Anatomy of Growth — bilingual site for an executive coaching and psychological practice

Project overview

Anatomy of Growth is the practice of Dr Akjemal Magtymova — a physician by training with more than 25 years in senior leadership across WHO and the UN system, now an ICF PCC executive coach and leadership adviser working online from Ontario, Canada, alongside a separate psychological practice in a psychoanalytic approach. Clients are leaders and experienced professionals carrying greater responsibility or going through a transition. Until this project the practice had a single template page.

The new site had to sound and look like the practice itself — calm, senior and editorial: ivory space, gold hairline frames, uppercase serif headlines with one italic phrase. It also had to keep two very different services apart. Coaching and advisory begin with a 30-minute introductory conversation; the psychological practice has its own page, its own intake form and no calendar link. Every page exists in English and in a full Russian adaptation.

My role in the project

I personally led this project from the first audit to the launch. The areas I owned and delivered directly:

• Audit of the old page, competitor and reference analysis, the site strategy and a detailed technical specification
• Site design on top of the practice’s brand book: type, gold frames, purple accents and a separately tinted path for the psychological practice
• Development on Astro with Cloudflare Workers — static pages served from the edge, a Worker only where the forms need a server
• Forms with spam protection and delivery: Cloudflare Turnstile, a honeypot, rate limiting, e-mail via Resend with an auto-reply, and a version that works without JavaScript
• Sveltia CMS for content, with sign-in through GitHub, scheduled publishing and a step-by-step editor guide in Russian written for someone who has never run a website
• SEO built around the founder’s name: a name-first homepage title, a Person graph with the ICF PCC credential, education and profiles, FAQ markup, EN/RU hreflang and Search Console

What I built

• Home: a framed hero, “Situations clients bring” in the clients’ own words, the two practices side by side, “Lived leadership” with the key facts (25+ years at WHO and the UN, MD, MSc, MA, ICF PCC · CPCC), three steps to a first conversation, the podcast band, FAQ and a closing call to action
• Executive Coaching, Leadership Advisory and Psychological Practice pages, plus Work with me, Speaking and About with the ICF PCC badge and the ICF Code of Ethics
• A “Start a Conversation” form that hands the visitor straight to the booking calendar, and a separate intake form for the psychological practice — age, time zone, preferred time, occupation, language
• Beyond the Turning Point: the podcast hub and episode pages with a Spotify player that loads on click and Apple Podcasts, Spotify and RSS buttons, newsletter sign-up into MailerLite, an Articles & Reflections library with topics, and a webinars section that shows each session in Toronto time and in the visitor’s own
• An editor’s area beyond the CMS itself: a status page (last update, what is scheduled, what needs fixing), a built-in help section and a styleguide of every colour, button and section in both languages
• A social card for every page — its title and one line about what the page is for — generated at build time
• A quiet cookie banner that keeps analytics off until the visitor accepts, plus cookie policy, terms of use and privacy policy, all edited from the admin
• Soft motion: menus, the FAQ and page changes ease in instead of snapping, and stay still for visitors who prefer reduced motion

Every release goes through one command: type checks, contrast of the design tokens, links, SEO tags, speed budgets (a single CSS file), Playwright tests for pages, forms, the admin, accessibility and print, and Lighthouse — 95–100 for performance and 100 for accessibility, best practices and SEO on mobile, with zero layout shift in both languages.