Your website should reflect your expertise clearly and confidently
Your business deserves more than a thrown-together website. But finding the time and clarity to build one that truly reflects what you do? That's the hard part.
That's where I come in.
AT THE SITE CRAFTER
I help purpose-driven coaches, consultants, and businesses build websites that match the depth of their work — so they can focus on doing it.
WORK WITH ME
Hey there, I’m Fiona
I'm a designer and strategist who helps purpose-driven coaches, consultants, and businesses build websites that work as hard as they do.
My path here wasn't linear. Fifteen years in procurement, policy, and process taught me how trust gets built, how decisions actually get made, and what it takes for good work to land with the right people. Three years as a UX designer taught me how people really move through a website — not how we assume they do.
The Site Crafter brings both together. I design Squarespace websites that are shaped by how your visitors actually think and decide — so your site does real work for you.
Ready to build something that finally matches the calibre of your work?
GET TO KNOW MY STORY
It started with a curiosity about how things work
I spent the first fifteen years of my career in procurement, policy, and process — designing the systems that let large organisations actually deliver on their commitments. I loved the problem-solving, but I always had a creative streak and a fascination with how people make decisions.
So I took a leap and trained as a UX designer.
Three years in, I'd learned something important: most businesses fail their audiences not because they don't care, but because they haven't really thought about how their audience moves through a decision. Beautiful websites that didn't work. Clear strategies that didn't translate online. Good work that wasn't landing.
I wanted to fix that — for the kind of people I most wanted to help.
DOING THE WORK I WANT
That's how The Site Crafter started
A practice where I could combine procurement-trained systems thinking, UX-trained user research, and the kind of creative care that purpose-driven work actually deserves.
Today, I help coaches, consultants, and purpose-led organisations build websites that don't just look good — they communicate clearly, build trust quickly, and connect them with the right clients, partners, and supporters.
And designing my own work around my life — instead of the other way around — turned out to be a nice side effect.
MY APPROACH
Human-centered design meets business strategy
Your website isn't just about pretty colors and fonts. It's about creating an experience that connects with the right people and moves your work forward — whether that's growing a business, an organisation, or a practice.
My core values guide every decision I make — from strategy to structure to design:
Empathy
I take time to understand your audience so your website speaks directly to their needs, not assumptions.
Growth
Every design choice is made with your business goals in mind, whether you’re launching a new offer or stepping into your next stage of growth.
Clarity
I believe in simple, thoughtful processes that make website creation feel calm, structured, and even enjoyable.
Purposeful Creativity
Design with intention. Every element of your site will not only look good but serve a specific function in your client journey
Crafted with CLARITY
These values aren’t just ideas, they’re built into how I work.
That’s why every project follows my signature C.L.A.R.I.T.y Method.
A strategy-led approach where human-centred design meets business goals. We start with thoughtful decisions first so that we can build a website that truly feel yours.
C
L
A
R
I
T
yClarify : Audience • Goals • Intent
Layout: Page • Structure • Roles
Align: Brand • Visuals • Tone
Refine: Messaging • Copy • CTAs
Implement: Build • Assemble • Adjust
Thrive: SEO • Accessibility • Launch
Yours: Confidence • Ownership • Growth
You are not just building a website, you are building a business
Together, we’ll build a site that feels like you and works hard for your business.
TESTIMONIALS
Kind words from clients like you
“The best balance of expertise and patience.”
“Fiona is sharp, yet gentle and patient in her dealings with clients — the best balance! I appreciated how responsible and responsive she was, and provided step by step guidance all the way. I definitely got the help I was looking for and would 100% recommend her services to anyone looking to set up their website.”
— Audrey Low
Leadership Facilitator & Coach @ Designing Trust
Singapore
“Supportive and collaborative.”
I loved Fiona’s communication style—very open, welcoming, and collaborative—as well as her organization and design skills. The project updates kept us on track, every meeting was well structured, and I felt very informed every step of the way. The wireframes, Loom videos, and guidance on structure and layout of the site made me feel like I was in very competent hands. Overall, we worked really well together and had a great connection!
— Fefe Gong
Maternity Leave Finance Coach @ Mama Financial
USA
PORTFOLIO
Thoughtful, intentional websites grounded in strategy
Ready to create a website that works as hard as you do?
Let's turn your expertise into a website that attracts dream clients and grows your business.