Buckle up, buttercup. This is a looooong one, for good reason.
Project Details
- CLIENT: Motherland Wellness
- SCOPE: Website Copy, Sales Page Copy, Email Sequence Copy
- BRAND: Tori Sprankel
- WEBSITE REFRESH: Zig Zag Creative
Meet Kinsey: Founder of Motherland Wellness, RN/BSN, and Functional Holistic Hormone Specialist.
See also: mentor for functional providers and badass mom who was braving calls with hyperemesis gravidarum during our project. When I say “come as you are” to calls, I mean it with my whole heart.
Kinsey has been in the functional medicine space for a long time, and has grown a strong and well-loved team of functional providers who help women do things like:
- Get pregnant
- Restore their energy after having a baby
- Get to the bottom of chronic health conditions
- Feel better in their bodies
Her practice, Motherland Wellness, has the dreamiest brand identity (thanks to our girl Tori Sprankel, of course!) — but they needed refreshed (and more specific) website copy to reflect the growth they’ve had over the past few years and prepare for the launch of Kinsey’s group mentorship program for functional providers.
“Before working with Amy, I felt a bit lost and unable to really translate our offers well because they had evolved so much since my last copywriter!” – Kinsey
Luckily, that’s my exact specialty. 😉 I always say, I may not be your first copywriter, but I’ll work my ass off to make sure I’m your last.
The Backstory
I always say that website copywriting includes a lot of professional organizing, offers, team members, and important information — and there was a LOT to untangle here:
- Multiple team members who needed new bios
- Multiple offers and audiences
- Literally hundreds of past clients’ results, quotes, and notes to review for messaging
- Additional market research into women who are considering options like functional nutrition/wellness, but are hesitant (to supplement direct quotes from MW’s actual clients)
We started this project the way I always do: by getting ALL of the info together, organized, and prioritized before our copy kickoff call, where we talked about different ways Kinsey’s new website strategy and copy could support exactly what she wanted her site to do.
“You were so thorough in note taking during our calls and you didn’t miss anything— even the minor details. I also loved your intake questionnaire because it allowed you to get to know myself, my team and our personality so well. I didn’t want boring copy!” – Kinsey
Here’s the breakdown of every single thing we did:
The Offers
Motherland Wellness has two main offers:
- Flourish Formula, their 6-month support container
- Vital Insights, a one-time hair mineral test and consult
At first glance, it seemed to make sense to give each offer its own landing page — but the more I spoke with Kinsey about her audience, the more I knew we needed to give Flourish Formula TWO pages: one for fertility-related concerns, and one for “general wellness” (or non-fertility).
The Website Strategy
There’s a lot of nuance that goes into how many pages a website should have, which offers go on what pages, and how to balance them all.
SEO experts will tell you that more landing pages are better (each one can target a new keyword, so it typically results in more traffic), but this can hurt conversion rates by confusing the actual humans trying to use the site and click through all those pages.
*Some* copywriters take a super-streamlined approach and bundle all offers onto one page, which is technically easier to navigate, but means fewer keyword opportunities and less chance to get really specific to your audience.
As a website copywriter with a background in website design & SEO, I tend to take a middle-ground approach — I want to know which offers and audiences are a priority for you, and I want your website to be a user-friendly source of information & reassurance for those people without confusing them.
Splitting Offer Pages For Different Audiences
For Kinsey specifically, Motherland Wellness attracts quite a few fertility clients — and wanted to focus on bringing in more hormone health/wellness clients. We split her team’s Flourish Formula (6-month coaching package) into two landing pages, fertility and hormone health/wellness, to support that goal.
(This also gave us the opportunity to target more SEO keywords and to get incredibly granular in how we spoke to each audience! Slay!)
It also provided a way to care for the women Motherland Wellness serves from the very first click. Fertility is an incredibly personal topic, so by splitting the pages up, we give readers the chance to opt out of fertility-focused content if they want, and to always get content tailored to their stage of life.
Balancing Unique Content With Strategically Repeated Content
Because the Flourish Formula package is, at face value, the same for both audiences (same number of labs, sessions, resources, etc), we needed to make it clear that one didn’t deliver more options or a different quality of care than the other…
…but Google and readers love a unique and hyper-specific page, so what’s a girl to do?!
