Clarity before decoration
Visitors should understand what a business does before they admire the design.
“This earned my trust immediately.”Video testimonial · Christianne Zurowski
Ojo Israel Ayomide Website Strategist & Designer
I design and build strategic websites for coaches, consultants, therapists and service-based businesses that need more than just a good-looking website.
I combine strategy, user experience, design and development to create clearer digital experiences, so visitors understand what you do and know what to do next.
Ojo Israel AyomideWebsite Strategist & Designer- StrategyWhat the site must say
- UXHow people move through it
- DesignHow it looks and feels
- DevelopmentWix and Wix Studio
The problem
Most websites are expensive brochures. Yours should do more.
Plenty of business websites look fine and still communicate poorly. The visitor lands, scans, and quietly leaves with a few questions unanswered.
- What exactly do they do?
- Is this for someone like me?
- Where do I click first?
- Can I trust them with this?
- The site looks okay but communicates poorly
- Visitors have to work too hard to understand it
- The messaging is unclear
- The user flow is weak
- Important information is buried
- Nothing guides people toward the next step
- The site does not reflect the quality of the business
My approach, in the order I work
Strategy
Who the site is for, what it must say and what should happen next.
Structure
The order of pages and sections, so the message arrives in the right sequence.
Experience
The visual and interactive layer that makes the path easy to follow.
Build
A fast, responsive site that works the way it was planned.
Principles
How I Think About Websites
Every section has a job
A good website should guide people, not simply give them information.
Design should support the business
The website should reflect the quality of the person or company behind it.
Portfolio
Selected Work
Two projects. One is real client work. The other is a concept, and it is labelled as one.
Client Work
Client work, 5 pages
Next Chapter Coach
Website redesign for Christianne Zurowski, an embodiment coach. Five key pages made clearer, more structured and easier to move through.
- Strategy
- UX
- Content hierarchy
- Wix
Concept Work
Concept project, not a client
Fernhill Coaching
A website concept for a fictional career-transition coach, built to show how I approach positioning, structure and calls to action.
- Positioning
- User flow
- CTA structure
- SEO structure
- Responsive design
Featured case study
Next Chapter Coach
Five pages, not the whole site.Next Chapter Coach also has courses, a blog and other areas. My work covered the five pages shown below.
- Client
- Christianne Zurowski
- Brand
- Next Chapter Coach
- Scope
- 5 pages
- My role
- Website strategy, UX, design and implementation
How We Connected
I connected with Christianne through targeted email outreach after noticing opportunities to improve the clarity and user experience of her existing website. Rather than sending a generic pitch, I shared a few specific observations about the site and how the experience could better communicate her work and guide visitors. That conversation led to us working together on five key pages of the website.
The Challenge
Christianne already had a strong body of work, a distinct coaching approach and valuable content. The opportunity was to make the selected pages clearer, more structured and easier for visitors to understand and navigate.
The Approach
I worked through each page by asking what a first-time visitor needs to understand, and in what order. These were the areas I focused on.
- Content hierarchy
- Visual structure
- User flow
- Clarity
- Responsive experience
- CTA placement
- Brand alignment
- A clearer, more inviting feel
The Work
The five redesigned pages. Scroll inside the frame to read the full page, or open it at full size.
Scroll inside the frame. These are the redesigned pages only. No before version is shown.
The Outcome
The result is visible in the pages themselves. I have not attached figures to it.
- Clearer page structureEach page has an obvious order.
- Stronger hierarchyThe key message comes first.
- Easier navigationNext steps are easier to find.
- More intentional user flowSections lead into one another.
- Stronger visual consistencyThe five pages feel like one site.
- More inviting presentationWarmer and easier to approach.
What it was like working together
She could tell I had read her website before I wrote to her.
Christianne ZurowskiNext Chapter Coach
Video testimonial
I could tell he had actually read over my website and understood my work at a deeper level. This earned my trust immediately.
Christianne ZurowskiNext Chapter Coach
Read the full testimonial
“Israel is thorough, thoughtful and an excellent listener - key components for a good creative hire. Unlike the many people who have pitched me generic content upgrades for my website, he captured my attention from his first email outreach. I could tell he had actually read over my website and understood my work at a deeper level. This earned my trust immediately. After that, working with him was just as lovely. He is prompt to respond and able to hear and apply my content ideas in a very timely fashion. All of his communication was respectful and professional and he was able to improve my website immensely. My graphic designer friend here in Canada was also impressed with his work - she said it flowed really well and was very clear and inviting for the user (unlike the version I had created myself :). I appreciate Israel as a good human and as a talented web designer and highly recommend him to anyone who has struggled to turn over their brand to people they feel don't quite understand them - you will feel seen, heard and supported.”
