The challenge: A website built for day one, not for what came next

When Courtney Newman launched Safety Forward, she built her own website, like so many business owners do. And at the time, it did exactly what she needed: it got her business going.

But because she’s a total bad ass, things changed pretty quickly. She knew there was a bigger market to tap into, and it was time for her website to earn its keep. 

The site wasn’t reflecting the business she’d built. The messaging was technical and detailed (which made sense given her background), but it wasn’t helping potential clients quickly see the value and take action.

The approach: Clarity, confidence, and conversion

Courtney didn’t need a total rewrite. She needed a strategic refresh that helped potential clients connect with her services faster. Together, we focused on:

• Refining the messaging, keeping the depth of expertise but presenting it in a way that felt clear, accessible, and engaging.
• Strengthening the structure, making sure potential clients could quickly find what they needed and understand how Safety Forward could help.
• Shifting from information to action, adjusting the copy to not just inform, but convert, turning website visitors into real leads.
• Aligning the site with business growth, making sure the messaging reflected where Safety Forward was going, not where it had been.

The result: A website that moves the business forward

The final version of the website still feels like Courtney. It reflects her expertise, no fluff, no gimmicks. But now, it connects with potential clients faster, guides them toward the right service, and helps them take the next step with confidence.

“Claire has been phenomenal in helping me improve the copy for my website. As a professional, I can get caught up in the detail, and not only has her work improved my website, but it’s also helped me develop a new language to break down what I do in a palatable way for clients. 10/10 recommend.”

– Courtney Newman, Founder, Safety Forward

Courtney’s expertise has always been top-tier. Now, her website means potential clients see it too.