Redesigning a wellness coach’s digital presence for clarity and conversion
Redesigning a wellness coach’s digital presence for clarity and conversion
Client
Client
Laura Bey
Laura Bey
Project Type
Project Type
Web & Mobile Design
Web & Mobile Design
My Role
My Role
UX Designer
UX Designer
Duration
Duration
Dec 2025 - Jan 2026
Dec 2025 - Jan 2026
Open to design conversations and new opportunities!
Why it was failing
Why it was failing
The site had content but no clarity, inconsistent branding, unclear services, and no visible coach left users unable to understand what was offered, trust who was behind it, or take any meaningful action. Visitors left before they could become clients
The site had content but no clarity, inconsistent branding, unclear services, and no visible coach left users unable to understand what was offered, trust who was behind it, or take any meaningful action. Visitors left before they could become clients
User Experience & Priorities
Clearly communicate coaching services and approach
Help prospective clients evaluate fit and value
Give users a reason to trust the coach before they book
User Experience & Priorities
Clearly communicate coaching services and approach
Help prospective clients evaluate fit and value
Give users a reason to trust the coach before they book
Content & Interaction Requirements
Content & Interaction Requirements
Self-service content editing for ongoing updates
Detailed service pages with descriptions and pricing
Supporting content to establish expertise and keep users engaged
Clear contact and consultation booking paths
Self-service content editing for ongoing updates
Detailed service pages with descriptions and pricing
Supporting content to establish expertise and keep users engaged
Clear contact and consultation booking paths
Brand & Business Objectives
Brand & Business Objectives
Convey warmth, trust, and professionalism
Reflect wellness values (calm, growth, balance)
Convey warmth, trust, and professionalism
Reflect wellness values (calm, growth, balance)
User could not grasp the value of coaching services
User could not grasp the value of coaching services
Turnstone Wellness is a health and wellness coaching service struggling to convert website visitors into bookings. Through heuristic evaluation and user interviews, it became clear the existing site wasn't building the trust or clarity users needed to take action.
Turnstone Wellness is a health and wellness coaching service struggling to convert website visitors into bookings. Through heuristic evaluation and user interviews, it became clear the existing site wasn't building the trust or clarity users needed to take action.
Design priorities defined through discovery
Design priorities defined through discovery
Early client conversations and research shaped three clear priorities for the redesign
Early client conversations and research shaped three clear priorities for the redesign
Designing a clear user journey to guide conversion and value
Designing a clear user journey to guide conversion and value
To address the lack of a clear conversion path, I mapped the user flow around three key goals: exploring services, building trust, and staying connected
To address the lack of a clear conversion path, I mapped the user flow around three key goals: exploring services, building trust, and staying connected
Active navigation state exists but is too subtle to guide users effectively
Relying on email as CTA creates friction at the moment of conversion
Services buried below the fold with no visual distinction between offerings
Coach-first framing leads with mission instead of user benefit
Previous Solution: Home Page
No hero or hook, page starts mid-content with no orientation
Generic nav labels don't guide users toward booking
Dense, unstructured text no visual hierarchy to guide the eye
No coach story users don't know who they would be working with
Previous Solution: Coaching Page
BEFORE
Flat, undifferentiated all pages at the same level
Flat, undifferentiated all pages at the same level
Homepage
Homepage
My Story
Services
Resources
Contact
No sub-pages, services lack detail or pricing
No sub-pages, services lack detail or pricing
Coach story buried, no trust-building path
Coach story buried, no trust-building path
No booking CTA or clear conversion structure
No booking CTA or clear conversion structure
Nav labels don't guide users toward action
Nav labels don't guide users toward action
AFTER
3-level hierarchy mapped to user goals
Homepage
Homepage
Services
Setting Down Roots
Cultivating Growth
Coach's Story
Meet Laura
Testimonials
Resources
Articles
Workshops
Book a session
Services expand into detailed, comparable pages
Services expand into detailed, comparable pages
Coach's story surfaces trust before users book
Coach's story surfaces trust before users book
Booking CTA reachable from every section
Booking CTA reachable from every section
Clear nav labels replace generic options and every item maps to a user goal
Primary value proposition and CTA placed above the fold to immediately orient users and clarify next steps
A clear first point of contact that grounds users and sets expectations
Coach presence, creating a connection with client quickly and social proof of the work
Coach introduced early to build trust and credibility before users reach services
Structured service comparison reduces cognitive load and supports confident decision-making
Social proof nudge reduces decision paralysis
Service offerings surfaced in a card-based layout to support quick scanning and early comparison
Scannable event cards support quick browsing and registration
Clear service categories make it easy to understand offerings at a glance
Scannable event cards support quick browsing and registration
Clear service categories make it easy to understand offerings at a glance
Participant 1
Participant 1
"The site feels calm and trustworthy. I don’t feel pressured to sign up right away, which actually makes me more open to exploring what the coaching is about."
