Case study

Two businesses were sharing one website. Neither was winning.

Dr. Eliyahu Lotzar runs an organizational consulting practice and a faith-based leadership practice. Both lived on the same GoDaddy Airo site, so a Christian executive looking for coaching landed on a page about five-factor organizational health frameworks and revenue targets. We split the two, gave the coaching practice its own site, and took the monthly platform bill to nothing.

Working With God, Dr. Eliyahu Lotzar

Faith-based executive coaching for Christian professionals. Dr. Eliyahu Lotzar, Ed.D., MSW, author of Working With God: The Ten Modes of Elevated Leadership.

Open workingwithgod.live and check
  • Positioning and brand split
  • Conversion copywriting
  • Website design
  • Website development
  • Technical SEO and metadata
  • Launch and handover

$0

monthly platform bill, down from $50 to $60

One time $599 for the redesign. No retainer.

1 of 7

how much of the old site the coaching practice got

One bullet in a service list. Now it has its own site.

5 ways in

two of them free, replacing one generic contact form

Webinar, Roundtable, coaching, Masters Class, the book

Full handover

code and content, editable without a developer

No vendor lock-in and nothing to renew

Before, on GoDaddyThe old Reframed Reality homepage on GoDaddy Airo: a green and white template with a stock bridge photo, a "Got Growth?" headline, a wall of body copy, and a broken right-hand column where an image is followed by a white gap and a stray sliver of a second image.
See what replaced it at workingwithgod.live
Left, the old reframedreality.com homepage on GoDaddy Airo, captured before replacement. Right, workingwithgod.live as it stands today. The new site is live, so you can open it and check it against this rather than take the screenshot for it.
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No pitch. You keep the roadmap whether or not you hire us.

At a glance

The whole engagement in one table, including how every number on this page was measured.

ClientDr. Eliyahu Lotzar, Ed.D., MSW. Reframed Reality and Working With God
IndustryFaith-based executive coaching and leadership development
Starting pointreframedreality.com on GoDaddy Airo, two businesses sharing one site
EngagementFull site replacement: positioning, copy, design, build, launch, handover
What was builtworkingwithgod.live, now live and replacing the old site
StackStatic build on Netlify, media on Cloudinary, booking on Calendly, events on Meetup
Cost change$50 to $60 a month in plugins and add-ons, down to no monthly platform bill. One time $599 for the redesign.
What is NOT measuredNo analytics baseline carried over from the old platform, so this page makes no traffic or conversion claims. Measurement starts at launch.

Where it started

The site was not dated. It was doing two jobs and failing both.

Dr. Lotzar has been coaching, counselling, consulting and facilitating for over thirty years. He holds an Ed.D. in Executive Leadership and an MSW, he is certified through Adizes, Arbinger and Wiley DiSC, and he wrote the book the coaching method is built on. None of that was the problem.

The problem was that a visitor could not tell which business they had arrived at, and the site gave them no obvious thing to do next.

One site, two audiences

An operations director hunting for a change-management consultant and a Christian executive looking for faith-based coaching landed on the same navigation. The organizational health page opened on a five-factor framework and revenue targets from $10M to $100M. Working With God was one bullet in a list of seven services.

Old and new stacked on top of each other

Rounds of edits had been layered onto the template without anything being taken away. On the homepage the right column carried an image, then a white gap, then a stray sliver of a second image. That is what accumulated edits look like by the time they reach a visitor.

No way in

The single conversion path was a contact form headed "Please specify your interest in the message section." A visitor who was genuinely interested had to invent their own reason to write, decide what to ask for, and hope. Most people close the tab instead.

Paying rent on the problem

$50 to $60 a month in plugins and add-ons to keep a site builder doing things it was never quite built to do, with the builder badge on every page footer. That is roughly $700 a year spent maintaining the thing that needed replacing.

What we did

Six workstreams, one team, one invoice.

Each of these is a service you can buy on its own. They are listed here in the order they were sequenced, because the order is most of why it worked.

  1. 01

    Split the two businesses

    The first decision was not a design decision. One site cannot introduce two practices to two different buyers without weakening both, so the coaching practice was given its own domain, its own name and its own audience.

    • workingwithgod.live now speaks to exactly one person: a Christian professional weighing a real decision at work. Nothing on it has to hedge toward a second audience.
    • The homepage states the audience in the first line under the headline, "Coaching for Christian Professionals", so nobody has to read three sections to find out whether they are in the right place.
    • The organizational consulting work keeps its own identity rather than being diluted by faith-based positioning it was never asking for.
  2. 02

    Build an offer ladder instead of a contact form

    A single contact form asks the visitor to commit before they have any reason to. The new site gives five ways to begin, ordered by how much they cost the visitor, and two of them are free.

    • A free 60-minute introductory webinar on the method, run through Meetup.
    • A free in-person Roundtable on the third Wednesday of the month in Northern Virginia.
    • Executive coaching, the two-day Masters Class immersion, and the book, for people ready to go further.
    • Every one of them has its own destination and its own button. The reader picks their own depth rather than being funnelled into the one ask the site knows how to make.
    How this service works
  3. 03

    Put the credentials where the doubt is

    Thirty years of practice, a doctorate, a clinical qualification and three certifications were spread across a long About page nobody scrolled. They now sit directly under the headline.

