hey, i’m elle - brand, website + marketing strategist based in stockholm, sweden.
I know what it’s like to be good at the thing you actually started the business to do… and then realise you’re somehow also expected to be the strategist, marketer, copywriter, content creator, salesperson, and website manager.
When I started my own business, the design part was the easy bit. I’d spent years working professionally as a designer and knew how to make things look good.
What I had absolutely no idea how to do was build a business around that expertise.
How do I explain what makes me different when there are hundreds of other designers someone could choose? What do I talk about online? How do I get people to trust me before we’ve ever spoken? How do I turn a website visitor into an actual enquiry? And how do I keep marketing the business when I’m already busy doing the client work?
Turns out, those questions ended up shaping my career far more than I expected.
But first, let me rewind a little…
In 2018, I packed my life into a couple of suitcases and moved from Brighton to Stockholm with my now-husband for what was supposed to be a six-month internship at H&M.
There was absolutely no grand plan to build a life here. I genuinely thought we’d probably last a year max, but that internship became a full-time design job, Stockholm slowly became home, and a few years later, I started wondering what it might look like to build something of my own.
I’d always been creative. As a little girl, I was happiest with a paintbrush or pencil in front of me, which eventually led me into textiles, print and graphic design, so becoming a designer had always felt like a pretty natural path.
Starting a business was considerably less natural…
I wanted more creative freedom, more choice over the work I took on and, eventually, a business that gave me more freedom in life too. So in late 2021, I decided to give it a go.
And that’s when I discovered there was a pretty big difference between being good at what you do and making it easy for people to choose you for it.
That became the part of business I couldn’t stop thinking about.
I started paying much more attention to what makes someone trust one person over another online, why some businesses are instantly memorable, and why great work can still be overlooked when the value isn’t clear.
The more coaches and service providers I worked with, the more I saw the same thing: they already had the expertise, results and offers. They just had far more value inside the business than someone discovering them online could actually see.
Sometimes the website had fallen behind. Sometimes marketing kept getting pushed aside and neglected. And often, the things that made them really worth choosing only became obvious once someone got on a call with them.
That’s the gap I now help close.
Today, I help established coaches + service providers become the obvious choice online.
Sometimes that means building the foundation from the ground up: refining your positioning, branding, copy and website. Other times, the foundation is already there, and you need ongoing support to keep your marketing moving.
Either way, I’m always looking at the same four things: Clarity. Trust. Differentiation. Conversion.
Those have become the foundation of my Obvious Choice Framework and guide the work I do today. Because you don’t need to be louder or constantly reinvent yourself. You need an online presence that makes your value easier to understand, trust, remember and choose.
five years later, I know the world of coaching + service businesses pretty damn well.
Since starting this business, I’ve worked with more than 50 clients around the world, collaborated with Squarespace as their Nordic Circle Partner and delivered workshops for Berghs School of Communication, Antler and Norrsken.
But the experience I probably bring to my clients most is simply knowing how their businesses actually work. The discovery calls, referrals, changing offers, amazing client results you forget to talk about, newsletters you meant to send weeks ago, and marketing ideas sitting somewhere in your Notes app.
So when we work together, I’m never looking at your branding, website, or marketing in isolation. I’m looking at the business behind it, and how we make more of its value visible.
i would love to work with you if…
— You’ve already built something pretty solid. You have clients, experience and offers that work. You’re not trying to figure out what you could sell, you want the way you show up online to better reflect what you’ve already built.
— You’re a big part of why people choose the business. Your expertise matters, but so do your opinions, personality, approach and the way it feels to work with you.
— You care more about being the right choice than being the loudest person online. You want marketing that builds genuine trust and connection rather than chasing followers, trends or whatever everyone else in your niche is suddenly doing.
— You want strategy AND someone who can actually get things done. You value having someone who can see the bigger picture, make recommendations and then turn those ideas into real websites, content, emails, campaigns and creative work.
— You’re collaborative and happy to trust expertise. You’ll bring everything you know about your work and clients, and you’re happy for me to bring an outside perspective and challenge something if I think there’s a stronger way.
— You care deeply about the work you do. You want to grow and sell, obviously, but there’s a real person on the other side of what you offer and you don’t want your marketing to lose sight of that.
WORK WITH ME
Whether your online presence needs a stronger foundation or you need ongoing support to actually market the business you’ve built, there are two main ways we can work together.
01 - BUILD THE FOUNDATION
web in a week
DONE-FOR-YOU BRANDING & SQUARESPACE WEBSITE DESIGN
In one focused week, I refine your positioning, create your brand identity, write your website copy and build your Squarespace site, so your online presence finally reflects the level of your business and gives the right clients a clear reason to choose you.
02 - KEEP YOUR MARKETING MOVING
ONGOING MARKETING PARTNERSHIP
LONG-TERM MARKETING SUPPORT
For when marketing keeps getting pushed aside while you’re busy serving clients. Get ongoing done-for-you strategic + creative support across social media, email, website updates + more.
Looking for a lighter-touch way to work together?
THE OBVIOUS CHOICE INTENSIVE
A focused done-with-you website strategy sprint for when you want expert eyes on what’s weakening your site and a clear plan for what to fix yourself.
Build a Homepage That Makes You the Obvious Choice - mini course
12 short lessons, worksheets + a copy wireframe to help you quickly improve your homepage.