Case study: full website remake, learning and search
One welcoming path into rope, learning and working with Molly
Someone curious about rope may be excited, nervous, or unsure where they belong. Molly’s teaching meets people through embodiment and care, not a one-size-fits-all class list. Her old site could not hold that welcome or the depth of the work, so I rebuilt the path from first curiosity to learning.
My role: Website remake, content strategy and copy, blog and articles, search and technical SEO, AEO and GEO structure, Tutor LMS course setup, email automations and funnels.
Help newcomers feel safe enough to explore
A subject this personal needs clarity and trust. The site had to explain Molly’s work in her voice, help people understand the offer and connect discovery, teaching and follow-up. A course platform or email sequence would feel bolted on if the surrounding pages did not prepare the visitor for it.
A site that teaches before the course begins
I rebuilt the website and created a clearer editorial route through Molly’s approach, offers, articles and calls to action. The blog gives real questions room for a useful answer and supports search discovery. Tutor LMS provides the course environment; email sequences and funnels connect sign-up, learning and the next relevant invitation. Technical search work and content structure make the subject easier for search engines and AI tools to interpret without flattening its nuance.
A first enquiry should be the start of a thoughtful journey. I jotted down what can happen next.
Listening for what Molly would never say
Molly was clear about her work and equally clear about the impressions she did not want to give. We explored what a newcomer needs to know before a class, what a returning student is ready for, and how her voice should sound in email as well as on the page. Those conversations shaped the identity, copy and teaching journey.
A complete remake in Molly’s voice
The previous site did not show the quality of Molly’s teaching. I developed the logo and visual identity, rewrote the way the offer is introduced and rebuilt the site around a visitor’s level of familiarity. Someone curious about rope can begin gently; someone ready to learn can find the right path.
Courses and a continued relationship
Tutor LMS gives the teaching a place to live beyond a single workshop. Articles answer real questions and support search discovery; email sequences and funnels connect an initial sign-up to useful follow-up. Those parts work best when their language and design still feel like Molly’s world.
Search, answers and AI discovery
SEO makes the pages easier to find in ordinary search. AEO means answering the real questions people ask; GEO concerns how a business is understood and cited in AI-generated answers. LLMs are the language models behind many of those tools. I researched newcomers’ questions, wrote articles and organised the headings, links and technical details around useful answers. No one can promise a particular ranking or citation. The point is that Molly’s knowledge is clear to a person first, and easier for search and AI systems to interpret.