Proud To Be A Coastie
Wellness duo brochure: Tone-tight WordPress build with proof, forms, and owner edits.
00 // Interface Preview
Desktop and mobile references
01 // Snapshot
OperatorWellness duo touring with merch and stories
Was BrokenNo real site; offers and proof scattered across socials and Canva
ChangedTone-tight brochure WordPress build with forms, FAQs, and editable sections
TrajectoryFewer cold inquiries; owner updates stay on-message
02 // Verdict
Word-of-mouth brand needed a clean home for tour info and merch. Wanted to keep voice intact without agency overhead. Forms had to map to questions they get on road.
03 // Structural Constraints
No Single SourceNothing to hold testimonials, merch, and tour dates in one place
Off-Tone AssetsDIY assets were off-tone and hard to update
Cold InquiriesLeads arrived cold because context lived in DMs
04 // Leverage Moves
Content PassRan a quick content pass to reorder offers, proof, and FAQs
WordPress BrochureBuilt light WordPress brochure with clear forms and social proof blocks
Style TokensSet simple style tokens so future edits stay on tone
Edit FlowLinked merch and tour updates to one edit flow duo can handle
05 // Evidence
Live BrochureLive brochure that answers common questions before first call
Updated ContentMerch and tour info stay current without designer rounds
Consistent VoiceVoice stays consistent because edits follow preset tokens
06 // Ruled Out
Complex PlatformsComplex CMS for simple brochure needs (overkill)
EcommerceFull WooCommerce (simple contact forms sufficient)
Agency RetainerMaintenance retainer (owner editing removes this dependency)
07 // Before / After
BeforeScattered links and off-brand Canva pages
AfterWordPress brochure with ordered offers, proof, and mapped forms
08 // Decision Log
Constrained ElementorElementor blocks constrained to a small palette and spacing scale
Form TuningForms tuned to capture context (why they reached out, what they need, when)
Reusable TemplatesFAQ and testimonial sections reuse templates so tone stays uniform
09 // Irreversible Outcomes
Consistent Brand VoiceStyle tokens ensure consistent brand voice across updates
Single Content HubOffers, merch, and tour dates unified in one place
Owner IndependenceOwner updates merch and tour info without support calls
10 // Status
Live brochure site.
Role: Technical Lead / Developer.
Mandate: Tone, clarity, owner-editable.
