1. Project brief.
Donna runs an already-busy anxiety therapy practice and has helped many clients through some of life’s toughest challenges. While her business has been doing well, her website hadn’t evolved with her. She wanted an online presence that felt aligned with the person—and professional—she is today.
Donna came to me with one clear goal:
“I want my website to feel like me now—not who I was 8 years ago.”
She had an existing logo and colour palette, but no clear direction beyond that. She needed a partner who could help shape her online identity and build a site that felt calm, welcoming, and genuinely reflective of the work she does.
2. The challenge.
Donna’s old site had become a little stale—basic layout, stock imagery, and copy that no longer represented Donna.
Like many busy business owners, she wasn’t sure where to start. She handed me the reins and trusted me to guide the process from start to finish.
3. What we did.
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I had a call with Donna to discuss her ideal website. We spoke about tone of voice, her achievements, her clientele—all to make a website that spoke truthfully and resonated.
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With a logo and colour palette, I designed a 6-page modern, mobile-first website. Because Donna’s area of work is sensitive, I focused on creating pages that put her client’s minds at ease, including FAQs and a ‘What to Expect’ page.
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We broke down exactly who was coming to Donna on a regular basis, their pain points, and what made them hesitant to book. I rewrote the copy to speak directly to those people in Donna’s natural tone of voice: calm, caring, and empathetic.
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With no brand photography and limited visuals, I got creative. I reworked elements from her logo and brand colours into custom graphic touches and iconography, giving her a consistent visual style that feels unique and personal—without relying on generic stock images.
4. The result.
Donna now has a website that feels unmistakably her. Her website now reassures visitors, builds trust, and reflects the quality of her work. It was designed, written, and built by me in under four weeks.
Since launching the website, Donna has stayed on as an ongoing client. I’m now helping her align her social media and Google Business Profile with her refreshed brand, keeping everything consistent and professional across the board.
Check out Donna’s website by clicking here.
Here’s what Donna had to say about our project together:
“Caitlin has been an amazing support to me.
As a solo business owner it can be difficult to juggle tasks and manage everything. My website and marketing has been pushed to the side for years as I didn't have the time to commit to it or find someone who could.
As an Anxiety Therapist, its so important for me to convey that feeling of safety and reassurance and Caitlin expertly did this.
I found the process so simple as I was only ever dealing with Caitlin from start to finish.
I highly recommend contacting Caitlin and I will now be looking for her to be a regular contact due to the wide range of services she can offer.”
— Donna Shillinglaw, founder of A New Chapter Coaching
