Case Study: In Flow Marketing
From Virtual Assistant to Klaviyo Email Specialist: A Strategic Brand + Website Overhaul for a Growing E-Commerce Marketing Business
Client: Jess, Founder of In Flow Marketing
Project Scope: Brand Strategy · Copywriting · Website Design & Development
Platform Migration: Wix → WordPress
Industry: E-Commerce Email Marketing
The Challenge
When Jess first approached me, she was in the middle of a major business evolution—transitioning from offering general Virtual Assistant services to becoming a specialist Klaviyo email marketing strategist for e-commerce brands.
Her existing Wix website, built DIY-style, no longer reflected the level of professionalism, clarity or authority she needed to attract her ideal clients. The brand lacked cohesion, the messaging was generic, and the site didn’t communicate the value or depth of her offering.
She needed a full rebrand that:
✔ Reflected her shift from VA to email marketing expert
✔ Attracted and resonated with her ideal audience: product-based e-commerce founders, mostly women aged 30–40
✔ Clearly articulated her value proposition, services, and proven results
✔ Elevated her from “freelancer” to a trusted, conversion-focused growth partner
✔ Showed confidence, clarity, and scalability
The Strategy
We approached this project holistically, aligning brand foundations, voice, design, and UX to create a business-ready digital presence built for long-term growth.
1. Brand Strategy Development
I began by facilitating a deep-dive brand strategy process with Jess, focusing on:
Defining her brand purpose, mission, vision and values
Clarifying her positioning in the e-commerce marketing space
Identifying and articulating her differentiators (personalised service, Klaviyo expertise, results-driven strategies)
Creating detailed ideal client avatars for targeted messaging
Establishing her brand personality and tone of voice (clear, confident, empowering, data-driven, but approachable)
Developing core brand pillars and proof points to guide all marketing touchpoints
The result was a crystal-clear foundation that informed every word, image and layout decision that followed.
2. Copywriting & Messaging
With a defined strategic direction, I wrote all new website copy from the ground up. Every page was built to speak directly to her ideal clients’ needs, frustrations, and desires—removing confusion and building trust fast.
Key messaging themes included:
More sales, less stress – positioning email marketing as an automated revenue driver
Done-for-you, data-driven email strategy – showcasing her expertise without jargon
From overlooked channel to powerhouse performer – reframing email from an afterthought to a high-performing engine
The copy was written with SEO in mind and structured to guide visitors through a clear, frictionless journey from awareness to enquiry.
Each core page—Home, About, Services, FAQs, Testimonials, Blog, Contact—was created to educate, build trust, and convert.
3. Website Design & Platform Migration
To support her business growth and SEO goals, I transitioned her website from Wix to WordPress, giving her a scalable platform with greater flexibility, speed, and integration options.
Design priorities included:
A clean, professional aesthetic that reflects her credibility
Strategic use of white space, contrast and hierarchy for readability
A confident colour palette and font selection aligned with her new visual brand
Team-style language and imagery to move away from a “solo freelancer” feel
Easy-to-navigate structure and conversion-optimised CTAs throughout
The site was built to feel like a natural extension of her brand personality—clear, supportive, strategic, and quietly confident.
Key Services Provided
Brand Strategy & Positioning
Voice Development & Tone of Voice Guidelines
Website Copywriting (SEO & UX Aligned)
WordPress Website Design & Development
Messaging Architecture & Offer Clarity
Platform Migration from Wix to WordPress
The Outcome
The final result is a strategic, professional website that communicates Jess’s value clearly, connects with her ideal audience, and supports her evolution into a go-to Klaviyo expert for e-commerce brands.
Since launch, Jess has:
✔ Attracted higher-quality leads aligned to her new positioning
✔ Grown her client base in the e-commerce space
✔ Booked more strategy calls directly through the site
✔ Increased confidence in showing up as a specialist in her niche
She now has a site—and a brand—that reflects exactly who she is: an in-demand expert who makes email marketing effortless and profitable for her clients.
What the Client Said:
“Working with Elle has been absolutely amazing. From our initial conversations about creating the website to final handover, everything was completely in such an organised, efficient way. I felt confident in the service that was being provided. I'm not longer embarrassed about showing new potential clients my website, and I'm not longer needing to make excuses about the terrible DIY job. I love showing off my new website!”
– Jess, In Flow Marketing
