Case Study
The Challange
PI Jane came to me with a website that wasn’t doing them any favors. It was a single page with barely any information for their clients and didn’t reflect who they were or what they stood for. They wanted something fresh—approachable, discreet, and empowering—that clearly showcased their services while steering well clear of the tired, cliché PI look. Think no trench coats, no shadowy figures, and definitely no cheesy detective vibes. Their goal was to stand out as a female-led, empathetic, and professional agency that clients could trust.
THE SOLUTION
I started by digging into what makes PI websites so predictable and worked out exactly what we didn’t want to do. From there, I leaned into the feminine, approachable side of their brand while keeping things sleek and professional.
To add some personality without leaning into stereotypes, I designed custom icons—like a subtle magnifying glass—to give a nod to the PI theme. It was all about hitting that balance between playful and professional. On the practical side, we added forms and payment options for specific services, so they could automate some of their admin and spend more time on what really matters: their clients.
But it wasn’t just about the design. A strong online presence is critical for any business, so I also implemented a targeted SEO strategy. This included identifying relevant keywords and phrases that aligned with their services and target audience. By weaving these strategically into the website’s content and metadata, we set the foundation for improving their visibility on Google. Now, PI Jane not only has a site that looks great but one that works hard behind the scenes to bring in more clients.
THE OUTCOME
The result is a website that truly reflects PI Jane. It’s modern, client-focused, and completely avoids the typical PI aesthetic. Instead, it highlights their approachable and empowering vibe, while still being professional and discreet. The new site gives clients all the information they need and encourages inquiries, making it a key tool for their business.
The added functionality—like automated forms and payments—has saved them time and streamlined their workflow. The SEO strategy has also started to pay off, with improved search rankings and a growing online presence that’s helping them connect with more potential clients. And the custom design details, like the icons, add a bit of character without straying from their professional tone. It’s a site that feels like them—fresh, different, and exactly what they needed.
