Redesigning Daphne Hemily Advisory

Before any design, I ran a platform and content audit: where prospective clients dropped off, how Daphne's offerings had evolved, and what stack would still serve her in five years without forcing a rebuild. Three findings shaped the work.

• 01

  The voice undersold the practice

  The existing copy was warm but generic. Daphne's real register, clinical yet warm, direct, credentialed, human, was missing from the page, which made the work read as lighter than it is.

• 02

  Service pages were organized for Daphne, not her clients

  The architecture mirrored internal service categories, not the decisions executives were actually making. Reframing each page around a client decision clarified the path to inquiry.

• 03

  Platform lock-in was the real long-term risk

  A proprietary builder would have shipped faster but capped Daphne's editorial autonomy. A headless CMS plus a flat-file deploy pipeline traded a week of setup for years of independence.

Currently in build, launching June 2026, so the story here is what the rebuild set up, not yet shipped metrics.

• A voice that matches the practice: copy and positioning rewritten in Daphne's clinical-yet-warm register, so the site reads at the level she works.
• Architecture organized around client decisions: service pages reframed around the choices executives are making, clarifying the path to inquiry.
• Editorial independence by design: a headless CMS and flat-file deploy pipeline that let Daphne run the site for years without a rebuild or vendor lock-in.