Case Study: Online Marketing Strategy & Website Development

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About the Company:

Florie Varga is the founder of Affinity Life and Family Coaching. She is a certified life & family coach that helps good people turn lemons into lemonade.

Specializing in parent coaching, Florie supports parents survive and thrive during the transition into the teen years.

The problem:

Florie needed to get her website up and running and start marketing herself online.

She’d been working with a branding agency and had gone through numerous iterations of her website text and the website map – but she just wasn’t happy with the end result.

One of the main problems was that she didn’t have a clear direction for her business. After three or four rounds of writing and rewriting her website text, she was feeling unclear and no closer to her goal.

What we did together: create an online marketing strategy

Before we could get clear on what Florie’s website would look like, we had to develop a strategic direction that addressed:

  • What Florie was really good at, really enjoyed and what was the most profitable aspect of her business – what services to offer and prioritize.
  • Where she wanted her business to go and how she wanted to grow – her objectives and business direction.
  • What the marketplace and demand looked like  – who her competitors and customers were, and where there was a gap between customer demand and services offered.
  • Who her ideal customers were, what they were worried about, what they wanted and hoped for, and the types of things they said to her when they were describing their situation.
  • Where were her customers online – and how to get in front of them.
  • How to position Affinity Coaching as a business that stood out from the competition and become the logical choice for her ideal client.

What we did together: create a website that attracts clients

One of things that kept popping up is that Florie knew so much about her industry, her process and her tools, she wanted to share so much of it in her website text.

We had to keep coming back to the question: “Why would your customer care about that?”

Instead of emphasizing things from Florie’s perspective, meeting the client where they are – using their language, pain points and hopes and dreams.

From there, we created a website and online brand together that Florie can be proud of.

We worked together to identify:

  • What the website map looked like, what pages we would need and which ones could wait.
  • How to lay out a lot of text in a way that was easy to digest.
  • How to build consumer trust in Affinity, despite the fact it’s a relatively new business.
  • How to use images & graphics to engage the audience
  • How to capture prospective client contact information and schedule new clients easily

The results:

Affinity Coaching has an website that is:

  • Professional and consistent with the initial branding
  • Speaks to the ideal client’s pain points and needs
  • Clearly communicates the benefits and transformation that occurs working with Florie
  • Captures interested party’s contact information.
  • Stands out from the thousands of coaching sites out there

In addition, Florie has the clarity, confidence and a structured online marketing plan to continue to market herself online in a way that works to attract clients.

What the client said:

“With Laurel’s commitment and amazing knowledge and skills, I transformed not only my website but the whole marketing approach to my business. Laurel brought a well-defined step by step strategy for shifting my business focus to the client’s need over a focus on the services offered. As an end product, I have a unique, dynamic and very client centered website.

More than this amazing deliverable, however, Laurel’s professional know-how and steadfast focus encouraged a transformation and evolution in my thinking about the purpose, reason and value of my professional services to my clients. This was a wonderful and unexpected pay-off for me as I establish this new business. One that I envision would have taken a long time to realize without Laurel’s guidance.

I cannot recommend Laurel enough! She knows her business, is always professional, and has amazing positive energy. With my website and new focus I am so excited to move forward with the outreach and growing of my business.”

In gratitude Laurel!”


Online Sales Funnel Creation: Case Study & Review


Client Overview:

Mieke Lily Van Orden is the creative force behind Flux & Stone, a line of handmade artisan jewellery designed to make women feel beautiful.

Based in Victoria, BC, Mieke built her business over the last 4 years by showcasing her work in person at various shows and markets around BC.


Mieke was active online, but wasn’t making any sales from her website or online efforts.

She wanted to start making sales from the web, and wanted to work less than her customary 12 hour market days, without compromising her revenue.


Mieke & worked together over the course of 3 months to develop an optimized online sales funnel.

First we looked at what was working about her business, and what wasn’t.

