Website Redesign & Roadmap for a Spa Consulting Leader

Lisa Starr

Lisa Starr of Wynne Business, a long-established wellness and spa consulting firm, wanted a digital presence that matched its reputation as a leader in spa and wellness consulting. The vision was bigger than just a new look. They needed a strategy. Their goals: overcome outdated tech, improve user experience, automate key processes, and create a clear online hub for consulting, training, and future programs.

Web Design & Development Branding Roadmapping Strategy Website Care Plan
wynnebusiness.com

The Challenge

The former site felt dated and slow, important next steps were buried, and manual processes (lead capture, intake, scheduling) created friction. Under the hood, the tech was showing its age. At the same time, Wynne Business was ready to migrate courses off the website to a dedicated platform and replace their email tool. This meant the redesign needed to gracefully connect all the moving parts.

Roadmapping First

Before design, we kicked off a Strategic Roadmapping Project to evaluate the site, content, and systems, then chart the smartest path forward. Some key problems surfaced quickly: site speed, outdated theme, poor UX/data structure, and deficient use of marketing automation.

That work clarified our priorities:

  • Redesign and restructure the marketing site on a fast, scalable WordPress stack with a light brand refresh.
  • Move all learning content to a separate platform (LearnWorlds) so course delivery is secure, performant, and easier to manage.
  • Migrate email from Constant Contact to Brevo and streamline opt-ins, automations, and list management across the site and programs.

This gave us a clear plan for what lived on the marketing site vs. what belonged in the learning platform and how the two would connect.

Before

wynne before
The former site design, tech and information design was no longer serving Wynne Business.

After

The redesigned homepage is modern, clean, and strategically structured to guide visitors toward services, resources, and credibility.

My Approach

Guided by the roadmap, the redesign project focused on:

  • Clear Customer Journey: Restructuring navigation so visitors could easily find consulting, training, podcast, and resources.
  • Modern Design & Brand Refresh: Updating the look and feel with modern,friendly typography, refreshed colors, curated imagery, and new podcast graphics.
  • Custom Post Types: Building CPTs for services, resources, and podcasts to make content easier to manage and scale.
  • Automation: Implementing improved forms and workflows for lead capture, onboarding, and newsletter growth.
  • Scalable Tech Stack: Using Bricks Builder + ACSS, JetEngine, and WSForm to ensure performance, flexibility, and future growth.
Starrcast Podcast page layouts for the episode collection page and single episode pages
Podcast: A Custom Post Type (CPT) was created for the podcast which dynamically accommodates episodes with video and those without videos and allows for featuring a group of episodes on the podcast archive page.
Page layouts for the Wynne Business learning academy main page and example individual program page.
Learning Programs: Custom Post Types (CPTs) were created for services and learning programs, giving each offering its own landing page for clarity, SEO, and easy updates. Online programs link off to the Wynne Business academy platform for purchase.
Page layouts for the Wynne Business consulting services main page and an example individual services page
Consulting Services: Services were restructured into a clear, professional and dynamic layout that helps potential clients quickly see what Wynne Business provides and makes it easy to update content including adding new services.
Page layouts of the Wynne Business intake and contact form.
Forms: The two former intake forms were consolidated into one single intake form. Both the intake form and new contact form are integrated with the Wynne Business CRM so their contacts get added to Brevo.

The Results

The redesigned Wynne Business site now reflects the authority and professionalism of the brand. Visitors can quickly discover services, explore resources, and engage with the StarrCast podcast. Behind the scenes, processes are more efficient: intake forms feed into workflows, content is easier to update, and the site is optimized for both speed and mobile use.

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Get a project like Lisa Starr

Not everyone loves to DIY. And you have better things to do like run your business than sort out all the tech. Let's work together and take your business to a new heights.

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