For yoga teachers, counselors, educators and other service businesses
Your clients have no trouble seeing your value in person… but strangers are getting lost on your page.
Miki Roberts, author of Brand Fog, reads your website the way someone who’s never met you would, then names the one thing to fix first, so strangers see what your clients already see. Start with a free 15-minute fit call.
Book your free fit call- Author of Brand Fog
- Five-star reviews from past clients
- Diagnosis before any redesign
Moonieful by the numbers
Moonieful has done graphic design, brand design and marketing for service businesses since 2022. Projects run from a single business card design through to a complete marketing system.
- 200+projects completed
- 98.5%happy clients There’s always one who’s hard to please.
- 50+clients served
Some of the businesses Miki has worked with
Their work runs from fiber-optic training to handmade bags.
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Fiber workforce training
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Educational consulting
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Events and community programs
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Beauty and wellness
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Technology services
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Business events
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Youth nonprofit
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Handmade bags
About Miki
She kept meeting good businesses that nobody could describe back.
Miki Roberts founded Moonieful after noticing the same thing in client after client. Their work was strong, they could explain it perfectly out loud, and their page said something blurrier to a stranger. She wrote Brand Fog to explain why strangers see so much less than clients do, and what to change first.
She works one to one, starts with a diagnosis instead of a redesign, and would rather tell you where your brand is actually losing people than take your money for a rebuild that leaves it untouched.
"Clarity first, before design."
Does this sound familiar?
Your work is good. Getting a stranger to see that is the hard part.
You already know your business works, because the people who talk to you buy from you. The trouble starts with everyone who never gets that conversation.
You keep rewriting the same page
Your homepage headline has changed four times this year, and none of the versions felt right for longer than a week.
People ask what you actually do
You explain your business in one sentence on a call, then watch someone read your page and ask the question anyway.
Price comes up before value does
The first question is what you charge, which means nothing has happened yet to make that number feel worth paying.
Referrals close, cold leads cool off
Someone arrives warm, lands on your page, and can’t line it up with what their friend told them. Then they go quiet.
Good months, then quiet ones
Work arrives when you push for it and slows when you stop, because your page isn’t doing any of the asking.
You’d rather people call than visit your page
When someone asks for your website, you hesitate, because your page doesn’t sound like the person they’ll meet.
Naming the problem
Strangers meet a blurrier version of your business. Miki calls that Brand Fog.
Brand Fog is what happens when a stranger takes in only a fraction of how good your work is before they decide. Your talent is already there, which is why a prettier page on its own leaves your Brand Fog exactly where it was and still says the same unclear thing. Brand Fog shows up in three signals.
Message
What you say you do, and what a stranger hears instead. Soften this one and people leave unsure whether you solve their problem at all.
Visuals
Whether the way your brand looks supports the price you name. Get this wrong and doubt arrives before anyone reads a word.
Positioning
Why someone picks your business over the other tab they have open. Without it, the only thing left to compare is price.
Hear it from Miki
How do you know your business has Brand Fog?
Miki answered that question on the Protected & Promoted podcast. Her short answer: your referrals already know you, so watch what happens with the strangers who don’t.
Miki Roberts, founder of Moonieful, author of Brand Fog and app developer, on episode 4 of Protected & Promoted: The Business Table. Watch the full episode on YouTube
How Moonieful works
Find out what’s wrong first. Fix it second.
Most branding work starts with building. Moonieful starts with a diagnosis, so your build has something to aim at.
Ninety minutes with Miki, and you’ll know what’s stopping strangers from booking you.
Most owners in your seat try to fix what strangers see from the inside, so they rewrite the headline again, pay for a redesign, and wait a month to see whether anything changed. You’re here because you’d rather know first.
In your MoonieView, Miki reads your page the way a stranger meets it, before anyone has told them how good you are. Then, live on your call, she points to the headline, photo or offer on your page where strangers lose the thread, in plain words you could repeat to your web designer that same afternoon.
Within 48 hours you get your Fog Lifter Blueprint, a written plan that says which of your three signals to fix first, why that one comes first, and what follows. Whether you build with Moonieful afterward or hand the plan to someone else, your Blueprint stays yours.
For one small maker, Miki’s Blueprint found that an online marketplace was making most of the sales instead of the maker’s own website, and that the business described its buyers so broadly that its products blended in. The first move it named was to choose one buyer, then rebuild the business’s story around that buyer.
- $350
- 90 minutes, live and one to one
- Your Blueprint in writing within 48 hours
If your Blueprint doesn’t leave you knowing the first thing to fix, email Miki within seven days of receiving it. She’ll go through your Blueprint with you again, and if it’s still unclear, she’ll refund your $350.
Book your free fit callFifteen free minutes come first, so you can ask your questions before you pay anything.
Already sure? Book your MoonieView directly for $350After your MoonieView, MoonieFit builds what your Blueprint found.
Miki builds your message, visuals and positioning with you, in the order your Blueprint sets, then trains you to update your website yourself.
Your Blueprint decides what gets built, so some businesses need their message fixed and nothing rebuilt, while others need a sales website with booking built in. MoonieFit starts at $1,500 with a smaller trial project, so you and Miki can see how well you work together and pin down exactly where you need the help. From there, the price depends on how much work you need, and you’ll see it, with everything included, in writing before any work begins.
