A full design refresh and end-to-end reimagining of voice, built to boost local SEO. Achieved a 2.8% organic traffic conversion rate and 3x lift in unique visitors and inbounds since launch.
A new look
Duncan built his original site himself using Wix. It was functional but formal and written in the third-person. While replatforming to Squarespace, I rewrote each page to be personal and emotionally resonant, helping visitors feel connected immediately.
I reorganized and expanded his services into landing pages for weddings, funerals, and events. I added more testimonials and call-to-action buttons, and built an SEO-optimized structure to rank for key searches.
Lessons
I refreshed Duncan’s lessons page to shift the tone, emphasizing his warmth, youth, and personal connection as a teacher.
I added Squarespace’s playful dividers, improved structure, and created stronger CTAs.
