Vicki Brown Coaching: redesigning a coaching website to align with goals
Vicki Brown was shifting the focus of her well-established business, Vicki Brown Coaching.
Her website was outdated and no longer aligned with her new goals. She sought assistance to simplify and completely re-design her existing website to showcase her preferred coaching specialties.
During our kickoff call, Vicki shared with me, “I am passionate about coaching and mentoring because I get to be part of someone’s journey as they find their way toward a genuine place of purpose. But my website — with the corporate buildings and sterile blues — feels so cold and distant. It doesn’t send the right message. The message I want to send to my ideal clients.”
The website’s look, tone, and copy no longer aligned with her business branding and style. With the majority of her clients coming from referrals and word-of-mouth within her network, she needed an improved web presence where warm leads could go for more information on her coaching services. Her website needed to both inspire and demonstrate her credibility in her field.
The initial assessment
Upon initial assessment, we identified several areas where the client’s website could benefit from improvement. She created the content six years ago, and the older corporate design no longer matched her business. So we identified unnecessary pages to condense, simplify, and even remove.
When discussing her thoughts on her existing site, Vicki told me, “It isn’t my style anymore. I’m not sure it was ever my style. But that was the look expected for coaching at the time I did it. Now it looks and feels… old. It isn’t an accurate representation of me.”
First things first: strategy
Working closely with Vicki, we developed a comprehensive strategy to transform her website into something entirely new.
We aimed to rewrite the content, focusing on her primary coaching services and her experience in the field, while also optimizing for search engines.
Additionally, we planned to completely rebuild the website as a one-page site, incorporating visually appealing imagery and elements to enhance the overall user experience.
The goal was to complete the project in six to eight weeks so Vicki could begin active client acquisition again — this time with a website she was proud to send warm leads to.
Next comes the words
With our strategy in place, we dove into the execution phase. Vicki provided some initial information through an onboarding questionnaire.
I followed up with an on-call interview to get more information, determine the vision of her business, and capture her voice and tone. We worked together to determine the desired style and sections for the new one-page website.
Then I rewrote the website content, ensuring it resonated with her business style, clients, and goals. The area above the scroll was dedicated to speaking directly to her ideal clients — leaders — and their need for solution-based coaching for their teams or themselves.
We carefully addressed common objections and highlighted the benefits of working with a solutions coach. We sprinkled social proof in strategic places for credibility and dove deeper into her coaching experience and values to build authority.
The revamped content was carefully revised and polished.
Then the website rebuild
I built a new one-page website on her existing WordPress installation and utilized Divi, the design framework by Elegant Themes.
The design of the page used carefully selected section layouts, numerous customizations, and new nature-inspired visuals to further enhance the website’s appeal, natural flow, and ease of use for ideal clients. The color scheme was inspired by her existing logo.
Employing ethical copywriting techniques, we capture attention immediately and guide the right clients to act by contacting Vicki for a consultation. The entire site flows seamlessly to provide a fluid, natural user experience while leveraging Vicki’s experience and authority to answer any objections and questions before potential leads have the opportunity to voice them.
Though not the main goal of the project, I sprinkled improved keywords throughout and ensured best practices for on-page SEO were in use.
Results
The entire project, from kickoff to launch, took eight weeks.
The results of our efforts were undeniable. The Vicki Brown Coaching website saw a significant increase in engagement and positive feedback immediately.
Within hours of the re-launch, Vicki shared with me this feedback: “I had a couple of coaches and one web designer review my site and they ALL loved it.“
The dramatic transformation of Vicki Brown’s coaching website is a narrative on digging deep to find your purpose, your vision, your voice and then executing it.
By focusing on purpose and strategy, we were able to breathe new life into Vicki’s online presence, which will serve her well in her upcoming client acquisition and lead to success.
Ready to transform your website?
Vicki went with my website repair package, customized to her unique needs and budget. Whether your current site needs a copy refresh or a complete overhaul, I’m here to help.
