Meet Sarah. She’s an expert coach, but her website was a “WordMess.”
Note: To protect client confidentiality, “Sarah” and “Clarity Coaching” are a demonstration profile I created based on real-world scenarios I see every day. While the company name is a demo, the problems described—and the downloadable reports below—are the exact tools and strategies I use to help real business owners.
Sarah Jenkins, the founder of Clarity Coaching, helps mid-career executives navigate high-stakes career pivots. She is brilliant at what she does, but her business growth had hit a plateau.
She built her website herself years ago. It “looked fine” on her laptop, but she was terrified to touch it for fear of breaking the layout. She was embarrassed to send high-ticket prospects to it because it felt “generic.” And worst of all, she was “flying blind”. She had no data to tell her if her marketing was actually working.
Here is the step-by-step story of how we turned her source of stress into a lead-generating asset, featuring the actual reports available in my client toolkit.
Phase 1: Stop Guessing
Sarah came to me thinking she needed to spend money on Facebook Ads. I told her to put her wallet away. Before spending a dollar on promotion, we needed to look under the hood.
We started with a Marketing Roadmap. This wasn’t an automated scan; it was a manual, deep-dive audit of her messaging, technical health, and SEO.
The Marketing Roadmap is a diagnostic service that answers key questions for a business owner.
The roadmap moves beyond basic demographics to define the specific narrative of the customer.
What is their internal problem? It identifies the deep-seated frustrations or fears that drive them to seek a solution.
Who is the “Hero”? It identifies distinct client profiles with specific needs rather than broad, generic categories.
What are they really buying? It clarifies the psychological driver behind the purchase (e.g., realizing they aren’t buying a “service,” they are buying a specific outcome or relief from a problem).
The audit determines why the current digital presence is acting as a “barrier” rather than a “bridge.”
Is there technical friction? It identifies invisible issues, such as slow mobile load times or unoptimized assets, that cause visitors to leave immediately.
Is the messaging “vanilla”? It evaluates if the current copy is too generic, confusing, or relies on “fiction marketing” clichés, providing a clear score on effectiveness.
Are there “dead ends”? It highlights conversion blocks, such as generic contact forms that create friction for high-value prospects who are ready to book.
The roadmap provides a clear communication framework to fix unclear messaging.
How do I explain what I do? It provides a concise “One-Liner” designed to spark curiosity and clearly articulate the offer.
How do I position myself? It defines the business’s role as the “Guide” demonstrating both empathy and authority, ensuring the customer remains the hero of the story.
It stops the guesswork of chasing trends and analyzes which “engine” fits the business’s specific budget and goals.
Should I focus on SEO or Social Media? It scores different marketing engines (Intent-Based vs. Relationship-Based vs. Interruption-Based) to find the highest ROI path.
How do I capture leads? It determines the specific lead magnet mechanism needed to turn anonymous website visitors into engaged email subscribers.
The service culminates in a prioritized “Action Plan” to eliminate overwhelm.
What is critical vs. important? It separates immediate “triage” tasks (urgent fixes) from long-term strategic growth projects.
What technical foundation do I need? It advises on the necessary infrastructure, such as managed hosting or specific software, required to support the new strategy.
The Findings
- The “Flying Blind” Problem: She had no Google Analytics installed. She was guessing, not marketing.
- The Mobile Roadblock: Her site took 5.8 seconds to load on mobile. She was losing half her traffic instantly.
- The “Vanilla” Trap: Her headline (“Unlock Your True Potential”) was generic “fiction marketing” that failed to connect with high-level executives.
The Decision
The Roadmap made it clear that “patching” the old site wasn’t enough to reach her goals. Sarah decided to invest in a strategic redesign to fix the technical foundation properly and fine-tune her marketing message.
See the actual diagnostic report that revealed the hidden issues.
Phase 2: The Blueprint
Before writing a single line of content, we needed a plan. We moved to the Website Blueprint phase to architect a site that would position her as a premium authority.
The Website Blueprint is a comprehensive strategic plan that serves as the single source of truth for your entire project. It aligns your narrative, design, and technical goals to streamline the build process and ensure consistency across your new site.
