People weren't signing up because they didn't feel safe yet.

The online presence didn’t match the practice.

Stakeholder interviews showed the digital presence wasn’t getting across the depth or authenticity of the work. A previous practitioner’s impersonal tone and an inconsistent visual identity left prospective clients feeling disconnected — and they weren’t converting.

Finding the real reason.

We built personas from the current client base, ran workshops with the client and reviewed second-hand feedback. The leading reason people didn’t sign up was simple: they didn’t yet feel comfortable with, or trusting of, the person offering the help. So trust became the brief.

What we did.

1. Mapped the current digital setup with a stakeholder interview, and found gaps in the coaching sign-up process and the marketing around it.
2. Designed for trust across the whole journey: the language, the forms and auto-responders after someone reaches out, and connections to support communities.
3. Created a new identity drawing on the Earth Goddess Gaia — growth, nurturing and empowerment, with nods to the seven chakras — in warm, earthy colours.
4. Redesigned the website around the personas, with calm colours, clear navigation and obvious paths to booking a consultation or joining a programme.

What’s next.

Watching how people use the new site and refining it, a content plan with regular articles and a newsletter to build community, and search work to widen the audience.