Charlotte works in a saturated market where her real differentiator is the opposite of the off-the-shelf packages most coaches sell: a human, individualised approach. She arrived with no website and no settled brand, and an audience pulling two ways — individuals seeking personal growth, and organisations who need to see professional credibility before they'll engage.

I resolved the warm-versus-professional tension in the brand rather than the copy — burnt sienna leading for warmth, a cleaner sans-serif winning out over her initial preference for a serif that read too formal for the corporate half of her audience. The key structural call was to open the homepage with three audience tiles so visitors self-identify within the first screen — an order later validated when fresh-eyes feedback asked to reach the substance faster.

The site is live and Charlotte runs it herself — self-identifying visitors, trust built before any ask, and a credibility section built to absorb new accreditations as she earns them.

Explore the Charlotte's online home at charlottehermans.com.