From the blog · Boundaries
EJHEJH SolutionsPersonal brand · Author platform
NovaStrum case study
Coaching & publishing · Cyprus
Coaching & publishing · Cyprus
Cognitive behavioural life coach & author
One formula.
One platform. One brand.
Edith Joseph Hek coaches people to change their response to what life throws at them — so her platform was built the same way: calm, deliberate, and pointed at exactly one outcome per page.
EJHEdith Joseph HekPersonal Development Coach
Get in touch
Cognitive behavioural life coach
Committed to inspiring people
Change your life around for the better. A grounded, one-on-one journey of self-reflection, growth and lasting change — rooted in cognitive behavioural principles.
Work with meRead the blog
Portrait of Edith
EJHEJH Solutions02 · The challenge
The challenge
A coach, a blogger and
an author — one front door.
Edith's work lives in three places at once: one-on-one coaching, long-form writing on cognitive behavioural practice, and a published journal sold through third-party retailers. Before this build, each lived on a different platform, and none of them pointed at the others.
The brief: a single author platform that presents the method, sells the book without holding stock, funnels readers toward coaching — and feels like her, not a theme.
6Site sections
1Formula at the core
4Steps · reader to retailer
3Conversion paths
EJHEJH Solutions03 · Design language
Design language
Calm is a
design decision.
A palette that behaves like the coaching does: warm cream to sit in, sage for grounding, terracotta reserved for the moments that ask something of you, and navy where the thinking happens.
Committed to inspiringLora · display
A grounded, one-on-one journeyJost · body
THE FRAMEWORKMono · kickers
Cream#F6F2EB
Sage#7E8B66
Terracotta#B96F3F → #D9A05B
Navy#2B3644
EJHEJH Solutions04 · The framework
The framework
The method is
the homepage.
Most coaching sites describe a philosophy. This one performs it: the E + R = O model Edith teaches sits at the centre of the homepage as an interactive panel, so a visitor understands the work before a single word of sales copy.
- Event, Response, Outcome — the formula rendered as UI, not a paragraph
- Navy panel gives the method its own visual room on a cream page
- Each section of the site maps back to one part of the formula
The formula at the heart of the work
EEvent
+
RResponse
=
OOutcome
It isn't the event that shapes your life — it's your response to it. Tap a letter.
EJHEJH Solutions05 · The questionnaire
Lead generation
A gentle question
instead of a hard sell.
The site's main funnel doesn't push a discovery call. It asks one disarming question — how satisfied are you with your life? — and offers a short reflective questionnaire. Warm on the page, deliberate underneath: everyone who answers has already started the coaching conversation.
- Life-satisfaction questionnaire as the primary call to action
- Placed twice — mid-homepage and beside the contact form
- Copper gradient reserved for this one ask, so it owns the colour
How satisfied are
you with your life?
Take a few quiet minutes to reflect. A gentle place to begin noticing where you'd like to grow.
Stay in touch
A little reflection, in your inbox
Your email addressSubscribe
EJHEJH Solutions06 · The journal
The journal
Between Who I Was &
Who I Am Becoming
A daily journal for mindful growth and self-reflection — the method from the coaching room, bound. The platform gives it a dedicated home: cover, premise, and a single terracotta button that hands the reader to the retailer.
The purchase path — live hand-off
Reader taps “Get the book”→
Site queries the retailer→
Format & price confirmed→
Checkout opens at the retailer
Tap the cover to run the path — no storefront to maintain, no stock to hold.
EJHEJH Solutions07 · The blog
The blog
Writing that does the
heavy lifting.
Edith's essays — on manufactured dependency, inverted accountability, psychological knowledge misused, and the mirrors we avoid — are the platform's engine: long-form, personal, and specific. The blog template stays out of the way — warm reading ground, generous measure, a single pull-quote style — because the words are the design.
- Distraction-free article layout tuned for long reads
- Every post ends where the coaching begins — one quiet call to action
- Essays feed the newsletter, the newsletter feeds the practice
Manufactured dependency can look like kindness — “Don't worry, I'll deal with it.”
From the blog · Patterns
When Accountability Gets Turned Upside Down
Once you recognise the pattern, you start seeing it everywhere.
From the blog · Discernment
When What Is Not God’s Way Becomes “Normal”
If something is common, society tells us it must be normal.
From the blog · Self-awareness
The Mirror We Refuse to Face
It's easy to see what's wrong with everyone else — and miss ourselves.
EJHEJH Solutions08 · Contact
Let's start a conversation
Your name
Email
I'm interested in — A coaching enquiry ▾
Your message
Send message
Contact
Every road ends at
a conversation.
The contact page routes intent, not just messages: the enquiry selector separates coaching questions from book and press requests before they land in the inbox, and the questionnaire sits alongside the form as the softer first step for anyone not ready to write.
- Enquiry-type selector keeps the inbox pre-sorted
- Questionnaire offered next to the form as the low-pressure route
- Instagram and location surfaced for readers who want to lurk first
EJHEJH Solutions09 · Under the hood
Under the hood
Built to be
run by one person.
Edith publishes essays, updates the book page and reviews enquiries herself. The platform was shaped around that: content editing without touching code, integrations that hand work to the retailer, and a structure that grows a section at a time — the motivational cards being the newest.
- Custom author platform designed and developed from scratch — no theme lineage
- Retailer integrations via API keep sales off-site and stock-free
- Blog, book, cards and coaching each own a section, one nav ties them
- Newsletter, questionnaire and contact form all feed one pipeline
- Fully responsive — built for readers arriving from Instagram
EJHEJH Solutions10 · Impact
Impact
A practice with a
proper home.
- One address now carries the coaching, the writing and the book
- The journey from a blog post to a purchased journal takes two clicks
- Every page ends in a next step — questionnaire, subscribe, or enquire
- A platform the author extends herself, section by section
The quiet measure of success:
a reader can arrive from Instagram, understand the method, read an essay, buy the journal and book a conversation — without the site ever raising its voice.
EJHEJH Solutions11 · Close
The platform doesn't shout about the work. It does what the work does — it changes the response.
EJH Solutions · Edith Joseph Hek
What was built
Custom author platformFrom scratch
E + R = O framework UIMethod as interface
Retailer purchase pathAPI integration
Life-satisfaction questionnaireLead funnel
Long-form blogContent engine
Newsletter pipelineRetention
Enquiry-routing contactConversion
Motivational cards sectionExtension
NovaStrum — House of Technology
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