CHARLOTTE NICELY, NICELY CONSULTING - PHILADELPHIA, PA
HOW NICELY CONSULTING WENT FROM A WEBSITE THAT WAS JUST THERE TO ONE THAT ACTUALLY SELLS
A copy-first Squarespace refresh that kept the design Charlotte already loved and gave every page a clear job.
SERVICE PROVIDED:
Squarespace website refresh and restructure for a marketing consultant, Nicely Consulting
ABOUT THE CLIENT: Charlotte Nicely is the marketing consultant behind Nicely Consulting in Philadelphia, PA. She has spent more than 20 years leading local, national, and international marketing programs, and she comes from a long line of small business owners, so she knows what it's like when the business depends on you. Her specialty is cleaning up marketing messes, or as her homepage puts it, "Marketing Chaos Cleaned Up, Nicely." She works with microbusinesses and established small and midsize businesses across Pennsylvania, Delaware, New Jersey, the U.S., and internationally. Charlotte came to us through a referral from Judi Harrington of Judi 411, the copywriter who wrote her new website.
BEFORE WE STARTED: Charlotte's first website was honestly not terrible. She loved the design, the colors, and the logo, and she told us the site was about 75 to 80 percent there. The problem was the words. Her positioning had sharpened, her offers had changed, and the site still spoke to the business she used to have. She also had no interest in becoming a Squarespace expert. She needed someone to reorganize the structure around her new messaging that was provided by Judi Harrington of Judi 411, and she didn't want to start over to get it.
OUR GOALS:
Keep the design Charlotte already loved and let it be the backbone of the refresh
Build every page around Judi's final copy, because copy first, design second
Organize the site around Charlotte's three offers so each kind of visitor can find their own path
Point every page to one clear next step: scheduling a conversation with Charlotte
Give Charlotte's referral partners a home on the site, outside the main navigation
Fix the layout and mobile quirks that came from working with her existing template
THE WORK: A COPY-FIRST REFRESH OF AN EXISTING SQUARESPACE SITE
Strategy came first. Charlotte went through our lead capture form, a Chemistry Call, and a Strategy Session before anything got touched. That gave us the three offers, the audiences behind them, and the one action every visitor should take next.
Then we got clear on scope. Charlotte didn't need a full redesign, she needed her current design to work harder, so we kept her template, colors, fonts, and brand as the foundation and rebuilt the structure around Judi's copy. Every page was refreshed, and each one got a new job.
Judi's copy shaped the navigation too. Instead of one general services page, each offer lives in a Services dropdown and has its own page. Visitors meet the Microbusiness Marketing Kit, the Marketing Mess Audit, and the Marketing System Build in the order that matches what they need next.
We also added a Referral Partners page. Charlotte liked the one I built for my own business, so we gave her a version of her own, public for the people she wants to work with but kept out of the main navigation.
Here’s what we built:
A refreshed Squarespace site built on Charlotte's existing design and brand
Six pages built around Judi's final copy: Home, Microbusiness Marketing Kit, Marketing Mess Audit, Marketing System Build, Referral Partners, and Contact
A Services dropdown with a dedicated page for each offer, replacing a single services page
A Referral Partners page for networking and referral relationships
A Contact page with a direct scheduling link and email, and no contact form
Consistent "Schedule a Conversation" buttons across the site
Layout and mobile fixes across all pages
THE RESULTS:
Charlotte's new positioning and messaging are live across every page, with design and copy working together
Each of her three offers has its own page, so visitors can find their fit without already knowing which service they need
Every page leads to the same next step, which keeps the path from first visit to a conversation short
Her referral partners now have a dedicated page, which gives her networking a home online
The brand Charlotte loved carried through, so the refresh felt like her business, only sharper
FEATURES:
Squarespace refresh using Charlotte's existing design and brand
Strategy-first build based on a Strategy Session
Copywriting collaboration with Judi 411
Services dropdown navigation with a page for each offer
Five rebuilt pages plus a Referral Partners page
Scheduling-focused calls to action on every page
Contact page with direct scheduler and email, no form
Layout and mobile cleanup
Ready to see what this looks like for your business?
If your website's design is working but the words and structure have fallen behind your business, this is what's possible when strategy, copy, and layout work together.
When your site says what you actually do, you get to focus on the work that matters. Let's get you there.
