Julian McBride
From a one-page site to a structured platform built to support Julian McBride’s racing, coaching, speaking and commercial activity.
The Client
Julian McBride is a professional racing driver competing in British endurance motorsport, alongside his work as an ARDS Instructor, Motorsport UK Level 2 Coach and FIA Disabled Driver Mentor.
Following a spinal injury in 2011, Julian redirected a long-standing interest in motorsport into competitive racing, making his debut in 2016 and progressing through a number of endurance championships before stepping up to the Britcar Endurance Championship in 2026. His career in motorsport has been built through steady progression, technical discipline and a clear focus on preparation and execution.
Away from the track, he brings more than three decades of experience in the technology sector, with a background spanning both technical and commercial leadership roles across organisations such as Hewlett-Packard Enterprise, Symantec and Nominet. That experience continues to shape how he approaches racing, coaching and mentoring, with the same principles of accountability, detail and performance under pressure carrying through into each area.
At the point we started working on the website, Julian was placing greater emphasis on how all of this comes together as a personal brand and how it supports the next stage of his career.
The Brief
Julian had recently invested in a rebuild of his website through another provider, however the end result did not reflect the level of detail or direction required.
The site had been reduced to a single-page format, which limited how much information could be communicated and removed the ability to properly structure his story and services. With several distinct areas to cover, including racing, coaching, speaking and sponsorship, the format restricted clarity and made it difficult for visitors to understand where to focus.
The broader issue was that the site lacked depth and consistency. Key elements of Julian’s story were either condensed or absent, his services were not clearly defined, and there was no clear journey for different types of users arriving on the site.
This came at a point where the website needed to do more than simply exist as a presence. It needed to support a shift towards a more considered and commercially aligned personal brand, providing a platform that could communicate his experience properly and generate relevant opportunities.
The brief was to rebuild the site in a way that brought structure back into the content, presented each area of his work with clarity, and ensured the overall tone reflected both his personality and professional background.
The Solution
The rebuild focused on introducing structure, clarity and consistency across the entire site.
Working within the Wix platform, the approach centred on moving away from a condensed single-page layout and introducing a multi-page structure that allowed each aspect of Julian’s work to be presented with the level of detail it requires. This provided the foundation for a clearer user journey and a more logical flow through the site.
The content was reorganised around the core areas of racing and sponsorship, driver coaching, speaking and corporate engagement, and Julian’s personal background. Each section was developed with a clear purpose, ensuring that visitors could quickly understand the relevance of each area and how it connects to their own interests.
Particular attention was given to how Julian’s story was communicated. It sits at the centre of everything he does, however it needed to be integrated in a way that supports his professional offering rather than overwhelming it. The content was written and structured to reflect his personality while maintaining a level of clarity and professionalism suitable for corporate audiences, sponsors and partners.
Navigation and page structure were designed to guide users through the site without friction, with clear pathways for different types of enquiries. Whether the intent is related to sponsorship, coaching or speaking, each route is supported by focused content and clear calls to action.
Alongside this, the visual presentation of the site was aligned with updated brand work provided by a specialist Julian was working with, ensuring consistency across design, tone and messaging.
The result is a site that presents Julian’s experience in a joined-up and coherent way, with each element supporting the overall direction of his personal brand.
The Results
The completed website provides a clear and consistent representation of Julian’s work, bringing together multiple strands of his career into a single, structured platform.
His story is now communicated with the depth it requires, his services are clearly defined, and the site supports a more deliberate approach to how he presents himself across racing, coaching and commercial activity.
Feedback from those within his network has reflected this shift, with one comment noting:
“I have to say, that’s one of the best of its type I’ve ever seen. It captures exactly what you’re about and reflects what a premium and bespoke product customers can expect and will be investing in.”
Beyond initial feedback, the site now provides a stronger foundation for future activity. It supports sponsorship discussions, creates clearer opportunities for coaching enquiries, and presents his speaking offer in a way that aligns with his experience and background.
The project has also led to a broader working relationship, with ongoing support across marketing, media, strategy and commercial activity. The website now sits as part of a more coordinated approach, ensuring that future efforts are aligned and built on a consistent foundation.
What The Client Said
“Alex understood very quickly what I needed the website to do.
This wasn’t just about improving how it looked, it was about creating something that properly represents my story and supports the direction I’m taking things.
The end result feels aligned, professional and genuinely useful across all areas of my work.”
We could do the same for you.
If your website doesn’t properly represent your brand, lacks structure, or isn’t helping generate the right kind of opportunities, tell us a bit about your business and what you’re aiming to achieve, and we’ll come back to you as soon as we can.
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