Website Redesign for Coaches, Counselors, & Small Business Owners
A Behind-the-Scenes Look at a Strategic Website Redesign Project
If you’re a coach, counselor, or small business owner whose business has evolved over time, chances are your website has tried to keep up, but may no longer reflect where you are now.
Multiple offers. Multiple courses. Maybe even multiple websites.
This is more common than you think, and it’s exactly the need we addressed in this website redesign for Dr. Jessica Nazzaro, founder of Countryside Women’s Health Co.
Take a look behind the curtain on what goes into a strategic website redesign, and how merging her two separate websites into one cohesive brand hub created clarity, alignment, and room for growth.
When Your Website No Longer Fits Your Business
Jessica came to me with two existing websites:
One focused on hormone health and midlife resources for women
And another centered around her homesteading and hobby farm
Each site served their own unique purposes, for a time. Over the years, her work had evolved into something deeply integrated: medical expertise, midlife support, faith-based wellness, and country life. Yet online, those pieces lived separately. It was time to bring it all together.
INISIDE THIS POST: AT A GLANCE
Should I redesign my website versus give it a refresh?
Merging the website copy from two websites into one.
Branding, Logo Design & Website Redesign
What went into the new website design
Personalized Link-in-Bio page for Instagram
(Just a sampling of all the goodies! Keep on reading for more in the post!)
Building a website that works as hard as it’s owner with SEO!
Tips for redesigning your own website
Should I redesign my website versus giving it a refresh?
A quick note between the two…Which should you do?
It depends.
Not every business needs a full website redesign. If your offers are largely the same, your messaging still feels aligned, and your site structure supports how clients move through your work, a strategic refresh, such as updating copy, visuals, or layout, may be all that’s needed.
A full redesign is most helpful when your business has evolved in a meaningful way: new services, a shifted audience, possibly multiple websites to consolidate, or a brand that no longer reflects the depth of your work.
The difference between the two comes down to alignment and whether your website still fits the business you’re running today.
In Jessica’s case, her business had outgrown its existing structure; she needed one clear digital home that reflected the fullness of her work and supported where her business was headed — making a full, strategic redesign the most supportive next step.
Let's take a look at the phases of this website redesign:
Phase 1: Clarifying the Vision and Message…
… by bringing two voices into one cohesive story.
A strategic website redesign isn’t just about fonts, colors, or trends, it’s about alignment. Before any design work began, this project started with thoughtful, strategic copy led by Nicole Kepic of Nicole Kepic Copywriting.
Jessica came into this redesign with two very different websites, each representing a meaningful part of her life and work. Nicole played a really important role on the front end of the project, helping to marry those two worlds into one cohesive, aligned voice.
Through an intentional process, Nicole worked closely with Jessica to capture not just what she does—but who she is. Her copy reflected Jessica’s medical expertise, heart for women in midlife, faith-based values, and connection to farm life in a way that felt natural, grounded, and deeply authentic.
This step was essential. Without a clear, unified message, merging two websites could feel disjointed or overwhelming. Nicole’s work created a strong narrative foundation; one that allowed the design to flow naturally and the website to feel calm, intentional, and true to Jessica’s vision.
As an added bonus, collaborating with Nicole was an absolute joy! Her insight, creativity, and partnership were invaluable throughout the project.
By the time the design phase began, the website wasn’t just being built, it was being expressed. That clarity made all the difference and is a perfect example of why collaboration and strategy on the front end of a website redesign are so powerful.
Phase 2: Branding & Logo Design
Once the messaging was established, Jessica and I began working together to develop her overall brand design; selecting colors, fonts, and creating a brand-new logo that would encompass the many facets of Countryside Women’s Health Co. The resulting logo reflects her faith and connection to nature, and those same colors and fonts were carried throughout the website to create the warm, inviting online presence Jessica envisioned.
Primary Logo
Secondary Logo
Phase 3: What Went Into the New Website Design
Once the visual branding and logos were established, I was ready to move into the design phase of her new website, creating the layout, design, and user experience for the new Countryside Women’s Health Co. website.
