CareerFiX

CareerFix, a career coaching service for executives and CEOs, faced a significant challenge: its website and content failed to reflect the premium audience it served. The messaging spoke too broadly to job seekers rather than addressing the specific needs of C-suite leaders and executives. This misalignment was particularly critical given that executives and CEOs rarely browse for career coaching services online; they rely on referrals and expect sophisticated, high-level communication.

To compound the issue, the website was attracting a large volume of poor-quality traffic from irrelevant keywords. The majority of its meaningful visitors came from brand-related searches, meaning CareerFix’s online presence wasn’t reaching new, high-value prospects searching for career guidance. This lack of targeted visibility, combined with unclear messaging, made it difficult to position the services as a premium offering.

The founder’s expertise and bespoke approach were not adequately showcased, creating a barrier to charging the premium prices that matched the quality of her work.

We began with an intensive content coaching process, working closely with CareerFix’s founder to reimagine how her services were presented. The focus shifted to aligning the brand’s positioning with the expectations of executives and CEOs. This meant redefining the audience, elevating the language, and reframing the offering as a high-end, outcomes-driven service.

The process included:

• A sharp focus on executives and CEOs: We narrowed the audience and crafted content that spoke directly to their unique challenges and aspirations.
• Elevating the tone and professionalism: The language was rewritten to resonate with high-powered professionals, ensuring every piece of content reflected their values and ambitions.
• Showcasing credibility: Success stories and testimonials were carefully chosen to highlight the founder’s track record of guiding executives to measurable career progression.
• Reframing the offer: The services were positioned as premium and bespoke, with messaging that communicated exclusivity and value.

We also overhauled the website’s structure, streamlining navigation to ensure the key messages were clear, concise, and immediately relevant. Calls to action were personalised and compelling, building a sense of trust and urgency.

The result was a cohesive, polished online presence that directly appealed to the high-level audience CareerFix sought to serve. The new website and content achieved several key outcomes:

• CareerFix was positioned as an exclusive, high-impact coaching service tailored for executives and CEOs.
• The messaging shifted from transactional job-seeking language to transformational, aspirational content.
• The founder’s credibility and expertise were front and center, establishing her as a trusted partner for ambitious professionals.

Importantly, the rebuild also addressed the issue of traffic quality. By refining the content and targeting more relevant keywords, the site’s traffic shifted dramatically. Instead of relying heavily on brand-related searches, CareerFix began attracting high-value, non-brand traffic from professionals actively searching for executive career coaching.

The transformation delivered tangible results. CareerFix’s founder reported a dramatic shift in how she approached and pitched her services. With a website that reflected her true value, she felt confident raising her prices by 75%, a change that clients readily embraced.

The improved visibility also led to higher-quality traffic. The majority of site visitors now come from non-brand searches, driven by relevant keywords that align with the needs of executives and CEOs. This targeted visibility ensures that CareerFix attracts the right audience—professionals who value premium, results-oriented coaching.

This case study highlights the power of strategic positioning and precise messaging. By aligning CareerFix’s brand, content, and visibility with the expectations of executives and CEOs, the business evolved into an exclusive, premium offering. The result wasn’t just a better website; it was a stronger, more confident business model that resonates deeply with its ideal audience.