PR Consultant Website Transformation
Victor Elera
From Cluttered to Commanding: A PR Consultant's Website Transformation
When a seasoned PR and communications strategist wants to attract
high level clients, and her website has to do the heavy lifting. It
needs to communicate credibility, clarity, and confidence, before a
single word is read.
That's exactly the challenge we took on at Elera Design Studio
when Farrell Klein, a communications strategist for companies shaping
modern retail, reached out for a complete Squarespace website overhaul.
The Challenge: A Website That Didn't Match the Caliber of the Work
Farrell came to us with a clear vision and a direct brief:
"I'd like to streamline my personal consulting website to be only
2 pages, and make it feel more elevated and sophisticated to attract
larger size clients that need brand strategy, copy and PR work. I need
someone who can take initiative to find any graphics / visuals needed,
and/or design them."
Her existing site had good bones, but it wasn't converting at the level her experience deserved. The layout felt busy, the flow was disjointed, and the overall aesthetic wasn't aligned with the premium positioning she needed to attract
larger, more complex clients.
The core goal: Make the website feel elevated enough to attract larger clients in brand strategy, PR, and communications.
Our Approach: Strategy Before Design
At Elera Design Studio, we don't open Squarespace before we
understand the business. Here's the process we followed for Farrell's
project:
1. Strategic Briefing
We started by understanding Farrell's business goals, target
audience, and competitive landscape. Who were her ideal clients? What
was the emotional impression she needed to create? What did her
competitors' sites communicate and how could she stand apart?
2. Web Audit
Before redesigning anything, we analysed her existing site: what was
working, what wasn't, and where the biggest opportunities for
improvement lived. Page structure, visual hierarchy, and user flow were
all evaluated.
3. Research
We studied her industry, key competitors, and target audience to
inform every design decision from typography to layout to imagery
sourcing.
4. Layout Design, Web Assets Creation & Sourcing
With the strategy in place, we moved into design. This included
building the full interface, sourcing editorial imagery that felt
premium and on-brand, and creating custom visuals that brought Farrell's
brand story to life.
5. Feedback & Iterations
Great design is collaborative. We refined the site through multiple
feedback rounds, making sure every detail met Farrell's vision and
strategic goals.
The Solution: Clean, Confident, Conversion-Ready
The redesigned site was stripped back to two focused pages intentionally minimal, strategically powerful.
What Changed
Cleaner layout Every element has a purpose. No visual clutter.
More white space Breathing room that signals premium positioning.
Better flow The user journey moves naturally from curiosity to credibility to contact.
Desktop & Mobile > Both Dialed In
The redesign was built responsively across both desktop and mobile.
On desktop, the layout uses generous whitespace and a structured content
hierarchy to guide enterprise-level visitors through Farrell's story,
expertise, and media presence
The Result: A Website That Feels Like the Work
Farrell's reaction after seeing the redesign said it best:
"It is looking so good. So much more elevated than my current site."
The new site doesn't just look better it works harder. It
communicates authority at a glance, speaks directly to the enterprise
clients Farrell is targeting, and removes every friction point that was
standing between a first visit and a new business conversation.
Farrell's Review
The project concluded with a 5.0-star review on UP:
"Victor helped overhaul my personal consulting website. He is
detail-oriented, professional, and responsive. He has a strong eye for
design and layout, and also helped create a custom illustration for the
site. He was patient with the final refinements I asked for. Highly
recommend Victor; would work with him again!"
If your website isn't reflecting the quality of your work or
attracting the calibre of clients you're ready for
we should talk.
Let's work together.
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Posted Apr 10, 2026
Revamped PR consultant's website to attract enterprise clients using Squarespace.
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