The new site needed to:
Be easy to navigate
Feel warm and welcoming
Guide visitors to the next right step
Support current offers and future services
Clearly communicate services without visual overwhelm
The Specifics of What the New Website Needed to Include:
Jessica’s new website was designed to function as a central brand hub, including:
Course modules for women in midlife
A dedicated page for midlife coaching services
A home for upcoming Menopause Telehealth services
An e-commerce shop for faith-based merchandise, farm goods, and wellness products
A blog containing all her content regarding Midlife & Hormones, Wellness & Lifestyle, Medical Commentary & Analysis, and Farmlife & Recipes
A custom “Link in Bio” page to support Instagram traffic (this is a fantastic way to bring more traffic to your site versus a third party site!!)
Course module created in Squarespace
Squarespace makes it very easy to create online courses for your audience, customers, and potential customers! Above is an sample of one of the course pages I made for Jessica’s new website.
A dedicated website page for Jessica’s Menopause Telehealth service.
We intentionally created this page as a home for the upcoming service, so interested visitors could easily join an interest list while the service is in development.
Personalized link-in-bio page for Instagram
A custom “Link-in-Bio” page that lives on your website to support Instagram traffic is a fantastic way to bring more traffic to your site versus a third party site!
I share more about how to get more traffic to your website using Instagram & using personalized link-in-bios here.
Phase 4: Building a Website That Works as Hard as Its Owner
(Well, this is technically an “All Phase” step as SEO plays a major role in each step I take in web design.)
One of Jessica’s priorities for her new website was that it wouldn’t just look good - it needed to work hard behind the scenes, too. She wanted a site that could help bring organic traffic to her work over time, rather than relying solely on social media or word of mouth.
To support that goal, SEO was intentionally built into both the front end and back end of her website.
This included creating clear site structure, search-friendly page organization, and thoughtful use of headings and content so both visitors and search engines can easily understand what the site offers.
Beyond the build itself, I also walked Jessica through how to use her website with SEO in mind; how to think about page titles, blog content, and updates in a way that supports long-term visibility. The goal was to give her a website that not only supports her business today, but continues working for her as she creates and shares new content in the future.
For service-based business owners and small business owners, this kind of SEO-forward approach allows your website to become a steady, sustainable part of your marketing - quietly doing its job, day after day.
I share more about how to incorporate SEO in your website here!
The Results: One Cohesive, Growth-Ready Brand Home
The transformation wasn’t just visual, it was functional and strategic.
Jessica’s new website now offers:
One clear place for everything
Simplified content management
A stronger brand presence
Clear service positioning
A calmer experience for both the business owner and visitors
A website that works as hard as Jessica with built-in SEO to attract her ideal clients.
And this one is HUGE for Jessica: Built-in flexibility for future offers and expansion with a website that will be easy for her to manage.
In short, the website now supports the business, rather than creating more work. You can check out her newly redesigned Squarespace website here!
What Coaches, Counselors, & Small Business Owners Can Learn From This Redesign
If you’re wondering whether it’s time to redesign your website, here are a few signs:
Your services have evolved, but your site hasn’t
You feel scattered or unclear when sending people to your website
You’ve outgrown a DIY or template-based setup
You’re managing multiple sites or platforms that no longer make sense
Your website doesn’t reflect the depth or quality of your work
A strategic website redesign can bring clarity, confidence, and ease—especially when you need your website to work as hard as you do.
Thinking About Your Redesigning Own Website?
If you’re a coach, counselor, or small business owner whose business has grown and shifted, your website should reflect who you are now—not who you were when you first started. Here are some of my posts that can help get you started on redesigning your own website:
How to Design Your Own Website in 5 Steps
Blueprint for a Successful Website
Questions to Inspire Website Homepage Copy (Website Copy tips for coaches, counselors, & small business owners)
What to Include on Your Website’s Homepage (5 must-have sections that you don’t want to leave out!)
What to do After Launching Your Website (Tips to get you more website traffic!)
Would you like help with your website redesign?
I help entrepreneurs create websites that feel grounded, intentional, and aligned with the work they’re called to do, with SEO built in to support long-term visibility and growth.
If that sounds like what you’re craving, I would love to do the heavy lifting for you!
