If you've met me, it shouldn't surprise you at all that – beyond writing copy that helps my clients make money – my favorite part of my job is the people.
Which is why it's no surprise that Hope and I clicked immediately on our discovery call – not only is she a delight to talk to, her enthusiasm for her work shines through every time it comes up (and she gives “cool college professor”, which is always a plus in my eyes).
(She's also a friend of a friend, which means that we were immediate friends, too)
When Hope started sharing her vision for her new website, my jaw dropped to the floor –
Because while my whole entire thing is figuring and communicating what's unique about each of my clients' businesses and offers… Hope is doing things that literally no one else is.
And now, she's got a website that makes sure people know it.
About the Client
Hope is a dietitian and lactation consultant who has about *checks notes* 1,000 ideas per minute to not only serve her patients, but her students.
Her business started as a private practice for nutrition/lactation, and grew to include courses for other dietitians, lactation consultants, and healthcare providers (like her signature course, which helps aspiring lactation consultants knock out all of the education they need to get there!).
She reached out for help re-organizing and communicating her offers, so that the education offers sold on autopilot – but we quickly realized that her plans for the education side of things were going to scale exponentially, and quickly.
Which means the first thing we did? Give the education stuff its own website.
As Hope's business grew, she started addressing two very distinct audiences (patients and students) – and I knew her SEO would be better for both websites if they didn't overlap, so that Google didn't get confused and could easily understand both businesses (AKA, rank all of her pages higher).
And that part worked like gangbusters – but more on that later.
About Feeding Families Education & Consulting
Hope's business offers both instantly-available, on-demand education (with study guides, continuing education, and more) and a live course – plus consulting, supervision, and more.
The process of becoming the highest level of lactation consultant (International Board Certified Lactation Consultant) is INCREDIBLY complicated. There's no central source of information about it, or a central place to meet all of your requirements – and Hope's setting out to change that.
Her big-picture vision for FFEC includes becoming THE place to go for everything you need to obtain (and maintain) your credentials, so we had a lot of forward thinking to do when approaching her website and brand messaging.
Hope's Offers
Hope's signature offer for FFEC is the IFC® Course – 90 hours of education for aspiring lactation consultants (that they need to complete before taking their exam and getting their credentials).
And while you can cobble together all 90 hours on your own, through one-off courses and seminars – it's way easier to do it in once place (and way better, when your instructor is a college professor who knows exactly how to teach in a meaningful way).
Project Goal
Hope originally reached out to me because she liked my relatable-yet-persuasive style of writing, and the fact that I specialize in breaking down and communicating complex offers so that your website educates and converts your readers on your behalf.
The scope for our initial project was to:
- Write the core pages for the FFEC website (Home, About, Consulting Services, Contact, Blog, etc)
- Write a long-form sales page for Hope's signature course
The goal? To get more future lactation consultants on Hope's site and into her course (and email list, for future offers).
Here's how we did exactly that:
The Copywriting Strategy
Hope's ideal client for her course is an aspiring IBCLC who already knows what they need to do to get there – they just need this specific set of education hours to do it.
We started with SEO research to inform the primary keyword we'd pick for this page, choosing one that was:
- Specific enough that people would only search for it with the intent of buying a course like this, and
- Actually searched for on Google (because if people aren't looking for it, a keyword isn't worth your time or effort)
From there, we honed in on the ease and quality that Hope's course provides to students. Rather than throw together 90 random hours of education from possibly as many sources, she offers a clear-cut way to do it all and do it right.
For the other pages in Hope's site, we focused on introducing her philosophy in a way that resonates with her ideal clients, to give her website room to grow with her offers.
Her About page is one of my FAVORITES – it's clever, interesting, and sums up all of her credentials and education in a way that keeps them relevant to her students' experiences.
I also love the blog content she added on so we could strategically capture more keywords her audience is searching for, and establish her authority on all things IBCLC.
From Hope's about page:
“The education system is failing us – and you deserve much, much better.
We’ve oversold the value of sitting in a classroom for the goal of earning a piece of paper. While a degree can be helpful and is sometimes required, true learning isn't measured by your ability to guess multiple choice answers.
True learning needs a safe environment with a facilitator that provides encouragement and opportunities to get it right, no matter how many times it takes. I'm here to provide that safe space, by breaking down concepts in a way you can understand and giving you actual opportunities to apply what you've learned – so you can confidently provide the best care possible.”
The Follow Up
One of the things I love about sales page copy? The clear-cut ROI.
Since launching her new website copy, Hope has gone from posting multiple times per day/week for every course launch to:
- Filling her course for three launches in a row (for the first three times ever)
- Posting/emailing about her course just 2-3x per launch, because between students finding her on Google and converting themselves on her sales page, she's still selling out launches
- Freeing up time to focus on her next offers (which I'm also writing the sales pages for, so stay tuned!)
Hope's Review
“I did not think that I would ever find someone who was as invested in the success of my business as I was – and I was completely wrong. Amy shows up in a way that I never thought anyone other than myself would.
Her services are not only boutique, but they are so meaningful, and it truly feels like I’ve added another woman to my community that is able to cheer me on and lift me up.”
Visit Hope's Website
You can read through Hope's entire website at feeding-families.com.
Design Credit
Funny story – in addition to writing Hope's website, I also designed it! And now, as a website copywriter with a background in website design, I focus on writing highly-relatable, high-converting website copy that also looks good on your website. For more information and to work with me, click here!