Well, a girl (hi) intentionally repeated the content outlining everything included with the package on both pages — and used the hero, introduction, FAQ, and other sections to give them their own vibes.
Flourish Formula: Fertility
This page comes in HOT, by getting straight to the point: families deserve options when it comes to fertility. We left things open-ended for couples or future parents who are at the beginning of their conception journey, but a lot of this copy hones in on families who have been through endless medical tests only to be told by providers that their fertility is unexplained.
Inclusivity is incredibly important to Kinsey and her team, so we baked that into this page from the very beginning by welcoming people on ALL fertility journeys.
This audience, understandably, has quite a bit of doubt and skepticism when it comes to more interventions because they already feel like they’ve tried everything. But with Motherland Wellness’s impressive 89% conception rate, I knew we had to pull in that data and feature it prominently (along with more context for why it’ll work for this specific reader, at this specific time).
To make it clear that the fertility and wellness options for Flourish Formula are the same package, we reused the deliverables copy and design structure on each page so readers don’t get confused.
Read the full fertility page here!
Flourish Formula: Wellness
This page had a lot of ground to cover, and we didn’t want it to feel like the options were “fertility” and “everything else” (no one likes feeling like an afterthought) — so I mixed in hyper-specific examples that cover a wide range of conditions and situations to help every single potential client feel seen.
I also spent quite a bit of time searching for the common ground with this entire audience (no matter their specific health situation). Unsurprisingly (and unfortunately), it was being dismissed or offered birth control as a “solution” — so of course, we had to go in hard here.
Read the full wellness page here!
Vital Insights
For people who aren’t ready for a 6-month care package (because they’re on a budget, a time crunch, or just want to try things before committing to a functional approach), Motherland Wellness offers Vital Insights: a hair tissue mineral analysis test with results review.
^ the perfect reminder that serious situations require levity, too.
Positioning “gateway offers” like this always requires a balance — you want the offer to stand strongly on its own (people are paying to get value from it, of course!) without overpromising results or undermining your main offer (in this case, Flourish Formula).
Read the full Vital Insights page here!
The Motherland Method Sales Page
Kinsey has provided mentorship for other functional practitioners in the past, but a major part of our project was creating a long-form sales page for her more “formalized” offer, The Motherland Method — a group program and coaching container for functional practitioners who want to grow and balance their businesses.
Kinsey had a launch planned for just after her website copy and design refresh was completed, so the long-form sales page and launch emails for The Motherland Method were almost a project of their own.
^ we love getting the d(ata) around here.
I combined past student research with tons of market research to figure out exactly why Motherland Method is the best possible business coaching option for functional practitioners before writing a page that:
- Made the differences and potential ROI incredibly obvious
- Gets readers excited about learning from and with Kinsey
- CLEARLY outlines the structure and expectations (a must for any offer, but especially group programs)
- Answers questions before potential students can even ask
After her sales page and website copy were done, I moved into writing launch emails for Motherland Method’s fall group.
I love pairing a launch email project with a sales page project, because emails give you a much more specific and detailed way to sell an offer. Even with a long-form sales page, every single ounce of real estate is precious, so I’m constantly combing through to see what we can remove or faster to keep people’s attention.
With emails, we’re still paring back unnecessary words to retain focus, but a full launch email sequence can have specific broadcasts dedicated to a single deliverable, a specific aspect of a program, a bonus, or a result.
They’re one of my favorite things to write — especially since once the bones of a good launch sequence are in place, you can strategically re-use emails for future campaigns as well (after updating messaging, program changes, etc.).
Read the full long-form sales page here!
The Review
“Working with Amy on our website copy, sales page for a brand new offer and an email sequence was 10/10 one of the best business decisions I’ve made in seven years. She took all my mushy brain dumps and somehow mastered them into impactful copy that sounds professional while still keeping our fun, personable, big sister vibes that bring in aligned clients. Her organization and punctuality felt like a warm hug and I was never left questioning where we are at in the process.
I’ve worked with many copywriters and always have been left with “what ifs”. With Amy, there are zero! If anything, I’m trying to find more projects in my biz to hand her my credit card.” – Kinsey
Site Credits
- COPY: Me, of course
- BRAND: Tori Sprankel
- WEBSITE REFRESH: Zig Zag Creative
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