The Beginning
When I first launched Tracey Burkinshaw Virtual Assistance, one of the first messages I received was from Nicola.
She had been following my launch on Facebook and sent me a simple question:
“Do you build websites?”
Little did either of us know that simple question would become a project that evolved far beyond the original brief, and one that I’ve thoroughly enjoyed bringing to life.
Nicola had founded EthicAura, a business built around ethical skincare, wellbeing and helping people feel and look the best version of themselves. From the very beginning, I loved everything the brand stood for. Its focus on wellbeing, sustainability and treating people as individuals really resonated with me, making it a project I couldn’t wait to get started on.
Having spent many years working within the employee benefits industry, another part of the business immediately caught my attention too. EthicAura’s corporate wellbeing offering has huge potential to complement employee wellbeing programmes, something I could instantly see being valuable for employers and benefit consultants alike. It was exciting to work on a business that aligned so closely with both my values and my professional background.
The Original Brief
Like many small businesses, the website project started with a relatively simple idea.
The original plan was to create a single information website that introduced EthicAura, linked visitors to Nicola’s skincare shop and directed people to a booking page.
On paper, it sounded straightforward.
However, as we explored the business in more detail, it quickly became clear that a single page simply wouldn’t do the brand justice.
Looking Beyond the Brief
One of the things I enjoy most about working with clients is understanding the bigger picture rather than simply delivering exactly what was originally requested.
As we mapped out EthicAura’s services, it was clear that the business was serving two very different audiences.
On one side was the lifestyle business, helping individuals enjoy ethical skincare and wellbeing treatments.
On the other was the corporate wellbeing service, aimed at organisations looking to invest in the health and wellbeing of their employees.
Although both sides shared the same values and philosophy, the people visiting each website would arrive with completely different questions, goals and expectations.
Trying to squeeze everything into a single information page would have created a confusing experience for everyone.
Instead, we made the decision to create two dedicated customer journeys, supported by a central landing page that brought the whole EthicAura brand together.
The project had evolved from building a website into creating a complete online experience.
Creating the Experience
Once the direction was clear, the real fun began.
This is the part of website projects I love most: taking someone’s vision, a beautiful brand and a collection of ideas, then bringing them to life online.
Over the course of the project we worked through everything from refining the messaging and planning the site structure to creating the customer journeys, integrating online booking, setting up professional email, connecting domains, writing legal pages and laying the foundations for SEO.
One of my favourite parts of the project was exploring the booking experience. As there wasn’t an existing booking system in place, we had the opportunity to design the customer journey from the ground up. Rather than sending visitors away to a third party booking system, we integrated the booking system into the website itself, creating a smooth and seamless experience for future clients, a natural extension to the EthicAura brand.
Every decision was made with one question in mind:
“What will make this easier and clearer for the person visiting the website?”
A Little Bit of Problem Solving
One feature I’m particularly proud of is something most visitors probably won’t even notice.
The website platform we had chosen based on the original brief didn’t include the style of navigation I wanted once the scope of the project had evolved. Rather than accepting the limitation, I designed and built my own navigation solution from scratch to create a cleaner, more intuitive experience.
It’s a small detail, but it’s exactly the sort of problem solving I enjoy.
Sometimes the best part of a project isn’t using the tools that already exist, it’s finding a better way when they don’t.
I’m equally proud of how the three connected websites flow naturally between one another. Each has its own purpose and audience, while still feeling unmistakably part of the same EthicAura brand.
Launch Day
Watching a project move from an initial conversation to a fully functioning online presence is so exciting.
EthicAura now has a platform that reflects the quality of Nicola’s business, clearly communicates her services and provides a strong foundation as she begins promoting the brand, particularly on LinkedIn as she starts this exciting new chapter following her corporate career.
And the first post launch milestones have already arrived. EthicAura is appearing in Google search results and the website has received its first enquiry through the contact form, lovely early signs that the new online presence is already beginning to do its job.
For me, this project perfectly sums up why I love building websites.
It’s not just about creating pages.
It’s about listening, understanding a business, asking the right questions and creating an online experience that genuinely helps both the business owner and their future customers.
I’m incredibly proud to have been part of bringing EthicAura to life online, and I can’t wait to watch the business continue to grow.
Are you starting a new business or feel that your current website no longer reflects where your business is today? I’d love to help you create an online experience that feels right for your brand and supports your next stage of growth.
I enjoy taking an idea, understanding what makes your business unique and creating an online experience that feels authentic to your brand and easy for your customers to navigate.
If you’re ready to explore your own website project, take a look at my Website Creation service to find out more about how I work.