Digital Course Website Overhaul: A Case Study with Greg Merrilees

Your website isn’t just a digital brochure—it’s a trust-building tool. And if your audience is navigating trauma, chronic illness, or nervous system dysregulation, that trust needs to be felt instantly. My guest on today’s show, Greg Merilees, is the founder of Studio1 Design and a longtime collaborator of mine. His agency specializes in crafting websites that don’t just look good—they educate, inspire, resonate with, and persuade the target audience on a deep emotional level. In this episode, we break down the redesign journey of Primal Trust, a powerful healing community and membership platform led by Dr. Cathleen King. When we first looked at the site, it was cluttered, slow, hard to navigate, and failing to rank even for branded terms. That’s a big problem for a business with a mission to help thousands—especially when it’s not reaching those who need it most. In this case study, Greg and I walk through the Primal Trust transformation. We rewrote the messaging to offer empathy and empowerment, clarified the member journey, and created conversion-focused pathways like lead magnets and quizzes. At the same time, we wove in SEO best practices with a calming, intuitive design. Whether you’re in wellness, coaching, or any purpose-driven space, this case study offers key takeaways to make your website more powerful, more aligned, and more profitable. So, without any further ado, on with the show!