The Project: Business Coaching Website Design, Strategy, Copywriting, Development
Chef Deb, a business coaching and consulting company, chose Thrive to strategize, create, write and build its new website, which was launched in late 2023.
The Challenge
Chef Deb Coaching wanted a new, up-leveled, professional website that would elevate their brand, help them garner more website traffic and drive more qualified leads.
The company’s existing website was built internally in Wix, was difficult and confusing to navigate, had minimal copy, did not rank on Google and did not have unique calls to action or funnels that would allow Chef Deb Coaching to identify and segment its 3 distinct coaching tier prospects.
Specific requirements for this new website, built in WordPress, included:
- Create a new website with overall design, content and site navigation that reflects the company’s desired shift in content and branding
- Target ideal clients and better showcase and include all that Chef Deb Coaching has to offer, adding significantly more content
- Create a website that is professional, competitive and follows current best practices
- Ensure the site is on-brand and unique to Chef Deb Coaching
- Ensure the website is compelling and easy-to-navigate for a better user experience
- Increase qualified leads, contributing to increased conversions
- Build an SEO-friendly site and rank on relevant keywords
- Improve UX and create unique pages and pathways for 3 unique coaching tiers/market segments
- Integrate the site with the company’s existing CRM and shopping cart tools
The Solution
Chef Deb Coaching’s target market is a narrowly focused niche – established culinary business owners, such as personal chefs, private chefs, bakery owners, catering companies, food product company owners, etc. Within this niche, the company serves three distinct market segments with three unique offerings.
Research and Discovery
We started with secondary and competitor research, a challenge within such a narrow focus. Then we conducted primary research via a survey to gain insights from established culinary business owners (existing Chef Deb clients and non-clients). We also held discovery sessions with the client.
Strategy and Branding
Our research insights and client discovery sessions guided the site’s strategy, branding and messaging.
The website needed to embrace and communicate Chef Deb’s brand and differentiators plus move it from focusing exclusively on the founder, CEO and lead coach (Deb) to also talking about the company and team. At the same time, we couldn’t swing the pendulum too far. While the company had grown to include other coaches, Deb is well-known in her niche and active and accessible to clients.
Navigation, User-Experience and Lead Generation
We ensured the website was created with easy navigation and an enhanced user experience. At the same time, clear calls to action and contact paths were built for each coaching tier (plus a general contact page and newsletter signup) to support growing Chef Deb’s email list and increasing lead generation for each coaching tier.
Copywriting
Some website projects require light copywriting and editing. This one, in contrast, was a heavy lift in the copywriting area, requiring extensive copywriting for new pages and services that had never been written about before.
The pain points of each market segment that Chef Deb serves are distinct, and the coaching tier pages needed to speak directly to each segment. At the same time, the rest of the website needed to to speak to challenges and needs all the segments face and identify with.
Website Design
The website, built in WordPress, was designed to be clean, modern and on-brand with a customized look. Testimonials were selected and added throughout the pages to help tell the story. Photos were carefully selected, icons were selected and designed, and a bit of movement was added to keep each page engaging. We also broke each page into sections, with headlines, bullet points and other elements to make it easier to read and understand for anyone skimming or carefully reading (or doing a bit of both).
Photo Selection
Photography was a key part of the site’s storytelling and branding strategy, and the timline and budget did not allow for a new photoshoot. The client also wanted to limit the use of any stock photography. Fortunately, we had access to hundreds of photo files from past photo shoots and conferences, and we took great care in selecting the photos used on the site.
SEO
The website was created with SEO best practices built into the site.
Website Build/Development
Finally, we built the website, integrated it with the client’s CRM and shopping cart tools, tested and took it live!
The Results
The new Chef Deb website:
- Is well-written, beautifully-designed and elevates the company’s brand
- Is user-friendly and SEO-friendly
- Includes all the company’s services and speaks to all of its market segments
- Increases Chef Deb’s ability to capture and segment leads and garner more website traffic
- The website now ranks on Google for important and relevant key terms
Client Feedback
“Thank you again for all you and your crew have done with the website. It’s definitely a WIN!“
