Where Finance Finally Feels Human
Emily is a fractional CFO who does things differently.
She is warm, collaborative, and unapologetically energetic in a world that tends to be the opposite. She came to me knowing exactly who she was and what she offered. She just needed a brand and a website that actually looked and felt like her.
This is what The Web Edit looks like in action.
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Approachable
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Refreshingly Human
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Empowering
✦ Approachable ✦ Refreshingly Human ✦ Empowering
The Story Behind It
Emily spent years in investment banking, raising billions for Fortune 500 companies before burning out completely. She started volunteering with nonprofits and fell into fractional CFO work almost by accident.
People kept asking if they could pay her.
She said yes, and a real business was born.
By the time she came to me, she had clients, referrals, and momentum.
She just needed a brand that matched that energy.
The Brand Styling
Meeting Her Dream Client
Before a single page was designed, we built Emily's dream client persona.
Logan is a small business owner at that exciting, chaotic inflection point where things are working but nobody told them what to do next. Curious, collaborative, and done pretending to have it all together.
Logan became the compass for every copy decision, every design choice, and every page on the site.
Then, The Brand Identity Guide
A color palette rooted in sage, orange, and deep maroon, intentionally moving away from the cold finance blues and into something that felt warm and editorial.
We defined her positioning not as the traditional fractional CFO but as something far more her: the numbers therapist.
Someone who holds space and makes finance feel like something worth getting excited about.
“From start to finish, she made the process seamless, thoughtful, and honestly way more enjoyable than I expected.
I’m so grateful for her creativity, attention to detail, and ability to turn ideas into something real.”
— Emily Jachimiak, Fractional CFO
Then came the build.
A full Squarespace website designed around her brand identity, her story, and her services.
We worked through the layout together, a homepage that leads with her energy, an about page that centers her as the founder, a services section that makes what she does feel clear and accessible, and copy written to convert browsers into booked calls.
The goal was never just a pretty website.
It was a website that a small business owner could land on and immediately think:
"This person gets it. This is the person I want in my corner.”
And that is exactly what we built for her.
✦ Favorite Moments ✦