Christianne Zurowski, Next Chapter Coach
How I work
Four stages, in this order
- 01
Discover
Understand the business, audience, existing website and goals.
- 02
Structure
Clarify the message, user flow, content hierarchy and page structure.
- 03
Design & Build
Turn the strategy into a polished website experience.
- 04
Refine
Make sure the final experience works across devices and feels aligned with the business.
What I Work On
Website Strategy
Clarifying the purpose, structure and direction of the website.
Website Design & UX
Creating a clear visual experience and user flow.
Wix & Wix Studio Development
Turning the strategy and design into a functional website.
Website Redesign
Improving an existing website where the structure, clarity or experience needs work.
About
The Person Behind the Websites
I’m Ojo Israel Ayomide, a website strategist and designer. I care about more than how a website looks.
When I open a business’s website, I ask a few plain questions. What is unclear? What is getting in the way? What does the visitor need? What should happen next? Then I work out how structure, design and experience can answer them, and I build the solution.
That means thinking about:
- what visitors need to understand
- how they move through the website
- what makes them trust the business
- what information matters most
- what action should happen next
- how the website reflects the quality of the brand
- Works with
- Coaches, consultants, therapists and small service-based businesses
- Builds in
- Wix and Wix Studio
- Focus
- Strategy, UX, user flow, design, SEO
Concept Project
Fernhill Coaching
A website concept for a fictional career-transition coach. It shows how I think about positioning, structure, user flow and calls to action.
Not a client.Fernhill is an invented business. It was not commissioned, and there are no testimonials or results.
Concept Project
The challenge
Career coaches often sound alike. The brief I set was to make this practice clear within five seconds, and to give someone in the middle of a change an easy first step.
Strategy
One audience: mid-career professionals changing direction. One promise: one clear next step. One main action: an intro call. Proof sections would use real client stories once they exist, so none are invented here.
UX decisions
- A three-step path sits beside the headline, so the process is visible immediately
- The same call to action appears in the same places on every page
- The intro call is explained before it is requested
- On mobile, the main action stays within thumb reach
Design direction
Warm paper, deep moss green and a serif voice, to feel calm and human. Generous spacing, no stock photography, and a single accent for actions.
Key sections
- Home: promise, three-step path, who it is for
- Approach
- Programmes: one-to-one and small group
- Journal
- About
- Book an intro call
SEO-friendly structure
One H1 per page, descriptive page titles, clean URLs and internal links from the journal to the programmes.
/ /approach /programmes /programmes/one-to-one /programmes/small-group /journal /about /intro-call
Fernhill Coaching is a fictional business created to demonstrate my approach. It is not a real client project, and nothing here represents real results.
Insights
How I look at websites
Why a Beautiful Website Can Still Lose You Clients
Good design earns attention. It does not guarantee understanding.
ReadYour Homepage Has One Job: Make the Next Step Clear
A homepage is a decision point, not a summary of everything you do.
ReadWhat I Look For When Auditing a Service Business Website
The questions I ask, in the order I ask them.
ReadA quick check
Something feels off with your website?
Answer five questions about your own site. Your answers light up a path on the right.
Can visitors understand what you do quickly?
Is your offer clear?
Is the next step obvious?
Does the page flow naturally?
Does the website reflect the quality of your business?
FAQ
Questions people ask
Who do you work with?
Coaches, consultants, therapists and small service-based businesses. If your website needs to explain what you do and guide people to a next step, it is probably a good fit.
Do you redesign whole websites or individual pages?
Either. Sometimes the right move is a full redesign. Sometimes it is a few key pages. My work on Next Chapter Coach covered five pages of an existing site.
What do you build in?
Wix and Wix Studio. The structure, user flow and SEO groundwork are planned before anything is built.
What happens when I start a conversation?
You pick a time that suits you and we have a free 30-minute call. You tell me about your business and your website, and I will share what I notice and how I would approach it. No pressure and no obligation.
Will my website work on mobile?
Yes. Mobile is designed deliberately, not shrunk down from desktop. Typography, navigation, calls to action and spacing are all checked on a phone.
How long does a project take and what does it cost?
It depends on the scope: how many pages, how much content exists and how much needs rethinking. Message me and I will give you a straight answer once I understand what you need.
Your website should be working harder than you are.
If your website doesn’t clearly communicate your value or guide visitors toward the next step, let’s improve the experience.
Start a ConversationStart a Conversation
or email explorecoaches@gmail.com