Web design & marketing for Vrijheid en Positiviteit

Vrijheid & Positiviteit: From vision to story

Vrijheidenpositiviteit.nl is a coaching platform that helps people find more space, calm and direction in their lives. For this client we developed a full brand identity and a conversion-focused website that builds trust and prompts action immediately.

What we delivered

• Brand identity and logo with a warm, inviting look
• Conversion-focused WordPress website with clear CTAs
• Landing page for lead generation and sign-ups
• Integration with a payment flow for the coaching programme
• Meta Ads optimisation: from €38.76 to €5.76 cost per lead

1. Understanding what it is really about

Every project starts with listening. Where does the client want to go, and what do their visitors expect?

Client goals: The focus was on creating a warm, inviting look, with a clear call-to-action: recruiting participants for a personal coaching programme valued at €200 per client.

User insight: Visitors needed to recognise themselves in the mission of Vrijheid & Positiviteit immediately — without distraction or too many choices.

2. Bringing ideas to life

With those insights we started on the first structure and look.

Wireframes: We developed wireframes that radiate calm, clarity and simplicity — fully in line with the brand philosophy.

Concept development: In close collaboration with the client we made choices on tone of voice, colour use and layout, aimed at a feeling of safety and connection.

3. Designing a digital experience

Then the visual story came to life: a strong combination of coaching and conversion.

Tools: We used Canva and WordPress to deliver a modern, mobile-friendly design, including a clear logo that reflects the essence of the brand.

Custom components: The site includes an integrated payment system for direct sign-ups and an optimised landing page for lead generation.

4. Refining based on data

A beautiful design is only truly effective when it also does what it needs to do.

User testing: We tested with real users to see whether the sign-up process was clear and low-friction.

Optimisations: Based on feedback we made small adjustments to button copy and flow to raise conversion further.

5. From design to results

The site went live with a focus on performance, SEO and conversion.

Lead generation: The linked Meta Lead Ads deliver new sign-ups daily — each conversion represents direct revenue for the client.

Delivery: We provided transferable design files, full implementation and hands-on guidance for independent management.

Result

An authentic, user-friendly platform that is not only visually appealing, but also has commercial impact. The client receives qualified leads daily via Meta Ads and can manage the platform easily themselves. On 1 April we started advertising for the client with a result of €38.76 cost per lead. With the data received we optimised the adverts. That led to a reduction to just €5.76 cost per lead — a saving of more than 85%.