Executive Summary
Curated Advice, led by veteran entrepreneur Dave Starr, provides high-level strategic guidance across the business spectrum. While Dave’s 35 years of industry experience and impressive credentials were well-established, his digital platform needed to evolve to match the premium nature of his consultancy. Our mission was to transition the Curated Advice web presence from its initial foundation into a sophisticated, high-performance digital asset. By refining the service hierarchy and introducing a “Professional with Character” aesthetic, we created a platform that effectively bridges the gap between operational chaos and strategic growth for a diverse range of clients, from local trades to corporate entities.
The Strategic Opportunity
The objective was to align the digital experience with the high-calibre advice Dave provides in person, ensuring the site appealed to a wide demographic. Key areas for development included:
- Elevating Expertise: Showcasing Dave’s business success and academic credentials to build immediate rapport with both “hands-on” trades and “high-level” corporate directors.
- Segmented User Journeys: Transitioning from a static site to a dynamic flow that speaks to different needs, whether an owner is looking to scale or an organisation is seeking bespoke training.
- Universal Narrative: Reframing the brand voice to be “no-nonsense” enough for trades, yet sophisticated enough for professional services and corporations.
- Aesthetic Alignment: Developing a visual language that balances “Corporate Authority” with an approachable, real-world edge.
The Strategy & Solution
Strategic Authority Positioning
We restructured the site architecture to move away from a “brochure” feel toward a “consultative” experience. By categorising Dave’s multifaceted expertise into three clear service pillars, we created a logical progression for clients at every stage of their business journey:
- Business Coaching & Mentoring: Focused on high-level one-to-one accountability, leadership development, and turning isolated decision-making into confident action.
- Strategic Advice & Planning: Designed for organisations requiring robust operational systems, growth roadmaps, and the structural framework to scale sustainably.
- Bespoke Training & Course Writing: Tailored for teams and organisations looking to bridge specific skill gaps through custom-developed learning materials and capability building.
High-Impact Visual Design
Using WordPress and Elementor, we crafted a bespoke UI that balanced professional gravity with modern energy:
- Primary Palette: A bold, professional Black base to establish immediate trust and corporate sophistication.
- Strategic Accents: We utilised Electric Pink for primary Call-to-Action (CTA) areas. This bold choice adds “character” and ensures that high-priority touchpoints, like the “Enquire Now” buttons, remain distinct for busy users on the go.
- Imagery & Messaging: Curated photography was selected to mirror the “in-the-trenches” experience Dave brings, ensuring the visuals felt authentic to a tradesman while remaining polished for a corporate boardroom.
Content & Narrative Refinement
We refined the site’s voice to ensure it resonated across the target market:
- Strategic Brand Voice: Developing a visual language that balances “Corporate Authority” with an approachable, real-world edge. Reframing the brand voice to be “no-nonsense” enough for trades, yet sophisticated enough for professional services and corporations.
- Storytelling with Purpose: We focused on Dave’s unique journey “From Hard Knocks to High Honours,” grounding his academic rigour in his 17 years of successful business ownership; a story that inspires confidence across all business sizes.
User Experience (UX) Enhancements
- Seamless Path to Engagement: Simplified contact forms and frequent CTA touchpoints (e.g., custom scorecards) were embedded to drive interaction.
- Responsive Architecture: A mobile-first approach ensured that a trade business owner on a job site has the same premium experience as a corporate executive at a desk.
The Results & Continued Partnership
The project resulted in a seamless brand experience that has successfully positioned Curated Advice as a leader in business consultancy:
Ongoing Growth & Strategy: Dave was so satisfied with the digital outcome that the partnership expanded into offline marketing as well. We were commissioned to design his professional marketing flyers, ensuring brand consistency across all physical and digital channels. Furthermore, Dave has engaged our SEO Tune-up service to map out a comprehensive long-term strategy, ensuring the high-end framework we built continues to gain visibility and impact in the coming months.
Client Feedback
“Cass and her team are amazing, one of the best companies I have every dealt with. They bend over backwards to get the job done, their work is incredible and they are fantastic people. Look no further, AWS are the company to build your website, look after your SEO and handle any of your design needs. If I could give them 10 stars I would.” > — Dave Starr, Founder of Curated Advice (Google Review)
