Squarespace Website Design for Wellness & Leadership Coaching Brand in Atlanta, GA
Project Overview
When Lauren Dike, Founder of Harmonna, approached me for a website redesign, she had done what many smart entrepreneurs do—launched with a DIY site to get started. While this was the perfect first step, her business had evolved to serve both Fortune 500 companies and individual clients, and she was ready for a website that could speak effectively to two completely different audiences with crystal clarity. In just 2 weeks, we transformed her initial digital presence into a strategic, professional website that clearly serves both organizational clients and individual coaching prospects.
Strategic Project Scope
Strategic 2-Week Website Redesign - Complete Squarespace transformation with dual-audience navigation
Audience-Specific Content Strategy - Clear separation and messaging for organizations vs. individuals
Brand Refinement & Visual Strategy - Updated color palette and high-quality visuals for professional credibility
Advanced Booking Integration - Streamlined scheduling with qualifying questions for different service types
Strategic Copywriting - Translated complex somatic concepts into accessible, business-focused language
User Journey Optimization - Clear pathways from homepage to conversion for each audience type
Website Strategy & Transformation
Solving the Dual-Audience Challenge
Lauren's biggest challenge was serving two completely different markets with vastly different needs and decision-making processes. We solved this by:
Creating crystal-clear audience separation - "For Organizations" and "For Individuals" navigation tabs with no confusing dropdowns
Designing audience-specific homepage sections - Each group immediately sees relevant value propositions and clear next steps
Developing tailored messaging strategies - Corporate language for organizations, personal transformation language for individuals
Strategic color psychology - Blue tones for organizational trust-building, warmer orange hues for individual connection
Transforming Complex Concepts into Clear Value
Somatic work and nervous system concepts can feel abstract to potential clients. We made them tangible by:
Translating technical jargon - "Nervous system healing" instead of overwhelming prospects with "somatic" terminology
Connecting to business outcomes - Emphasizing retention rates, team performance, and productivity for organizational clients
Addressing specific pain points - Speaking directly to burnout, stress, and leadership challenges each audience faces
Providing concrete solutions - Clear service offerings with defined outcomes and next steps
Strategic Design Decisions
Building Credibility for Corporate Clients
When you're pitching wellness services to Fortune 500 companies, your website needs to establish immediate professional credibility:
Professional visual identity - Refined color palette that balances corporate trust with wellness warmth
Client credibility indicators - Showcasing work with NASA, Lululemon, Fordham University, and other recognizable brands
Business-focused language - Emphasizing ROI, performance metrics, and organizational outcomes
Streamlined inquiry process - Qualifying questions that help organizations articulate their specific challenges
Creating Connection for Individual Clients
For individual coaching prospects, the approach needed to feel more personal and accessible:
Warmer visual elements - Strategic use of orange tones to create psychological warmth and approachability
Personal story integration - Lauren's lived experience as foundation for her expertise
Clear service pathways - Easy navigation from interest to enrollment for group or 1:1 coaching
Community building elements - Newsletter signup and tools for ongoing connection
Technical Excellence for Professional Operations
Beyond design, we implemented systems that support Lauren's growing practice:
Advanced booking integration - Separate scheduling flows for organizational consultations vs. individual coaching
Qualifying question systems - Speaking inquiry forms collect event details, organizational forms assess team challenges
Payment processing - Backend systems for seamless service delivery and waitlist management
Searchable blog infrastructure - Content marketing foundation for ongoing thought leadership
The Power of Audience-Specific Strategy
This project perfectly demonstrates why generic "one-size-fits-all" websites don't work for complex service offerings. By creating distinct pathways for organizations and individuals, we ensured that:
Corporate decision-makers see professional credibility and business outcomes immediately
Individual prospects connect with personal transformation and accessible support
No audience confusion - each group finds exactly what they're looking for without wading through irrelevant information
Clear conversion paths - from initial interest to booking the right type of consultation
Ready for a Website That Serves Your Audience Effectively?
Your revenue shouldn't be limited by a confusing digital presence. Whether you serve multiple audience types or complex service offerings, let's create a strategic website that guides each visitor to exactly what they need.
