Working with Kelly on this project was an absolute delight, and the final website is something I’m incredibly proud of!!

When you work by yourself, for yourself - you are in it. I don’t know how else to describe it, but there’s just SO much to think of, and it can be so hard to think clearly and pull all the various strings together. It’s so personal, and so overwhelming - there’s so much you COULD say, how do you narrow it down? It’s something I’ve struggled with myself for many years (which lead me to doing alllll the research and courses on copywriting).

Although I’ve designed several websites for myself and friends over the years, Kelly was my first official client. Working with Kelly actually showed me how much I love doing this for other people - being able to dive into someone else’s brand, marinate in it, and pull out all the good stuff and watch it all come together in this website was soo deeply satisfying.

Design Brief

ABOUT Kelly

Kelly is a Melbourne based Kinesiologist + Medical Intuitive, who needed some help bringing her brand to life with a professional & modern website, that wasn’t stuffy or boring and most importantly - reflected her warmth and friendliness to her target audience.

Kelly had her visual brand ready to go, but needed some help defining her target audience & shaping her written content into something that would work on a website, as well as bringing her visual brand to life on a website.

That’s where I stepped in 🤓.

BRAND STYLE GUIDE

Kelly had previously worked with a graphic designer to develop her brand colours, fonts, logos and custom watercolour/ink artwork.
The overall vibe Kelly wanted to create when using her website was a calming, gentle, healing one.
She was adamant about having as few straight lines as possible, and in particular, wanting each different section to be a wavy line instead of a straight one.

TaRGET AUDIENCE

Kelly’s project needed two service pages, for working with her, or studying with her. Originally, Kelly struggled at describing her target audience, but during our Brand + Strategy workshop it was easy to see that Kelly knew exactly who she was helping. After working together, we were able to identify her target audience very clearly, and then craft written copy for her website that would speak directly to them.

Ultimately, we identified that Kelly’s target audience are women between 25-45 who are struggling to balance two contrasting beliefs - that they have built a wonderful life they love, and yet they still feel empty. Her target audience are usually hyper-functioning, hyper-independent, hyper-vigilant women who feel empty and get no joy, satisfaction or fulfilment from their life - despite having ticked all the “boxes” . Their life might look good on paper, but they can’t understand why they:

are always busy, feeling overstretched;
constantly burning out;
experience bouts of depression and anxiety, seemingly without cause;
are constantly putting other people before themselves, personally and professionally.

At a Glance

Here’s a few screengrabs of my favourite pages on her website - the full site can be viewed at www.kellyallison.com.au.

Click on an image to open/expand it.

HOME PAGE screenshot:

Here’s what Kelly has to say…

“Before working with you I had so much trouble articulating what I needed to say on my website, and I was so worried that if I outsourced my website to someone else that I’d end up with a website that didn’t authentically reflect who I am. After talking to you the first time, it just felt right straight away!! You are amazing at what you do, you are very thorough and covered all the bases, I felt like everything was handled and thought of. I liked the way I would talk you through things and you would translate it into writing. The hardest part was, as a high level thinker, dealing with all of the small details!!! I love my new website, and I’m so thrilled at how genuinely it reflects who I am and the services I am offering.”