DR. AMELIA
KELLEY
BUSINESS
Psychologist, Author & TED Speaker
SCOPE OF WORK
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Brand identity development
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Full website copywriting
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Speaking-focused site structure
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Email marketing launch
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Adjacent counseling practice website
When I met Dr. Kelley, she gave me a 15+ page document that her prior web designer wrote. The copy was unorganized, overwritten, and unclear in parts. The website design wasn’t much better.
Enter my red pen. Five hours of slicing and dicing later, and Dr. Kelley had a clear, structured narrative that supported her illustrious speaking career and clinical practice. I also included yellow balloons and fairy dust photos to Dr. Kelley’s branding. She embraced it all.
Two weeks after launch, she secured a NAWBO speaking engagement, and her counseling site saw a 407% increase in traffic within the first month. I attribute it to the fairy dust.
Voice
Friendly
Optimistic
Confident
AaBbCc
1234 #$!
AaBbCc
1234 #$!
Typography
Color
Photography
LOGO
Dr. Kelley’s logo was intentionally simple and refined. I selected a script typeface that introduced warmth, complementing the site’s more whimsical visual elements. We chose to omit “Dr.” from the logo to enhance approachability, while retaining her PhD designation within her credentials.
THE WEBSITE
Dr. Kelley didn’t want another traditional promotional website. She wanted something that reflected her warmth and approachability. I translated that into a vibrant, visually expressive digital experience—using colorful, carefree imagery to give visitors a sense of what it feels like to work with her. To anchor the narrative, I composited her media appearances directly into the site’s visual system, reinforcing both credibility and personality.
NAWBO’s Director of Programs later described the site as “quite engaging,” noting that it solidified their decision to book her as a guest speaker.
WEBSITE RESULTS
4m 1s average session duration
2.1 average pages per session
EMAIL CAMPAIGNS
After Dr. Kelley’s website launched, I developed and implemented a monthly newsletter campaign using her existing email list. The inaugural edition echoed the bright, optimistic tone of her new site, opening with a sunflower field image to reinforce the brand’s warmth. The following month coincided with a holiday photo shoot, which I incorporated into a refined, cohesive layout. I also created a fully editable template that Dr. Kelley continues to use and maintain independently.
EMAIL RESULTS
52.1% ongoing open rate
3.9% click-through rate
