WHEN STRATEGY MEETS SOUL:
How we transformed scattered dreams into a magnetic presence that attracts ideal clients
(Katherine Alexandra - Life Coaching Website)
The Challenge
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THE STARTING POINT
- Business Stage: Just starting (Katherine's words: "couldn't tell ya yet :D")
- Brand Clarity: Scattered personality across multiple directions
- Mission: "working on this :D"
- Differentiators: Blank
- Client Impact: Powerful personal story but no strategic framework
SCATTERED VISION TO STRATEGIC CLARITY
When Katherine first reached out, she was just starting her business. Like many passionate entrepreneurs, she had the heart and vision but needed strategic guidance to bring it all together.
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Mission statement: "working on this :D"
Brand strengths/weaknesses: "I'm just starting out- so couldn't tell ya yet :D"
Differentiators:[Left blank]
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✓ Deep personal transformation experience (5 years of her own life coaching)
✓ Clear passion: "My purpose in this lifetime is to help others the same way that she has helped me"
✓ Scattered brand personality: "Aligned, Authentic, Inspiring... graceful, elegant, goofy, authentic, soft, confident... I realize that's all over the board but 😊"
✓ Beautiful vision but no strategic framework to communicate it effectively
Strategic Process
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EMOTIONAL STRATEGY DEVELOPMENT
- Foundation: Feelings-first approach vs. traditional business strategy
- Key Insight: Katherine's desire to be "a soft place to land"
- Positioning: Guide who helps you become who you're meant to be
- Transformation: From life happening TO you → being in the driver's seat
- Breakthrough: Emotional blueprint that drives all content decisions
BUILDING AN EMOTIONAL FOUNDATION
Real transformation happens with feeling and clarity through asking the right questions. Because people don't buy services - they buy how those services make them feel.
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If your business was a person how would you describe them?
“When I think of my brand I think of a woman who is very classy, graceful, girly, but then has a side to her that's somewhat of 'the girl next door' – she is relatable and down to earth, goofy at times, but is also a role model... I realize that's all over the board but 😊," and “It feels safe and comforting to be in her presence.”
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Who do you specifically want to serve? Katherine's target: "Young women - ages 20-35 - working in the corporate world - trying to figure out what they want in life/who they are…"
What transformation do you provide? From her words: "Learning how to love yourself. How to nurture the most important relationship you will ever have – the one with yourself.."
What's your deeper mission? Katherine's vision: "Help women live more joyful and happy lives, with more purpose and a deeper understanding of who they are…"
What about your brand attracts your target audience? “I mix spiritually with personal growth tools to create powerful transformation - most importantly i focus on the relationship they have with themselves….”
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Brand Voice: Professional yet friendly, like a best friend with tools (directly from Katherine's own description)
Core Message: Nurturing the most important relationship - with yourself (Katherine's exact words)
Target Journey: From feeling like life happens TO you → becoming the one in the driver's seat
Brand Personality: The girl next door; The Caretaker & The Magician Archetypes
FINDING OUR STRATEGIC GOLD
Introduction (click to enlarge)
THE POSITIONING
We positioned Katherine not just as a life coach, but as the guide who helps you become the person you were always meant to be - someone who doesn’t claim to have all the answers but who helps you find them within yourself.
Every piece of content was crafted to make visitors feel:
✓ Understood
✓ Supported
✓ Hopeful
✓ Inspired
Read the raw train-of-thought writing from the copywriting phase
Strategy Made Visual
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STRATEGY MADE VISUAL
- Content: Every word creates emotional connection + understanding
- Design: Balances "classy, graceful" with "girl next door" authenticity
- Platform: Squarespace selected for growth (speaking, podcast, workshops)
- Experience: Visitors feel seen, understood, and hopeful immediately
- Scalability: Foundation ready for Katherine's 3-5 year expansion vision
SUPPORTING THE CLIENT JOURNEY
Every section is designed to emotionally meet visitors where they are at. From the first words you see to the very last image, each element builds an emotional narrative—making visitors feel understood, connected to Katherine, and naturally guiding them to take the first step towards coaching.
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“Guiding women toward becoming who they deserve to be”
✓ Identifies her target audience and—indirectly—where they are at
✓ Transformation she provides/value proposition
✓ How she guides women below it
✓ Clear introductory call button and unique learn more button
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“There's a reason you've found yourself here, reading these words right now…”
✓ Meets visitors where they are at
✓ Soft introduction establishing her position
✓ Emphasizes warmth and relatability
✓ Maintains her key focus points
✓ Overall is very powerful and authentic—it’s probably my favorite introduction to date
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“All I really want to do is be that safe space for you…”
✓ Immediately invites connection
✓ Establishes her approach and credibility
✓ Her vision, her why
✓ Invites you to read her full story
✓ Relevant and unique call to action button
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“Receiving coaching is choosing to put yourself first..”
