Brand + Kajabi Website Build for an Online Business Coach

Project goal
This project started with a clear problem: customers had no easy way to understand the full offer ecosystem or shop it in one place. My client was mainly selling through Instagram stories linked to individual landing pages, which made the experience feel fragmented. Customers could only see what was directly in front of them at that moment, and there was no clear path for browsing, comparing offers, or naturally moving from a lower-ticket product into a larger coaching investment.

The goal was to create a more cohesive digital home for the business — one that made her offers easier to understand, easier to shop, and easier to grow from over time.

My role
I led the full rebrand and Kajabi website build over a three-month project timeline.

That included:

• brand direction and color palette

• font selection

• graphics and design assets

• homepage design

• about page design

• store pages

• offer landing page design

• overall site structure and visual cohesion

I did not write the copy, but I was responsible for shaping the customer journey and building the visual and structural system that made the site easier to move through.

Strategy behind the work
The strategy was to solve the friction in how customers were experiencing the business.

I started by looking at the offer ecosystem through a customer journey lens. The business had:

• 10 downloadable digital products

• 3 scaled coaching offers

• 2 lead magnets

The problem was not a lack of offers. It was that there was no clear hierarchy or central place for customers to understand how those offers connected.

So I built the site around three priorities:

1. Create a clearer offer hierarchy
Customers needed a better way to understand what was available, where to start, and how lower-ticket products connected to larger coaching offers.

2. Build a more cohesive storefront experience
Instead of relying on scattered story links and isolated landing pages, the site needed to function as a central place where people could browse, compare, and buy more easily.

3. Make upsells and next steps more visible
Part of the strategy was creating a path where someone could come in through a digital product, better understand the coaching ecosystem, and have a natural next step if they were not ready for a bigger investment yet.

Every design and structure decision came back to clarity. The site needed to reduce friction, support trust, and make the business feel easier to understand and buy from.

Results
The finished site gave the client a much clearer and more cohesive digital presence.

Instead of a scattered offer experience, she had:

• a centralized storefront

• clearer visibility into her full offer ecosystem

• integrated cart upsell functions

• a stronger path from digital products into coaching offers

• a more established and consistent online identity

It created an easier shopping experience for customers and better upsell visibility across the business.

The client shared this after the project:

“I truly appreciate you and the work you’ve done. I love what you’ve created and I want you to know that I am so satisfied with the end result. A lot of this project unfolded during a personally complex season for me, and building an online identity in that space was hard. Your support and creative input helped me more than you probably realize, and I’m really grateful for that.”

What this project reflects
Customer journey thinking, offer hierarchy strategy, Kajabi website design, digital structure, visual identity, and solving customer-facing friction through both design and strategy.

• Client type: Online business coach

• Platform: Kajabi

• Offer ecosystem: 10 digital products, 3 coaching offers, 2 lead magnets

• Project timeline: 3 months

• Scope: Rebrand + homepage + about + store pages + offer landing page + graphics + visual system

• Solved for: fragmented buying experience, weak upsell visibility, and no central storefront