  1. What customers were most profitable, and what areas of her business were causing profit leaks.
  2. What her existing sales process was, and how we could recreate that process online.
  3. What we could do to easily & quickly increase repeat business.
  4. What her existing online marketing process was.
  5. What parts of her website weren’t working or were neglected and needed to be updated.
  6. What her schedule was like and her strengths and preferences for what she should be delegating.
  7. Where she got stuck executing on strategy.

Then we created her online marketing plan which would show her exactly how to:

  1. Get in front of her target customers online.
  2. Increase repeat business from her current customers.
  3. Steadily build her email list of fans, customers and prospective customers.
  4. Leverage the time she was spending at markets to contribute to her online efforts.
  5. Schedule in various online marketing deliverables, in a way that worked for her based on daily, weekly and monthly tasks.

Lastly, we developed the online assets she needed to execute after we stopped working together:

  1. A new website showcasing her best selling items, where she could easily add new products from her phone.
  2. An email marketing campaign and list building strategy.
  3. A content calendar for her social media, including blog post topics
  4. A social media strategy and automated scheduling system.


I think Mieke and I both thought we’d be working solely on her online marketing, but what happened was I deployed my experience in creating business systems and optimizing operations to create a work day for Mieke that would work to optimize sales as well as her time.

Based on her routine what was already working for her and what she didn’t like we devised a program schedule and a system to help her stay on top of regular social media posts blogging and adding new inventory to her website.

We set her up with an easy to follow system of to-do’s each week and month and set her up with administrative support in the areas where she needed to delegate.

We also set up a comprehensive post sales follow-up system for her wholesale customers which were by far her most profitable area.

What The Client Says About Working With Me:

“To start with the woman just got me organized in a way that I hadn’t been before, and helped me schedule my life in a way that I hadn’t before.  What I thought I wanted from her, I actually got a whole different thing. Which was learning how to organize my life in a professional manner which will benefit me for years to come.

Would I recommend? Yes, Totally! I think that the things she taught me are so invaluable. I didn’t even use my google calendar before I met this woman. I’d wake up every day I’d wake up and think to myself, what are all the things I need to get done today and I would try and organize them all in my brain and all the time I was like forgetting somebody or forgetting something or not getting something done, and things were always taking longer and more energy than needed them to.

And these simple steps that this woman has shown me how to put everything into place and now I just wake up and I look at this calendar and I look at the schedule we’ve written out.

And I think that that is the most beautiful part of working with this woman is that she holds you accountable until the point that she actually sees you change.”

Check out Mieke’s new website at

If you would like to explore working with me to optimize your operations market and marketing for increased pleasure and profit please contact me at

Otherwise please join me in congratulating Mieke on presenting her beautiful work online in a way that she can be proud of.

The F Word that is Critical To Your Success

The F Word that is Critical To Your Success

I know what you’re thinking and I’m not talking about swearing, ( although that would be fun. )

I’m talking to you about the word Failure.

There’s two huge myths about failure that we are going to bust here and now, today to make you feel better about it.

I’ll also share how to deal with it, and why it’s actually a requirement for success in both your business and your personal life. And, for the first time in public, two of my biggest failures in business.

One huge myth about failure is that if you make a mistake or you screw up or you fail that you are somehow doing it wrong, and that you shouldn’t make mistakes.

I’m here to tell you that that is not true.

Actually, failure is a requirement for success. To get to where you’re going, you need to become a different person.

In order to become a different person, you need to try, and trying includes failure.

It simply does.

It’s actually a requirement for success, so the more that you’re failing, the faster you’re growing, and the closer you are getting to becoming the person you intend to be, and grow the business that you’re trying to create.

For every failure, instead of thinking to yourself, “Oh, I screwed up. This is awful.”

I want you to give yourself a huge pat on the back because you are growing and progressing as a human being, so failure is not bad, it is awesome.

The second myth about failure is that not everybody does it.

I’m here to tell you today that, indeed, no matter what people look like on the internet, how perfect and together and successful, behind the scenes, it’s much, much different.

I am going to share with you two of my personal biggest failures in business. Just so you know, you are not alone.

