hey there — I’m Elle
Trusted by 50+ international clients
Brand and website designer for coaches
500+ discovery calls generated through client websites
Brit living in Stockholm, Sweden
I know what it’s like to be good at your work… and still struggle to make that obvious online.
In 2018, I moved from Brighton to Stockholm for what was supposed to be a six-month internship at H&M.
Somehow, I never left.
My background in print and graphic design taught me how to take an idea and make it feel distinctive, intentional and visually strong. But when I started building my own business, I learnt something pretty quickly:
Looking professional and being easy to choose are two very different things.
My first website looked perfectly respectable. It listed my services, explained my process, and said all the things a website was meant to say…
But it wasn’t doing much of the selling. I was still relying heavily on referrals, over-explaining my value in conversations and trying to build trust from scratch every time someone enquired.
The website was saying plenty. It just wasn’t making a very convincing argument.
Everything changed when I stopped treating it like an informative brochure and started treating it like part of the sales process.
I got much clearer on who I wanted to work with. I stopped sanding down my point of view. I brought the strongest proof forward and created a much more intentional journey from:
“This sounds interesting…”
to:
“This is exactly who I want to work with.”
And that’s when my business started to really change.
Enquiries became more consistent. The clients were a better fit, and I became less dependent on referrals.
I began attracting opportunities including a year-long collaboration as a Squarespace Nordic expert, plus workshops for Berghs School of Communication, Antler and Norrsken.
It also taught me that an underperforming website is rarely just a design problem.
A beautiful website can’t rescue vague positioning. Amazing copy can’t help when your strongest proof is buried three pages deep. And more traffic won’t fix a website that gives people no compelling reason to act.
That experience became the foundation of my Obvious Choice Framework: clarity, trust, differentiation and conversion.
THE OBVIOUS CHOICE framework ©
The 4 things a high-converting website gets right:
1) clarity
Making sure visitors instantly grasp what you do, who it’s for, and how to work with you (while filtering the wrong people out).
2) TRUST
Positioning you as the undisputed real deal using real proof, authority signals, and human connection so people trust you quickly.
3) DIFFERENTIATION
Infusing your actual personality and tone into the design and copy so you stand out instead of blending into a sea of generic competitors.
4) CONVERSION
Stripping away all the friction and creating a super smooth, obvious pathway for dream clients to take that next step to work with you.
Today, I use this framework to help established coaches and service providers turn years of expertise into an online presence that finally shows people how good they really are.
Because when that expertise isn’t obvious on your website, you end up doing the work it should be doing for you: posting more, explaining yourself in DMs, relying on referrals and using sales calls to prove your value from scratch.
I help you change that, so the right people land on your website, understand why you’re different, trust the value of your work and arrive on the discovery call already feeling like you’re the person they want to work with.