Britney is a marine scientist with a vision: to create a welcoming space for New Zealand women who want to dive. When we first talked, she had a basic DIY website that didn't communicate any of that. Visitors arrived confused about what she offered, who it was for, or why it mattered.

So I asked questions. What would make them feel welcome? We spent time understanding not just her business, but her community, the women she was trying to reach and what they actually needed to hear.

The website needed to do several things at once: establish her credibility as a marine scientist, create a sense of belonging for women who felt intimidated by diving culture, and actually sell things. We built a Shopify store for gear and branded items, structured her services clearly, and wrote content that acknowledged the real concerns women have: cost, safety, and feeling out of place in a male-dominated sport.

But the transformation was really about helping her see what she'd built. She'd undersold herself, presenting a passion project when she'd actually created something significant. Once she could see it clearly, we positioned it that way: New Zealand's premier community for women divers, led by someone who knows the science and understands the culture.

Now she's featured in national media as an innovator. Her Instagram community continues to grow. And women who were nervous about diving have a place that feels like theirs.