The Problem
Kaylee built The Sleepyhead Coach into something special — a team of certified sleep consultants helping exhausted parents finally get their nights back, with science-based solutions for babies and kids of all ages. The expertise was there. The results for clients were real. But the website? It wasn’t doing any of that justice.
The old Wix site had some color and listed the offers, but it lacked the organization and personality a business like this needs. Parents landing on the site couldn’t quickly figure out if Kaylee could help their kid at their age. Services were buried in a product-list format that didn’t communicate value. And from a search perspective, the site was essentially invisible… ranking for only about 40 keywords with next to zero organic traffic.
For a business that relies on trust (you’re talking about someone’s child and their family’s sleep), a website that feels disorganized or hard to navigate is more than a design problem. It’s a conversion problem.
What We Set Out to Do
Kaylee came to me already knowing she wanted to move to WordPress, and I fully agreed. Beyond the platform migration, the goals were:
- Make the team feel like a team — the old site undersold the fact that this was more than one coach
- Simplify the navigation so parents could quickly find the right solution for their child’s age group
- Rewrite and expand the copy to communicate the full value of each service and build trust with skeptical, sleep-deprived parents
- Build SEO from the ground up — the site had almost no search presence, so there was significant opportunity
(Spoiler alert, it worked. “Soooo not even a full week of the new website and we’ve already reached 33% of our average monthly sales!!”)
The Approach
The biggest strategic shift was restructuring the services by age group rather than by product type. Parents searching for sleep help don’t think in terms of “1:1 coaching vs. digital product” — they think “my 4-month-old won’t sleep through the night.” By organizing content around that mental model, we made it easier for visitors to self-select and find what they needed fast.
This structure also created a significant SEO opportunity. Separate, targeted pages for different age groups meant we could optimize each one for the specific terms parents were actually searching.
Design That Earns Trust Quickly
Sleep consulting is a relationship-driven service. Parents are handing over something precious — their child’s sleep habits and, by extension, their own sanity. The design needed to feel warm, organized, and credible without being clinical.
A few key design decisions:
- A blog to build long-term authority and answer the questions parents are already Googling
- A clear, simple homepage services section with illustrated icons and plain-language headers — no fluff, just a fast path to the right solution
- A dedicated Services page using a subtle moon and star pattern to reinforce the sleep theme and add visual warmth without being overdone
Copy That Does the Selling
One of the biggest missed opportunities on the original site was thin service descriptions. Parents couldn’t tell what was actually included, what the process looked like, or why they should choose Kaylee’s team over anyone else.
We expanded the copy significantly across the site — not for the sake of word count, but to answer the questions a skeptical parent would have before booking. More copy also gave Google more signals to index and rank the site for relevant searches.
The Results
Before the redesign, The Sleepyhead Coach ranked for approximately 40 keywords and had virtually no organic search traffic. After launch, the site grew to rank for over 2,000 keywords — a 50x increase in search visibility that put the practice in front of parents actively looking for exactly what Kaylee’s team offers.
And, the sales results came fast. Within the first week of launching the new site, Kaylee messaged me:
“Soooo not even a full week of the new website and we’ve already reached 33% of our average monthly sales!!”
Less than a month later, just one week into June:
“So now just 1 week into June and we’re already at our average monthly sales! 🙌”
A website that’s easy to navigate and builds trust quickly doesn’t just bring in more traffic — it converts that traffic into sales. The Sleepyhead Coach felt that difference almost immediately.
What This Means for Your Business
If you’re a service provider with real expertise but a website that isn’t communicating that — or worse, one that’s making it hard for the right clients to find you — you’re leaving money on the table every single day.
The Sleepyhead Coach story is a good example of what happens when strategy, design, and SEO work together: the right people find you, they trust you quickly, and they buy.
Final Website Design Reveal
Note: The Sleepyhead Coach has since closed — not because the business wasn’t thriving, but because Kaylee made the personal decision to step back from entrepreneurship to focus on family. The results above are real, the design was real, but the site simply no longer exists to visit.
Ready to see what your website could be doing for your business? Contact me to learn how I can help.