Beauty in Transition
Challenge
Dr. Mjiba Frehiwot was launching a coaching practice to support African and Black women through personal and professional transitions. The Beauty in Transition website needed to clearly communicate her unique coaching approach, establish credibility, and provide a welcoming path for prospective clients to learn about her services and take the next step.
The site also needed to balance professional expertise, personal storytelling, and client engagement while creating a strong foundation for future growth.
Solution
A new website was designed and developed to support the launch of the Beauty in Transition coaching practice. The site was structured to clearly communicate Dr. Frehiwot’s mission, coaching philosophy, services, and client outcomes while creating a simple and intuitive user experience.
The website combines personal branding, storytelling, and strategic calls to action to guide visitors through the coaching journey. Content was organized to highlight Dr. Frehiwot’s extensive experience in social services, racial justice, academia, and leadership while emphasizing her culturally responsive and decolonized coaching approach. The site also incorporates inquiry forms, newsletter signups, testimonials, and service-specific content designed to support client engagement and business growth.
Outcome
- Established a professional online presence for a new coaching practice
- Clearly communicated a unique and culturally responsive coaching approach
- Strengthened credibility through personal storytelling and professional experience
- Improved visitor engagement through strategic calls-to-action and inquiry forms
- Created a platform for client acquisition, newsletters, and future content development
- Built a flexible website designed to support long-term business growth
Service Provided
- Content Strategy
- Forms
- Email Integration
- Information Architecture
- Personal Brand Development
- Responsive Design
- User Experience (UX) Improvements
- Website Design
- Website Development
