Clear messaging and an inviting site that takes parents from overwhelmed to confident.
NorthStar IEP - Case Study
When Gretchen Boerwinkle rebranded to NorthStar IEP, she needed a website that would generate leads, build trust with parents, and clearly explain the IEP process. We focused on strategic messaging and a content-forward wireframe that the designer used to build a warm, conversion-focused site.
Challenge
The old site didn’t get noticed and failed to state the problem NorthStar solves.
Visitors weren’t clear how to get started or why they should trust Gretchen.
Gretchen wanted a site that would also support referral relationships with therapists and provide shareable resources for parents.
Before: old homepage (GretchenBoerwinkle.com) unclear messaging, no clear CTA
Role & Services Provided
Messaging strategy: tagline, elevator pitch, and core value statements.
Content strategy and copy: Homepage and About page (copy ready for designer).
UX/content wireframe: page hierarchy, above-the-fold CTA placement, “How it works” flow, FAQ/glossary placement, and a therapists/referral section.
Advising on client acquisition: referral partnerships, social media focus, and blog topics to answer parents’ common questions.
Content highlights: Downloads, FAQs, IEP Definitions, therapists section
Timeline
Initial meeting: one, 2-hour session
Messaging deliverables: a few days
Wireframe and annotated content: ~1 week
Design & Messaging Decisions
Feature Gretchen’s photo prominently to convey warmth and build trust.
Above-the-fold primary CTA so visitors know exactly how to get started.
“How it works” sequence to remove friction and guide next steps.
FAQ and IEP glossary to educate parents, improve shareability, and boost discoverability.
Therapists page to make it easy for clinicians to refer families.
Outcomes
Gretchen reports increased confidence when talking with parents about her services.
The site now clearly communicates what NorthStar does, how to connect, and how the service improves families’ lives.
Resources and the therapists section make referrals and social sharing simpler.
