The Chelle Agency

Brand Messaging, Content Restructure & Website Refresh for a Speaker Booking & Training Agency

Role: Brand Messaging Strategist & Website Content Lead

Scope: Brand strategy, content restructuring, messaging rewrite, website refresh

Project Overview

The Chelle Agency is a speaker booking and agent training agency founded by industry expert Chelle Rockwell, supporting professional speakers and aspiring booking agents in building sustainable careers.

When we began working together, the agency’s website had grown organically over time and was organized around two audiences — “Speakers” and “VAs.” While well-intentioned, the structure had become confusing, and the messaging no longer clearly communicated the agency’s unique approach, authority, or full range of services.

The goal of this project was to clarify the brand’s positioning, simplify the site structure, and rebuild the messaging so the website could better reflect the depth of expertise and trust at the heart of the agency.

The Challenge

The agency had strong offerings and a respected founder, but the website:

• separated audiences in a way that felt fragmented
• made it difficult for visitors to quickly understand what the agency actually did
• lacked a cohesive narrative across pages
• did not clearly differentiate the agency’s unique role in the speaking industry

They needed more than a redesign — they needed a strategic reset of their content and structure.

“The business of speaking is not just about talent — it’s about relationships, strategy, and confidence.

The Chelle Agency exists to guide speakers and agents through the often invisible systems behind successful careers, so they can focus on what they do best: showing up, serving audiences, and building lasting impact.”

My Approach

Rather than simply redesigning pages, I led a full content and messaging restructure focused on clarity, flow, and positioning.

1. Content & Audience Restructuring

I reworked the site architecture to move away from the confusing “Speakers” vs. “VAs” split and created a more unified structure that clearly communicated:

who the agency serves
how their services work
what makes them different

This allowed the site to speak to multiple audiences without fragmenting the brand.

2. Brand Messaging & Narrative Rewrite

I completely rewrote and restructured the site’s core content, including:

homepage messaging
positioning language
about page narrative
services and program descriptions

The new messaging positioned Chelle as a trusted industry guide, highlighting:

her 20+ years of experience
the emotional and professional journey of speakers and agents
the agency’s role in building confident, sustainable careers

3. Website Layout & Content Refresh

Using the new strategy and messaging, I refreshed the website layout and page structure so the content flowed more intuitively and supported:

clearer navigation
stronger storytelling
better conversion paths
future thought-leadership content

Deliverables

Full website content restructure
Brand positioning & messaging strategy
Narrative brand story
Homepage, about, and services copy
New page architecture & layout strategy
Website refresh in Squarespace

Results

The new website and messaging created a clearer, more cohesive brand foundation that the agency now uses across:

website content
speaker acquisition
agent training programs
marketing and thought-leadership materials

The refreshed structure and narrative better reflect the agency’s authority, simplify the user experience, and support long-term growth.

Skills Demonstrated

Brand & Messaging Strategy
Content Restructuring & Information Architecture
Website Content Strategy
Thought Leadership Positioning
Client Discovery & Narrative Development
Squarespace Website Refresh

The Chelle Agency — Brand Messaging & Website Strategy