See every service and price in the shop, including the Brand Fog book and SnapGist, a free tool that scores how clearly your homepage reads to a stranger.
The whole path
From your first call to your finished brand, in eight steps.
The eight steps fall into three stages. The first stage is free, you only pay for the stages you choose, and you can stop after any of them.
Free
Start with a conversation
- Book a 15-minute fit call. Pick a time on Miki’s calendar. She looks at your website before you talk, then tells you honestly whether a MoonieView would help your business.
$350
Your MoonieView
- Book your session. If MoonieView fits your business, you choose a time for your 90-minute session and pay $350 when you book.
- Answer a short intake form. A few questions about your business and your offer, so Miki arrives already prepared.
- Meet with Miki. Ninety live minutes, just the two of you. Miki reads your brand the way a stranger meets it and names what’s stopping strangers from booking.
- Get your Fog Lifter Blueprint. Your written plan arrives within 48 hours, saying what to fix first and in what order. You keep your Blueprint whatever you decide next.
Optional, $1,500+
Your MoonieFit, if you want help building
- Start with a trial project. Your build begins with a $1,500 trial project, and your Blueprint decides what comes after it. You see the price and everything included, in writing, before any work begins.
- Approve your work as it’s built. You review and approve each milestone in writing.
- Take your handoff. You get your files, access and training, so you can update your website yourself.
Before you decide
Who else could you hire for this?
Most founders in your position are choosing between a marketing agency, a branding agency and a web designer. All three do real work. Here’s what each one is hired to fix, and what it assumes is already working before your invoice starts.
| What you’re comparing | A marketing agency | A branding agency | A web designer | Moonieful |
|---|---|---|---|---|
| Worth hiring when | Your message already works and you need more people seeing it | Your message works and your look is what holds you back | You know exactly what your page should say | Strangers aren’t getting it yet |
| Hired to fix | Not enough people arriving | How your business looks | How your website looks and works | Why strangers don’t understand your value |
| Starts with | Campaigns, channels and spend | Identity, palette and guidelines | Templates, layouts and the copy you supply | A diagnosis of your messaging, visuals and positioning |
| You learn what is actually wrong | After your ad spend | After your rebrand | After launch, if strangers still don’t book | In your first 90 minutes |
| If how you come across is the problem | You pay for visitors who bounce | You get a prettier version of the same confusion | You get a new site that says the same thing | Finding that problem is the whole job |
| What it costs | A monthly fee, ongoing | One project fee, quoted up front | A project fee, quoted up front | $350 to diagnose. Any build afterward is priced to what your Blueprint found |
| You walk away holding | Campaign performance data | A brand guidelines document | A new website | A written Blueprint, plus files and access in your own name |
Plenty of founders need a marketing agency, a branding agency or a web designer, and some need one straight after their MoonieView. Moonieful is the step that tells you which, so you’re not paying any of them to guess.
In their own words
What people say after working with Miki
Moonieful's marketing, branding, and positioning work for my Expo was incredibly thorough, thoughtful, and fast. They gave me real research on what vendors, schools, and sponsors are actually looking for; along with local market insight, comparable events, what has worked, what has not, and testimonials that gave me a lot to consider. They also reviewed my website, made helpful content corrections, and presented everything in a way that was easy to understand and use. I especially loved the client portal; having progress updates, files, information, and communication all in one place was amazing. Their energy and level of care throughout the process were phenomenal.
Courtney Wilson
Courtney Wilson Enterprises
Before you book
Questions people ask first
Why can’t I just get my website redone?
Because building before you have a diagnosis is how people end up with a beautiful page that still says the wrong thing. MoonieView finds the specific problem so the work that follows has a target.
What actually happens on my free fit call?
Fifteen minutes, and Miki looks at your page beforehand so your time goes to answers rather than background. At the end she’ll mention MoonieView if it fits, and we’re going to call that a pitch rather than pretend otherwise. If it isn’t a fit, she’ll say so.
What is this going to cost me?
Your fit call is free. MoonieView is $350 and includes your 90-minute session and your Fog Lifter Blueprint. MoonieFit starts afterward with a $1,500 trial project, and your Blueprint decides what gets built from there, so the price follows the work rather than a package you picked blind.
What do I need to have ready for my MoonieView?
Just your website address. Miki sends a short intake form after you book, and your session runs on a video call.
What if my MoonieView doesn’t help?
If your Blueprint doesn’t leave you knowing the first thing to fix, email Miki within seven days of receiving it. She’ll go through your Blueprint with you again, and if it’s still unclear, she’ll refund your $350.
Do I get a website with every MoonieFit?
Not automatically. Some businesses need their message fixed and nothing rebuilt. Your Blueprint says which, and your agreement lists exactly what is included before work starts.
Can I update my website myself afterward?
Yes. Training and handoff are part of your MoonieFit, because a site you can’t edit becomes someone else’s asset.
Do I own my final files and accounts?
You do. Full ownership terms are written into your agreement before your project begins.
How do revisions work, and can I pay in installments?
Revision rounds and payment terms are set out in your agreement before anything starts, so there are no surprises mid-project. Ask on your fit call and Miki will walk you through the current terms.
Your work is already good. Let’s make that obvious to the people who haven’t met you.
Start with fifteen free minutes. If Moonieful isn’t the right fit, Miki will tell you on your fit call.
Book your free fit call