CASE STUDY: MJ Executive Coaching
MJ Executive Coaching offers executive, leadership, and personal development coaching. MJ came to me with an outdated IONOS website that wasn't reflecting her brand or converting visitors. I redesigned and rebuilt the full site in Framer — complete with domain migration, brand refresh, and a streamlined client journey. The site is live at mjexecutivecoaching.com.
CHALLENGE
MJ's existing site was hosted on IONOS — outdated, hard to navigate, and failing to communicate her expertise to potential clients. Before redesigning, I immersed myself in her business: her coaching approach, her target audience, and what her clients needed to feel confident booking a session. In-depth conversations with MJ shaped the direction, ensuring every design decision reflected her voice and values.
DESIGN
I restructured the entire site around a clear user journey — Home with a strong CTA, an About page that builds trust, a Services section with distinct coaching categories, a Testimonials page, and a streamlined Contact and booking flow. The design is warm, professional, and built to convert visitors into enquiries.
INFORMATION ARCHITECTURE
The site is structured across five clear sections: Home, About, Services, Testimonials, and Contact. Each section has a single job — the Home page introduces and hooks, Services explains the offering, Testimonials builds trust, and Contact removes every barrier to booking. The domain was migrated from IONOS to Framer while keeping MJ's existing business email intact.
CHALLENGES
The main technical challenge was migrating MJ's domain from IONOS to Framer without disrupting her business email setup. On the design side, the biggest challenge was translating her coaching philosophy — warm, direct, credible — into a visual language that felt personal rather than corporate.
WIREFRAMING & PROTOTYPING
Before bringing MJ’s website to life, I started with wireframing to map out a clear and intuitive user journey. Every element was carefully placed to ensure seamless navigation, from the homepage’s compelling introduction to the streamlined booking process. Once the structure was set, I moved into prototyping, refining interactions and testing usability to guarantee a smooth experience across all devices. This step was crucial in transforming ideas into a functional, visually engaging design that truly reflected MJ’s coaching philosophy.
USER EXPERIENCE
The redesigned site guides visitors naturally from introduction to enquiry — clear messaging, a logical page structure, and a booking flow with no unnecessary friction. Fully responsive across all devices.
SUMMARY
The new site launched at mjexecutivecoaching.com — a complete transformation from an outdated IONOS template to a brand-aligned, conversion-focused Framer build. MJ now has a site that reflects her expertise, communicates her services clearly, and makes it easy for potential clients to take the next step.
