A website designed to capture the feeling, not just the information
Who was looking for a facilitation festival website?
School of Facilitation is led by Kirsty Lewis – an experienced facilitator who works with corporate teams, while also training facilitators, coaches, and learning professionals through workshops, courses, and events.
One of their flagship experiences is SOFest – a purpose-led festival designed to bring together facilitators, coaches, and trainers to connect, learn, and share in a more human, in-person setting.
I’ve worked with Kirsty and the team for a long time, supporting across their website, tech systems, and social media. So when it came to building a dedicated SOFest page, I already had a deep understanding of their audience and how they communicate.
Why did they need help with their facilitation event website?
The team had a strong vision – but translating that into a page that would both feel right and convert was the challenge.
They had:
- A professionally produced video
- A large bank of photos
- Powerful testimonials (including video testimonials)
But it wasn’t coming together into a clear, cohesive experience online.
They needed a page that:
- Reflected the energy and feeling of the event
- Guided visitors through the information without overwhelm
- Spoke directly to facilitators, coaches, and trainers
- Encouraged people to actually book
How did I support them as a web designer for facilitators?
I designed and built the SOFest page from the ground up – covering structure, design, copywriting, and SEO.
Key parts of the approach:
- Page structure and flow
Mapping out a clear journey so visitors move from curiosity → connection → decision - Copywriting that leads with feeling
One of the key lines on the page:
“Come for the workshops, stay for the people, return for the feeling.”
This became a central hook – capturing both the practical and emotional pull of the event - Visual storytelling
Integrating video, imagery, and testimonials in a way that felt natural rather than overwhelming - Mobile-first design
Making sure the page worked seamlessly on mobile, where a large portion of users were viewing - SEO strategy
Targeting relevant search terms around facilitation events and festivals, so the page could be discovered organically
The goal was to create a page that didn’t just explain SOFest – it helped people feel what it would be like to be there.
How did the results stack up?
- #1 on Google for “facilitation festival”
- #3 on Google for “facilitation event”
- Featured in Google’s AI overview for both search terms
- 40 tickets sold within the first two months of launch
Beyond the numbers, the feedback spoke volumes.
One message that stood out:
“What really struck me was the line at the top: ‘Come for the workshops, stay for the people, return for the feeling.’
It captures exactly what SoFest is about… ‘the feeling’ taps right into the emotional level.
The testimonials and video testimonials are like a tsunami of reasons why you should come…
It really captures exactly what the event is about.”
This is exactly what we set out to achieve – a page that connects on both a practical and emotional level.
Are you looking for help with your project?
If you’ve got a vision but you’re not sure how to translate it into something clear, cohesive, and effective online – I can help with that.
