Website refresh
Case study: Elevating a digital presence
Client: Erol Mehmet | The Fight Coordinator
Project overview
Erol Mehmet, a renowned UK Stunt Performer, Fight Coordinator, Actor, and Actor Safety Guardian, required a comprehensive refresh for his professional website (www.thefightcoordinator.co.uk). The goal was to transform an outdated digital footprint into a tidy, classy, and informative platform that accurately reflects his stature in the film and television industry.
The challenge
The original website felt messy and "old-fashioned." Key challenges included:
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Transitioning the tone from first-person ("I am") to professional third-person ("Erol is").
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Restructuring the site to showcase three distinct service offerings on dedicated pages.
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Adding testimonials.
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Removing obsolete links (such as Facebook and The Knowledge) and outdated information, including COVID-19 qualifications.
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Improving SEO basics and modernising the layout while retaining his iconic "rolling black film tape" background aesthetic.
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Adding extra information to the About page to show the human side of Erol Mehmet
Our approach
AI-assisted content strategy: To streamline the creation process while maintaining Erol’s authentic brand voice, we utilised AI for content drafting, followed by human fact-checking and brand alignment. This ensured a business-like, professional tone.
Key technical and design interventions included:
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Wix optimisation: Ensuring responsive, high-performance design across all device types within Wix platform guidelines.
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Content restructuring: Creating a more informative home page and dedicated service pages, while removing cluttered bullet points from the home page.
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Visual enhancement: Utilising AI tools to professionally enhance Erol's profile imagery - darkening the background to create a more sophisticated, cinematic look.
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SEO & functionality: Implementing robust meta-descriptions for every page and adding dedicated testimonial sections to build credibility.
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Site maintenance: Updating copyright information and streamlining navigation to include a direct, user-friendly contact page.
Results - before and after images below, desktop version
The revitalised website provides a seamless user experience that matches the high standard of Erol Mehmet’s professional services. By blending modern web design best practices with AI-driven efficiency, we achieved a polished, professional site that effectively showcases his expertise in the stunt and safety industry.
The before
After
Our journey began with a Free Website Review, which provided the foundational insights needed to shape a targeted brief for Erol Mehmet’s digital presence at www.thefightcoordinator.co.uk.
Following the review follow-up email, Erol provided a clear brief for his website refresh, laying the groundwork for a collaborative, team-effort project totalling £800.
To prepare, I conducted human-in-the-loop AI research into the stunt and film industry, analysing Erol's competitors to benchmark his online presence. I combined these insights with the discoveries from his initial website review, ensuring every technical and visual flaw was systematically addressed during the refresh. I also spent time on SEO, making sure each website page had a clear meta description.
The primary mission was to elevate Erol's messaging, clear away digital clutter, and align the website with what his business is today. This included rewriting all written content from the first-person ("I am") to a more professional third-person ("Erol is"), and structuring his three core offerings: Actor Safety Guardianship, Fight Choreography, and Stunt Fire Safety for Film and TV.
Understanding the power of social proof, I suggested adding testimonials and more CTAs, which I collected and seamlessly incorporated into the design to boost client credibility. To build a deeper connection with site visitors, I rewrote his About page to feature personal background details at the bottom - highlighting his family and interests, complete with a photograph of food to showcase his passion for cooking. This gave readers a relatable, human glimpse into Erol as a person.
I recommended updating his credits to reflect his extensive recent work, suggesting an updated showreel, and reviewing his blog analytics to map out engaging future blog topics.
Because Erol's website is built on the Wix platform, I was able to implement all these changes directly myself. While I typically provide clients with a structured document of changes for their designated website designers, managing this hands-on allowed for a smooth, cohesive transformation. Erol was thrilled with the results, and our successful partnership has already opened the door to ongoing collaboration, with Erol asking me to write additional blog articles for him moving forward.
Are you interested in a free website health check or a website refresh? Contact me today.