• Project: A website to market wellness services and product.

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• Scope: Mainly a marketing funnel on the home page that directs people to the right service based on there current phase in the buying process (free challenge, online course, or individual coaching sessions).

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• Audience: Women ages 25-40 interested in wellness, yoga, mindfulness, and body acceptance.

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• My role: Project Lead (I hired an intern to help with market research and driving traffic to site.)

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• Goal: To convert visitors to buyers of my services mentioned above.

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• Problems

  • Originally my services were scattered throughout and I wasn’t addressing the main target market visiting my website.

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• Testing and research

  • Checked analytics to learn who actually visits my website. I found it was members of my mindful eating Facebook community, Instagram followers, and email subscribers.

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• Solutions

  • Reorganized the website to align to my user needs.

  • Created a marketing funnel for the main market to follow based.

  • Integrated supplemental resources such as testimonials and blog posts.

  • Added clear and direct CTAs and microcopy to drive the point.

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• Closing and learnings​

  • Learned how to be specific with my marketing and website copy, especially microcopy and CTAs.
  • It was a success! Over 220 people signed up for my free challenge and 35 people for my online course.