Case Study: A Bold New Look for Marketing4Actors.com

Jun 6

A high-impact redesign guided by Shell Creative's, Michelle Sandler, with design execution by intern, Sydney Heck

When longtime client and actor marketing coach Heidi Dean, marketing4actors.com reached out about a website refresh, the timing couldn’t have been more urgent, or more perfect.

Michelle has been working with Heidi since 2022 on everything from sales pages to a membership launch to her online course so when her WordPress site suddenly broke (right before a big launch), we were already in sync and ready to jump in.

She also had a brand-new book to share with the world, which meant this redesign needed to do more than just fix a technical problem—it had to elevate her brand, center her latest offer, and be live in time for her launch.

With creative direction from Shell Creative founder, Michelle Sandler and design execution by intern, Sydney Heck, we rebuilt the site from the ground up in just one week—delivering a clean, modern Squarespace site that’s easy to update, fun to navigate, and fully aligned with Heidi’s brand.

And this wasn’t just a fast turnaround—it was a real-time mentorship moment, blending pro-level strategy with fresh design talent and a whole lot of heart.

The Mission: Elevate, Streamline, and Center the Book

Heidi’s previous site had strong bones but needed a glow-up, something more visually aligned with her new book and more streamlined to support her core offerings: coaching, podcasting, and free training for actors.

Michelle laid the strategic foundation, reworking the site structure to:

Put the book front and center as the main call to action
Create clear pathways for visitors to find what they need (without overwhelm)
Align visuals, copy, and flow with Heidi’s vibrant, warm, professional brand

Sydney brought this vision to life page by page, learning firsthand how intentional design choices create a cohesive, client-converting experience.

Finished marketing4actors.com hero and homepage.

Design Details: Strategy-First Meets DIY-Friendly

We chose Squarespace for this build, an ideal platform for clients who want a sleek, custom-feeling site that’s still easy to update on their own.

Michelle guided the creative direction with a focus on:

Color: Bold but approachable—Heidi’s signature warmth meets polished energy
Layout: Clear, modern structure that supports easy browsing and layered storytelling
Movement: Gentle animations to keep things dynamic, not distracting

Sydney executed the build with care, adding her own creative touches while incorporating Michelle’s feedback and direction throughout.

She also hand-designed custom graphics in Photoshop and Procreate, using fun outline accents to visually connect the site’s sections and create that “yes, this is on brand” moment at every scroll.

Design That Works for Everyone

Accessibility and usability were non-negotiables. Sydney made sure the site:

Works beautifully on mobile
Uses high-contrast, readable fonts
Is intuitive for visitors of all experience levels

From the font pairings to the color contrast, every element was designed to look good and feel good across devices and lighting conditions.

Social Proof, Strategically Placed

We all know testimonials can be powerful but not when they’re dumped in one long, scrolling wall of text. Michelle and Sydney worked together to place reviews where they’d have the most impact, supporting the flow of the page rather than disrupting it.

Styled with intention, the testimonials build trust and credibility while keeping the site visually clean.

Real-Time Mentorship in Motion

One of the most rewarding parts of this project? Watching Sydney grow through the process.

Michelle provided continuous creative direction, offering feedback on layout, user flow, and best practices while Sydney ran point on development and client communication. The collaboration was seamless, efficient, and empowering (just the way we like it).

The End Result: A Book-First Website That Converts

The new Marketing4Actors.com is bold, streamlined, and fully aligned with Heidi’s next chapter. It puts her book on center stage, supports her coaching and podcast, and gives her audience an engaging, easy-to-navigate hub they’ll want to return to again and again.

And it’s a perfect example of what we do at Shell Creative:
blend expert strategy with done-for-you ease and lift others up in the process.

🐚 Want to Refresh Your Own Website? Shell, Yes! Start Here:

If your website’s feeling a little “meh” or you’ve got a big new offer (like a book, course, or podcast) that deserves center stage, here’s your starter checklist—straight from the Shell Creative playbook:

Your Website Refresh To-Do List:

Lead with clarity. What’s the one thing you want people to do first? Make that the star of the homepage.
Streamline your layout. Keep it simple, clear, and skimable. No one wants to go on a treasure hunt to work with you.
Show your personality. Use brand colors, imagery, and tone that reflect your unique vibe.
Add motion with intention. A little animation goes a long way. Use it to guide the eye, not overwhelm it.
Design for everyone. Think high-contrast text, readable fonts, and mobile-friendly everything.
Place social proof where it counts. Sprinkle testimonials where they support—not interrupt—your message.
Use a platform that fits you. Choose something you’ll actually use, not just something that looks good in theory.

Feeling stuck? We’ve got your back.

Now through July 1, we’re offering a Simple Website Build/Migration for just $1000—perfect for coaches, creators, and small biz owners who need a site that’s clean, on-brand, and built to grow.

Whether you're starting fresh, making a migration like Heidi, or refreshing what you've got, we'll guide you every step of the way (and do the heavy lifting, too).

Reach out here →