Breathwork Tulum
From a template site to a practice that feels as steady as a breath.
breathworktulum.com, captured in September 2026.
The client
(The client)
Sabine Binns runs a trauma-informed breathwork and somatic coaching practice from Tulum, Mexico, for people moving through burnout, transition and change.
Sessions range from private and couples work to corporate teams, in person across the Riviera Maya or online worldwide. She trained directly with Clarity Breathwork’s co-founders, and now leads everything from private sessions to a first residential retreat in the Riviera Maya.
Where we found them
The previous site ran on GoDaddy’s website builder: keyword-stuffed titles, one generic meta description on every blog post, and photos served smaller than the originals she actually had. Google already knew forty-five of its addresses, nine pages and thirty-six articles: ground to hold onto, not abandon.
She also needed a site she could run on her own, between sessions and retreats, without waiting on anyone to change a date, a price or a photograph.
What we saw
Forty-five addresses worth keeping
Google already knew nine pages and thirty-six articles on the old site. A new site could not afford to lose the ground they had earned.
Her photographs, served small
The builder shrank the photographs she already had, so the practice looked smaller online than it is in person.
Many ways to work with her
Private, couples, corporate and online sessions, and now a residential retreat, each needed a clear way in without crowding the others.
Facts written three ways
Group sizes and retreat details appeared differently across the old pages. Each one was confirmed with Sabine before it went live.
The plan
We built the site as interchangeable sections rather than a fixed template, so Sabine could arrange, hide or rewrite any part herself without touching layout. Every fact, from group sizes to retreat details, came from her directly.
We mapped the old site’s forty-five indexed pages onto working destinations before touching anything else, so nothing already ranked with Google was put at risk. Brand and AI came after: a corrected logo system across every format, and an assistant that reads the site’s own pages instead of a script that goes stale.
(What we built)
What we built
Six disciplines came together to replace the templated site: a rebuilt website, a management system, a grounded AI assistant, a corrected brand, search groundwork and a custom photo pipeline.
A site built from sections
Sixteen marketing pages and a thirty-seven post blog, built from twenty-one reusable sections rather than fixed templates: a full-screen hero video with its own sound toggle, a three-phase method, photo bands, galleries, testimonials, FAQs and more. Sabine assembles and edits pages herself, and nothing unfinished has to go live.
A management system built for her
A Payload CMS admin built and branded for this practice alone, with Live Preview, autosave and version history. An Inbox collects every contact form and newsletter signup, alongside a Testimonials collection and her own branded password-reset email.
NUMA, grounded in her own site
NUMA answers only from the site’s own published pages, not a script: publish a change and its answers update with it. It replies in whichever language a visitor uses, never in markdown, and hands to WhatsApp only when the moment calls for it.
A logo system finished and organized
A full technical correction to the logo: baseline realignment, a registered mark on the wordmark, gold brought up to accessibility contrast. It now exists as three lockups, a wave symbol and social profile art, in SVG, PNG and print CMYK, hers outright to use.
Keeping what Google already knew
Every page carries its own metadata, canonical URL and structured data linking the organization, the business listing, Sabine and the site as one entity search engines can read directly. The old blog’s forty-five indexed addresses were mapped one by one to a working page.
A photo pipeline built by hand
Every photograph she uploads becomes four responsive sizes on its own, so a phone gets a light image and a large screen keeps the full one. Mobile image weight dropped by roughly two-thirds on the pages measured, and an oversized upload gets a plain explanation instead of an error.
- A sixteen-page site and blog she edits herself, from reusable sections.
- A branded management system with Live Preview, autosave and version history.
- NUMA, an AI assistant that answers only from the site’s current pages.
- A complete logo system in every format, hers outright to use.
- A redirect map that kept all forty-five old pages live and indexed.
- A custom image pipeline that cut mobile page weight by roughly two-thirds.
(The result)
Result
Every page the old site had earned with Google is still standing, on a new site Sabine now runs herself.
Forty-five old addresses now lead to a working page on the new site, checked one by one rather than assumed. Mobile pages load lighter, roughly two-thirds less image weight on the pages measured, while desktop kept its full-size images.
- Mobile image weight, home page
- 4,845 KB→1,778 KB
- Indexed pages preserved
- 45 of 45
- SEO score
- 100/100
- Accessibility score
- 97/100
Measured on mobile, before and after the new pipeline shipped. August 2026.
Every address Google had indexed on the previous site, checked live, 25 September 2026.
Lighthouse, mobile, home page, 25 September 2026
Lighthouse, mobile, home page, 25 September 2026
Sabine edits her offers and retreat details herself, field by field, without touching layout. Phase one closed on schedule in August, and the site has kept changing since, through her own edits and further studio work.
- A GoDaddy template became a page builder she runs herself.
- Forty-five addresses Google already knew became forty-five working destinations on the new site.
- No assistant at all became NUMA, reading the site’s own current pages before it answers.
- A logo with contrast and alignment issues became one finished, organized system, hers outright.
Redesigning my website was a deeply personal challenge, one I had been putting off and carrying with me for a long time. I also had so many ideas in my head that I honestly couldn’t imagine how they could all be brought to life. Hearttale managed to turn those ideas into something real in a way I never could have done on my own. The result was incredible, and I’m so proud and happy with what we created. Most importantly, I felt supported and accompanied throughout the entire process.Sabine Binns, founder of Breathwork Tulum
Services on this project
Have a project in mind?
hello@hearttalecreative.comOr use the form: three questions, two minutes. Start a project.
