Website Copy & Messaging - Somatic Coaching Program

Crystal F - Messaging Strategy & Website Copy
Trauma-Informed Somatic Coaching Program

About the Business

Crystal is a Trauma-Informed Somatic Coach for women in leadership positions who are experiencing somatic symptoms related to trauma, psychological stress, and burnout.

She uses her 13+ years of experience as a physical therapist, yoga teacher, women's integrative health coach to help women executives and leaders work through medical issues and intolerable symptoms through her unique somatic attunement method.

The Problem

Crystal already had a descriptive website but it wasn't generating enough leads or sales for her business.

The website copywriting was wordy but lacking clarity - the unique value of her offer wasn't clear or relevant to her client's experiences.

We agreed that the messaging wasn't attracting her ideal audience. Although she was building an email list of interested visitos, many of her readers were inactive, disengaged, and simply not converting to coaching clients.

She needed a clear and succinct messaging strategy for the website that could communicate the core value of her coaching program, using her ideal client's language, and guide the reader from unknown visitor to a coaching client.

Project Objectives

1) An effective and conversion focused messaging framework to guide the copywriting for her new website.

2) 5 pages of wireframed website copy that will convert online visitors from anonymous readers to long term clients.

The Process

Initial Research & Analysis

The initial research included a Copy Audit of the current content on her website to analyze messaging effectiveness.

We had Briefing and Strategy Sessions to unearth potential messaging content from her knowledge of her clients.

I Interviewed past clients to unearth deeper messaging material inspired by their psychological experiences, pains, desires, needs, and frustrations.

I then researched the industry to analyze how current trends and discussions can be integrated into the messaging.

Strategy & Final Deliverables

1) A Research & Strategy Report analyzing her ideal client's needs, beliefs, barriers, aspirations and struggles to guide the messaging.

2) A messaging strategy to communicate with her online visitors with more relevance and impact so they are motivated to continue learning about her program and become clients.

2) Website copy drafts, collaboration and revision cycles to ensure brand alignment and quality and wireframed final drafts that prototyped the copy formatting, spacing, and layout for web pages.