How I built House of Fae’s website and Dubsado CRM as one connected client journey
- Jul 23
- 4 min read
Updated: Jul 30
Katie and Elaine needed the front of their business and everything happening behind it to work together.
So, I built a Squarespace website featuring their wedding styling services, alongside a complete Dubsado CRM system, connecting the journey from the first website visit or social-media enquiry, through to consultation, proposal, contract, invoice, onboarding and post-event feedback.
The result feels warm and personal to their clients, with far more structure supporting Katie and Elaine behind the scenes - essential for their busy calendar!
The project at a glance
Client: House of Fae
Founders: Katie Drake and Elaine Edge
Industry: Wedding and event styling, venue décor and dry hire
Project: Website and connected CRM build
Platforms: Squarespace and Dubsado
The goal: Make the business easier to discover and enquire with, while creating a more organised way to manage every client from first contact to completed event
The starting point
House of Fae began with a one-page Squarespace website and all of their enquiry process happening through social-media messages and manual communication. Potential clients didn't always know which route to take, useful details could be missing and Katie and Elaine were concerned about enquiries becoming lost across Instagram, Facebook and their inboxes - something I see in lots of businesses!
With a wedding fair approaching, they needed somewhere polished to send people quickly, but it also had to support future growth into corporate events, celebrations and a wider dry-hire collection.
For this stage of the project, the priority was for them to know exactly what happened after somebody clicked the enquiry button.
The strategy behind the project
1. Give each service enough room to be understood
The original one-page site could not fully explain the difference between bespoke wedding styling, wedding packages and the wider work House of Fae could provide.
I created dedicated pathways into the main services, brought Katie and Elaine into the brand and made the contact journey clearer. The copy helps clients understand which option fits before enquiring and was structured around relevant searches such as wedding styling on the Isle of Man, reducing the business’s reliance on social media alone.
2. Bring website and social enquiries into one place
Clients might arrive through Google, Instagram, Facebook or a wedding fair. I created three Dubsado forms - general enquiry, bespoke wedding styling and wedding packages - so each route could lead into the same organised system.
A new lead now enters their CRM with useful information already attached. Katie and Elaine can review a general enquiry, decide which service fits and move it forward without piecing everything together from a message thread.
3. Build the CRM around what actually happens next
The system was designed around what actually happens in real life. An enquiry can move into the consultation scheduler, update to Consultation Booked, receive confirmation and progress to Quote Needed after the appointment. The correct proposal, contract and invoice can then be sent before onboarding begins.
Katie and Elaine have one place to see who has enquired, which service they need and what action is due next, while the client receives a consistent experience without every step depending on a manually written email.
4. Give different services the right process
A bespoke styling client does not need the same journey as somebody choosing a wedding package, arranging dry hire or booking another type of event. The CRM therefore uses service-specific forms, proposals, agreements, emails and workflows.
The dry-hire route reflects its own requirements, including full payment upfront, no security deposit and clear responsibility for collection, setup, damage or replacement. The system was later extended with communication for celebrations, corporate events and other non-wedding bookings. Each client receives relevant information without Katie and Elaine rebuilding the process every time.
5. Continue the experience after the event
The system includes follow-up communication for missed appointments and unanswered enquiries, so inactive leads do not remain open indefinitely.
After an event, clients can receive a short feedback questionnaire where they can share a review, give permission for it to be used and upload photographs. The final stage of one project can now create useful feedback and trusted proof for the next client.
What I delivered
Six-page Squarespace website build
Copywriting and local SEO structure
Connected service pages and Dubsado enquiry forms
Complete Dubsado CRM and workflow build
Consultation scheduling and project-status structure
Service-specific proposals, contracts and invoices
Automated confirmations, reminders and follow-ups
Wedding, package, dry-hire and generic-event journeys
Client feedback, review and photo-upload questionnaire
Linktree design & Instagram Bio optimised
Walkthrough, training and launch support
The finished experience
House of Fae now has a website reflecting their wedding services (with much more to come! 🤭)
But most importantly, once somebody enquires, their information enters Dubsado, the relevant process begins and Katie and Elaine can see where they are in the journey from one look.
Their clients receive clearer information and a more consistent route into booking & more, while the business has less information spread across inboxes and fewer repetitive steps to carry manually.
Katie says the biggest change has been “less confusion”: they now know who needs a response, where each client is in the process and what needs to be prioritised. Their biggest win has been having the time to get back to clients more quickly and efficiently.
Their website creates the opportunity. Their CRM makes sure their business can support it!
“It’s like having a person in the office for when you are out creating and doing what you envisioned you’d be doing, rather than sitting in an office and drowning in paperwork!” Katie Drake, House of Fae
Does your website hand every new enquiry straight back to you?
A website can look beautiful and still create more work if every form, booking and follow-up relies on you to move it forward manually!
I build websites, funnels and CRM systems around the full client journey, so the experience makes sense for the person buying and supports the person behind the business delivering!