"The site feels calm and trustworthy. I don’t feel pressured to sign up right away, which actually makes me more open to exploring what the coaching is about."
Participant 2
Participant 2
"I understand the kind of support they offer, but I had to read a bit to figure out what the first step would be for me as a new client"
"I understand the kind of support they offer, but I had to read a bit to figure out what the first step would be for me as a new client"
Participant 3
Participant 3
"I like the tone, it feels personal and thoughtful but I would probably want one or two more concrete examples or stories but I might just reach out.."
"I like the tone, it feels personal and thoughtful but I would probably want one or two more concrete examples or stories but I might just reach out.."
The site is live and available to view: https://www.turnstonewellness.com
The site is live and available to view: https://www.turnstonewellness.com
Note: Some elements may differ slightly due to client-led updates after delivery.
Note: Some elements may differ slightly due to client-led updates after delivery.
What would I do next
What would I do next
The redesign addressed the core problems identified in discovery, but there's always room to go further. If time and budget allowed, I would focus on
Introducing subtle motion to enhance delight and guide attention, while preserving the site’s calm, trustworthy tone.
Exploring Framer as a build environment to unlock richer interactions beyond what Wix currently allows.
Reframing coaching stories into structured, in-depth case examples to help users better understand outcomes.
Conducting a more rigorous usability study post-launch with users to validate whether the redesign meaningfully improved booking confidence and task completion and building on the initial pre-launch testing
The redesign addressed the core problems identified in discovery, but there's always room to go further. If time and budget allowed, I would focus on
Introducing subtle motion to enhance delight and guide attention, while preserving the site’s calm, trustworthy tone.
Exploring Framer as a build environment to unlock richer interactions beyond what Wix currently allows.
Reframing coaching stories into structured, in-depth case examples to help users better understand outcomes.
Conducting a more rigorous usability study post-launch with users to validate whether the redesign meaningfully improved booking confidence and task completion and building on the initial pre-launch testing
Reducing friction from first click to booked session
Reducing friction from first click to booked session
The full experience, optimised for mobile
The full experience, optimised for mobile
The redesign was built mobile-first, ensuring the same clarity and conversion focus translates across every device.
Designed mobile-first, the experience delivers the same clarity and conversion intent across every screen size.
Validating navigation and clarity through usability testing
Validating navigation and clarity through usability testing
Conducted a rapid usability study with 5 participants to validate whether first-time users could navigate the site and understand key content without guidance.
Conducted a rapid usability study with 5 participants to validate whether first-time users could navigate the site and understand key content without guidance.
Open to design conversations and new opportunities!
2
A clear first point of contact that grounds users and sets expectations
1
1: Clear nav labels replace generic options and every item maps to a user goal
A clear first point of contact that grounds users and sets expectations
2: Primary value proposition and CTA placed above the fold to immediately orient users and clarify next steps
2
1
1: Clear nav labels replace generic options and every item maps to a user goal
A clear first point of contact that grounds users and sets expectations
2: Primary value proposition and CTA placed above the fold to immediately orient users and clarify next steps
1
1: Coach introduced early to build trust and credibility before users reach services
Coach presence, creating a connection with client quickly and social proof of the work
1: Social proof nudge reduces decision paralysis
Structured service comparison reduces cognitive load and supports confident decision-making
2: Service offerings surfaced in a card-based layout to support quick scanning and early comparison
1
2
Scannable event cards support quick browsing and registration
Clear service categories make it easy to understand offerings at a glance
Scannable event cards support quick browsing and registration
Clear service categories make it easy to understand offerings at a glance
Client
Turnstone Wellness
Project Type
Web & Mobile Design
My Role
UX Designer
Duration
Dec 2025 - Jan 2026