Project Overview

When Wild Chix founder reached out through a referral, she had built her own Wix website for what she described as a "bit clunky and unorganised" platform for her new business. What began as a website review quickly evolved into a comprehensive business transformation that repositioned a passion project into a fully-fledged enterprise. The founder has since become a recognised innovator in New Zealand's adventure community space, regularly featured in national media as a mover and shaker in her field.

Challenge

The initial website suffered from several critical issues that were limiting the business's potential:

• Self-built limitations: The DIY Wix site lacked professional polish and strategic organisation

• Unclear value proposition: The founder had significantly undersold herself and her unique offerings

• Poor user experience: Navigation was confusing, with unnecessary pages cluttering the user journey

• Lack of business model clarity: The site failed to communicate a coherent business structure

• Missing credibility markers: No proper showcase of media recognition or social proof

• Undefined target audience: Mixed messaging that didn't clearly identify the community being served

The deeper challenge revealed during our consultation was that the founder hadn't recognised the full potential of her business concept and was presenting it as a hobby rather than a professional venture.

Strategic Approach & Deliverables

Business Model Development

• Conducted strategic consultation to identify untapped business opportunities

• Repositioned the brand from a passion project to a professional adventure community platform

• Developed clear service categories and revenue streams

• Established market positioning for corporate and women's adventure experiences

• Set up business systems and workflows

Website Architecture & Content Strategy

Page Transformation

• Streamlined navigation

• Showcased authentic photography

• Added purpose statement articulating mission and community values

Page Optimization

• Shop: Implemented logical product categorisation for improved browsing

• Services: Clear service delineation with dedicated corporate experience section

• About: Enhanced team presentation with proper attribution

• Blog: Restructured layout for improved readability and navigation

New Strategic Pages

• Media Page: Dedicated space for press coverage and industry recognition

• Privacy Policy: Professional compliance documentation

Results & Impact

The website transformation achieved remarkable and measurable results:

Media Recognition: The founder is now regularly featured in New Zealand media as an innovator and industry leader

Business Transformation: Successfully evolved from hobby-level passion project to recognised professional enterprise

Enhanced User Experience: Streamlined navigation and clear value proposition eliminated user confusion

Increased Credibility: Professional presentation to attract corporate clients and speaking opportunities

Revenue Growth: Organised shop and clear service offerings improved conversion rates and sales

Industry Authority: Established platform now positions Wild Chix as the go-to adventure community for women in New Zealand

Ongoing Partnership: Continued collaboration demonstrates sustained value and growth potential

Key Transformation Elements

Before:

• DIY Wix website with amateur presentation

• Unclear business model and value proposition

• Cluttered navigation and poor user experience

• Passion project positioning

• Limited credibility markers

• Unfocused target audience

After:

• Professional, strategic website design

• Clear business model with defined revenue streams

• Streamlined user experience with intuitive navigation

• Professional enterprise positioning

• Media recognition and industry authority

• Focused community of adventure-seeking women

• Corporate partnership opportunities

Ongoing Partnership & Future Development

The successful launch has led to a continued partnership where we:

• Regularly add media coverage and press mentions to maintain fresh content

• Plan future development of membership and community sections

Timeline & Process

This comprehensive transformation was achieved through:

• Initial consultation revealed business potential beyond the original scope

• Strategic business model development

• Complete website restructure and content optimisation

• Professional presentation and credibility establishment

• Launch with immediate positive market response

• Ongoing content management and strategic updates

Long-term Impact

This project demonstrates how strategic website redesign can unlock hidden business potential. By recognising the founder's undersold value proposition and repositioning the entire venture, we transformed a hobby website into a platform that attracts media attention, corporate clients, and industry recognition.

The Wild Chix transformation showcases the power of professional web design combined with strategic business consultation to create sustainable growth and market authority in the adventure tourism sector.