Case study / Build and grow
A site that carries his whole practice
A custom hub for Frederik G. Pferdt, Google's first Chief Innovation Evangelist, with the growth engine behind it.
We built Frederik G. Pferdt's site as one hub for his keynotes, courses, newsletter, and coaching, and we run the paid growth that brings the right people to it.
On this page
Frederik G. Pferdt was Google's first Chief Innovation Evangelist. He wrote What's Next Is Now, keynotes for rooms from NASA to the United Nations, teaches a future-ready mindset, writes the NEXTletter, and coaches one to one.
Each of those had grown into its own practice, and all of them were arriving through a setup built for one. A keynote request, a course sale, a coaching inquiry, a newsletter signup, the same page and the same path. The work was there. Getting the right person to the right next step was not.
We took the build and the growth together. We built one place that reads who has arrived and moves them toward what they came for, and we point traffic at it.
The site should sort people before they reach him, so his time goes to the conversations that actually need him.
6 wks
Brief to live
4
Practices, one hub
3
Booking and checkout paths
5
Countries in paid growth
The site is live and the paid growth is running. We publish what we built and what we run, not performance figures while the program is still in flight.
Paid growth currently runs across five countries: the US, the UK, Germany, Austria, and Switzerland. Brief-to-live and the country count are from our own project records.
Step 01
What we built
A full custom site, mobile first, built to Frederik's brand and grown into a complete design system on the page. A display face cut for him, one warm accent, hand-drawn shapes that drift behind the type, and motion that stays calm. It is playful, and it is unmistakably his.
Underneath, one hub holds four practices: his keynotes, his courses, the NEXTletter, and his coaching, each with its own way in.
Step 02
How the hub sorts people
The course checks out through a connected Shopify store. Coaching runs through a short intake that books straight into his calendar, or points to the right course when the timing is not there yet. A smart inbound form tells a speaking request from a media or partnership one before it reaches his team. The newsletter has its own way in, and there is a place on the site where his digital twin can answer.
Other offers and subdomains connect into the same hub, so it stays the front door to everything he does.
The insight
For a booked-out expert, a site's real job is triage: send the right person to the right next step before any of his time is spent.
Grounded in
The Frederik build: a smart inbound form separates a keynote request from a media or partnership one, and coaching intake either books the call or redirects to a course, before anything reaches his team.
Step 03
Getting it ready for cold traffic
Selling a course to your own audience is one job. Getting a stranger in a paid feed to buy is a harder one. We ran the page and the offer through several design rounds to get them ready for cold traffic, with dedicated landing pages pointed only at the ads and kept out of search.
Step 04
Found by people and by models
Every page carries structured data, so a search engine and an AI model read the same facts: who he is, the book, the course, the podcast. Clean semantic markup, a sitemap, and an llms.txt written for the models sit underneath.
Full-funnel tracking runs the whole way down, consent-gated, so an inquiry can be traced from the first click to the booking. Nothing fires before a visitor agrees to it.
Result
What we run
We point paid social and search at the site, run the creative, and meet every week to steer it. The growth is ours to run.
His audience and his brand stay his. We built the site and we run the engine behind it, and what it carries is all Frederik.