FASTer Way Sales Page Revamp: Building Trust Through Science & Story
(Place Cursor Here!)
Backstory
Sarah Fit, an affiliate coach for the FASTer Way program, needed a high-converting sales page that would speak authentically to busy professionals struggling with weight loss while maintaining scientific credibility. They wanted to speak to not just parents, but non-parents who were just as busy.
The Plan
As the copywriter, I was tasked with transforming their sales page into a persuasive narrative that would increase coach sign-ups and reduce abandonment rates, with KPI goals of improving conversion rates from 2.3% to 5% and reducing cart abandonment by 25%.
Majority of prospects would opt-in from Instagram, so I kept that in mind while using extensive Voice of Customer research in crafting copy that addressed core pain points around time scarcity and failed fitness attempts. The page uses dimensionalization to help readers vividly imagine transformation scenarios, while weaving in the four key emotional drivers: New (revolutionary approach to energy systems), Easy (28-minute workouts), Safe (science-backed methods), and Big (dramatic yet sustainable results).
The sales page anchors a comprehensive funnel including:
- 3 strategically sequenced lift emails focusing on specific pain points (the one here went out to an email segmented list of non-partents)
- Abandoned cart recovery email highlighting unique program benefits
- Post-purchase upsell sequence for premium coaching tiers
- Strategic social proof placement throughout the journey
Key to the page’s success was balancing scientific credibility with emotional resonance while maintaining an authentic, non-pushy tone that builds trust with time-strapped people like parents, students and full-time workers.
Darktrace LinkedIn Ad and Squeeze Page
(Place Cursor Here!)
Backstory
Here’s a brain-teaser: How do you get busy CISOs (you know, those folks who get 100+ security vendor pitches a day) to actually stop scrolling and pay attention? For Darktrace, the AI-powered cybersecurity heavyweight, we cracked the code with a LinkedIn campaign that didn’t just say “Hey, your email security might have holes” – it proved it with a jaw-dropping stat: 94% of breaches start in the inbox. Ouch. Our message wasn’t just another security vendor crying wolf; we showed how Darktrace’s AI could slash threat detection time from “maybe someday” to “right now.”
The Plan
The real magic happened when we funneled these security-savvy skeptics to our carefully crafted landing page. Just a simple squeeze page where CISOs could trade their email address for industry-leading insights (think of it as a VIP pass to the future of email security, minus the typical marketing fluff). We kept it real with solid technical meat for the security pros, wrapped in language that wouldn’t put them to sleep. The result? A lead generation campaign that actually spoke human while tackling one of tech’s biggest challenges. Because let’s face it – even cybersecurity experts appreciate not being bored to tears.
Marian Manor Healthcare Website Overhaul
(Place Cursor Here!)
Backstory
The Problem: Marian Manor Healthcare Center is a skilled nursing facility whose archaic 90s-esque HTML based website needed a major overhaul.
Old website: Click here
The Plan
The Proposal: I create a new website based on a professional yet warm, and personable/conversational tone in both the copy and visuals.
The Solution: I developed, wrote copy and designed all assets of the website to give Marian Manor HC a modern day look for both desktop and mobile parity. Currently, they are in the process of switching web hosting services and so their website lives as a subdomain under my server:
Pathify Website
(Place Cursor Here!)
Backstory
Pathify is a SaaS Ed tech company turning the legacy student portal on its head with a simple philosophy: push relevant content, resources, and notifications to students to end their treasure hunt for information.
The Plan
Polish copy on several pages to capture Pathify’s goal of unifying link farms and siloed systems into one, accessible place: The Engagement Hub. Needed to hammer home to the target audience that students should be at the center of their own personalized journey — and one-size-fits-all solutions simply don’t cut it for the modern student.
Pathify Case Studies and Blogs
(Place Cursor Here!)
Backstory
Pathify is a SaaS Ed tech company turning the legacy student portal on its head with a simple philosophy: push relevant content, resources, and notifications to students to end their treasure hunt for information.
The Plan
Realizing there was very little content that existed on the subject matter, Pathify wanted blogs that would continue conversations about the issues they aim to solve. This blog in particular highlights a student inclusivity issue prevalent in higher ed and offers tips on how to amend the pain points of the reader: specifically roles in admissions and IT.
Product Description
(Place Cursor Here!)
Backstory
Pokémon is one of the more long-running franchises out there. To say it’s “popular” would be a massive understatement. Demographic has always pointed towards kids, but in all honesty, it’s the 20-30 year-olds that grew up with it that make up a large part of the fanbase.
Pokémon Center is a store that carries Pokémon clothing, video games, and other merchandise.
The Plan
Make clothing like this hoodie sound enticing to the average Pokémon – regardless of age. Figuring out how to turn the features into appealing aspects of hoodies was the main challenge, but I believe I pulled it off. Took careful note to match Pokemon Center’s brand that is a playful tone of voice and knows that its fans are at least familiar with the more popular pokemon.
Product Description
(Place Cursor Here!)
Backstory
Mario has a little something for everyone – of all ages. Hard to pinpoint an age group without alienating well-adjusted adults who just happen to collect these for themselves!
The Plan
Came at this from exactly that angle. Some kids would love to play with Toad, while others simply like to collect. There are many Toads, but this little guy here is CAPTAIN Toad. I believe that makes him important enough to have his own game. Problem is, he’s nowhere near Mario popular, so trying to make him sound appealing in his own right is quite the task. It’s a good thing the e-shop has a friendly and lighthearted brand voice.
Spotify Banner Ad
(Place Cursor Here!)
Backstory
Spotify is a music streaming and media services provider that has millions of songs and podcasts in its catalog. They have two different service plans: Free and Premium Spotify. The former contains commercial breaks, limitations to the number of times a person can skip songs, and online-listening only. The latter service plan is a paid subscription that removes these restrictions.
The Plan
Get people to join Spotify Premium. I wanted to nail down Spotify’s playful and tongue-in-cheek personality, coupled with their fun duotone/gradient design. I thought creating a banner ad would serve as the perfect medium in conveying Spotify’s typical short copy. The features are communicated but only given meaning when they tie into the benefit: listening to Spotify anytime and anywhere (i.e., no dull moment)
Blu Bistro Print Ad
(Place Cursor Here!)
Backstory
Blu Bistro is a restaurant that has a local scene for upcoming writers and poets. They have the occasional writing workshops.
The Plan
Generate an ad that is primarily used in social media, but can also be used as a flyer to physically advertise around. Wanted to emulate something vibrant and eye-catching, while retaining the minimalist and modern personality of the restaurant.