✓ Transitions between who she is and what she offers
✓ Creates psychological readiness before services
✓ Completes the emotional journey through problem recognition to solution to action
Services with descriptions and scannable visual of the coaching process
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✓ Soft, nurturing tones that feeling inviting and comforting
✓ Captured Katherine's "classy, graceful, girly" aesthetic while maintaining the "girl next door" relatability
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✓ Clean, readable hierarchy reflecting both her "soft, confident" and "spiritual" sides
✓ Both elegant and approachable
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✓ Acts as a supporting character, not just filling space
✓ Balances professional with approachable
VISUAL IDENTITY
→
Client Journey Website Outline (click to enlarge)
Final Design w/ All Text (click to enlarge)
Design Draft Before the Final (click to enlarge)
PLATFORM SELECTION
Katherine needed a website that could grow with her vision: “Eventually I want to do group coaching, workshops, start a podcast, and a blog.” We chose Squarespace as the home for her business because it provides the foundation for that entire journey while allowing her to focus on coaching, not technical issues.
The Collaborative Journey
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THE COLLABORATIVE JOURNEY: STRATEGY MEETS SOUL
- Approach: Deep discovery focusing on emotional strategy, not just business goals
- Partnership: Business strategist + brand expert + trusted advisor in one
- Process: Iterative collaboration that honors authentic voice while building strategic foundation
- Business Impact: Clear positioning, professional credibility, conversion optimization
- Personal Impact: Katherine's transformation from uncertainty to confident business clarity
- Measurable Results: Professional website ready for multi-stream business growth
- Client Experience: "You helped me understand how I wanted people to FEEL"
WHERE STRATEGY MEETS SOUL
Real transformation happens through genuine collaboration and strategic expertise—here’s what that partnership delivered.
✓ Deep Discovery Sessions: I didn’t just ask about business goals—we explored Katherine’s vision for how she wanted people to feel when they found her and when they received coaching from her. This emotional clarity became the foundation for everything that followed.
✓ Iterative Process with Strategic Guidance: The most daunting part of website development can sometimes be the copywriting. I guided Katherine through the depths of translating what was inside her to words on paper—writing, editing, strategizing, and revising each section until what we created was aligned with the feeling she wanted to evoke.
✓ Business Mentoring Beyond Design: Katherine gained clarity not just about her website, but about her entire business direction. We positioned her brand for where she’s going: “group coaching, workshops, start a podcast, and a blog” - not just where she is starting.
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✓ Clear Market Positioning: From undefined niche → unique spiritual growth guide
✓ Professional Credibility: Immediate trust-building for a brand new business
✓ Conversion Optimization: Every element guides visitors toward discovery calls
✓ Scalable Foundation: Ready for Katherine's planned expansion into speaking and podcasting
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✓ Performance Optimized: Mobile-first design for her target demographic
✓ User Experience: Intuitive journey from awareness to action
✓ Growth-Ready Platform: Can evolve with Katherine's expanding vision
✓ SEO Foundation: Positioned to attract young women seeking transformation
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✓ Business Confidence: From uncertainty ("couldn't tell ya yet :D") to clear articulation of value
✓ Brand Clarity: From scattered personality traits to cohesive emotional strategy
✓ Strategic Direction: Understanding not just what she does, but how she makes people feel
✓ Professional Positioning: Elevated from "another coach" to unique guide for spiritual growth
COLLABORATIVE APPROACH DELIVERED
After strategic partnership:
✓ Clear emotional brand strategy
✓ Website that immediately builds trust and connection
✓ A content style and definitive positioning
✓ Future-focused foundation for business evolution
✓ Professional confidence in her direction and approach
Before our collaboration:
✗ No clear mission statement
✗ Overwhelmed by too many directions
✗ Undefined brand differentiators
✗ Scattered personality description
✗ Uncertainty about her positioning
Katherine’s Experience
“Working with Lana was one of the best decisions I made for my life coaching business. From start to finish, she was right there with me- listening to my vision, helping me craft the right words, and translating everything I had in my heart into a beautiful, functional website. She made the entire process feel so easy and supportive.
What really stood out was her ability to not just design something pretty, but to help me think about my brand in a deeper, more intentional way. She asked thoughtful questions, gave me clear guidance, and truly helped me shape the voice of my business.
On top of that, she’s continued to support me with marketing advice and social media strategy, which has been such a gift. She’s knowledgeable, creative, and genuinely cares about the people she works with. I can’t recommend her enough :)”
WHAT MY APPROACH DELIVERS FOR YOUR BUSINESS
✓ Immediate Credibility: A professional presence that builds trust from first glance
✓ Conversions: Every element designed to guide visitors towards action + intuitive navigation
✓ Emotional Connection: Ideal clients feels understood and respected
✓ Strategic Positioning: Highlights what makes your business unique, setting yours apart
✓ Growth Foundation: Built not just for where you are, but for where you’re going
This project showcases what happens when emotional strategy is the foundation of design. Katherine didn’t just get a beautiful website—she gained clarity about her entire business.
What could your business achieve with this level of clarity and design expertise? Let’s found out. Take the first step towards clarity now: schedule your free discovery call.
