The Brief

Kelly already had a clear idea of the kind of care she wanted The Curious Remedy to provide, but the business needed a stronger structure around it, particularly because several different types of support needed to sit comfortably under the same brand. Her current work includes services such as sports massage, soft tissue therapy and Reiki, with Pilates training and other areas of support developing alongside the business, so the challenge was creating something flexible enough to grow with her instead of building the brand around one fixed treatment list.

The website also needed to do more than explain what Kelly offers, because somebody considering bodywork often wants to understand the service, feel comfortable with the practitioner and know what will happen before they book. Kelly already takes appointments through Skinhaus, so the website needed to support that existing booking route while giving The Curious Remedy its own place to build trust, explain the wider approach and attract people through search, recommendations and future community work.

A bigger goal sat behind the project too, because Kelly wanted a more stable business platform that did not depend entirely on social media. The website therefore needed to become the centre of a wider system where Google, useful content, reviews, partnerships, local visibility and future recognition could all bring people back to one clear place.

The Approach

I started by working through how somebody is likely to discover The Curious Remedy, what they need to understand before booking and what could make them hesitate, then used that to build the full website sales and conversion strategy. Conversion simply means helping more website visitors take a useful next step, so in this case the strategy needed to help people move from initial curiosity towards booking through Skinhaus or sending Kelly an enquiry.

The wider idea behind the business became an important part of that structure too, because The Curious Remedy is centred around helping people feel more comfortable in their bodies, reconnect with themselves and access care that feels manageable and personal. That direction shaped the website structure, copy, service presentation, blog topics, FAQs and future visibility work, while leaving enough room for the actual service range to develop as Kelly adds new areas of support.

Planning the Customer Journey

The website journey was built around what somebody needs at each stage before taking action, starting with a clear understanding of what The Curious Remedy does and whether the support feels relevant to them. From there, the site needs to build confidence in Kelly and answer the practical questions that might otherwise stop somebody booking, then make the next step obvious once they feel ready.

Each page was given a specific role within that journey, while the service structure was deliberately kept flexible enough to accommodate new offers as the business develops. The homepage introduces The Curious Remedy and gives people a quick understanding of the support available, the About page builds the human connection around Kelly, while the Services area can expand as she adds or changes treatments over time.

The FAQ page removes practical worries before booking and the Blog creates space for wider questions, while the Contact page gives people a straightforward route to book or enquire. Skinhaus remains the booking system throughout, which means Kelly does not have to manage two different appointment systems and visitors know exactly where they will be sent when they are ready.

Designing for Trust

Trust was particularly important because bodywork is personal, and somebody may arrive on the website feeling sore, tense, stressed or uncertain about what they need. They are also deciding whether they feel comfortable putting themselves in Kelly's care, so the site needed to reassure them through the whole experience rather than relying on one testimonial section to do all the work.

I planned that reassurance through clear service explanations, visible booking information, a calm page structure and dedicated space for qualifications, reviews and future recognition. The copy explains the different kinds of support in plain English, so people can understand what Kelly currently offers without needing to already know industry terminology, while the structure gives her room to introduce additional services later without having to rethink the entire website.

The site also has space ready for future proof such as press, awards, directory features, podcast appearances and partnerships, giving those things a useful place as Kelly builds them. This means outside recognition can support the customer journey later instead of being collected somewhere else and never making its way back onto the website.

Creating the Website Structure

I planned the full website structure, navigation, calls to action and page hierarchy around the customer journey, making sure the core pages each have a clear reason to exist. The main structure includes Home, About, Services, FAQs, Blog and Contact, alongside consistent booking routes through Skinhaus and useful internal links between service information, content and enquiries.

The Services area has been planned so it can grow with Kelly, because the business is still developing and the current treatment list is not intended to be the final version forever. New services can be added into the existing structure while keeping the navigation, customer journey and overall brand experience consistent.

The header, trust information and footer were planned as part of the same structure, because navigation and repeated booking routes affect how easily somebody can move through the site. The website gradually introduces more detail as somebody moves through it, which gives Kelly space to explain newer services properly when they are ready to be added.

Planning the Mobile Experience

The mobile experience was treated as a priority because many people are likely to discover Kelly through Google, Instagram, Google Maps, a recommendation or a forwarded link while using their phone. That means the main message needs to stay clear on a smaller screen, service information needs to remain readable and the booking route has to be easy to find without endless scrolling.

Calls to action were therefore planned at useful points after relevant information, instead of placing one button at the top of the page and hoping visitors remember it later. The Skinhaus booking route can be reached from several places across the site, while somebody who still has a question has a softer enquiry option through the Contact page instead of being pushed towards a booking they are not ready to make.

