The challenge of building a website for a business like no other
I can honestly say that I know of no other business that is quite like Kelly’s Cygnet North East.
She offers three types of services: careers counselling for private individuals; mental wellness services (reiki, meditation and counselling); and funded workshops for disadvantaged people struggling to get back into work.
We started with a long discussion on whether or not these three things belonged on the same website – I thought not, but Kelly insisted that they do, because that’s what made her business different. She’s not just a careers advisor, nor a life coach, or anything else with a label: her mission in life is to help people find the job that suits them, that makes them happy, and that will pay the bills.
The difference with Kelly is that she recognises that when people are struggling to find a job it can often be because of things like low self esteem, lack of direction, no self confidence and so on. So Kelly doesn’t write cvs, nor does she find specific jobs for people. What she actually does is look for the root cause of their difficulties and works on fixing that whilst at the same time teaching her clients the skills to find and secure a job themselves.
And it works! Kelly has an amazing 96% success rate at getting people into work!
So where does the website fit in to this tale?
It was really difficult for me to find a starting point for the site as there was no other business like Kelly’s to give me ideas. What made matters worse is that Kelly isn’t interested in the search engines, partly because what she does is so different that no one knows that kind of service exists so they don’t search for it, but mainly because Kelly’s main income is from funded projects. That meant that the main goal for her website was to present her as an authority figure with the experience, knowledge and wherewithal to handle large projects.
It’s early days just yet so we don’t know how much difference the site will make to Kelly’s business, but both she and I love it, and for now that’s all that matters.