    • A four-part credential strip immediately below the hero: Author, Ed.D. in Executive Leadership, MSW Therapist, certified by Adizes, Arbinger and DiSC.
    • A named client quote from Sylvia Palmer, Chief Impact Officer at Amplify, placed early rather than on a separate testimonials page.
    • A six-question FAQ that answers the objections people actually raise, including whether this is about being more religious at work, which is the question that stops the most people.
    How this service works
  4. 04

    Design and build

    A static build on Netlify, with media on Cloudinary. No plugin stack, no monthly platform bill, nothing to keep patched.

    • Booking runs through Calendly and events through Meetup, so the tools the practice already used stayed in place rather than being replaced for the sake of it.
    • Full metadata: canonical URL, Open Graph and Twitter cards with a real preview image, and robots directives set to allow large image previews and full-length snippets.
    • A skip-to-content link and a honeypot field on the newsletter signup, which are the two small things almost every small-business build skips.
    • Separate pages for the book, services, events, speaking, the Roundtable and about, so each has a URL that can be linked and found on its own.
    How this service works
  5. 05

    Hand it over completely

    The point of leaving a site builder is not paying less. It is owning the thing. Everything transferred on launch.

    • Code and content both handed over. No vendor lock-in, nothing that stops working if we stop answering the phone.
    • Set up so the owner, who is not a developer, can change copy and content himself without opening a support ticket or paying for a plugin.
    • The $599 was a one-time fee for the redesign. There is no retainer attached to this engagement and no monthly platform bill replacing the old one.

The rest of it

What the old site asked a visitor to work through.

Captured from reframedreality.com before it was replaced. These are the pages a Christian executive looking for coaching had to navigate to find out whether the practice was for them.

The old Organization-Level Services page: four dense paragraphs of body copy under small-caps headings, with no calls to action.
Organization-Level Services. Four paragraphs, no call to action, framework names and revenue targets in the opening lines.
The old Working With God page, one section within the wider consulting site.
Working With God, as one page inside a consulting site rather than a practice with its own home.
The old About page: a very long single column of certifications, publications and organizations served, as unbroken bullet lists.
About. Thirty years of credentials, real and impressive, delivered as bullet lists most visitors never reached.
The old Individual-Level Services page, with two columns of centred body copy.
Individual-Level Services. Two columns of centred text, which is the hardest layout to read at length.
The old Team-Level Services page: eight stacked sections of dense copy.
Team-Level Services. Eight stacked sections, each one a wall, competing for the same visitor.
The old Contact Us page: a bare form with the instruction to specify your interest in the message section.
Contact Us. "Please specify your interest in the message section." The visitor had to supply the offer themselves.

If your site is doing two jobs badly, or you are paying a builder every month for something you have outgrown, that is the conversation. We will tell you on the call if a rebuild is not what you actually need.

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Open problems

What is still broken, including what this page cannot prove.

A case study that reports only wins is an advertisement. This is the current open list on this account. Publishing it is the reason the rest of the page is worth believing.

  1. There is no before and after in the numbers, and there will not be

    Structural

    No analytics baseline came across from the old platform, so there is no honest traffic or conversion comparison to publish and this page does not attempt one. Everything above is either a confirmed fact about the engagement or something you can check by opening the site. Measurement starts from launch.

  2. The booking link still carries the old company name

    Next up

    Every "Book a call" on the new site hands off to a Calendly URL ending reframedreality, so a visitor who has just been reading about Working With God lands on a page branded with the other practice. It is a small inconsistency in exactly the place where hesitation is highest.

  3. The booking handoff is not instrumented

    Next up

    Bookings complete on Calendly, off the site, so as it stands the site cannot tell which page produced a call. Until that is wired, any judgement about which section is working is guesswork. Worth fixing before a penny goes into promoting the site.

  4. Redirects from the retired domain need confirming

    To verify

    The old site is being replaced, and its pages should 301 to their closest match on the new one so that years of accumulated links and any existing rankings are not dropped. This needs verifying against the live configuration rather than assumed.

  5. One testimonial on the whole site

    With the client

    The new site carries a single named quote. A coaching practice is bought on social proof more than almost any other kind of business, and collecting three or four more is the single biggest available lift. That one is on the client, and we have said so.

Scope

When this approach is the wrong one.

Four situations where the honest answer is that this programme does not fit, and we would say so on the call rather than after the invoice.

Your site is fine and what you need is demand

A rebuild does not create an audience. If traffic is already arriving and simply not converting, that is a copy and offer problem and it is cheaper to fix. If nothing is arriving at all, a new site will change nothing on its own.

You genuinely serve two audiences equally

Splitting a brand in two costs a second domain, a second content plan and twice the upkeep. It was right here because one practice was clearly being smothered by the other. Where two lines of business are both healthy and share buyers, keeping them together is usually correct.

You need to restructure pages every week

The handover covers copy and content, which the owner edits himself. Changing layout and adding new page types still means a developer. If your team genuinely rebuilds page structure constantly, a page builder earns its monthly fee and you should keep it.

You want the numbers before you commit

Fair, and this page cannot give them to you. If proof by measurement is what you need before hiring anyone, read the MagicBNB case study instead. It carries a real Search Console export, and it is on this site for exactly that reason.

This is one client, and we say so everywhere it matters.

We are not going to tell you this happens every time, because we have published it once. What we will do on a call is look at your Search Console, tell you which of the four failures above your site has, and give you the 30 day plan either way.

Book a free strategy call

No pitch. You keep the roadmap whether or not you hire us.

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