Erin Allett: Squarespace Website Design
Erin is the face behind Allett Career Coaching.
Having started the business in 2019, Erin offers career coaching for high-performers who are ready to figure out what’s next and take back control of their careers and their confidence.
She had navigated her own career change and decided to dedicate her life to coaching and helping others not feel as confused, anxious, and as lonely as she did.
When it came to her website, she struggled to see the overall layout and and how that was supported with copy and graphics. She would spend hours tweaking the website and never felt happy or proud of where things landed.
She was ready for a redesign!
Let’s dive in further…
Step 1: Pre-design prep
The first step of any website design process is the client homework.
Erin submitted a questionnaire about her website goals, created a Pinterest board, and added images and copy to our shared Google Drive folder.
She just had a brand photoshoot done, which was a very exciting aspect of the website redesign.
Erin also came to me with a brand guide from a graphic designer she had worked with.
She wanted her website to feel strong, confident, bold and trustworthy. She also wanted it to have feelings of being premium and high quality, but balanced with a sense of being approachable and warmth.
Erin’s brand designer did a great job of balancing all these with the fonts, colors, and other visual branding elements she created for her business. The two fonts on the website were Frunchy Regular for headings and Montserrat Light for paragraphs and buttons.
It was my job to bring it to life on the website!
Step 2: Website Design
Erin’s current website didn’t line up with the premium value she offered business professionals who want to invest in making a career change.
She also felt like it didn’t position her as an expert in the space. She found that the website was lacking cohesion and elegance, and that the calls to action were not clear.
She added “I'm not sure if I landed on my page if I'd know what exactly to do next. In general it looks homemade and I want it to look polish, professional, and like a coach is very successful at helping her clients to get results.”
With the vibe of the website, Erin wanted it to feel slightly more masculine, yet still warm. She also wanted it to feel authentic with a smidge of nerdiness to showcase her personality. She wanted people that landed on the website to feel like they knew her and trust her.
And if you don’t know, images are SO incredibly important in conveying the vibe of your business and services. These really helped to not only elevate the professionalism of her new website, but they really let her personality shine through.
Below are before and after screenshots of the new website!
Here is her home page…
Here is her work with me page…
Here is her blog page…
Here is her contact page…
Step 3: Website launch
In the final stage, the domain was connected and the website was live 🎉
I did a video walkthrough of the website so Erin knew how to make updates herself. It’s so important to me that clients have the confidence to make simple tweaks to their website upon transferring ownership over.
This was such a fun project and I hope you enjoyed the behind the scenes!
Here’s what Erin had to say about working together…
“Before working with Lauren, when it came to web design and branding, I felt utterly overwhelmed. Having bootstrapped my career coaching business while working full-time as a career coach at a university, I started with the barest of bare-bones knowing that at some point in the not-so-distant future, I'd need to seriously elevate my website and brand if I was going to attract and resonate with my ideal client. And while I am many things, a designer who can bring a brand to life in a way that builds trust... I am not. I knew I needed help, I just wasn't sure who out there would have the technical skills and the ability to deeply understand my brand and ideal client.
My fears or hesitations before working with Lauren were honestly quite minimal. I found Lauren from a Google search, so I knew her SEO game was strong and if she approached my website redesign with even a 1/100th of that expertise, I'd be moving in the right direction. Lauren's own website was incredibly easy to navigate. I knew what action she wanted me to take when I landed there, which as what I also wanted for my own site. And she provided detailed walk thoughts of past clients' website redesigns. My only slight pause was that I wasn't sure if Lauren would fully understand the look and feel I imagined in my mind and through my brand (a bit mid-century, slightly masculine, powerful yet warm) vibe as most of the examples she shared showcased female entrepreneurs with a more feminine vibe.
What I loved about working with Lauren is that while I struggled mightily to articulate how I wanted specific aspects of my site to look and function, somehow through her questions and deep expertise, she was able to understand what I wanted (even though I don't know if I was quite sure what I wanted lol!). Lauren was super easy to communicate with through the process and never missed a detail. When I would miss numerous details, she was incredibly helpful and direct in reminding me what she needed to strengthen my business via my website redesign.
The new design of my website has relieved so much stress and anxiety that I didn't even realize I had about my site and my business. Before my redesign, I would cringe when I would share content that directed folks back to my site. I knew that if I landed on my site, I likely wouldn't purchase my services. Now when I share my site, I am literally excited every single time and feel proud that when my ideal client lands on my new site, they will not only fully understand my brand and who I am as a coach, but also they will know exactly where to get started in working with me.
Visualizing what my site could look like and articulating that to Lauren was by far the hardest part of the process. While I knew my ideal client inside and out, I didn't know much about websites or website design in a way that would allow me to clearly share with Lauren what I was aiming for. However, her pre-design questions, prompt for me to create a mood board, and her willingness to answer my questions (very quickly!) helped me to gather enough similarly separate pieces of information that Lauren was able to bring my brand to life in a way that I didn't even think was possible.
If you're on the fence about who the right person is to redesign your website, jump down and hire Lauren. Right now. Within two months of first contacting Lauren, I had a brand new site that is aligned perfectly with my ideal client and my brand look and feel. Not only does Lauren have an amazing design skill set, but she's bringing so much more to your site resign in how she carefully - and very intentionally - designs aspects that you can't necessarily see: UX, SEO, analytics, and so much more. I'd hire Lauren again and again without a single hesitation.”
View the live website!
Looking for a website overhaul like Erin?
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