Coastal Payroll - Marc Chester

Clients

Coastal Payroll / ProdX

Role

Brand Strategy / Wireframing / Creative Direction

Category

Brand Strategy & UX

Year

2025-2026

Coastal Payroll's website looked like every other payroll company. But their actual service was the opposite. Personal. Responsive. Real people picking up the phone. The site needed to feel like that before anyone ever calls.

I rebuilt the entire digital experience to match who they actually are. Not a vendor. A partner.

The Strategy

The brief was simple. Humanize every touchpoint. Make the website feel like the service. I led site architecture, wireframing, UX copywriting, and visual design across the full site. But these aren't boxes and squares. They're high-fidelity visual experiences built to feel like the finished product. The client can see exactly what they're getting before a single line of code is written.

Before

Old Coastal Payroll website - dark, cluttered, generic

After

New Coastal Payroll website - clean, human, trust-building

Site Architecture

Mapped a 10-section homepage built around objection-killing and trust-building. Hero to final CTA, every section answers a real visitor question.

UX Copywriting

Wrote every headline, subhead, and CTA. Shifted the voice from corporate-generic to conversational and confident. "We're happy to talk with you" instead of "Get a demo."

Wireframing & Design

Built high-fidelity wireframes for the homepage, inner pages, and a component library. Scalable design system first, then final production.

Homepage Wireframe Architecture

10-section homepage spec: hero, social proof strip, three-pillar value prop, services overview, objection-kill section, process diagram, cost transparency, testimonials, regional presence, and closing CTA.

Inner Page Wireframes

Solutions, About, Contact, and Resources pages. Each with unique layouts built on the same design system. Pricing tables, team sections, FAQ accordions, and content hub with filtering.

Component Library

Full design system documentation. Buttons, form elements, cards, modals, alerts, navigation patterns, typography scale, color tokens, and spacing grid. Built for developer handoff.

UX Copy & Site Map

Complete copy for all pages. Headlines, CTAs, body copy, microcopy. Plus a site map defining page hierarchy, navigation structure, and content strategy across the full site.

Homepage Wireframe → Inner Pages → Component Library → Live Site →

Full Rebuild

Architecture, wireframes, copy, and design system. Delivered as a visual experience, not a technical document.

71 NPS

Coastal's existing client satisfaction score. The service was already exceptional. The website needed to catch up.

Live Site

Designed from wireframe to launch. The redesigned site is live.

ProdX - Brand Strategy & Wireframes

ProdX is a data infrastructure platform that needed a brand system and a full website rebuild. I built brand guidelines from scratch - logo usage, color system, typography, voice, and tone - then developed high-fidelity wireframes for the homepage, seven inner page templates, and a complete component library. Everything built for developer handoff and designed to scale.

Before

After

ProdX Wireframes & Components →

Both sites are live. Coastal Payroll · ProdX

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