Absolutely. Instead of forcing you to write into a blank text document or using confusing “Lorem Ipsum” filler in the design, we provide a content guide based on a proven narrative framework. This gives you usable first draft content that fits the design layout perfectly, right from the start.
We create a “psychological skeleton” for your site, mapping out exactly how a visitor moves from “Curiosity” to “Customer”. We audit your existing structure to prune “bloat,” ensuring the user journey is intuitive and consistent across the whole site.
Yes. By validating the user flow and technical requirements early, we eliminate costly backtracking and “change orders” during the build phase. It ensures we build the right thing the first time, turning a chaotic project into a streamlined execution.
You walk away with a crystal-clear execution plan, including a messaging and technical strategy. It empowers you to choose the right build path—whether that’s a “Guided DIY” launch or a “Full-Service” partnership—with total confidence.
The Strategy
- The Messaging: We pivoted her message to the “Stuck Executive” persona, using the headline: “Most executives spend their 40s feeling stuck…”
- The Tech Stack: We planned a move to EtchWP. This would ensure sub-2-second load times and give Sarah a “Brand-Safe” editor experience so she could create and edit both pages and posts without ever breaking the design again.
- The Marketing Engine: We planned a “Hub and Spoke” model, integrating a PDF checklist (“The Mid-Career Pivot Checklist”) into her blog posts to capture leads.
See the sitemap and technical strategy we built before development.
Phase 3: The Launch & The Long Game
We executed the Blueprint, building a high-performance site and launching it on my Managed Hosting & Care Plan.
To ensure this new design continued to perform, Sarah upgraded into my GPS Growth Plan (Growth, Performance, Strategy).
The GPS Growth Reports service is a strategic performance monitoring system that combines monthly pulse-checks with quarterly deep-dives to answer key questions about your website’s health and real-world impact.
For most things, no. Your plan includes one hour of direct support every month specifically for this purpose. If monitoring catches a “quick fix” issue, like a plugin conflict or a large image slowing you down, it is handled immediately. You don’t have to ‘play tag’ with requests and approval emails wait for approval emails. Your business just keeps running.
Absolutely. We move beyond vanity metrics to provide a “Prescription.” The Monthly Report is your “pulse check”—tracking trends and spotting immediate opportunities. The Quarterly Strategy Review analyzes long-term trends and outlines specific next steps for growth. It will give you a clear plan you can execute yourself (DIY), or a transparent quote if you prefer to have me handle the heavy lifting.
The “Safety Net” (Month 1)
The value of this “insurance policy” became obvious just a few weeks after launch. Excited to use her new site, Sarah uploaded a new “Hero Image” to her homepage. Unknowingly, she uploaded a massive 4MB file. This is a common mistake that usually destroys mobile speed silently.
- The Catch: The Monthly GPS Report flagged the issue immediately. Her mobile speed had tanked back to the “Red Zone” (5.8s), causing mobile engagement to temporarily drop by 10%.
- The Fix: Because she was on a Care Plan, I didn’t just report the news; I fixed it, compressing the image and restoring her lightning-fast speed before it could hurt her SEO rankings.
See early keyword wins tracked and how the speed regression was caught.
The Transformation (Quarter 1)
With the technical foundation secured, we let the strategy run for a full quarter. By the time we sat down for our Quarterly GPS Review, the data told a completely different story from where we started.
- Traffic Explosion: Organic Search traffic grew by 45% as Google rewarded the faster, better-structured site structure.
- Mobile Success: The mobile engagement rate jumped to a healthy 68%
- Speed: The new mobile load time clocked in at a steady 0.91 seconds.
- Leads: The new PDF checklist generated 127 downloads, building her an email list for the first time.
See the long-term data trends and how we used them to plan her next Nurture Campaign.
Stop Guessing. Start Growing.
Sarah is a brilliant coach, but expecting her to also be a master of website design, development, SEO, and content marketing is simply unreasonable.
She didn’t need to learn a new profession to achieve 45% growth; she just needed a partner to help her find the way.
bpnWebTech is that partner, with services that are designed to take the guesswork out of the process, pulling the answers directly from your expertise and translating them into a website and marketing strategy that works.
