Michel Morin Consultants: website redesign for a professional coach

The context

Michel Morin is a professional coach and engineer with over 30 years of experience. He came to us with a clear mandate: modernize his website, bring it up to date, and better showcase his services. His previous site no longer reflected the scope of his career or the depth of his expertise, a common gap for professionals established over a long career, whose reputation often outgrows what their online presence lets on. Michel also works regularly with partners and collaborators, an important part of his practice that deserved to be showcased directly on the site instead of staying out of sight, since that network is part of the value he brings to his clients. Each of Michel's mandates typically involves several stakeholders, whether corporate clients or business partners, which made showcasing his professional network even more important for a new visitor trying to decide if he's the right fit for their project. That kind of continuity matters in coaching and engineering circles, where referrals and long-term relationships often carry more weight than a first cold visit to a website.

The challenge

The challenge was to review every section of the site so it would reflect Michel's expertise and his 30 years of experience, without losing clarity or cluttering the navigation for a visitor looking for information quickly. His partners also needed to be presented in a way that encourages collaboration and makes joint mandates easier, rather than being listed in passing. Finally, his many professional certifications needed to be organized in a structured way, to reinforce his credibility without turning the page into a plain list of logos that's hard to scan. The balance to strike was between the richness of the content and a navigation that stays simple for a visitor in a hurry. A cluttered site would have diluted the message and buried what matters under too much detail; an overly minimal one, on the other hand, wouldn't have done justice to a practice built over three decades and many collaborations. Getting that balance right meant treating the site less like a brochure and more like a curated portfolio, where every section earns its place.

The solution

We carried out a complete redesign: every section of the site was fully reviewed and modernized to reflect Michel's expertise, from the homepage down to the service pages. We built a partners section showcasing his 4 key collaborators, with dedicated pages to encourage collaboration and joint mandates rather than a passing mention at the bottom of a page. Finally, we built a certifications showcase presenting all of Michel's credentials in a structured way, to reinforce his professional credibility with prospective clients from the very first seconds on the site. The result is a site that reads quickly for a visitor in a hurry, while still giving anyone who wants to dig deeper access to the full set of certifications and partnerships that support Michel's day-to-day practice.

The results

What we put in place