Project Overview

Client: Purpose Anchored: A  life coaching practice focused on helping individuals move from survival mode into clarity, balance, and purpose.

Product: Marketing website for a 1:1 life coaching service.

My Role: UX Designer & Website Designer
(Strategy, content structure, visual design, and launch)

Timeline: June - July 2025 (2 months)
(discovery → design → launch)

The Problem

Purpose Anchored was gaining traction through Instagram and word-of-mouth, but lacked a dedicated website.

Key Challenges

• Potential clients had no central place to learn about services

• Booking required DMs and manual coordination

• The brand felt legitimate on social media but unclear and incomplete elsewhere

Business + User Tension

• Users wanted reassurance, clarity, and professionalism before booking

• The business needed a scalable way to communicate value and convert interest into sessions

Without a website, trust and discoverability were limiting growth.

Research & Discovery

Given the project scope, I focused on lightweight, practical research rather than formal academic studies.

Research Methods

• Competitive review of life coaching and wellness websites

• Brand audit of Purpose Anchored’s Instagram content and tone

• Industry pattern analysis (how coaching sites establish trust quickly)

Key Insights

Successful coaching sites prioritize:

• Clear positioning above the fold

• Calm, grounded visual language

• Transparent service explanations

• Overly complex sites increased cognitive load and reduced trust

• Clients value emotional safety as much as credentials

Design takeaway: Simplicity builds credibility.

UX Strategy

The core UX goal was to reduce uncertainty and increase trust.

Strategy Principles

• Make the value clear within the first 10 seconds

• Guide users gently toward booking — no pressure, no clutter

• Reflect the calm, grounded nature of the coaching experience

Primary User Needs

• “Is this for me?”

• “Can I trust this coach?”

• “How do I get started?”

  
  

Design Execution

Information Architecture

Single, focused landing page with clear hierarchy. Dedicated sections for:

• Mission & positioning

• Services

• Process

• Testimonials

• Booking CTA

Visual Design

• Earthy green palette to reinforce grounding and growth

• Minimal layout to reduce overwhelm

• Soft typography and generous spacing to create emotional ease

Content Decisions

• Plain-language copy over coaching jargon

• Short, reassuring headlines

• Clear calls to action at natural decision points
  
  

Key Design Decisions (UX Callouts)

1. Clear Call to Action Above the Fold

Instead of a vague welcome message, the hero section:

• States who the service is for

• Communicates the transformation

• Immediately shows how to book

This reduced friction and supported first-time visitors.

2. Simple, Human Tagline

Rather than positioning coaching as a “fix,” the messaging emphasizes support, alignment, and forward movement. This aligned with the emotional state of users seeking coaching.

3. Services Explained Before Selling

Services are introduced briefly on the homepage and expanded in depth on dedicated sections/pages. This allows users to self-educate before committing.

Outcome & Impact

What Improved

• Discoverability: The business now has a searchable online presence

• Trust: Visitors can clearly understand the offering before reaching out

• Bookings: Sessions no longer rely solely on DMs, causing a 60% increase in bookings.

Success Metrics (What I’d Measure)

• Booking conversion rate

• Time on page

• CTA click-throughs

• Organic traffic growth (SEO)

  
  

What I’d Do Next

If the project continued, the next steps would include:

• Adding blog or resource content to support SEO

• Refining copy based on real user questions

• Testing alternate CTA language

• Integrating email capture for long-term nurturing

  
  

Thank you for reading!