Brand Identity and Homepage and Coaching Page Rewrite
“Exercise? Ugh. I’m too busy. Even if I could make it to the gym, I don’t know what I’m doing; I definitely can’t afford a personal trainer.”
The struggle is real for many (raises hand).
Ward Fitness Systems alleviates common (pre)exercise pain points by offering convenient online coaching and nutrition planning at a fraction of the cost of in-person training. But unlike their clients, Ward Fitness Systems’s website wasn’t performing.
New business was coming in from referrals and social media, but leads from the site were the equivalent of a 1-pound weight: basically nothing. Ward Fitness Systems knew the message needed to change and partnered with Mel Cow to help identify the copy’s soft spots and build a stronger case for joining the online program.
The Ask: Rewrite the coaching page to recruit online training clients and recommend an incentive for the home page lead capture (secondary).
The Delivery: Define and understand Ward Fitness Systems’s target audience, develop a tone that resonates, prioritize the program’s benefits, and implement value-based calls to action. (Get this by doing that.)
The Result: A solid strategy that produced more leads and more conversions.
"I made the classic mistake every small business owner makes: I tried to do it all myself. I focused on the wrong areas, didn't include enough of the traditional items fitness sales pages have, and I needed to do a better job of speaking my target demographic's language. Melissa nailed the copy and tone and restructured my page overall to get more leads.
She also helped me decide what incentive to offer for the home page lead capture. This, combined with her work on the coaching page layout and copy, led to a 173 percent increase in lead capture and a close rate of almost 15 percent. Obviously, her work was a strong investment for our business." — BJ Ward, Ward Fitness Systems
Allow me to re-introduce myself, like Jay Z.
I’m Melissa, the brain, heart and fingers behind Mel Cow. If you’ve been to the site before, hi again! If you’re new around here, welcome. I hope you’ll stay awhile.
This post doesn’t have “five tips” or “seven mistakes” or any “innovative ROI synergies." It’s simply a reflection on how I got here. See, I’ve always wanted to be a writer. Well, I really wanted to be a dancer — a ballerina or Rockette, specifically. But after I reached my final growth spurt of (ahem) 5’1”, I realized I might need a backup plan. And writing seemed to come naturally, in and outside of school.
At 13, I fell in love with poetry. I penned deep, dark, sad (in more ways than one) lines, fueled by typical teenage angst and my too-black black eyeliner à la Pete Wentz. (He definitely wore it better.) Thankfully, those days are over.
Now, I’m doing this: running my own copywriting business. When I left my last 9–5 agency job, I promised myself I would give freelancing a year — a full 12 months of hard hustle — to prove to myself I could do it. Mel Cow is almost one — just a few days shy — and I feel like a proud momma, seeing how it’s grown from an idea to my livelihood. I’m going to make it. And I’m going to keep going.
This solo roller coaster ride has been the most exciting and exhausting one I’ve taken. If it had been an actual roller coaster, I wouldn’t have gotten on; I’d have been too terrified. But despite the ups and downs, it’s been the best decision I’ve made, professionally and personally. I don’t even miss my pale pink pointe shoes.
I’ve been fortunate enough to work with badass brands, both big and small. To them, thank you for believing in my talents and trusting me with your voice. I’m currently prepping to do even bigger, better things in year two. Watch out!
Full Website Revise and Proof
Wholesum Harvest has a wholly wonderful story: Their organic farming roots extend three generations deep; their sustainability efforts save 22 gallons of water per every 1 pound of tomatoes grown; and their Fair Trade premiums have helped their communities build grocery stores and buy school buses.
But this narrative doesn’t fit onto our vegetables’ tiny white stickers. Wholesum Harvest needed their website to plant the seed of interest in buyers — and they needed to go live quickly, without sacrificing quality.
Most of the content had already been written; the Ask was for Mel Cow to cut down, grow and edit where needed.
The Delivery: Tweak the existing copy to be more accessible and appealing to consumers and proof the entire site according to AP Stylebook standards and copy best practices.
The Result: A clean, customer-friendly website and cheery client:
“Melissa should’ve come with a white horse, because, for me, she saved the day — and my sanity. I was struggling with writing copy that, to be honest, I was far too close to and far too wordy about. Besides the talent and weight she took off my shoulders, there was the absolute ease of working with me ‘where I am at.’ I had a crazy schedule during this rushed project (which was miracle work, I tell you, miracle work!); she stepped in and fully managed her end with the professionalism I prayed for but, frankly, didn’t think I’d find. She’s budgeted into my marketing budget for future projects. Total win finding her!” — Jessie Gunn, Wholesum Harvest
Brand Identity and Full Website Rewrite
Public policy isn’t a universally sexy topic; like anything involving law, it can be a little complicated for the average person to understand, let alone participate in its process.
The Oklahoma Academy is a nonprofit that aims to bring together citizens to learn about, create and lobby for public policies that affect their communities. Though many of their members have been with the organization since the beginning, the Academy was falling short in reaching and recruiting a new market that would continue their mission.
There was one big problem: Not many people outside of the Academy knew who they were or what they did. Their website didn’t help; it lacked a clear message, purpose and flow. They needed a full redesign. Enter Mel Cow and Northern Design, like a couple of coffee-addicted fairy godmothers.
The Ask: Update the site’s look, copy and functionality to engage users and encourage them to get involved.
The Delivery: Define the Academy’s brand identity; express the what, how and why in everyday language; and use strong calls to action throughout.
The Result for the Academy has been magical:
“We were overwhelmed by the idea of a new website — considering the cost, the process of moving all of the info and trying to conceive of a ‘look’ that also functioned for our audience felt like a daunting task. However, it was a painless and inspiring process! In addition to an awesome new website (better than we dreamed), we also developed a clearer idea of who we are, what we do and how best to communicate both! Thank you!” — Jennifer Engleman, the Oklahoma Academy