Complete creation of the Ancor'elles site: professional network in Poitiers
Ancor’ElleS is a professional network founded in Poitiers by Anne Leclercq, dedicated to supporting and connecting women entrepreneurs and professionals. Before the project, the network lacked a professional, SEO-optimized website built for conversion. The objective was therefore to create a complete site from scratch, serving as both a showcase for the network, a membership platform and a tool for local visibility. The mission involved defining a clear marketing strategy, structuring a legible service offering, and creating a website capable of reflecting the core values of the collective and of Anne: mutual support, empowerment and entrepreneurial ambition.
1. Strategy & Marketing Offering
The first phase of the project focused on positioning and structuring the service offering. Working with Anne, we clarified the network’s main target groups (independent entrepreneurs, business leaders, women in career transition) and identified Ancor’ElleS’s differentiating values compared with other local coaching organizations.
In collaboration with the Webcraft agency, I supported the client in developing her marketing offering by organizing services into clear, scalable packages:
- SOS Coach: Individual emergency support
- 1-to-1 Training: Personalized strategic coaching
- Accomplished Entrepreneur: 12-month intensive programme
This structured approach allowed us to build a coherent and prioritised offering, easily integrated into the website and aligned with the SEO strategy.
At the same time, we defined the visual identity and tone of voice: a professional yet human tone, accessible and inspiring, in full alignment with the network’s vision.
2. Zoning & wireframe
Based on the strategic framework, we developed a comprehensive zoning map that defined major user journeys:
- Discovery of the network
- Exploration of services
- Membership and contact
- Recognition of members
This zoning work then guided the creation of a functional wireframe, validated together with the client. Every page was designed to guide users toward an action: discover, learn, join or participate. The user journey was streamlined to simplify navigation and create a natural flow across key sections: The Network, Services, Advice, Directory, and Contact.
3. UI design & Art direction
During the design stage, two visual directions were proposed:
- A sober, institutional first option
- A warmer, more organic second option inspired by the feminine and collective energy of the project
The second option was chosen. The final visual design features an airy layout and expressive imagery: natural colour tones, soft and modern typography, and rounded shapes that evoke movement and connection.
4. Custom Webflow Development
Once the design was finalised, I developed the website in Webflow using the Client-First methodology. The goal was to deliver a solid, high-performance, SEO-friendly foundation that could scale over time.
The development included:
- Structured, optimised code
- Fast loading speeds
- Comprehensive technical SEO implementation
The site is fully responsive, with smooth navigation and subtle animations designed to enhance the user experience.
5. Dynamic Features & CMS
The website is built around several dynamic collections in Webflow CMS, enabling Anne to easily manage content through an intuitive interface. At the heart of this structure is the business directory — a live space dedicated to the network’s member companies.
The Business Directory page aggregates all of Ancor’ElleS’s partner companies or members, with clear filtering by category of activity.
Each company has its own dedicated profile, showcasing:
- Company logo and image
- A bespoke description
- Contact details and links
- A list of services and specialised offers
- A dedicated SEO-optimised page referenced on Google
Thanks to the Webflow CMS, Anne can independently: add new companies, update their information, refresh offers or contact details and highlight their activities directly on the site. Each profile is automatically optimised for search engines, enhancing member visibility and strengthening Ancor’ElleS’s domain authority in local searches.
6. SEO & Optimised Content
The content strategy was built around local SEO from the outset. The Webcraft agency identified the most frequently searched keywords in Poitiers in the fields of coaching and business support. Texts were written with a dual aim: attract search engines and speak authentically to women entrepreneurs with a compelling and inspiring tone.
Result & Impact
The launch of the Ancor’ElleS site marks the start of a new chapter for the network. Designed as a genuine outreach and connection tool, it provides a coherent and professional online presence aligned with Anne’s mission: to connect, support and inspire women in business.
While early feedback has been very positive, the technical and editorial foundations now in place will allow the site to gain visibility organically over the coming months and support the network’s growth.
