Client: Elizabeth Davidson Studios [singintoronto.com]
Role: Designer & Developer, start to finish
Built With: Custom HTML & CSS
Skills: Web design, organic SEO, content strategy
The Brief
Elizabeth is a vocal coach in Toronto (and also one of my very first freelance clients!), and her ask was refreshingly simple: Make me an online presence. She didn't need a flashy site, she needed one that would actually show up when someone nearby searched for a coach, and then make it easy for them to pick up the phone. Recently, we refreshed her website with a complete design overhaul!
The Ask
- A site built to attract new clients, not just look nice sitting there
- Real visibility in local search — people searching for a vocal coach in her area needed to actually find her
- An easy way to build trust fast, since booking a lesson is a bit of a leap of faith for a new student
- A clear, low-friction path to action: Book a free lesson! No complicated funnel required
What I Built
The site itself is clean and client-facing, with performance videos linked out to YouTube so visitors can see and hear her work firsthand. Every page leads somewhere and the whole thing is built around one clear call to action: Call today and book a free lesson.
The bigger lift was SEO. I handled the organic side: content structure, metadata, local relevance — and teamed up with a paid search specialist to round out the strategy. Between the two efforts, the site now ranks #2 on Google for "vocal coach Junction", which is exactly the kind of specific, high-intent search that turns into an actual booked lesson.
The Result
A site that's doing its job! Showing up in the right searches, building enough trust through real performance videos and getting people to pick up the phone. It's a good example of what freelance web work looks like when the goal isn't just "make it pretty" but also "make it work" — design and SEO pulling in the same direction. See for yourself singintoronto.com
Curious about the SEO approach specifically, or how the site's built to push people toward booking? Happy to walk through either!