WEBSITE
CASE
STUDIES
Strategy-led websites designed and written to move the right person to the right next step. A look at the thinking, the journey, and the pages that do the work.
THE HOMEPAGE
it is for, above the fold.
Three words carry the whole proposition: empowering models, building community, curating excellence. One line, and all four audiences know what this is.
The imagery does the rest. Full-width, bold, and unmistakably theirs, so the elevated brand they built is the first thing a visitor experiences rather than something they have to read about.
Showit. Fully custom design, desktop and mobile, with copy written to match.
THE CUSTOMER JOURNEY
Zero guessing.
The visitor picks their own lane
Model, designer, photographer, or sponsor. The choice is offered early and repeated at every decision point, so nobody has to work out which parts of the page are meant for them.
Every path ends in one action
Each lane runs to its own application, and the route from landing to applying is short and obvious. That was the single biggest failure of the old site, and it is now the spine of the new one.
THE COPYWRITING
and never stiff.
THE WORKSHOPS PAGE
a decision, then the button.
What it is. The workshop named and framed before any detail arrives.
Why it is bigger than a shoot. Positioned as a creative production platform, not a day of photos.
When, and how to join. The date, then a button for each of the four audiences.
SERVICES & SPONSORS
each with a reason to be here.
Services. Brand development, creative direction, content and portfolio production, laid out so a designer or brand can see exactly what they would be buying.
Sponsors. A dedicated pitch written for corporate partners, with its own case for why attaching a brand name here is worth it.
THE HOMEPAGE
the first second.
Deep, moody, and quiet. The hero does the positioning work before a word is read, and the promise is personal rather than stylistic: every detail is selected to reflect you.
That line also solves the portfolio problem. It shifts the site from showing her past work to describing how she works, which is the thing she could prove on day one.
Showit. Custom design and full site copy, built before launch.
SELLING WORK THAT DIDN'T EXIST YET
A style section instead of a portfolio
Warm, thoughtful, intentional. The page states her design philosophy in her own words and surrounds it with imagery chosen to match, so a visitor leaves knowing her taste even though no finished project is shown.
Services doing the credibility work
Three clearly defined offers, presented with the polish of a studio that has done this many times. Structure reads as experience.
THE COPYWRITING
losing the high-end feel.
THE SERVICES PAGE
levels of commitment.
Design consultations, styling and space planning, and full service interior design. A first-time visitor can find the entry point that matches their budget without having to ask, which matters enormously for a designer with no referral history yet.
THE HOMEPAGE
above the fold.
Echoing the beauty of His creation, and that’s you. Her mission and her compliment to the client land in the same sentence, with a booking button directly underneath.
The checkerboard trim, the warm palette, and the script all arrive in the first second. Someone who loves this immediately knows they have found their photographer, and someone who does not is equally well served.
Showit. Rebuilt from a basic Pixieset gallery into a full brand-led site.
PUTTING THE PERSON ON THE PAGE
She gets a real introduction
A full section, a portrait with actual character in it, and her own voice explaining what she believes and why she shoots. A gallery site cannot do this, and it is the whole reason a client picks one photographer over another.
Warmth carried all the way to the button
The page closes the way she would in person. The final call to action is an invitation rather than a form, and the booking button never stops being within reach.
THE PACKAGES PAGE
in order to say yes.
Each offer gets its own imagery, a plain description of what is included, and a price range. Putting numbers in the open filters the inquiries before they reach her inbox, which is worth more to a solo photographer than a few extra leads.
THE HOMEPAGE
everything she offers.
The combined mark sits in the nav, so the first thing a visitor learns is that meal prep and catering are one company. That single decision removes most of the confusion before it starts.
The headline names the product plainly, and the button underneath goes straight to meal prep rather than to a generic services page.
Squarespace. Full site design, refreshed logo system, and all site copy.
TWO BUSINESSES, ONE FRONT DOOR
The split happens on purpose
Rather than one vague call to action, the page names the two directions a visitor could be heading and sends each one somewhere specific. Nobody has to guess which part of the business they belong to.
Meal prep goes straight to buying
Plans, prices, and a purchase button sit right on the homepage. For a service someone is already sold on, the shortest possible route to checkout is the whole design goal.
THE MEAL PREP PAGE
around one decision.
The promise, in six words. Your week. Your meals. Already prepared.
The process, in four steps. Quantity, price point, preferences, done. Objections answered in order.
Custom graphics I designed. Protein, carb, and vegetable choices shown rather than described.
THE COPYWRITING
to sound like her.
THE SALES PAGE
a single word is read.
An announcement bar states the promise in one line, then the program name takes the full width of the screen so nobody has to guess what they landed on.
The four floating tags sitting around the title are doing quiet work. They tell a visitor what the program actually covers, in her brand colors, before the paragraph underneath has to explain anything.
One button. One next step. Nothing competing with it.
BRINGING HER BRAND SYSTEM TO LIFE
Her icons became the structure
The traffic light runs the three month plan, one color per stage. The wrenches and the race car carry the tune‑up language elsewhere on the page. These are her brand assets doing real navigational work, not sitting in a corner as accents.
Color that means something
Every section switches ground between her cream, deep green, and soft green. The change signals a new idea, keeps a long sales page from blurring together, and puts the full palette in front of her audience for the first time.
DESIGNING AROUND HER COPY
Her argument gets room to breathe, paired with an image so the scroll never turns into a wall of text.
Ten inclusions collapse into an accordion, so the depth is there for the people who want it and skippable for the people who do not.
The specialists get faces and job titles, which is what turns a program description into a team someone wants access to.
THE HOMEPAGE
the whole promise.
Calm. Clear. Confident. Three words name the outcome before anything else loads in a visitor’s head, and the headline underneath turns that outcome into an invitation.
Then the subhead does the work most coaching sites skip. It names the actual feeling her client is stuck in, in her client’s own language, so the right person knows within one sentence that this page is about them.
One button. Book a call.
THE COPYWRITING
Name the ache, then offer a way out
The section states the cost of staying stuck, then immediately reframes it as strength rather than failure. The button is written as the escape from it, not as a generic next step, which is what makes someone press it.
The closing line every visitor recognizes
Stop convincing yourself that everything is fine. That is the sentence her dream client has been saying to other people for years, handed back to her, one scroll above the booking button.
THE SALES PAGE
well it sells the program.
A sales page has to earn a much bigger yes than a homepage does, so this one opens with a question instead of a pitch.
Identity reset names the category. The headline then puts a timeline on the transformation, six months, which quietly turns a vague longing into something a person can picture on a calendar.
The button says I need this, because by that point in the sentence, that is genuinely what her reader is thinking.
HOW THE ARGUMENT IS BUILT
then makes them want it.
Saying who it is not for is the strongest qualifier on the page. Three named client types on the left, three honest exclusions on the right, and every reader sorts themselves in seconds.
Then the future, in specifics. Not be happier, but recognize your patterns, regulate your nervous system, wake up excited. Concrete outcomes are what a person actually buys.
THE OFFER, AND THE REASON TO CHOOSE HER
The offer arrives after the want
The program is only named once the reader has already agreed to the problem and pictured the outcome. By then it reads as the answer to a question they asked, rather than a product being sold at them.
Three concrete differentiators
Neuroscience, nervous system, lifestyle support. Her method is genuinely different from most coaching, and putting it in three plain columns is what converts interest into trust.
READY FOR A
SITE THAT
DOES THE WORK?
Website design, conversion copywriting, and brand strategy for founders who want to be understood, remembered, and trusted.