The first one maybe would have made a lot of people give up, and it was the very first day I became an entrepreneur.

I made Partner at a digital marketing company. I was 23. I was so excited. I signed on that dotted line. I did not get a Lawyer to look at the paperwork. I did not get an Accountant to look at the bank statements.

As a result, I signed up for $80,000 worth of debt on my very first day of being an Entrepreneur. That’s a pretty big failure! I had no idea what I was doing, and when I heard that I owed now $80,000, I was a little bit distressed certainly, but I did not let that stop me, and I kept going, and I paid off that debt, and 13 years later, here I am today.

You know what? I don’t regret it, because it just highlights and underlines the importance of not skimping on due diligence.

I learned a really important lesson that Lawyers and Accountants are there for a reason, and you should engage them, and pay them what they’re worth, because they can save you a ton of money.

The second biggest mistake that I think I made in business, and it’s debatable of course, is a bunch of years ago, I decided I was going to start a software outsourcing firm.

One of my awesome Software Engineers was moving back to Pakistan, and because labor is plentiful, and at lesser cost than here in North America, we thought we’d take advantage of that situation, and we would start the software outsourcing firm. He would handle all the people in Pakistan. I would generate clients here in North America, and we would work together and make a butt load of money.

Here’s what happened….

We created the brand, the logo, the website. We had a list of target clients. I spent so much time and so much money on getting this business up off the ground. I did not stop to consider, would I actually enjoy it? Would I like this business? Did it fulfill a greater purpose in my life? Is it something that made my heart sing?

While all that stuff sounds really fruity, you know, money is not the only motivator.

You need something bigger. You need a bigger why to get out of bed in the morning. It was only on the very first day that I had to pick up the phone and make that very first cold call, did I realize, I don’t want to do this!

What an expensive mistake. I had to let my partner down in Pakistan. I had spent all this money on marketing collateral and tons of time, and again, a big lesson that I learned was that you need to have a big why in your business. You need to have a mission. Otherwise, it’s not going to work.

I wanted to share that mistake with you as well, because that was a big one. A big doozy!.

You know what? It was just a really, really expensive lesson.

Another way to sort of mitigate mistakes or go through them faster is to have a mentor or a community in which you participate of other entrepreneurs, so you can learn from their mistakes, like hopefully you’re learning from mine today, to reduce your learning curve.

The very last thing I’ll leave you with is a motivational quote by Teddy Roosevelt. It’s my absolute favorite.

“It is not the critic that counts. Not the man who points out how the strong man stumbles or where the doer of deeds could have done them better. The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood, who strives valiantly, who errs, who comes up short again and again, because there is no effort without error and shortcoming, but who does actually strive to do the deeds, who knows great enthusiasms, the great devotions. Who spends himself in a worthy cause, who at the best knows the triumph of high achievement, and who at the worst, if he fails, at least fails while daring greatly.” That’s Teddy Roosevelt.

If you like this video, please Like it, and consider sharing with your network. Thank you for watching.

New Website Design For Retail & Wholesale Fireplace Business

About the client:

Diamond Fireplace has been serving Calgary in a retail and wholesale capacity for over 30 years. They needed a website that would accurately reflect their professionalism and success.


Redesign their website to make it easier for customers to use, more up to date, mobile friendly and easier for the client to maintain their online inventory.

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New website designed to reflect the needs of their changing audience – less text, more visual. The design scales no matter what device is being used.

The product catalogue was enhanced to offer the ability to link directly to the manufacturer’s website, thereby reducing the data entry load on the client.

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Launching just in time for 2016, we’re so pleased to partner with Diamond Fireplace on enhancing their online credibility.

Sales Funnel Drives Leads in Niche Market

About the client:

The downturn in the Alberta economy has widespread negative impact for many in business.

Our client, has a very specific niche market, and actually benefits from a more difficult economic situation.


Tarah, the founder and owner approached me at a seminar and was asking how she could use the web to generate more clients for her business & take best advantage of the beneficial economic situation.


