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.