Crenaly: a booking SaaS I designed and built end-to-end for appointment-based businesses in France: salons, barbers, beauty and wellness.

The core idea: when a client cancels, the freed slot is automatically offered to clients who asked for an earlier time. The first to accept gets it, their appointment moves in place, and the slot they leave is offered next. No double booking, no manual work.

Around it, a full product: → Branded booking page for each business, embeddable on their own site → Mobile-first booking flow, no account needed → Agenda, client management, team roles & permissions → Verified reviews, analytics, Stripe billing

Product, UX/UI, frontend and backend. Next.js · TypeScript · NestJS · PostgreSQL · Redis

Automatically offering a cancelled slot to the next client is such a practical feature for salons and barbers. Designing and building Crenaly end to end must have made those flows much tighter.

Thousands of searches. Almost no clients.

That's where Richard Reid's website was when we started working together. Richard is a psychology-led leadership coach for founders, CEOs and senior leaders, and his site was ranking. Just not for the right people.

When I sorted every search the site appeared for by intent, 60% were people researching psychology topics. Only 5% were people actually shopping for a coach.

So instead of chasing more traffic, I rebuilt the strategy around that 5%:

Mapped the private pressures each of his three audiences carries, from the 3am thought to what they're really buying

Separated his two sites so they stopped competing for the same searches

Restructured the service hubs

Rewrote the homepage and about page to lead with who he helps and what he solves, with one clear route to a consultation

The old homepage said "Elevate Your Leadership with Richard Reid". The new one tells a founder or C-suite leader, in the first line, that this is for them.

Both pages are live. Full case study on my profile.

If your site gets traffic but not enquiries, the fix usually isn't more traffic. It's knowing which visitors matter and writing for them.

This is gold. 60% wrong traffic vs 5% buyers — same problem I see with Illinois restaurants.

They rank for "how to make pizza" and get 10k views, 0 bookings. You fixed it by writing for the 5% who actually want to buy.

"Elevate Your Leadership" → "This is for you, founder at 3am"...