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a weekly warm-up for marketing that attracts your best buyers

(featuring real stories, copy tips, and cat pics)​
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Hey Reader,
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I just finished overhauling the website for a pediatric practice in NYC.
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And guess what? ​
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We ditched the typical homepage.​
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(AKA the most common of all web pages.)
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This was a strategic move to help grow the client's business.

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Here’s a peek at my strategy and why I went this route:
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The client’s offer: This practice has one main offer — a membership for their concierge pediatric services.
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The client’s goal: Increase inquiries and sign-ups to the membership.
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The challenge:

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1. When they came to me, about 97% of inquiries were word-of-mouth referrals. They wanted more people to sign up after finding them online through ads, social content, and Google.
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2. Their existing website was written with a serious search engine focus. Translation: There were a lot of “New York pediatricians” and similar keywords in the copy to bring in more Google traffic, but not much strategy to convert those visitors into new inquiries.
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3. The existing site also had a lot of pages, so visitors had to travel all over the place to find answers. (Not helpful for anyone, but especially not for busy parents who need important info for their kids’ health.)
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⭐ My approach: Rather than making visitors search around for details they needed, we made the homepage more like a membership landing page.
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Here’s why:
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1. Minimizing clicks: The goal is to ask visitors to take as few actions as possible before they have the info they need to take the next step. The more clicks you “ask” for, the more likely the visitor is to bounce away from your site.
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So instead of having them click home > services > membership > more info, etc., we removed extra steps with one page that lays out membership details, and an embedded inquiry form for visitors to take the next step right there.
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2. Getting more from ads and blogs: When I was researching for this project, you wouldn’t believe the number of medical practices I found that run paid ads (a big investment) that just send people to a home page. Often with no mention of offers described in the ad.
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If you’re not sending people directly to a landing page where they can learn all the details about the offer from the ad, you’ll lose people. And that ad spend won’t do what it could to grow your business.
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So our new landing page helps people arrive from any ad and find the exact info they need. No distractions or wasted time clicking around.
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Sometimes, breaking the rules leads to better results. 💥

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Curious if there’s a better strategy for your marketing goals?

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​Explore ways we can work together here.​

Put in your sales reps 🏋️‍♀️

Simple actions to fire up your marketing​
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Think about the one action you want visitors to take on your site. How many times do they need to click to get there? How can you simplify the journey?

Copy circuit 🔄

Analyzing copy from around the web​
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"Finally, a workout you (and your neighbors) will love.

Try No-Jump HIIT Pilates free on Alo Moves.”

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Why it works: This Alo Moves ad is an amazing example of a business listening to its customers. Exercising at home poses unique challenges, potentially including noise complaints from downstairs neighbors.

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Featuring this in their marketing helps readers feel seen in their struggle to find suitable home workouts. Like, maybe this brand will actually have programming that caters to my needs!

The cooldown 🌬️

Words to stretch your mind & inspire your week

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“Be patient toward all that is unsolved in your heart and try to love the questions themselves, like locked rooms and like books that are now written in a very foreign tongue. Do not now seek the answers, which cannot be given you because you would not be able to live them.”

- Rainer Maria Rilke

Brandy Wells (she/her/they)

Conversion copywriter & strategist

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