Meet Liisa: The Nurse Behind Contiflow, and the website that helped her fall back in love with her business
Liisa's a registered nurse with 25 years in the surgical field, and that's exactly where Contiflow came from. She kept seeing on the ward, patients dealing with bladder leaks, incontinence, post-op recovery, postpartum changes, heavy periods, and having nothing dignified to wear while they got through it. Men especially, often just handed disposable, nappy-style underwear. Liisa's been through versions of it herself too, through pregnancy, postpartum, and menopause, so she worked with a midwife, a urologist, a practice nurse and a physio to design and test a washable underwear that can handle flow comfortably and discreetly, for men and women, of any age. After testing it thoroughly and getting glowing feedback, Contiflow was born.
Where it started
When we first spoke, Liisa let me know this was the last chance she was giving Contiflow before she gave it all up entirely. Her website was on WordPress, it could be slow to load and didn't have all of the features she wanted, or be as visible as it could be, which was such a shame because she's such a warm, funny, genuine person and her product is great that she designed herself. The previous site didn't create bundles, or have voucher codes set up, and her emails weren't working properly. Payments were mostly taken through PayPal, which can be a faff for some of her mature customers. Liisa wanted to be able to run her whole business from her phone, for one hour a day, from wherever she was, with a website and shop working for her in the background. And most importantly, Liisa wanted to love her business again.
The solution
My role was the whole creative direction and build, not just moving platforms. I redesigned the site from the ground up, brought in a completely new colour palette that feels warm, human and relatable, because given what the products are for and how sensitive it all is, I knew I needed to rebuild the brand to feel like Liisa, not something generic. I migrated everything over to Shopify, all her products, every size variation, restructured into collections for customers, with bundles and vouchers handled in one place. Bundles are the piece I'm working on with Liisa at the moment.
I set up her email system properly and connected it to her domain, and have set her email marketing up on MailerLite. Liisa's checkout isn't only on PayPal, it's also on Shop allowing credit and debit card payments, bank transfer, too.
I chose a great Shopify theme as the foundation and used custom code for design flares and flourishes to pull my vision to life. Liisa's site looks amazing, it's informative, has character, and shows customers how great her product is. Liisa is able to manage her business and website seamlessly and with streamlined processes.
I didn't want to hand it over and disappear, so regular check-ins are part of the plan from the start, fortnightly for the first six weeks after launch, then monthly after that, so Liisa's never left figuring something out on her own. And I must say I love our regular check-ins.
Only one change!
I wasn't handed a brief and told what to build. I connected with Liisa, her feelings, emotions and business and understood what wasn't working and why, and built what needed to change. Liisa loves it, and across the whole site there was only one tiny change she wanted, swapping "surgical nurse" for "surgical nurse expert." Only changing one word is amazing to me, and it's how I know I truly stepped into her brand and understood her.
The result
Liisa has recently told me her spark is back, and when we saw each other at a networking event since, it was so obvious and lovely to see. She's running Contiflow the way she wants to and since launching, a well-known New Zealand company has been in touch about a possible partnership to use her products at scale. Conversations are still underway so I won't say more than that, but it's real proof this rebrand is already opening doors for her again.
Liisa's customers are so happy to have found her products, Margaret, 82, told her: "I was hesitant to use washable underwear, but it's been a game-changer. I feel like myself again, not like I'm wearing a nappy. The bamboo fabric is so comfortable."
This is what I love about this kind of work. Liisa didn't need someone to shift her files from one platform to another, she needed someone to understand why she started Contiflow in the first place, as a nurse who saw a gap and a mum who lives it. Liisa built a business around her that matches the care she puts into her own product, and that helps so many people to live a freer life.
Take a look at Contiflow, you may find yourself buying products for you or your loved ones.
If you're ready for a new website or a refresh, I'd love to chat with you
Networking associations
A lovely way to connect, support, and collaborate, with other VA's and ladies in business.
Partnering with you
Providing intuitive and strategically grounded support to help elevate and grow your business. Helping you to run your business so you're always loving what you do. Wish you had an extra day in the week? Work with Tuesday and you've got eight.
Based in Auckland, New Zealand, working with clients across NZ, Australia, and the U.K.
That Girl Tuesday
Auckland, New Zealand
021 262 1482
Tuesday@thatgirltuesday.com