Case study Website rebuild Live · Jul 2026

A calmer home for a calm-CEO strategist.

Kaitlyn Cook helps high-growth service founders scale without burning out, as a strategist, fractional COO and coach. Her old site worked, but it felt heavier and busier than the calm, considered advice it stood for. I rebuilt it lighter, faster and more editorial, then handed her the keys to run it herself.

Client: Kaitlyn Cook
Focus: Strategy, fractional COO, coaching
Audience: High-growth service founders
Platform: Astro static site (Netlify)
My role: Design & full rebuild

kaitlyncook.co

The brief

An advisory brand that outgrew its old website

Kaitlyn is the calm in the room for founders scaling fast. Her site needed to feel the same way the moment someone landed on it. The old one did the job, but its darker, busier layout read heavier than her work, and it was slower and fiddlier to keep current than it should have been.

She also writes often. The site had to be something she could update herself, without waiting on anyone.

What was not working

01
Heavier than the brand
A dark, busy homepage that did not read as calm and considered the way her advice does.
02
Slower than it needed to be
Pages carried weight they did not need, on a brand that trades on feeling unhurried.
03
Awkward to keep current
Kaitlyn writes and ships often, and the old setup made small edits harder than they should be.
04
Not obviously premium
For high-touch advisory work, a lighter, editorial presence lands as more credible.

The rebuild

What I changed, and why it mattered

01

A calm, editorial look

Out went the dark, busy layout. In came a light, paper-and-blush palette with generous space and a clear path from her story to a booked session.

02

Rebuilt for speed

The whole site was ported to Astro with hand-built templates. Lighter static pages, quicker loads and far less to break, so every page reads on a phone in a moment.