Natalie Dillow approached me to create an initial website for her coaching practice, where she focused on helping individuals navigate life transitions, relational challenges, and career growth. The goal was to establish an online presence that clearly communicated her offerings while maintaining a tone of sensitivity and professionalism.

As her practice expanded into the Flourish brand, new challenges emerged:

• Representing a multi-coach team and their unique expertise.
• Explaining the structure of the 10-month cohort and its benefits in a concise and engaging manner.
• Encouraging sign-ups through streamlined application and contact features.
• Balancing professionalism with warmth to make users feel supported and safe.

Phase 1: Launching Natalie’s Coaching Practice Website

I started by designing a simple, responsive website for Natalie that introduced her practice and services, including:

• Services Offered: Individual coaching, group coaching, and couples/family counseling.
• Language Sensitivity: Careful attention to terminology like Healthy Sexuality, Infertility, and Faith/Spirituality to ensure clarity and empathy.
• Testimonial Section: Included anonymized testimonials to provide social proof while protecting client confidentiality.
• Visual Elements: Professional and uplifting imagery of women in supportive environments to resonate with the target audience.

This initial site was designed to launch quickly and effectively establish Natalie’s presence online, with a main landing page and contact form.

Phase 2: Evolving into the Flourish Brand

As Natalie’s coaching practice grew into Flourish, I expanded the website to reflect the vision of a women’s cohort led by three coaches. Key updates included:

1. Meet the Coaches Section

• Highlighted the expertise of the three coaches: Natalie Dillow, Dr. Karen Bergstrom, and Jessica Reigel.
• Designed individual bios to emphasize their professional credentials, personal growth philosophies, and unique contributions to the Flourish program.

2. Program Details

• Created a detailed About Flourish section to explain the TLP framework, the benefits of group coaching, and how participants would grow in self-awareness and relational skills.
• Included FAQs with collapsible menus to address common questions like:
  • What is Flourish TLP?
  • What happens when you sign up?

3. Application and Onboarding

• Designed a Get Started section with a prominent “Download Application” button to streamline the process for prospective participants.
• Outlined the onboarding process, including the TPRAT assessment and initial one-on-one coaching session to establish personalized goals.

4. Professional Design Enhancements

• Added visuals of women engaging in discussions and forming connections to reflect the cohort’s supportive atmosphere.
• Maintained a clean and professional layout to balance warmth with credibility.
• Included a Contact Us form and helpful footer links to a Privacy Policy and Help page, ensuring trust and accessibility for users.

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The expanded website successfully established Flourish as a trusted and empowering brand for women’s personal and professional growth. Key features included:

• Clear Navigation: Users could easily learn about the cohort, meet the coaches, and sign up.
• Personalized User Experience: Testimonials and coach bios created a sense of connection and trust.
• Scalable Design: The site was designed to grow alongside Flourish, with room for additional resources and future features.

The launch of the Flourish website marked a significant milestone for Natalie and her team. Outcomes included:

• Increased Cohort Sign-ups: The streamlined application process and detailed program description attracted more participants.
• Enhanced Brand Identity: The cohesive design and professional presentation positioned Flourish as a credible and supportive community.
• Positive Feedback: Natalie and her team were thrilled with how the site represented their vision, and users appreciated the clarity and warmth of the design.

The Flourish website is a testament to the power of thoughtful design and strategic planning. By focusing on user needs, clear communication, and a professional yet inviting aesthetic, the site effectively represents the Flourish brand while providing a welcoming entry point for women seeking growth and support.

This project highlights my ability to adapt to evolving client needs, scaling a simple initial design into a comprehensive platform that supports a thriving community.

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