Shift Group is a sustainability-focused business coaching platform helping entrepreneurs build companies that balance people, planet, and profit. Their existing website wasn’t working — it wasn’t reaching the right people, it wasn’t saying the right things, and it wasn’t converting.

OutSprout approached it the way good web projects should be approached — copy first. Najia spent months in research: the audience, their pain points, the language they actually use, the competitors, the brand’s differentiators. From that research she built a full wireframe of the website copy — every page, every section, every headline — which Jibran then used as the foundation for the design. The copy didn’t follow the design. The design followed the copy.

The result covers coaching programmes, online courses with integrated LMS and purchase flows, events, a media gallery, and a blog — in a clean, professional aesthetic with deep navy, green, and blue tones that reflect the brand’s sustainability ethos. Najia also completed a 4-week affiliate blog series to support the launch.

“She quickly understood how things needed to be written and displayed for us. She is a very good writer. You’d be very fortunate to have Najia write copy for you!”