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Client: Alexa Dean is a London-based birth worker, supporting women in various ways on their pregnancy journey. She is Birth Doula, Pregnancy & Postnatal Yoga Teacher, Hypnobirthing Educator, Pregnancy & Postnatal Massage Therapist, and more.

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Challenge: Her website needed a full rewrite. It was outdated and wasn't having as much impact as it should. A huge part of her job is to guide people through this life-changing moment in their lives and to make them feel calm and confident. And yet a lot of her messaging was unclear and slightly confusing. There was a lot of information on her site but it wasn't connecting with her target audience.

 

Solution: One of the key reasons I felt it wasn't connecting was that it was all written in the 3rd person. Her business is herself. That's who she's selling. By changing everything to the 1st person and talking directly to her prospective clients, her site immediately became more personable.

 

Writing as Alexa, I had to really get to know her, so that I could convey her personality. I spent a lot of time talking with her, watching interviews, and reading her blog posts so that my writing felt authentic and true to her voice.

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Below are the Wireframes for the three main navigation pages. Please click to enlarge.