Selected work / Websites
Two Pages and a List
A homepage body, a new service page and a practitioner list, inside one block of hours.
Start Right client work for Human Potential Initiatives, Joda Williams. The writing on both pages is her own.
The ask
Two documents of her own writing sitting in Google Docs, and a homepage still running older sections that said less.
What shipped
A rebuilt homepage body, a new assessment page in the navigation, and a practitioner list of 1,990 people.
Done in
One Creative Hourly block on 1 October 2026.
The project
What the work needed to do.
The communication problem
She had already written the words. They were sitting in two documents, one describing how a session actually works and one describing the assessment technology, while the homepage still ran older sections that said less than her own writing did, and the assessment had no page at all. The work was not to find something to say. It was to get what she had already said onto the site without flattening it.
The design approach
Build her words into the site’s own design system rather than rewriting them. Eight sections on the homepage and seven on a new assessment page, each laid into the existing type, colour and spacing so nothing reads as bolted on. Her copy went in verbatim apart from four em dashes rewritten as commas. Where her writing makes a claim about what the technology shows, her own disclaimer sits in a card directly beside it rather than at the foot of the page, so the qualification stays with the thing it qualifies. The same block of hours also produced a practitioner list built out of two old records that had never been joined.
The work
A rebuilt homepage body, a new assessment page in the main navigation, and a practitioner list, all inside one block of hours.
- Eight sections on the homepage and seven on the new page, built into the existing design system.
- Her writing used verbatim, apart from four em dashes rewritten as commas.
- Both of her disclaimers placed in cards beside the claims they qualify, not at the foot of the page.
- A practitioner list merged from two separate records into 1,990 unique people, 608 of them practitioners.
- Device photography from an earlier shoot of the same equipment, reused here.
- Squarespace Fluid Engine blocks cannot be resized from the browser, so the full width section was saved to the site’s own Saved Sections and reused on both pages, with a rule inside the block to collapse the leftover grid rows.
- The same hours held the navigation to one line once the new page joined it, and took down the registration opens shortly notice on the training page now that the checkout works.
A closer look
The supporting work
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The Backlog Audit.
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Sort what you keep putting off into Do, Decide and Drop, write the sentence that makes each one finishable, and put an honest hours guess beside it. Most people find the whole list is smaller than it felt.