Jo Michelle Aesthetics

website strategy

Designing the Foundation

Jo, after analysing everything I know about you and your business, I honestly don’t see this as a simple choice between Academic Resource Bank and in-person training.

I rather see your business as a premium education system built around:
• a structured online foundation
• carefully controlled in-person practical modules
• a recognised certification pathway
• your materials finally monetised properly
• and your authority positioned beautifully

Which means… we don’t actually need to choose one over the other.

We just need to organise them correctly.

But before we design anything, we need business clarity. So let me ask you a few grounding questions - not to pressure you, but to understand direction. This is the clarity step before we build. There’s no “perfect” answer here - just your real direction. Short answers are absolutely fine. If something feels important, expand it.

❀❀❀

First

What problem should your website solve first?

Right now, if someone lands there - what are we helping them with?

Are we:

  • filling training days?
  • selling your written materials?
  • building your authority?
  • or creating income that isn’t fully dependent on your physical presence?
❀❀❀

Also… where do you feel you want to move with this redesigned LMS website?

Is it:

  • supporting what you already do?
  • becoming the main delivery system?
  • or laying the foundation for something bigger later?
❀❀❀

Another important one.

If we focus on stability first - what generates reliable revenue? What should we prioritise in Phase 1 so you feel secure?

Offer structure

To structure your offer clearly, we need to define your “product hierarchy”. Some things feel equally important - but they can’t all be the crown.

Once this is clear, the whole website architecture becomes simple.

Future picture

Let’s also run into the future for a moment.

If everything worked perfectly in 3 years… what would your business realistically look like?

Role

And this one is quite personal.

How do you see yourself long-term?

There’s no right answer - but the website must reflect the truth.

❀❀❀

When someone says “academy” - what does that word mean to you?

Financial reality

And finally - the honest financial question.

If you had to step back for 6 months… would income stop? Or would your system continue generating revenue?