Meet Melissa Obrotka - also known as The Badass Hygienist - a nationally recognized dental professional, speaker, educator, and high-performance coach with over 25 years of experience.
Melissa is on a mission to shift how we think about oral health - offering a functional, full-body wellness approach grounded in science, advocacy, and education.
When Melissa approached me to redesign her website, she had a clear goal: to create a digital space that reflected her dynamic career, amplified her authority, and better connected with the patients, peers, and professionals she serves. The result? A sleek, strategic online presence that finally matched the depth of her impact.
Melissa's previous website had charm, but it was slow-loading, overly simple, and lacked clarity around her diverse offerings.
As a multifaceted professional - speaker, coach, educator, and clinician - her online presence needed to communicate all of that without overwhelming visitors. A key learning was how essential it was to separate her offerings while maintaining a consistent, client-centered voice. The coaching pages in particular needed a shift—from showcasing Melissa as the expert to highlighting that the client is the hero of the journey. What began as a design update quickly became a deeper project in refining her message and elevating her digital strategy.
The solution came to life through collaboration, creativity, and strategy. From structure to visuals to tech setup, every element was intentionally crafted to feel elevated, functional, and unmistakably Melissa.
From the start, it was clear that Melissa’s site needed to serve multiple functions - and audiences. Rather than cramming everything into a single page, I proposed a structure that included:
A Speaking page with her embedded calendar link, downloadable speaker packet, and testimonials
Coaching mini-sales pages that clearly separated standard packages from a la carte options
A Resources page featuring webinars, podcast interviews, and downloadable assets
Using strategic copy, SEO-friendly headings, and high-performance visuals, I brought the vision to life. Each section was written to:
Emphasize client outcomes in coaching
Highlight Melissa’s credibility as a thought leader and educator
Offer value-forward content like her downloadable speaker packet
Behind the scenes, I also cleaned up navigation, improved site speed, and integrated tools like Calendly, MailerLite, and Canva embeds - creating a functional system that made Melissa’s busy schedule easier to manage.
What are a few of the final edits One of the most powerful parts of the project was refining Melissa’s coaching message. Originally focused on her credentials, we shifted the content to reflect her vision:
“This isn’t about me - it’s about the client.”
The coaching pages were rewritten to position her as the guide, not the hero - a subtle but meaningful shift that aligned with her values and elevated the experience for prospective clients.
Melissa was incredibly involved in content collection, sending updated media, links, and videos—ensuring each section had relevance and credibility.
So we can meet eachother and brainstorm your next website move!