By Xindi
Messaging strategist and copywriter
Xindi is a ‘done-for-you’ brand & messaging strategist and copywriter who helps coaches and creative business owners scale their brand with high-impact messaging. Xindi brings to life a strategy in her client’s messaging so they can magnetise the right people to their business and make an impact.
Scope of work
Website strategy
Website design
Website development
The Challenge
When Xindi approached me, she wanted more consistency in revenue for her business. She had nailed down her brand and messaging, and wanted to clear any blocks in the sales journey that could impact or deter potential clients from booking in with her. Her one-page website didn’t reflect her services clearly or the impact she had on her clients, in a compelling way. Xindi had a range of services through which she helped her client’s achieve great results in their businesses which she wanted to showcase in more detail.
The one-page website wasn’t easy or comfortable to navigate for her audience and contributed to being a block for leads to convert into clients.
Xindi wanted a website that not only provided a sleek, easy and clear journey, but also one that reflected the high-end and opulent essence of her brand.
Website strategy
We met on a Zoom video call for a strategy workshop where we uncovered more insights and further defined goals to make sure we were focused on solving the right problem.
We identified 3 main goals for the website:
Increase bookings (and therefore revenue)
Increase email sign-ups
Create a user journey that makes it Xindi’s services easy to understand
Website Strategy
During the workshop, we spoke about Xindi’s dream clients and their psychology when approaching the website. Understanding what mindset her audience would be in based on her marketing strategies (eg. Ads, social media, emails etc), was key in designing a successful website journey. I identified key journeys that would lead website visitors to book in with Xindi, sign up to her newsletter and understand how each one of her packages could help them. These journeys were staple in supporting Xindi’s goal of increasing revenue and email sign ups.
Website design & development
My main design challenge was to create a breathable and minimalist experience with a lot of content. I approached this challenge by getting creative with the layout and introducing custom-coded features to the website that would make a lot of text easy to digest and enjoyable to read. I wanted to ensure the website experience catered for people who skim read content and for those who want to soak up every-last-word. Large bodies of text can be intimidating and off-putting to read, so I used a double column for longer text. This makes it feel like there’s less text to read, so reduces any intimidation.
Using dynamic elements and design psychology, I was able to maximise white space to create a breathable and minimalistic experience without overwhelming website visitors with large blocks of text.
Driving attention
To drive more attention to the impact and results Xindi helps her client achieve, I designed and developed a custom-coded creative carousel feature that would catch the website visitor’s attention and therefore generate more traffic to Xindi’s portfolio. Xindi’s portfolio was key to drive traffic to because she had detailed cases of how she helped her clients and the results they achieved.
“It’s great to know each page was designed to be high-converting”
“I love it! I love how everything is so clearly laid out and dynamic. It’s great to know each page was designed to be high-converting so my audience won’t have to wade through a bunch of distractions to get to what they need to know - that takes some serious skills considering how long my copy is!
Rest assured that Gurpreet knows the back end like the back of her hand and can bring your vision to life better than you thought possible!”
—Xindi Soh
