Maura Fredericks

Great Leaders Aren’t Born, They’re Coached.

2019

Maura Fredericks is an executive coach in Arlington, Virginia. She had a business name, brand and website that she didn’t love and was ready to rebrand her business, which included renaming her company and completely redoing her visual brand identity and website.

We strategized together and created a website that included new custom brand photography, a clean and modern typographic logo, new content, and a minimalistic design aesthetic. The site emphasized Maura's calls to action and who she worked with. It was sophisticated and showcased her executive coaching services.

We integrated her Acuity (online scheduling software) and created new business cards and LinkedIn banner graphics.

2022

After a few years and the pandemic, Maura’s ideal client had shifted. She wanted to update the website's written content to speak to a different audience and update the photography to reflect that.

First, we re-strategized based on her new business goals and wrote new content. Then, we found stock icons and photography aligned with her current and prospective clients.

We designed three interactive PDF lead magnets for each target audience to warm up potential clients and provide an incentive in exchange for their email addresses. Lead magnets are an effective way to grow your email list!

Maura’s brand message was clearer with this website refresh, and her visuals better represented who she wanted to work with. We also created an updated LinkedIn graphic to match the new website so her branding stayed consistent across her main marketing channel.

2024

Two years passed, and Maura’s business had shifted again, so she was ready to rebrand! (We recommend that clients refresh their website every 2–3ish years since businesses and web platforms continually evolve.)

We used the new 7.0–7.1 migration tool to upgrade the website to the latest Fluid Engine editor. This allowed Maura to keep her site analytics, client data, and subscription plan and take advantage of all the latest features Squarespace has been rolling out since they launched the new page editing experience. Even though she kept the “same site,” it was a full design overhaul and development build because we were refreshing everything.

In the interim period, Maura got new brand photography done. She also took a course for business coaches that gave her new tools to charm the C-suite, co-founders, and senior executive teams she works with. As a business coach, she has grown, but she felt her online brand looked “too junior” and lacked sophistication regarding messaging and brand photography.

In short, Maura wanted to turn her lovely website into a badass marketing machine!

We referred Michelle Mercurio to review and work with Maura to update the website's written copy. Writing targeted, human-centered marketing content that highlights the latest CEO research takes skill. We also removed outdated and irrelevant content, including past lead magnets, and replaced old certification logos with her current ones.

We utilized Maura’s favorite shots from Lisa Damico's photography and revamped her brand and website color palette to match. Her new colors reflect her environment: rich, warm, dark, almost black, contemporary off-white pearlescent, and a pop of gold for the accent. She’s still happy with her logo, so we only updated the color.

Her headline and paragraph typography are big, bold, and readable. We also used her site's parallax, slide-in, and rotational scroll effects and added animation to background photos and statistical graphics.

Now, Maura's site speaks to her professional experience as a business coach. She has set herself apart with a dramatic and striking website, and we are thrilled with the final product.