer to land on the right page, Marsal Studios can walk through a website with you. The form opens on the studio site.
Talk with Marsal Studios about a website