What we delivered was a rebuild that balances the warmth and character of Juliet’s story with a polished, business-ready presence. The result is a website that feels approachable and personal to new visitors – but also clearly communicates value, services, and what makes JFG unique.
As Juliet is based in the US, we structured our meetings in her evenings and our mornings, allowing us to work on the website while she slept – creating an efficient workflow.
The key objectives were to clarify what JFG offers (services, programs, consulting, training) in a clean and accessible way, maintain enough of Juliet’s voice, story, and warmth so existing audiences still feel the personal connection, and improve information architecture and navigation so that potential clients (whether they’re Fortune-level corporations or small businesses) can quickly find what they need. We also made sure that, just like their previous site, the website serves as a foundation for future growth – scalability, easy content updates, and room for case studies, tools, and resources.
Under guidance from Juliet, we began by restructuring the site around the core services JFG offers – including training programs, consulting packages, workshops, and executive coaching. By placing these offerings front and centre, rather than leading with personality or biography, the new website aligns more naturally with how potential clients evaluate solutions and make decisions.
Branding was another key focus. Instead of removing Juliet’s personality, we preserved her voice, mission, and story, weaving them gently into the site. The aim was to maintain authenticity while elevating professionalism; creating a balanced identity that feels both human and credible. A new key feature of the design, were simple black and white illustrations. Paired with simple typography and her existing colour palette of bronze, black and pink – it gives the website a unique look & feel.
To ensure visitors could easily find what they need, we streamlined the UX and navigation. Services, contact details, and resources are now accessible within seconds, reducing friction and supporting a smoother journey from first visit to meaningful engagement.
We also built room for growth by creating dedicated areas for testimonials and case studies. With JFG’s strong track record working with large organisations, these elements provide powerful social proof and give the website a structure that can expand as new success stories emerge.
Finally, we incorporated clear calls to action throughout the site – including prompts to get in touch, request more information, or schedule a consultation. These CTAs guide visitors toward the next logical step and help ensure the site functions as a purposeful part of JFG’s lead-generation funnel.
The new structure supports both “person-driven” storytelling and “business-driven” service clarity – welcoming a broader audience, ultimately making it easier for potential clients (corporations or smaller businesses) to understand what JFG does, why it matters, and how to engage.