Writing the Website Copy

I wrote the full website copy around the strategy, including the homepage, About page, main Services page, FAQs, Blog introduction, Contact page and supporting website messaging. The copy was written to explain the business clearly while keeping the wider purpose behind The Curious Remedy visible, so the site speaks to real situations people recognise instead of relying on generic wellness language.

The current services are described through needs such as tension, stiffness, reduced mobility, stress or feeling disconnected from your body, which makes the information easier to understand if somebody does not yet know what kind of support they need. I also created a repeatable structure that can be used as Kelly adds further services, covering who each one may suit, what somebody can expect, how it connects to the wider approach and what they should do next.

Keeping Future Community Work in the Wider Direction

Care home and community work formed part of the wider thinking around where The Curious Remedy could grow, particularly because accessible wellbeing and support for older clients fit naturally with Kelly's approach. I considered how that work could eventually support the positioning, content and visibility of the business, while keeping the current website focused on what Kelly needs at this stage. The strategy simply gives Kelly a direction she can build on later if care home, community or older client work becomes a larger part of the business.

Creating the Search Strategy

I built an SEO content strategy around the website, with SEO meaning search engine optimisation, or helping search engines understand what the website is relevant for and when it should appear. That included local service searches, treatment questions, body comfort topics, accessible wellbeing subjects and wider questions people may ask before they are ready to book.

The page structure, headings, titles, descriptions and URLs were planned around those searches, with Sussex included where location matters and the wording kept clear enough for both customers and search engines to understand. Because Kelly's service offer will continue developing, the strategy also gives her a structure she can extend when new treatments or areas of support are introduced.

I also considered GEO, meaning generative engine optimisation, which focuses on making information clear and useful enough for AI search tools to understand and potentially reference. The site therefore uses direct answers, plain explanations and useful FAQs, while the wider strategy considers reviews, directories, partnerships and recognised mentions as additional evidence that the business is active and credible.

Building the Blog Strategy

The blog was planned as an ongoing way to bring relevant people into the website before they are ready to book, while also giving Kelly somewhere to explain useful ideas in more depth. I created the blog categories, topic bank and keyword direction around areas such as body comfort, movement, treatment education, body connection, accessible wellbeing and support for older people.

The subjects are broad enough to develop alongside the business, so future services can naturally create new article ideas without the original content plan becoming obsolete. I also created a reusable blog writing system covering titles, structure, quick answers, internal links, FAQs, Wix page settings and soft calls to action, giving Kelly a practical way to continue building the site herself after launch.

Creating the FAQ Strategy

The FAQs were planned around questions somebody may genuinely ask before booking, including questions about individual treatments, what to expect and how appointments work. Each answer starts with a clear response before adding extra detail, making the page easier for visitors to scan while also giving Google and AI tools cleaner information to understand.

The FAQ section can also grow alongside the services, which means Kelly can add new questions as the business develops instead of treating the current page as finished forever. Relevant answers can then direct people towards whichever services, blog posts or booking information are most useful at the time.

Building an Email Route Away From Social Media

MailerLite was included in the wider website plan so Kelly can gradually build an audience she can contact directly, giving the business another route back to clients and interested visitors outside social media. The homepage and blog can support email signup, with future emails covering useful content, new services, Pilates developments, articles and wider business updates as The Curious Remedy grows.

This gives Kelly an audience she can reach without depending on an algorithm deciding whether anybody sees the latest Instagram post, while also giving people who are interested but not ready to book another way to stay connected.

Planning Local Visibility and Reviews

The wider strategy considers what happens outside the website too, because local service businesses are often checked through Google before somebody contacts them. I gave Kelly guidance around her Google Business Profile, collecting reviews and making the process easy for clients when the timing feels natural, with those reviews then feeding back into the trust sections on the website.

Directories, professional listings, Skinhaus connections and relevant local partnerships were also considered as useful authority routes, because they create more places where The Curious Remedy can be discovered and verified. As Kelly's services change, those profiles can be updated alongside the website so the wider online presence continues reflecting what she actually offers.

Creating a Wider Visibility Plan

I created an ongoing visibility strategy around the strongest parts of The Curious Remedy story, particularly accessible wellbeing, body connection and Kelly's personal approach to care, with community and older client support included as areas that could become more important over time. That includes ideas for local partnerships, guest content, community groups, wellbeing businesses and professional connections, giving Kelly several realistic ways to grow recognition without expecting social media to carry the entire business.

Press and podcast opportunities were considered within the same plan, with potential angles that can evolve as the business develops. The idea is that useful features, interviews or partnerships can eventually feed back into the website, where they become visible proof across the homepage, About page, blog and future marketing.

Building an Awards Strategy

I researched a range of awards Kelly could consider as the business grows, including Sussex business awards, women in business opportunities, small business awards and wellbeing awards, with community focused opportunities also available if that side of the business becomes more established later.

