Premium website design & development: Leadership coach Marika Raiski
Marika Raiski is a leadership coach and trainer who works with leaders and entrepreneurs in Estonia. Her previous one-page website did not clearly communicate who she is, what kind of value she brings to clients, or why she is someone worth trusting with coaching work.
We built a new website with a much stronger content and technical foundation, one that positions Marika more clearly for her target audience, builds trust, and creates a stronger base for visibility in both Google and AI search.
Within the first few months, the site’s Ahrefs Domain Rating grew from 0.6 to over 7, and the website began appearing on the first page of Google for keywords that matter to Marika’s business.
Challenge
The main challenge was to create a new website that would support Marika’s positioning as a leadership coach and trainer, strengthen her sense of authority and credibility, and improve her visibility in both Google Search and AI-based search systems.
Her previous one-page site did not clearly present Marika’s background, experience, or services. It also performed poorly on mobile and was effectively invisible in search: the site was not reaching Google’s first page for relevant keywords, and its backlink profile and overall authority were both very weak.
Process
Audit and strategy
We began by auditing the existing website and reviewing its SEO, GEO, and overall content logic. The goal was not simply to give the site a more polished visual look, but to build a website that felt trustworthy, well structured, and easy to understand — both for people and for search systems.
Information architecture and messaging
We created a new content structure and expanded the previous one-pager into a more logical multi-page website, adding dedicated service subpages, an About page, and a Contact page. This gave us room to explain Marika’s services, audience, and background in a much more natural and detailed way.
We also rewrote the website copy based on the client’s answers, while taking target audience search intent into account. The focus was on clarity, trust, and transparency: who the services are for, where the value comes from, and why Marika’s experience and approach are relevant. The copy needed to work equally well for human visitors and AI-driven search engines.
SEO, GEO, and technical foundation
From an SEO and GEO perspective, we introduced a clearer semantic structure, stronger internal linking, better local positioning, and structured data layers. On the technical side, we set up canonicals, sitemap and indexing logic, Google Search Console, GA4, image optimisation, and a cleaner Framer-based build overall.
We also structured the blog CMS in a way that makes it easier for the client to manage while giving future content a stronger foundation for readability, citation, and long-term growth.
Results
The end result is a much clearer and more credible website that presents Marika’s services, background, and trust signals far more effectively than before. While it is still early to measure long-term business impact, the new site has created a strong content and technical foundation for growing visibility, trust, and organic performance over time.
Within the first couple of months, the site has already shown early positive signs: Marika has started reaching Google’s first page for selected relevant searches, the client has received positive feedback on the user experience, and the Ahrefs Domain Rating has increased from 0.6 to over 7 - giving the site a much stronger base to build authority from over time.
Key improvements
Clearer positioning for Marika as a leadership coach and trainer - her role, experience, services, and credibility are now explained much more clearly.
Stronger content structure - we created dedicated service subpages, an About page, and a Contact page, making the overall website easier to understand for both users and search engines.
A stronger visibility foundation for the Estonian market - the site is now more closely aligned with the search terms that matter to Marika’s field and audience, including leadership coaching, team coaching, and related services.
Schema markup and structured data on key pages - we added technical data layers to help search engines and AI systems interpret the site more accurately.
Better internal linking and user journey - the website now makes it easier to move naturally between services, background information, blog content, and contact points.
Technical cleanup and setup - we improved the technical side of the site, including canonicals, image optimisation, sitemap, indexing logic, Google Search Console, and GA4.
Easier content management for the client - the site was built so Marika can add blog posts and manage content more independently going forward.
Better readiness for AI-based discoverability - the content is now more detailed, better structured, and easier for AI-powered systems to interpret.
Strong desktop Lighthouse performance - the site achieved 96 Performance, 93 Accessibility, 100 Best Practices, and 100 SEO.
Trust and authority continue to grow after launch - backlink building is ongoing to strengthen the site’s long-term authority and visibility.
The value of this project did not come only from the visual and technical improvements, but from finally presenting Marika’s work, background, and services online in a way that feels clear and trustworthy.
We built a website that works better from both a human and a search perspective: potential clients can quickly understand how Marika can help them, while search engines and AI systems have a much clearer understanding of who she is and what she offers.
For us, this project is a strong example of how better structure and more thoughtful messaging can elevate the visibility of a professional service business in a meaningful way.