A well-written website quickly communicates the right message to the right people, gets you found online and encourages more people to get in touch, sign up or buy something from you.
Client: Pole Train Fitness
Service: Website writing, lead magnet creation, email welcome series text
Brief: To provide new content for website home page to encourage visitors to sign up for a class. Provide more persuasive text for ‘calls to action’, plus a meta-description to encourage click through from search engines.
What I did: I worked with the client to understand their unique selling points. We discussed the key messages to convey, the tone of voice to take, and the ultimate outcomes Pole Train delivers.
Website home page writing. I re-wrote the company’s home page– a key point of entry for potential customers to sign up for classes, making it more appealing to the target audience, with benefit-driven headlines, sub-headers, and button text, plus content highlighting the ultimate benefits, while overcoming objections. I integrated relevant keywords to boost their search engine visibility, along with a new, more persuasive meta-description to encourage click through to the site.
Lead magnet creation and text for related email sequence. I wrote and produced a visually appealing, download-ready PDF providing fitness motivation tips. I also edited and shaped content for a 5-part email welcome series. The aim was to allow collection of email addresses, build a relationship with potential customers, and consolidate the company's fitness expertise and values.
Outcomes: The client was pleased to report that one previously unfilled class was now at capacity with a waiting list, following upload of the new home page content. The business is also at the top of Google searches for their keyword, which combines their fitness offering and locality, helping to generate interest in their local area.