My Strategy: Because businesses are always driven by the benefit to the bottom line, I focused Laurie’s messaging on specifically what coaching can result in, in terms of business benefits. I also tied her specific-style of coaching to her pharmaceutical background to call out the critical and analytical aspects of what she does.
I used real-client examples to emphasize things like efficiencies, sales, teamwork, and engagement, creating messaging that demonstrates how her services increase all the metrics that are most important to a company’s success.
While friendly, the language is more formal than it was previously, but still captures Laurie’s passion for helping people.
My Strategy: Because the client’s main goal with his website is to convert visitors into clients, I focused the messaging and language on specific possible benefits. Additionally, the langue on the services pages is primarily targeted at women (how they think and feel), who make up the bulk of my client’s clientele.
I also worked with the SEO expert to incorporate specific keywords into the copy in ways that are more natural and less jarring.
