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Challenges
The project presented several unique challenges. One of the most significant was that the old website failed to communicate the true value of InCourage Systems—it looked like a regular martial arts studio, not a system provider or business growth platform. The messaging was vague, the structure was inconsistent, and there was no clear user journey or funnel in place. The content was scattered across pages with little context, which made it difficult for visitors to understand what was being offered, who it was for, or why it mattered. Additionally, the website lacked any real conversion strategy—there were no lead capture forms, calls-to-action, or onboarding flow to move visitors into the sales funnel. From a technical perspective, the previous site wasn’t scalable, as it lacked a CMS structure and reusable components, which made updates slow and inefficient.
The solution
To address these issues, I designed and developed a brand-new website that accurately reflects the bold, professional, and growth-focused nature of InCourage Systems. I created a narrative-driven user experience that clearly explains what the platform is, how it works, and why it’s effective. The new design features a modern, confident aesthetic that appeals to ambitious studio owners looking to scale. I implemented a CMS to support structured, reusable content modules and created flexible layouts to allow the internal team to make future updates with ease. The lead capture flow was redesigned with strategically placed calls-to-action and persistent navigation elements to drive conversions.
The process
- Research & Requirements Gathering
The project began with an in-depth research and discovery phase. I collaborated closely with the InCourage team to define the business goals, target audience, and future roadmap. This included outlining how the platform would eventually integrate with Memberstack for gated content and Stripe for subscription payments. I also conducted a detailed competitive analysis to understand how other membership and coaching platforms structured their messaging, lead funnels, and onboarding processes. These findings shaped both the content strategy and technical planning of the new site.
- Wireframing
Once the direction was clear, I moved into wireframing to lay the groundwork for the user experience. I created low-fidelity wireframes that mapped out the homepage, program overview, lead capture elements, and placeholders for future dashboard or content areas. These wireframes helped clarify the content hierarchy and user flow, ensuring alignment across all stakeholders before advancing to the design phase.
- High-Fidelity Mockups
With wireframes approved, I designed high-fidelity mockups in Figma. These designs incorporated the updated brand identity and focused on delivering a clean, confident, and conversion-optimized aesthetic. I used bold typography, clear calls to action, and flexible layout components that could scale as more content and features are added. Feedback loops with the team helped refine the visual language and ensure the design felt modern, trustworthy, and empowering.
End result
The finished website successfully repositions InCourage Systems as a high-impact business platform for martial arts studio owners. It tells a clear and compelling story, guiding users through a structured journey that highlights the value of the system and invites them to take action. The bold design and strategic content layout build trust and credibility, while the new CMS structure ensures that the platform can scale and evolve without starting from scratch. The improved conversion flow has already helped attract more qualified leads, and the entire platform now serves as a professional, persuasive, and scalable entry point for martial arts entrepreneurs ready to grow.
InCourage Systems
Last modified
Sept 09, 2025
Industry
IT & Technology
Technology
Webflow
Skills
Webflow
Figma
UI/UX design
About the project
InCourage Systems is a transformative platform that provides business systems, tools, and mentorship to martial arts studio owners, helping them scale their operations to become $1M+ annual businesses. Unlike traditional franchise models, InCourage Systems offers a subscription-based model that empowers studio owners to retain brand autonomy while gaining access to world-class resources and operational playbooks. The site was rebuilt to showcase the new productized vision of InCourage, communicate the value proposition clearly, and streamline user onboarding and lead capture.
My role
As the lead designer and developer, I took full ownership of the project from concept to delivery. My responsibilities included gathering requirements, refining the brand narrative, designing a new visual identity in Figma, and developing a fully responsive website in Webflow. I restructured the entire site architecture to create a clear and compelling story for potential customers. Additionally, I built CMS-driven components for scalability and future updates.I also collaborated closely with stakeholders to ensure the messaging, visuals, and user journey aligned with their business goals and long-term roadmap.