After conducting keyword analysis to determine the market size, demand and relative competition for her niche, we crafted a digital marketing strategy to get her in front of her prospective customers.

The solution included creating a landing page with a very specific call to action, and driving traffic to this landing page via Google Adwords.

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After only a few weeks of the page being up, Tarah is already generating leads.

What the client has to say about working with us:

Tarah Flynn

I had a great experience with Laurel. She is informative and explained every step of the process and why she suggested what she did.


She was excited about my business model and responded quickly to all my emails and truly was great to work with.


Already within a few weeks of having my new website up, I am already generating leads and am very exciting to see all the new possibilities that are showing themselves now that I have a larger web presence.


Thank you Laurel and The New Media Group




Lefebre & Burke- Marketing Management- A Case Study

Here’s what we did for Dr. Lefebre of the Lefebre & Burke Centre. And, what he had to say about it:

Internet Marketing Services Results

Dr’s Lefebre & Burke Medical Weight Loss & Laser Centre has been helping Calgarians live healthier lives since 1988.

Objective: To increase exposure & sales for their new Zerona Laser offering.

Recommendation: Create a search engine optimization campaign, manage Google Pay Per Click campaign, create/manage social media plan, manage Facebook Ads campaign, create & manage email marketing campaign and integrate all web properties.

Results: Over half their new sales come from the internet.

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Become our next success story. Let’s Talk

Premier Gems – Marketing Management / Web Design – A Case Study

Here’s what we did for Jeff Nechka of Premier Gems. And, what he has to say about it:

Premier Gems is a Calgary Based Custom Jeweller.

Objective: To increase sales

Recommendation: To start a search engine optimization campaign based on niche searches to drive more traffic to the site, and to create a social media/email marketing strategy to increase email newsletter signups.

Results: Not only has Premier Gems dominated page one for their custom jewelry offerings, they’ve expanded into anniversary gifts, launched a commercial appraisal service, and have been featured on CNN for appraising the largest emerald in existence.

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Premiere Woodworking- Marketing Management / Web Development – A Case Study

Here’s what we did for Henry de Kok of Premiere Woodworking & Premiere Custom Homes. And, what he had to say about it:

Premiere Woodworking is an established carpentry firm hailing from just outside Lethbridge Alberta.

Objective: Best known for their exquisite custom exterior wood doors, Premiere Woodworking wanted to expand into the Edmonton & Calgary markets. In addition to promoting their doors, they wanted more exposure for their cabinetry services.

Recommendation: Redesign the website to better showcase their services, and engage search engine optimization tactics to drive traffic.

Results: Within less than 30 days of their new website launch they were on page one for their targeted terms and getting over 60% of the traffic to their site from Google. (See below)

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Dr. Kunz – Website Development – A Case Study

Here’s what we did for Dr. Kenneth Kunz.  And, what he had to say about it:

Dr. Kunz is a Medical Oncologist residing in Victoria, BC. 

Objective: Protect his credibility by creating a professional and comprehensive website. Showcase his credentials, offerings and schedule in order to facilitate booking talks.


Create a search optimized website, complete with professional photography. Aggregate all information and offerings from existing pdf files, his CV, media outlets etc. Organize them in a manner that would be easy to read and search.

Results:  A website that

  • articulates the core benefits of his work, mission and vision
  • provides comprehensive information on his wide range of talks
  • publishes numerous news sources/articles that discuss his work
  • features an schedule that he could easily update
  • provides a way for site visitors to book him for a lecture

Become Our Next Success Story- Let’s Talk

B&F Auto Electric – Web Development / Search Optimization- A Case Study

Here’s what we did for Mike of B&F Auto Electric. And, what he had to say about it

Objective: To update his outdated website, and ensure a presence on Google- ahead of his competitors.

Recommendations: Redo the website and optimize it for search engines.

Results: Within 30 days after the site launched, and without any additional costs beyond his initial website design, this Calgary client was happy as a clam to appear right on the front page of Google.