Content wise, the product is intangible, as are most of its results, so the challenge with the sales page stemmed from creating catchy yet accurate ways of expressing the benefits of the e-series.
Client: The Extraordinary Businesswoman provides coaching and content to help businesswomen deepen their personal and professional growth.
Project Description: Write and design a sales page for a live e-course series.
“What if the keys to unlocking your greatest potential were already in your pocket? Few businesswomen realize that being successful isn’t just about how we invest in our businesses, but how we invest in ourselves.”
The Inside Scoop
Last year I built the website for the Extraordinary Businesswoman, and this year they approached me about writing and designing a sales page for a live e-series they’re putting together.
Writing & Editing
Content wise, the product is intangible, as are most of its results, so the challenge with the sales page stemmed from creating catchy yet accurate ways of expressing the benefits of the e-series. Additionally, their content underwent a few changes during the production of the sales page, which in turn precipitated changes in the copy. However, I was happy to “roll with the punches,” so to speak, and reworked the piece to match the new product revisions.
In addition to researching their product, developing the angle for the page, providing marketing and content consulting, and producing the page itself, I also provided editing and proofreading for around 40,000 words of course content.
For the design, I decided to keep things simple, with a responsive full-width layout that would translate equally well on desktop or mobile. After all, no sense in distracting people from the copy and those shiny sales buttons, right?!
Sales Funnel, Shopping Cart, and Email Marketing
Speaking of sales buttons, I also developed all the infrastructure for the on-site sales funnel, including an email marketing series and shopping cart. Since their e-course launch involves a set of free live webinars repeated over the course of 16 days, I developed an automated system which updates the landing page launch time while also dynamically changing the signup list which people’s emails get added to. As a result of this handy script, each group of free webinar attendees can be marketed to separately, and any changes to the free webinar show times only need to be entered into one spot on the back-end to update the whole system. That’s convenience right there.
My Favorite Part
Working with a couple of great people to find the absolute best way to articulate the benefits of their product.
See the results: