Giselle Welter's psychology and career-coaching practice had an outdated WordPress site that kept getting hacked — and worse, wasn't converting. New clients couldn't find basic service information, so they called instead of booking, adding friction and eating into her time.
I interviewed the owners on villa pricing and investor goals, researched competing luxury resorts in the Trancoso/Bahia region, and mapped what actually made each persona book versus hesitate — a guest chasing a relaxing getaway needs different information, pacing, and proof than an investor evaluating a purchase.
Beyond the front-end structure, I advised on pricing positioning based on the competitive research, and separated the guest and investor paths so each finds what they need fast — villas, amenities, and direct booking for guests; the investment pitch and process for investors. On the operations side, I implemented a SiteMinder integration so the team could manage all villas' availability and rates across booking channels from one platform, instead of updating each manually.
"Selling a villa in Trancoso means pitching two completely different dreams on the same page — sunset cocktails to one visitor, cap rates to another. Same property, same site, two entirely different conversations."
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