Case Study: Creating a Website & New Income Streams
Company: Illuminated Executive Function Coaching
Role: Website Designer, Copywriter, Business Growth Manager, Product Designer
Problem: Ella needed a website FAST. She had just parted ways with her previous company and was ready to launch her own business. She needed an online presence, affordable business solutions to get her up and running quickly, and (once those pieces were in place) products and courses to diversify her income.
Solution: For this project, we worked simultaneously on two channels: website creation and business operations. For the website, I took Ella’s general ideas and concepts and put together a streamlined website branded with her lighthouse theme, playing off the “illuminated” brand name. For her business operations, we got her set up with Wave Accounting and Calendly right away, as well as a CRM spreadsheet to track all potential clients.
Tools Used: Squarespace, Google Workspace, Keyword Research Tools, Canva, AI, Wave Accounting, Calendly
Deeper Dive:
The website process started with an in-depth discovery session to clarify Ella’s goals, audience, and brand messaging. She wanted her website to feel welcoming, approachable, and professional, while emphasizing the hope and clarity she offers her clients. The lighthouse imagery became a central design element, symbolizing guidance and illumination.
After creating a draft, I collaborated with Ella to refine the content, ensuring it spoke directly to her ideal clients while highlighting her unique expertise in executive function coaching. Using keyword research tools, I optimized her homepage and service pages for relevant search terms to help drive organic traffic.
On the operations side, I helped Ella launch confidently into the world of self-employment by streamlining her client onboarding process. This included crafting email templates for initial consultations, setting up Wave Accounting for invoicing, and integrating Calendly to simplify scheduling. The CRM spreadsheet we designed provided her with a clear overview of client leads, follow-ups, and active sessions, ensuring nothing slipped through the cracks. I also provided guidance on setting up her LLC and applying for the proper business license (required for the city she lived in, which was unusual).
As Ella’s practice grew, we pivoted to focus on product development. Together, we brainstormed and began outlining her first course offerings and downloads designed to empower clients with self-paced resources.
The Results:
In the first week she had over 2,000 unique visitors and has had a steady stream of inquiries and conversions ever since. Her schedule is currently booked!