Case Study

Soluman Consultancy Website Redesign

This project highlights my ability to combine UX strategy, visual design, and marketing automation to create websites that not only look strong but actively support business goals.

The Project

This project explores a refreshed website concept for Soluman Consultancy, a leadership and career development practice focused on inclusive, early-career and first-level leadership growth. The redesign moves away from dense, text-heavy layouts toward a clear, human-centred structure with strong visual hierarchy, bold colour accents, and scannable content blocks.

The goal was to translate Soluman’s BOLD, solutions-driven philosophy into a modern digital experience that feels credible, approachable, and conversion-focused—supporting both individual coaching programmes and corporate leadership services.

The Challenge

Content-heavy pages made it difficult for users to quickly scan and understand the value proposition
Limited white space created a dense, visually overwhelming layout
Primary calls-to-action were missing above the fold, reducing conversion opportunities
Inconsistent use of brand colors weakened visual hierarchy and intuitive navigation
Navigation was cluttered and unclear, with an oversized menu, too many links, and limited brand presence beyond the homepage
Service offerings lacked clear structure, making it difficult to distinguish between solutions for individuals versus organizations
The client needed custom WooCommerce product pages to support the sale of digital products

The Solution

Re-structured long-form content into clearly defined sections based on user intent, improving readability and scannability. Moved secondary explanations and non-conversion-critical content into accordion-style FAQ sections
Introduced a spacing system to increase white space and establish consistent visual rhythm across pages
Added prominent calls-to-action in the main navigation and at the top of each service page to support conversion goals
Applied brand colors strategically to create hierarchy, using the primary brand color for navigation, CTAs, and links
Designed a simplified top-level navigation that guides users toward relevant services with fewer, clearer choices
Created high-level service overview pages supported by dedicated sub-pages for detailed messaging, clearly separating individual and organizational offerings
Designed custom WooCommerce product templates and dedicated landing pages for three core digital products, focusing on benefits, trust signals, and outcomes
Integrated MailerLite to enable post-purchase follow-ups and automated nurture sequences

Moving From Clutter…

…to Strategic Clarity

The Result

The redesigned website delivers a clearer, more intuitive user experience that makes Soluman’s services easier to navigate, understand, and act on, while preserving the brand’s bold visual identity and commitment to diversity.

Beyond improved usability, the new structure enabled Soluman to launch and scale digital product sales. The MailerLite integration supports automated follow-ups, product upsells, and nurture sequences, guiding users from free content toward paid resources such as the eBook, workbook, and live training.

Restructured service pages for easier navigation

WooCommerce integration with digital products

This project explores a refreshed website concept for Soluman Consultancy. The redesign moves away from dense, text-heavy layouts toward a clear, human-centred structure with strong visual hierarchy, bold colour accents, and scannable content blocks.