Project Description

David Kincade is the #1 grant writer in Alberta…

But judging by his old website, you’ve NEVER guess.

Up until recently, David’s business relied completely on referrals and word-of-mouth, so having a stellar website wasn’t a top priority.

However, in 2018, David decided he wanted to change his business model from one-on-one coaching to a “one-to-many” type of approach.

This pivot meant he needed a strong online presence that would appeal to the specific audience he was trying to target.

Not only that, but he needed a better way to present his digital products (like downloads, courses, etc), as he was getting traffic, but not making many sales.

To accomplish this, David reached out to me to develop a website structure and compelling pitch that could entice this new target audience to take action.

To begin, we scheduled a strategy workshop, so I could learn more about his business and the people he wanted to reach.

But judging by his old website, you’ve NEVER guess.

Up until recently, David’s business relied completely on referrals and word-of-mouth, so having a stellar website wasn’t a top priority.

However, in 2018, David decided he wanted to change his business model from one-on-one coaching to a “one-to-many” type of approach.

This pivot meant he needed a strong online presence that would appeal to the specific audience he was trying to target.

Not only that, but he needed a better way to present his digital products (like downloads, courses, etc), as he was getting traffic, but not making many sales.

To accomplish this, David reached out to me to develop a website structure and compelling pitch that could entice this new target audience to take action.

To begin, we scheduled a strategy workshop, so I could learn more about his business and the people he wanted to reach.

David Kincade is the #1 grant writer in Alberta…
Strategy

As with all of my clients, the first step is the strategy workshop, where we dive deep into the business and the customer base they’re trying to target.

During a typical strategy workshop, I’m asking questions like…

  • Who is the customer?
  • How do they find you?
  • How likely are they to take action?
  • What are their pain points?
  • What stops them from hiring you?
  • What motivates them to hire you?
  • And more!

Knowing the answers to these types of questions gives me a clearer idea of who I’m talking to and how I need to communicate in order to persuade them.

During this time, I was also reading through David’s many testimonials to learn more about a typical customer experience and the type of results they see.

Once I had the answers I needed, I created a target persona and strategic brief, which outlined everything we knew about the customer and how we should communicate with them.

From there, it was time to transform our learnings and insights into a website architecture that would educate and convert visitors.

Website architecture

Using the insights gleaned from the strategy workshop, I created a website architecture for David’s site.

For those who are unfamiliar, a website architecture is like a blueprint for your entire site.

A website architecture not only includes the content we must feature on each page, but the specific ORDER of that content, which will most likely persuade the target audience.

Having this blueprint approved before I begin writing copy ensures that everyone is on the same page about the type of content I’ll be creating, which reduces back-and-forth.

Plus, it gives the designer a clear understanding of what he or she needs to develop when it comes to the aesthetic — there’s no need to guess, it’s all there.

Once David approved the architecture, it was time to start writing the copy!

Copywriting

Using the strategic brief as a guide, I was able to quickly write copy that clearly demonstrated David’s authority, while hitting on the pain points, wants, needs, and desires of his target audience.

This resulted in copy that’s scannable, easy to read, and completely persuasive to the audience David is targeting.

Not only that, but I was also able to better position his digital products so customers could easily learn more about each offering and associated benefits.

I also wrote a video script for David, which would allow him to have a “one-on-one conversation” with leads who visited his site (which was something we learned was important when convincing a cold lead to contact him).

David now has a website that clearly and effectively communicates with his target audience

While the new website hasn’t launched yet, the copy and preliminary designs show a lot of promise, especially when compared to the previous site.

Before, the website was like a blank canvas — there was barely any information and nothing there that would persuade someone to work with David (without being referred to him).

Now, the website features…

  • Clear copy that speaks directly to the audience
  • A showcase of David’s success stories
  • The ability to better qualify (and direct) leads
  • An emphasis on results
  • A way to capture email addresses using an ent