What’s working

These are things the site already does quite well:

1. 1. Strong positioning

   • The homepage clearly communicates who Catriona Pollard is: speaker, trainer, personal branding expert, media expert, author and fibre artist. 

   • Her unique angle (nature-based creativity, foraged fibres, sculptural basketry) gives differentiation.

   2. Wide set of services

   • Training, speaking, mentoring/coaching, and creative art offerings are clearly laid out in the menu. 

   • Multiple touch points (blog, “art”, “media”, etc.) allow different audience types to engage.

   3. Good navigation structure

   • The menu is comprehensive and covers many of the service areas.

   • The “blog / articles” section provides ongoing content which helps both for thought-leadership and SEO.

   4. Strong storytelling

   • The about / intro section does a solid job of combining credibility (PR agency background, speaking, authoring) with artistic creativity. 

   • The mix of “expert / professional” and “artist / nature-creativity” gives a rich, multi-dimensional brand.

What could be improved / opportunities

Here are areas where the branding, structure, or UX could be strengthened:

1. 1. Visual identity coherence

   • Right now, there is a tension between the corporate / personal branding / speaking side, and the artistic / nature / fibre art side. The website could do more to visually unify those, rather than feeling like two somewhat separate worlds.

   • Things like typography, color palette, imagery style seem to serve both halves but without a fully unified aesthetic.

   2. Hierarchy and clarity of offerings

   • With many services (“Training”, “Mentoring and Coaching”, “Nature-Based Creativity”, etc.), there is a risk of overwhelming visitors; they may not immediately know which service is most relevant to them.

   • Some service pages may be too similar in wording, or not differentiated clearly enough in value proposition.

   3. Call to Action (CTA) clarity/funnel

   • What is the primary goal for different user types? (e.g. Hire as a speaker; Book training; Buy a course; Purchase art; Take basketry workshop). The site needs stronger “next step” cues for each user persona.

   • CTAs are present, but could be more prominent or repeated in key sections.

   4. Brand tone & messaging consistency

   • For example, in some parts it’s quite poetic / creative; in others, more pragmatic / business-oriented. Both are good, but making sure transitions are smooth and expectations are set (especially for professional/corporate clients) helps.

   • Some sections (e.g. training descriptions) could benefit from bulleting outcomes/benefits more simply so busy leaders can scan.

   5. Visual storytelling & imagery

   • More images of Catriona speaking, training, with workshops in nature, working with fibres, etc.—to show both “expert at work” and “artist in creativity”.

   • Use of natural textures / fibres could be more consistently integrated as design motifs without overwhelming the professional side.

Rebranding / Redesign Suggestions

Here are directions and ideas to address those opportunities, to strengthen the brand and user experience:

• Brand Position Statement

  • Tighten the brand promise into a single, powerful sentence that unites the professional and creative sides.
    Example: “Empowering professionals and creatives to find their voice and craft with impact – through personal branding, creative mentorship, and nature-inspired artistry.”

• Visual Identity

  • Define a colour palette that bridges professional trustworthiness and natural creativity—for example, muted earth tones with a strong accent such as mossy green or teal, supported by warm greys or charcoal.
    Use typography that pairs a serif heading font (to convey authority) with a clean sans-serif for body copy.
    For the logo, consider a subtle fibre or weave motif, but keep it simple and geometric so it scales well for corporate use.

• Website Structure & UX

  • On the homepage, offer clear audience pathways right away (e.g. “Are you seeking training, mentorship, art, or speaking?”) so visitors can self-select.
    Service pages should follow a consistent layout: what the service is, who it’s for, benefits and outcomes, a testimonial or sample, and a clear “next step” call to action.
    Consider merging overlapping services or making their differences sharper.

• Messaging & Copy

  • Use benefit-driven statements (“What you will gain”) rather than just listing features.
    Incorporate stories and case studies early to build trust.
    Maintain a voice that is warm and creative yet polished for executives, adjusting tone slightly by audience (e.g. more expressive for art/workshop visitors).

• Images & Media

  • Commission new photos showing Catriona in action—speaking, facilitating workshops, or working with natural fibres.
    Introduce decorative textures (fibre, wood, foraged materials) subtly in backgrounds or section dividers.
    Short videos or clips demonstrating workshops, basketry, or speaking engagements will add authenticity.

• Calls to Action & Conversion Paths

  • Define primary calls to action for each audience (e.g. Book Training, Hire as Speaker, Join Basketry Workshop) and make them prominent.
    Use a sticky header or footer to keep CTAs visible.
    Create a dedicated landing page for each major offering that is focused on conversion.

• SEO & Content Strategy

  • Expand the blog and resources section with content for both corporate and creative audiences—for example, posts like “How to use personal branding to lead teams,” “Media interview tips for executives,” and basketry or creativity exercises.
    Include case studies and client testimonials with strong visuals.

• Brand Collateral

  • Ensure brand consistency across all materials, including a speaker one-pager or media kit PDF, workshop brochures, business cards and stationery, and social media profile visuals and cover banners.