Case study · Website design for coaches
SerBe
A bilingual home for an ontological coaching practice, built to explain a deep, personal offer clearly and turn quiet interest into a first conversation.
Tap the sonar to ping the deep
A deep offer, made easy to start
SerBe is the online ontological coaching practice of Wanda Bartlett Galvis, for leaders, people in transition and growing businesses, in English and Spanish. Ontological coaching is personal and hard to explain in a sentence, so the site had to make it feel clear, warm and safe to try.
Wanda is married to Kraken Digital founder Joshua Bartlett, and we say so up front. She was still the client: the brief, the feedback and the sign-off were hers.
- Client
- Wanda Bartlett Galvis, founder of SerBe
- Practice
- Ontological coaching and business consulting, online
- What we did
- Brand and illustration, website design and build, the Root Map test and SEO foundations
- Launched
- October 2026
English and Spanish
From seed to bloom
What Kraken Digital built for SerBe, and when. New entries are added as the work lands.
Four doors for four kinds of visitor
Individuals, teams, entrepreneurs and businesses each arrive with a different question, so the home page opens with “Where are you right now?” and sends each one to their own path, with consulting kept clearly apart from coaching.
A botanical identity rooted in growth
A hand-drawn tree with four branches for connection, work, care and meaning, an earthy palette, and a seed-to-bloom illustration system that carries through every page.
Designed and built by Kraken Digital
A WordPress site in English and Spanish, with pages for coaching for you, for teams and for entrepreneurs, consulting packages, the six-step coaching process, Wanda’s story and a complete guide to ontological coaching.
A free first step that is useful on its own
The Root Map is a free, three-minute self-reflection test in English or Spanish. Visitors see how each branch of their life is growing today, choose what they want to grow and leave with a first step, before they ever book a call.
SerBe goes live
serbe.com.au launched in October 2026, and on 21 October it scored 100 for accessibility, best practices and SEO on mobile and desktop.
Results will be logged here as they land
Calm on the surface, deep underneath
A light, unhurried design with room to breathe, so a personal decision never feels rushed.
Readings at launch
PageSpeed Insights lab test of the home page, 21 October 2026. We log the scores as they are, not as we would like them to be.
Source: Google PageSpeed Insights, home page, 21 Oct 2026. Lab results vary from run to run. See the report ↗
What we did, tentacle by tentacle
Each part of the build, what we delivered, why it suits a coaching practice, and the numbers behind it. Tap a service.
A brand that grows with the client
Part of our brand identity service.
An earthy four-colour palette and a full set of illustrations, from seeds and roots to stems, leaves and blooms, carried through every page alongside the SerBe seedling mark.
Coaching is about who you are becoming, so growth became the visual language instead of stock photos of people shaking hands.
A practice that looks as considered as the conversations it offers.
One site, two languages
English and Spanish, side by side, from the menu to the Root Map.
Paired English and Spanish pages with a language switch in the header, Spanish landing pages such as coaching ontológico online, and a bilingual Root Map.
Wanda coaches in both languages and has called three countries home, so Spanish speakers get a first-class site, not a translated afterthought.
Every visitor can read, test and enquire in the language that feels like home.
The Root Map: a first step worth taking
A free self-reflection test that gives value before it asks for anything.
An interactive test that grows the visitor’s own tree in three minutes: where each branch of life stands today, what they want to grow, and their first step.
Many people are not ready to book a coach on a first visit. The Root Map lets them start on their own terms, with a clear note that it is self-reflection, not a psychological assessment.
Quiet interest turns into a real first step, and a natural lead into a conversation.
A method you can see
The SerBe Growth Path, shown as a journey rather than a wall of text.
Six steps, seed, roots, sprout, stem, leaves and bloom, each with its own question and an illustration that grows as the visitor moves through them.
Ontological coaching can sound abstract. Showing the process step by step answers “what actually happens?” before anyone has to ask.
Visitors understand the work, so the first conversation starts further along.
Built to be found from day one
See our SEO packages.
Search-focused page titles such as “Ontological Coaching Online”, a complete guide to ontological coaching, clean headings and internal links between coaching, consulting and the Root Map.
People search in two languages and with very different words, so English and Spanish pages each target their own phrases.
A new site with the foundations in place to rank as content grows.
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