Website development for George Maverick
Ljubo Struharik
Article author
George Maverick is the founder of Maverick Consulting, a business consulting agency focused on leadership, mindset, and organizational development. Alongside the agency website, which we will cover in a separate case study, this project had a different goal.
This time, George (real name Đorđe) wanted to build a personal brand website. A space that reflects how he actually works with clients when he appears as a personal consultant and business trainer. Much of his work happens in one-on-one settings, where his style, communication, and presence play a key role in the transformation process. He wanted a website that could clearly communicate that experience.
The challenge was not just to present services, but to translate George’s unique approach to education and consulting into a digital format. The website needed to feel personal and authentic, while still maintaining a clear business tone and structure. It had to show who George is, how his process works, and what clients can realistically expect when working with him.
The biggest challenge of this project was finding the right balance between personality and professionalism. We addressed this through a custom design and a carefully structured layout, tailored specifically to George’s way of working. The result is a website that supports his personal brand, explains his process with clarity, and visually reflects the individuality of his consulting style.
Translating Personality Into a Professional Website
The main goal of this project was to clearly present George’s unique approach to education and consulting. He is not only a highly experienced professional, but also a genuinely warm, approachable, and thoughtful person. That human side needed to be visible on the website, not hidden behind generic business language.
The website had to communicate two equally important things:
- the business side of his work, including structured programs and services such as Trainings for Individuals & Teams,
- and the personal side of George as a consultant, with a strong focus on his core program, Positive Transformation, which represents the main value clients gain from working with him.
One of the key challenges was balancing professionalism with personality. The site needed to feel credible and structured, while at the same time showing George as he truly is in real-life consulting sessions: calm, clear, supportive, and deeply personal in his approach.
We addressed this by combining clear service explanations with sections that describe George’s process and philosophy, always tying business outcomes to his personal way of working. A major visual highlight of the site is the customized presentation of George himself. His photos were carefully cut out, refined, and framed with a subtle outline in the brand’s color palette.
This visual approach became a defining element of the website. It immediately sets the site apart from typical business coach websites and creates a strong sense of trust, warmth, and authenticity. Visitors can clearly see the person behind the services, which reinforces the idea of a personalized, one-on-one experience rather than a generic consulting offer.
Design that balances structure, emotion, and trust
The visual direction of the George Maverick website was carefully crafted to support both sides of his work: the clarity of a business consultant and the warmth of a personal mentor.
We chose a soft, neutral color palette that creates a calm and professional foundation, allowing the content and messaging to stay in focus. Subtle accent colors were used intentionally to guide attention, highlight key sections, and support calls to action without overwhelming the user.
A defining element of the design is the use of custom cut out photography. Instead of generic portraits, we worked with expressive poses that align directly with specific messages on the page. Each image was carefully edited, outlined in brand colors, and positioned next to related content, creating a strong visual connection between George’s words and his presence.
This approach helps the website feel human, approachable, and authentic. Visitors don’t just read about George’s process, they see it. The combination of clean layout, thoughtful spacing, and personalized imagery clearly differentiates the site from typical business coaching websites and reinforces trust from the very first scroll.
A visual system built around the person behind the work
The visual system of the George Maverick website was designed to reinforce one central idea: this is a personal consulting experience, not a generic business service.
A calm, neutral color palette creates a stable and professional foundation, allowing the content to breathe and remain easy to follow. Accent colors are used with intention, highlighting key messages and guiding users through the page without distracting from the narrative.
One of the strongest visual elements of the site is the use of custom cut out photography. Instead of relying on stock images, George’s photos were carefully selected and edited to reflect real moments of communication and presence. Subtle outlines in brand colors help the images stand out while keeping them fully integrated into the overall layout.
Each photograph is positioned next to relevant content, creating a natural link between message and person. This makes the website feel open, honest, and human. Visitors are not just reading about the process, they are visually experiencing it.
The result is a visual language that supports clarity, builds trust, and clearly differentiates the site from typical business consulting websites.
Why this website works for personal consulting
Most business coach websites follow a familiar pattern. Programs, packages, testimonials, a short “about” section, and a strong focus on selling courses. While the design may vary, the structure is often the same and the experience feels standardized.
With the George Maverick website, the goal was different. The focus was not just on presenting services, but on capturing the spirit and energy George brings into his work. His way of thinking, communicating, and guiding clients needed to be felt throughout the site, not just explained.
We still relied on proven website structures where they made sense. Clear benefit sections, testimonials, and blog content were included to support credibility, clarity, and SEO. Media appearances were also highlighted to reinforce authority and experience. However, these elements were carefully integrated into a broader narrative that feels personal rather than promotional.
A key part of this approach was bringing George’s personality into the content itself. Quotes he often uses in his work became part of the website, adding depth and authenticity. Instead of generic messaging, the site speaks in a voice that feels familiar, thoughtful, and human.
Most importantly, the website clearly communicates who the collaboration is for. This is not left as an assumption. Beyond the homepage, a dedicated page explains who will benefit most from working with George, setting expectations early and creating alignment before any conversation begins.
The result is a website that feels honest and intentional. It does not try to sell an image. It presents a person, a process, and a way of working. For personal consulting and one on one education, this approach builds trust faster than any sales-driven structure ever could.
A website built for clarity, trust, and real connection
The George Maverick website shows how a personal brand can be presented in a clear, professional, and authentic way without losing personality. By combining thoughtful structure, intentional design, and human-centered content, the site reflects both the business value of the services and the person behind them.
Instead of following a generic coaching template, this project focused on clarity, trust, and alignment. The result is a website that supports real consulting work, communicates expectations honestly, and creates a strong foundation for meaningful client relationships.
Schedule a call
