Moxie Theory
Social Media Strategist and Coach
Amanda Judkins is a social media strategist and coach. Through Moxie Theory, she helps realtors, designers, and builders get visible, stay consistent, and attract the right clients without burning out or posting just for the sake of it.
With over five years of marketing experience, Amanda takes a strategy-first approach to social media, helping service-based business owners simplify their messaging and show up online with clarity and intention.
Grounded in values of quality, integrity, and thoughtful work, she believes social media should feel purposeful, not chaotic. Through her Social Made Simple method, Amanda turns visibility into meaningful connection and sustainable growth.
Project highlights
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A website she genuinely loves and feels proud of
Amanda was thrilled with the final outcome and how the site came together.
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A smooth, intuitive experience for both visitors and herself
The site’s structure made it easy for visitors to navigate, while also giving Amanda a setup she could manage confidently on her own.
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Confidence in maintaining and updating her website independently
The post-launch walkthrough empowered Amanda to take ownership of her site without feeling stuck or reliant on support.
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A strong foundation for data-driven growth
With analytics and tracking in place, Amanda now has visibility into how people interact with her site and plans to use these insights as she scales.
Project goals
Amanda was in the early stages of growing Moxie Theory and knew she needed a website that felt cohesive, credible, and aligned with the direction her business was heading.
She was ready for a website that:
Clearly communicated her offers and value, guiding the right visitors to book a discovery call with confidence
Established credibility and trust through a polished, professional presence that reflected both her brand values and client outcomes
Could grow with her business, making it easy to add lead magnets and future offers without starting from scratch
Supported both organic and paid marketing efforts, with the right foundations in place for analytics, tracking, and CRM integration
The “Before”
When we first connected, Amanda was in the early stages of building Moxie Theory. She had clarity around her services and the clients she wanted to support, but her website was holding her back.
She had many ideas for how her site should look and function, and started to DIY her site. But without the vision or technical know-how to bring them together, she found herself unable to move forward.
Like many early-stage business owners, Amanda was making thoughtful decisions about where to invest, wanting to build a strong foundation without overcomplicating things. She knew a website was important, but needed a clear, supportive path forward.
“Before working with you, I have too many thoughts on how I wanted my website to look, but didn’t have the vision or the know-how to execute any of it. So I just became stuck in my own thoughts about it and didn’t complete setting up my website.”
- Amanda Judkins
Colors & Fonts
I chose a color palette that draws inspiration from clean, modern interiors accented by natural, organic textures. It blends professionalism with warmth, evoking a sense of calm confidence and quiet sophistication.
Soft neutrals create a light, approachable foundation, while deeper tones add balance and structure. Together, they establish an elevated yet inviting atmosphere, polished, composed, and quietly refined.
To create an editorial elegance with modern readability, mirroring Moxie Theory’s mix of professional insight and approachability, I used Bodoni Moda for headings and Mulish for body text.
Logo
The primary logo blends calm confidence with quiet authority, reflecting Amanda’s role as a trusted, strategic partner for design-conscious service-based businesses. The wordmark combines serif and sans-serif typography to create a look that feels elevated yet approachable. The serif elements bring a sense of credibility and polish, while the sans-serif balances the mark with warmth and clarity, mirroring Amanda’s ability to pair expertise with genuine support.
A warm golden dot is introduced as a subtle focal point within the logo. More than a decorative accent, it adds visual interest and ties directly to the brand’s primary call-to-action colour, creating consistency across the website and reinforcing intentional design decisions.
In addition to the primary logo, an alternative dark version was created to ensure flexibility across different backgrounds and applications.
Stock Photography
Amanda described her brand personality as professional, calm, confident, and approachable, which guided the curation of stock photography across the site.
The imagery conveys confidence through calm, using natural light, neutral spaces, and warm, tactile details to create a sense of clarity and ease. Serene workspace and lifestyle scenes reinforce Amanda’s positioning as a thoughtful, strategic partner.
Because her ideal clients are highly design-conscious professionals, the visuals were also chosen to resonate with an audience that values quality, aesthetics, and intention, helping the site feel credible and aligned from the first impression.
Content Strategy & Website Flow
During our kick-off and strategy sessions, Amanda and I worked together to clarify her audience, her core offers, and the journey her website needed to guide visitors through.
I designed the structure, sections, and flow of the website, to ensure each page clearly answered key visitor questions, built trust progressively, and guided users toward a single, focused call to action: booking a discovery call.
Using insights from her brand questionnaire, service outlines, and our conversations, I developed a customer-focused framework for the Home page, About page, service pages, and booking flow. This structure gave Amanda a clear foundation to refine and evolve her messaging over time, while keeping the website aligned with her audience’s needs and expectations.
The result is a website that prioritises clarity, ease, and intentional movement, allowing content to change without breaking the overall experience.
Website
I brought together Amanda’s brand colours, typography, logo, imagery, and content structure into a cohesive website that feels polished, intentional, and easy to navigate. The site guides visitors from understanding who Amanda helps and how she works, to building trust, and finally toward a single, focused next step: booking a discovery call.
Through dedicated service pages, FAQs, and an integrated booking flow, the website minimises friction and supports confident decision-making. Built with flexibility in mind, it gives Amanda a strategic home base she can confidently direct potential clients to, one that builds credibility, supports her marketing efforts, and grows with her business.
The finished site includes:
Core pages: Home, About, Booking
Service pages: Done-For-You Social Media Management and Done-With-You Social Media Coaching
Supporting elements: FAQs and an integrated scheduling flow to guide visitors to book a discovery call
Scroll to view the full page ↓
CLIENT TESTIMONIAL
“From stuck and overwhelmed to a website I love, with clarity, flow, and confidence”
“Before working with Fiona, I had too many thoughts on how I wanted it to look, but didn’t have the vision or the know-how to execute any of it. So I just became stuck in my own thoughts and didn’t complete setting up my website.
Now, I LOVE my website so much. The flow is great. It’s easy to use and modify changes to. I also loved the tutorial at the end on how to make the edits which I greatly appreciate.
It will make tracking analytics SO much easier for me in the future. I can see the bounce rate, where people are coming from, etc. I love data, so the more I know, the better.”
Amanda Judkins
Social Media Strategist and Coach
Moxie Theoryl
Results
After launching her new website, Amanda felt a clear shift in both confidence and clarity around her online presence.
Here are some key highlights from the project:
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A website she genuinely loves and feels proud of
Amanda was thrilled with the final outcome and how the site came together.
-
A smooth, intuitive experience for both visitors and herself
The site’s structure made it easy for visitors to navigate, while also giving Amanda a setup she could manage confidently on her own.
-
Confidence in maintaining and updating her website independently
The post-launch walkthrough empowered Amanda to take ownership of her site without feeling stuck or reliant on support.
-
A strong foundation for data-driven growth
With analytics and tracking in place, Amanda now has visibility into how people interact with her site and plans to use these insights as she scales.
Ready for a website that clearly showcases your work and attracts the right clients?
Check out my services page to see how we can work together.