JFP Studios

12 Days Until the Miami Stage. A Digital Platform Had to Be Ready.

Ingrid Murray spent 23 years growing a commercial cleaning company to seven figures, then hit a wall when speaking, coaching and publishing interest arrived with nowhere to land. JFP Studios repositioned her as a speaker and strategist, shot new brand photography and launched a CRM-wired platform in 12 days, in time for her talk in Miami.…

Personal brand · Website · CRM and lead capture

Twelve days before Miami. No working digital platform to receive the interest.

The underlying business objective shaped what JFP Studios recommended and built.

THE CHALLENGE IN BRIEF

An imminent Miami speaking appearance had no working website to capture interest.
Her existing developer had not delivered a viable public-facing platform.
Her founder story, speaking, coaching and lead capture needed one coherent positioning.

When the opportunities arrived, there was nowhere reliable to send people.

A press feature had been delayed because the website was not live.
Ingrid was scheduled to speak at a Miami conference on May 13.
Her founder, speaker and coaching story needed one clear presentation and a way to capture interest.

The deadline made launch readiness a business necessity rather than a cosmetic preference.

Build for the moment: a stage-ready launch, then the complete platform.

We prioritized what the upcoming stage appearance required first: positioning, a credible page and lead capture. The broader six-page platform followed.

WHAT WE DID / THREE DECISIONS

Clarify Ingrid's position as a speaker and strategist.
Launch a stage-ready website and QR-code-driven contact system in 12 days.
Complete the six-page platform, CRM routing and webinar launch.

Launch to the moment. The deadline that mattered was May 13, the day she walked on stage. JFP planned two launches: a stage-ready site for the conference and a full brand launch eight days later around her webinar, with the complete platform closing out by May 30.

Four decisions

Mockup before kickoff. JFP researched her story, positioning and market before onboarding and arrived at the first call with a working mockup, so day one became a refinement session.

__wf_reserved_inherit — V1. Of Ingrid Murray's Mockup

Website as lead infrastructure. Every page fed a GoHighLevel CRM from day one: inquiry forms, a QR-code waitlist for the conference floor, a post-conference email nurture, a webinar funnel and embedded booking.
Brand system before build. An emerald, gold and ivory palette with Playfair Display and Montserrat, and a new headshot session on day two so the site launched with real photography.
The client owns everything. Domain, hosting, logins and platforms were registered to Ingrid and documented in a credentials file she controls.

The sprint

May 1: kickoff, positioning refined and launch sequence mapped
May 2: brand photography
May 3 to 11: build, copy and CRM wiring, plus a live fix of a DNS conflict that was breaking her SSL certificate days before launch
May 13: stage-ready site and QR waitlist live in Miami
May 21: her “Built Through It” webinar doubled as the public brand launch
May 30: six pages live (Home, About, Speaking, Coaching, Media/Press and Contact), analytics confirmed across Google Analytics, Search Console, Microsoft Clarity and Hotjar, and Ingrid trained on her own dashboard

After launch, JFP rebuilt the coaching page around a waitlist application, added a podcast waitlist and wrote search and social sharing copy for every page.

The work, in practice.

A closer look at the creative assets, systems, and experiences developed for this project.

An artifact of the work

Original project image from the published JFP Studios case study.

An artifact of the work

Original project image from the published JFP Studios case study.

Results and campaign evidence

Original project image from the published JFP Studios case study.

From earned reputation to a launch-ready audience system.

12 days

Stage-ready platform

First public launch completed for Ingrid's Miami conference.

30 days

Complete six-page website

Full platform implemented with CRM lead-capture workflows.

42%

Webinar show rate

Reported live attendance rate from the newly developed email list.

A public platform ready for the moment

12 days from kickoff to a stage-ready public launch before Ingrid's Miami conference.
30 days to a complete six-page website with lead-capture routing.
Conference contacts entered automated follow-up after scanning Ingrid's QR code.
42% webinar live show rate from an email audience developed during the launch.
Inbound coaching inquiries began arriving and were tracked through the CRM.

Additional conversations opened

Publishing discussions followed an encounter with an authority-publishing executive in Miami.
TEDx interest, podcast invitations and partnership opportunities were reported after the relaunch.

The business implication

Visibility is more useful when there is somewhere for interest to go. Ingrid's public appearance became a point of entry into a website, follow-up process, and connected offers rather than a one-time introduction.

“Jordi exuded a level of professionalism from his first phone call. The response time. That sold me.”

Ingrid Murray

Results reflect the reported launch period, including the webinar show rate; they do not establish future revenue.

12 Days Until the Miami Stage. A Digital Platform Had to Be Ready.

The context behind the transformation.

Twelve days before Miami. No working digital platform to receive the interest.