The Client
Jessica Harris is a business coach for therapists who specializes in helping therapists transition their private practices away from an insurance-based model (and focusing on cash-pay clients instead).
After building two multi-six-figure businesses from the ground up (her private practice and her business coaching firm, Empowering Therapists), Jessica reached out for help with increasing her sales and closing rates through website & sales page copy…
…and this rapidly (and happily) turned into the biggest and most extensive project I’ve ever written, and I enjoyed *every* deliverable.
The Blueprint & Deliverables
When I tell you that my literal dream is deep-diving projects like this, where I get to touch *every* aspect of a client’s website marketing strategy… know that I literally had a dream during this project about how much fun I was having writing it.
Here’s what I wrote for Jessica & her team:
- Website copy (ofc)
- Sales page copy for her high-ticket coaching program for therapists
- Sales page copy for her “work and play” retreats for therapists
- A new lead magnet to get more subscribers onto her list
- Email welcome sequence copywriting
- Bundle of SEO-focused blog posts to build traffic & find new clients
- Three sellable resources for higher in her sales funnel
- Product pages for those resources
I wrote so much for Jessica, in fact, that in this post we’re only talking about her website & miscellaneous offers – while her main sales page gets its own case study.
Jessica’s About Page
This is one of my favorite About pages I’ve ever written – it hits just the right balance between establishing Jessica’s credibility *and* her trustworthiness, and it does it all without that vague, glossed over “I did it so you can too!” energy you so often see on a business coaching website.
Jessica’s About page:
- Introduces her and gives context for her experience with both therapist and entrepreneur life
- Creates a highly personable vibe without being overly personal
- Directly addresses and tackles some of THE biggest myths about being a therapist (including that you’re forever doomed to a life of working yourself into the ground for minimal money, and that you’re selfish if you want more out of it. Wrong & wrong!)
Jessica’s Contact Page
The Contact page is *also* getting its own moment here – because overlooking it is one of THE biggest mistakes you can make on your website.
We used this page to immediately speak to some of the hesitations Jess’s clients might be feeling when actually booking a sales call, so they know they’re not only in the right place, but that Jess’s team is truly invested in helping them find a solution (and not here to shove a sales pitch down their throats).
Jessica’s Lead Magnet & Welcome Sequence
This is one of my FAVORITE lead magnet/email combos of all time (sensing a theme here?) – before we worked together, Jessica’s main lead magnet was a simple guide to getting your first private pay clients as a therapist.
And while that guide is amazing and helpful – we wanted to add one that spoke directly into a pain point that intimidates her audience: their websites.
This is the perfect topic for allthereasons, including that:
- Jess’s audience wants to stop burning out and start making more money – and improving their business websites is a major barrier to doing that
- A significant portion of Jess’s Therapist Private Pay Accelerator program focuses on SEO, organic marketing, and website conversion – so this sets the stage for people to see her as an immediate authority on all of the above
- We were able to provide her audience with immediate wins, and start associating Jessica’s teaching with ✨their own success✨
For Jess’s welcome sequence, we focused on delivering standard welcome sequence content (introducing yourself, introducing your offer, etc) in a fresh and ultra-helpful way.
If you want to read it all, you’ll have to subscribe – and brace yourself for some of my favorite real-world examples of how Jess has helped hundreds of therapists grow their businesses.
The Therapist Retreat Sales Page
I wrote two sales pages for Jessica's site: one for her Therapist Private Pay Accelerator program, and one for her therapist retreats.
THE most important thing to keep in mind for her retreat page was that *most* of the readers for this page are already established Accelerator students – so we adjusted the tone and information offered accordingly (literally nothing is worse than a misattuned page that goes on and on about things you don't care about).
The primary pain point for potential retreat attendees isn't that they want to go on a vacation, or that they need help growing their business (both true, just not the *most* true):
It's that they need protected, focused time away from their everyday lives to build their business in a way that improves their everyday lives.
While we mentioned allll of the (many!) activities Jessica and team set up to help attendees learn & unwind, this was the note we kept coming back to.
What Jessica Is Saying
“Amy has written the most incredible copy for my website and offers and funnels and I am forever grateful for her. I feel so much more excited to share my stuff with people knowing how much more
Amy is such a great communicator, and really took the time to get to know my business so that she could write exactly what I need and what would relate to my clients – I’d recommend her to anyone!”
Construction Crew
To see Jessica's complete website, click here. To learn more about the process behind writing her main sales page, click here!
👷🏻♀️ Copywriting: Me, ofc
👷🏻♀️ Design: Sierra of Sierra Creative, on Squarespace
