A DIY website for a Fortune 500 consultant. It didn’t add up. We rebuilt both her sites in under 4 weeks.
CompassPoint Advisory founder Amelia Ghofrany had 20+ years of senior corporate experience across IBM, Fujitsu, and Bupa, and a website that didn’t reflect any of it. Bright Path Creative designed, wrote, and built two complete websites that finally matched her credibility. She came in asking for minor updates to one site. She left with two.
Client
CompassPoint Advisory & Amelia Ghofrany
Industry
Business Consulting & Advisory
Location
Melbourne, VIC
Delivery
Under 4 weeks
About the client
CompassPoint Advisory
- Industry: Strategic business consulting
- Founder: Amelia Ghofrany
- Background: 20+ years at IBM, Fujitsu, DXC Technology, Bupa
- Target market: Australian SMEs ($5M–$20M revenue)
- Location: Melbourne, nationally active
- Sites delivered: 2 (business + personal brand)
Objectives
- Replace DIY websites with a premium digital presence that matched Amelia’s corporate credentials
- Build two distinct sites — one for the consulting business, one for her personal brand as an investor, advisor, and speaker
- Write all website copy from scratch — professional, warm, and strategically positioned
- Establish an SEO and AI discoverability foundation from day one
- Publish thought leadership content to build long-term authority
0+
Pages built across both sites
0+
Page views within months of launch
3.4
Average pages per visit
<4
Weeks from kickoff to both sites live
The problem
Fortune 500 credentials. A website that didn’t show it.
Amelia Ghofrany is not your average small business owner. With over two decades of senior leadership experience across IBM, Fujitsu, DXC Technology, and Bupa — and a client list that includes Telstra, Qantas, Commonwealth Bank, NAB, and the Australian Defence Force — she launched CompassPoint Advisory to bring Fortune 500-grade strategic consulting to Australian SMEs. She also maintains a personal brand site to support her growing profile as an investor, advisor, and speaker.
The problem was simple: her online presence didn’t match her expertise. Amelia had been running a basic, self-built website that looked and felt like a DIY job. For someone advising business owners on strategy, growth, and transformation, the gap between her credentials and her digital presence was costing her credibility before prospects even picked up the phone.
When Sara met Amelia at a Melbourne co-working space and heard her speak about entrepreneurship and business acquisition, the disconnect was obvious. Someone who had led programs for some of Australia’s largest organisations deserved a digital presence that reflected it. Amelia initially came to Bright Path Creative for minor updates to one of her sites. But once she saw the quality of the work, she handed over the second site as well.
- Basic DIY design that didn’t reflect corporate credentials
- No professional copy or brand identity
- No SEO foundation or structured data
- Single site — personal brand had no dedicated presence
- A premium visual identity built for each site
- Professional copy written for every page
- Full SEO, structured data, and AI discoverability
- Two distinct sites — business consulting + personal brand
Amelia’s personal brand site, before and after — the same rebuild ran across compasspointadvisory.com
What we built
Two complete websites. Every word written. Every page optimised.
Bright Path Creative delivered two complete website projects for Amelia, covering every stage from brand direction through to a fully optimised, live site. Across both properties, we built approximately 28 pages of original content, with every element designed to position Amelia as the premium strategic partner she is.
Two Multi-Page Websites
CompassPoint Advisory with 7 service pages, methodology, FAQ, testimonials, and blog. Amelia's personal site with 3 service verticals, travel section, and animated stats.
Brand Identity & Design System
Two distinct palettes built on one design system — royal plum and metallic gold for CompassPoint, deep navy and gold for the personal brand. Custom interactive components including scroll-driven animations and a bespoke differentiators section.
Original Copywriting
Full website copy across all pages — 7 service pages, methodology breakdown, comprehensive FAQ, about pages, and contact. Every word written by Bright Path Creative.
SEO Foundation
Unique meta titles and descriptions, Open Graph tags, canonical URLs, structured data for Organisation, Service, FAQ, Article, and Person schemas.
AI & LLM Discoverability
llms.txt file for AI indexing, robots.txt configured for GPTBot, ClaudeBot, and PerplexityBot. Content structured for accurate AI representation.
Thought Leadership Content
Six articles published with full Article schema, SEO-optimised meta descriptions, internal linking to service pages, and topic tagging.
compasspointadvisory.com — the consulting site, with 7 service pages, methodology, FAQ, and blog
Timeline
Discovery, brand direction, site architecture, and content planning for both websites
Copywriting, design concepts, and brand colour system finalised across both sites
Full build of both sites, SEO implementation, structured data, and content loading
Review, refinements, article loading, and both sites live
The outcome
Two sites that match the calibre of the work she delivers.
Amelia now has two websites that genuinely reflect who she is and the calibre of work she delivers. CompassPoint Advisory’s site positions her firmly as a premium strategic partner for Australian SMEs, with 7 dedicated service pages, a clear methodology framework, and thought leadership content that builds authority with every visit. Her personal brand site complements this with a distinct identity that supports her investment, advisory, and speaking work.
The numbers tell the story. Within months of launch, CompassPoint’s site attracted 392 visitors and over 1,340 page views — with an average of 3.4 pages per session, meaning visitors aren’t just landing and leaving, they’re exploring services, reading methodology, and navigating to contact. Organic search traffic is flowing from Google and Bing without any paid advertising. 56% of traffic comes from Australia — exactly the target market — with growing international reach. The Growth Accelerator Workshop, a signature service, is already ranking and drawing traffic as an individual service page.
But the most telling result has nothing to do with analytics. Amelia came in asking for minor updates on one site and left with two fully rebuilt, professionally written, SEO-optimised websites. When the quality of the work speaks for itself, clients trust you with more.
- Two multi-page websites designed, written, and built from scratch
- ~28 pages of original content across both properties
- Both sites live in under 4 weeks
- 392 visitors and 1,340+ page views within months of launch
- 3.4 average pages per visit — strong engagement across the site
- Organic traffic from Google and Bing with zero ad spend
- 56% Australian traffic — precisely the target audience
- Two distinct brand identities created and applied on a shared design system
- 7 dedicated service pages with custom imagery and structured content
- 6 thought leadership articles published with full schema markup
- SEO and AI discoverability built into every page from day one
- Client came in for minor updates on one site, handed over both
In her words
“Sara and the Bright Path Creative team were amazing in redesigning and building two of my websites. Initially, I was requesting minor updates to only one of my websites, but the team did such an amazing job that I also provided my second website for them to design and rebuild. The whole interaction was professional, keeping me informed of the progress and providing proactive suggestions across design and content to help drive greater traffic to my websites. Highly recommend them to anyone looking to build or rebuild their site.”
Want results like this?
One site became two.
That’s what happens when the work speaks for itself.