positioning, professional training, content & website

The situation

Katie Light is a holistic wellness practitioner based in Brighton, offering treatments including craniosacral therapy, reiki, holistic facials, breathwork and life coaching, alongside a growing portfolio of professional training programmes. When she came to Pho Marketing, she had an established client base and a warm, trusted voice her audience responded to. The challenge was translating that into a content strategy that could carry her into a new phase: building authority as a trainer and educator while keeping the personal, accessible tone that had always been her strength. Get the balance wrong and you either sound corporate or you sound like a hobbyist. Neither would do.

Her audience also skews slightly older, which added another layer. Content that genuinely resonates with this demographic takes a different register than the kind designed to perform well for the algorithm.

What we worked on

We began with a content strategy built around Katie's dual role as a trusted practitioner and a training provider. The aim was to hold the warmth and intimacy of her voice while creating room for credibility, expertise and authority to come through naturally, without forcing it. That meant identifying the kinds of content that do both at once: stories and insights drawn from practice, educational posts framed through lived experience, and behind-the-scenes glimpses of training work that feel personal rather than promotional.

Alongside the content strategy, we built funnels to support both her training enquiries, ensuring that visitors arriving for different reasons were guided towards the right next step. We also looked outwards to Katie's local context, connecting her with the network of independent creative businesses in the North Laines, the Brighton hub her practice sits at the heart of.

Website optimisations are ongoing, with the strategy continuing to evolve as Katie's offering grows.

The result

A content approach that sounds unmistakably like Katie: warm, considered, and grounded in genuine expertise, while positioning her with the authority her training work requires. Her existing audience stays close. New audiences, including professionals looking to train with her, can find the credibility they need to take the next step.

A website that is clear and concise with a strong user journey for both her treatments and professional training services.