Clear call to actions were created based upon the services offered such as skype sessoins, phone or face to face, to lead visitors through conversion funnels be informed actions. One of those actions was to make a booking, facilitiated by an interated booking system. A number of lifestyle photos were strategically placed on the site to reinforce trustworthiness, as well as scrolling testimonials, email list signups for free tips, guides and industry articles. The colour scheme was calm, warm, nurturing but assertive and the tone of voice was direct and purposeful.