Nothing's Off The Table
A podcast about hitting bottom and getting out, behind a site that led with subscriber counts instead. Rebuilt around the interviews, with the episodes finally findable and one honest route to help.
- Client
- Louis Ruggiero
- Sector
- Podcast and recovery coaching
- Scope
- Full rebuild, CMS, episode library
- Stack
- Next.js and Sanity
Same business. Two websites.
Scroll either one. The left is what was there before, captured whole. The right is nothingsoff.com as it is running right now.
Three numbers, then three thumbnails, then a coaching pitch. The show is people telling you the worst thing that ever happened to them, and the first thing the page said was how many people were already listening.
Opens on what Louis actually does, in his own words, with the guests' faces along the bottom and the newest episode one click away. Scroll it. Every episode has its own page, the library sorts by what somebody is living through, and the Monday meeting sits above the coaching.
A podcast site that buried the podcast.
It opened on the audience, not the show
Subscribers, streams and an episode count, all before you knew what the show was. Nobody listens to a podcast because other people already do.
Three episodes, then a link off the site
Ninety-one interviews existed. The site showed three and sent you to YouTube for the rest, so none of them could be searched for, linked to or found on Google.
Louis's own story was below the fold
Twelve years of gambling and ten million dollars gone is the reason guests talk to him. It was in a small panel halfway down, written in the third person, next to a price.
You had to scroll past three offers to find help
Someone lands here at two in the morning looking for a way out. The free Monday meeting sat below the newsletter, the sponsorship pitch and the coaching.
Six moves, in order.
Said what the show is, first
“I sit down with people who have been to the bottom of addiction and found the way out.” Top of the page, at the size of the promise it makes.
Put Louis in the first person
Twelve years of gambling, more than ten million gone, and it nearly cost him his life. Beside the headline, in his words, because that is the qualification.
Gave all 91 episodes their own page
Every interview has a page, a guest and a title a search engine can read, so a person searching one guest's name lands on that interview. Louis adds the next one himself.
Sorted the library by what people are living through
Family, rehab, mental health, gambling, sober living, debt, relapse. Nobody arrives wanting to browse a podcast, they arrive with one of those.
Moved the free help above the paid help
The Monday meeting Louis runs and a link to Gamblers Anonymous, on every page, ahead of coaching and sponsorship. It is the right order to read and the right order to sell in.
Kept the numbers, moved them to sponsors
Nothing was deleted. The figures now sit beside the sponsorship pitch, next to the line about turning gambling money down, where they are the argument rather than an opener.
Live on nothingsoff.com
91
Full episodes, listed on the live site
24.5K
Subscribers, as published on the site
4.6
Apple rating, as published on the site
“I had a website I didn't like and never promoted. Now it is the first thing I send people.
All 91 episodes are finally somewhere people can actually search, which the old one never did. And the meetings and the recovery resources are up front where they should be instead of buried under a coaching pitch. He got that without me having to ask.
He handles it after launch too, so I stay on the podcast. Appreciate you brother.”
Louis Ruggiero Jr.Host, Nothing's Off The TableYour work is better than your website says it is.
Every page above started with somebody saying that out loud. Tell us what your business actually does and we will tell you what your site is getting wrong.