Guidance, not guesswork.
Helping thoughtful businesses get clear, make better decisions, and build an online presence that actually works.
Why Wayfinder Exists
THE PROBLEM
The internet is loud. Advice is everywhere. Most of it assumes the same goals, audiences, and energy levels.
But thoughtful businesses don’t want to:
• perform daily online
• chase trends
• rebuild every year
• explain themselves endlessly
They want:
• clarity
• direction
• stability
• visibility that lasts
THE GAP WAYFINDER WAS BUILT TO FILL
Wayfinder was built for businesses who want to make fewer, better decisions — and build something that holds up over time.
What I Believe
I believe:
• clarity comes before execution
• simplicity beats cleverness
• restraint is a strategy
• more effort doesn’t replace direction
• you don’t need to be everywhere to be effective
And I believe your online presence should feel:
• aligned
• calm
• intentional
• understandable — to humans and search engines
If it doesn’t, something is off — and that’s where I come in.
What I Actually Do
I don’t start with design.
I don’t start with trends.
I don’t start with “best practices.”
I start by helping you answer:
Who is this actually for?
What problem are we solving
What matters most — and what can be ignored?
From there, I help you:
clarify your message
simplify your structure
build a website that makes sense to strangers
create visibility without burnout
This work is strategic, not reactive. Foundational, not performative.
Who This Is For
Wayfinder is for:
• founders
• consultants
• coaches
• wellness practitioners
• small brands with depth but no direction
Especially those who feel:
• over-advised
• underwhelmed by results
• tired of guessing
• frustrated that “doing everything right” isn’t working
Who This Is Not For
Wayfinder is not for:
• trend chasers
• hype-driven marketing
• quick fixes
• validation-seeking projects
• anyone looking to be talked into decisions
This work requires honesty — and a willingness to simplify.
If you value clarity over hype, we’ll work well together.
Jocelyn Parkhouse, Owner, Honey Hair Co.
“I can’t say enough great things about Nikki! She did an amazing job creating our Honey Hair Co. website. Not only is her work beautiful and easy to navigate, but she was also so patient and understanding throughout our long (and sometimes chaotic) build process. Nikki stayed organized, was incredibly prompt with every update, and carried herself with total professionalism from start to finish. I’m so thankful we had her expertise to bring our vision to life — highly recommend working with her!”
You don’t need a huge team.
You need the right guide.
I won’t overwhelm you.
I won’t sell you what you don’t need.
And I won’t tell you what you want to hear — only what will help.
I bring…
strategic clarity
direct communication
calm decision-making
a long-term perspective
respect for your energy and attention