The challenge
The Natural Leader site had grown organically over time and was starting to show its age. While the content was rich and informative, the site had become difficult to navigate, especially for new visitors. It was also slow to load and still using outdated technology under the hood, making content management frustrating for the team.
They needed a bespoke redesign that not only made their site easier to use, but also reflected the clarity and professionalism of their work.
Project Snapshot
| Client Type: | Direct Business |
| Working together since: | 2023 |
| What I did: | Web Design, WordPress, ACF Flexible Content, Content Consultation |
Clarifying structure and content
We began with a full UX discovery phase, mapping out the various programme offerings and identifying pain points in the current structure. From this we created a set of wireframes and content templates to simplify the site’s hierarchy and better showcase key services like Executive Coaching, High Performing Teams and The Natural Leader Schools.
Designing a more intuitive experience
Using Figma, we designed a clean, modern interface that put accessibility front and centre. Each template was created with flexibility in mind – allowing the client to build new pages with ease while keeping everything on-brand. Key content blocks were developed to make the site feel less text-heavy, with visual cues like programme lists, CTAs, and embedded video content used to guide users through the site.
A custom WordPress theme, built from scratch
The old site had performance issues and was tricky to edit. So we built a completely custom WordPress theme using modern front-end standards – semantic HTML, SCSS, and modular JS. The result was a faster, more robust site that worked beautifully across devices.
I also integrated a custom post type for their programmes, allowing the team to link different offers together and add gated PDF downloads – perfect for their longer-term lead gen plans.
The result
The Natural Leader now have a website that’s as professional and engaging as their in-person work. It’s fast and scalable, with a clearer structure that makes it much easier for prospective clients to explore the programmes on offer. And with SEO and accessibility baked in from the beginning, they’re well set up for the future.
What they said
- Rachel Griffiths, The Natural Leader“Placing your brand into the hands of a website developer always feels scary. Jo and Starboard media were recommended to us through word of mouth and put us immediately at ease. She/they perfectly balance time, care and efficiency, will challenge you with what they think is right for you, your website and the visitor to your website and has a rare combination of blending technical know-how with branding look and feel. Authentic, transparent and highly professional, thank you”