The strategy explains how to choose categories, what kind of story could suit The Curious Remedy and what evidence Kelly can begin collecting now to make future entries stronger. Reviews, good photography, client feedback, partnerships, useful content and business milestones can gradually provide that proof, while the exact angle can change depending on how the service offer develops.

I also covered what to do after a shortlist or win, because the value of recognition increases when it is reused properly. Awards can be added to the website, Google Business Profile, LinkedIn, newsletters, printed materials and future press pitches, allowing one piece of recognition to continue supporting trust long after the initial announcement.

Planning PR, Podcasts and Professional Visibility

Local press was included as part of the visibility plan, with accessible wellbeing and Kelly's wider approach giving her more interesting stories to approach publications with than simply announcing another treatment service. I also developed possible podcast and interview subjects around body connection, accessible care and building a wellbeing business that combines practical bodywork with holistic support.

LinkedIn forms part of that professional visibility too, particularly for partnerships, awards and local business connections, while networking around recognition and other professional opportunities gives Kelly room to build relationships that may lead to referrals, collaborations or future features.

Creating the Visual Identity

Alongside the strategy, I developed the visual identity for The Curious Remedy, giving the business a recognisable look that feels warm, curious and professional while still fitting the nature of the services. The identity uses lilac, olive green, cream and charcoal, paired with traditional typography and slightly old world details that give the brand character without making the care feel clinical or overly polished.

I created the main logo and alternative logo layouts so Kelly has versions that work across different spaces, then brought the core identity together in a brand sheet she can use as a quick reference. The identity is broad enough to support new services too, so Kelly does not need to reinvent the brand every time the business develops.

Creating the Illustration Set

I created a custom illustration set around the visual world of The Curious Remedy, including movement, botanicals, bodywork and more unusual decorative details that give the identity some personality. The illustrations make it possible to create website sections, social content and printed materials that still feel recognisably part of the brand without putting the logo on absolutely everything.

They also give Kelly flexible visual assets that are not tied to one specific service, which becomes particularly useful as she adds new offers. The wider illustration style can continue supporting the brand even when the exact treatment menu changes.

Designing the Business Cards and Flyers

The new identity was applied to practical printed materials, including business cards and flyer designs that Kelly can use when introducing the business locally. The business cards communicate the main areas of support and contact information, while the flyers explain the business and direct people towards booking through Skinhaus.

Because the service offer is developing, these materials can also be updated as Kelly introduces new areas of work, while the visual identity and wider message remain consistent. That gives the business a recognisable foundation without pretending every piece of copy or every service will stay exactly the same forever.

Creating a Reusable Social Carousel

I also created a branded Instagram carousel template Kelly can continue using herself, with the first version introducing The Curious Remedy, Kelly, the ways she helps, the services, client proof and the booking route. The same visual system can then be adapted for future educational posts, testimonials, new services and business updates without requiring a completely new design each time.

Social media sits within the wider website journey here, because it can introduce Kelly and build familiarity while the website carries the more detailed information people may need before they book. The reusable format gives her flexibility as the business changes, which is considerably more useful than handing over six graphics that become outdated the moment she adds another service.

Designing the Website

I then applied the strategy and visual identity to the website layouts, including the homepage, About page, FAQ section and Blog, alongside the wider Services, Contact and booking structure. The site uses the new illustrations, typography, colours and decorative details while keeping the information readable and easy to follow, so the brand feels distinctive without making the practical information harder to use.

The website has been built with growth in mind, which means Kelly can introduce further services without the whole structure suddenly becoming wrong. The finished direction keeps trust, understanding and booking at the centre of the experience, while giving The Curious Remedy enough flexibility to continue changing as Kelly's work develops.

The Outcome

The Curious Remedy now has a much clearer structure around the business, with the website, visual identity and wider visibility work all built around the same purpose and customer journey. Kelly has a complete brand system including logo variations, colour direction, typography, custom illustrations, a brand sheet, business cards, flyers and a reusable social carousel, alongside website layouts that can continue developing as the service offer grows.

She also has a full website strategy and page structure built around how people discover the business, what they need to understand before booking and how the site can build trust, with complete website copy supporting that journey. The search work gives her a practical way to continue growing the site after launch, including SEO and GEO guidance, keyword research, adaptable service content, FAQs, blog categories, future content ideas and a reusable writing system.

Beyond the website, Kelly has direction for reviews, Google visibility, directories, partnerships, future community work, awards, local press, podcasts and professional networking, giving the business several ways to build credibility and attract relevant people over time. The result is a connected but flexible foundation for The Curious Remedy, where the brand can stay recognisable even as Kelly adds services and develops new areas of the business.

Kelly is currently introducing some new services, so we are updating the website between us to make sure the final version reflects where The Curious Remedy is heading now, and the site will be launching soon.