Karen Price Owen Coaching
The project
Karen’s coaching approach is warm, practical, and personal. Her website was scratching the surfce, but visitors needed a clearer understanding of who she helps, what she offers, and where they should start/
What we did
We started with a website audit, persona development, and a strategy workshop to uncover what mattered most to Karen and her clients. Those insights shaped the messaging, organization, and user experience before a single page was designed.
The outcome
With a clear strategy in place, we created a website that reflects Karen’s authentic approach to coaching, guides visitors naturally through her services, and makes it easy to take the next step.
The Process
Step 1: Strategy Workshop
Before a single page was designed, we took time to uncover what really mattered.
Through a guided workshop, we explored Karen’s audiences, business goals, the work she wanted to attract, and one of my favorite questions: “What questions do you get asked all the time?”
The answers revealed opportunities Karen hadn’t considered. Together, we refined her messaging, broadened her audience to include executives, leaders, and speaking engagements, and built a clear strategy that guided the entire website.
Step 2: Persona Development
Personas aren’t about putting people into boxes. They’re about understanding them well enough to speak their language.
To ensure Karen’s messaging truly resonated, we developed detailed personas for her individual coaching audience. We explored who they are, what they care about, what challenges they’re facing, and, just as importantly, how they see themselves.
One insight was especially interesting. While some people in Karen’s audience may feel like they’re “shrinking” or becoming less visible, they don’t identify with that language. By understanding not just their struggles, but their perspective, we were able to create messaging that feels encouraging, relatable, and respectful.
Step 3: Site design
Karen already had the foundation of a strong brand, with a logo and business card designed by a local designer. Our goal wasn’t to reinvent it, it was to bring it to life online.
Using the insights from our strategy workshop and persona development, we created a website that feels authentically Karen while clearly guiding each audience (executives, leaders, groups, and individuals) to the information that’s most relevant to them.
Every design decision, from the page structure and messaging to the visual style and calls to action, was guided by the strategy we uncovered together. The result is a website that’s welcoming, easy to navigate, and clearly communicates Karen’s services while helping visitors confidently take the next step.
