Business Positioning + Strategy
The Founder of MindAbility wanted to grow her HR Founder Community, ‘The Business Clinic’, but the sales page conversation was low.
Feedback from the community was the offering was confusing, overlapping and unclear.
CLIENT
MindAbility
SERVICES
Strategy + Positioning
Sales Copywriting
Website Development
OUTCOME
Through interviews and research, we delivered a Strategic Report and website. The work included:
Renaming the product to ‘The Business Club’, due to the negative associations and temporary nature of the word ‘clinic’
Shifting from annual to monthly subscription to lower the barrier to entry + commitment cost
Analysing the framework of successful sales pages in neighbouring segments
Writing compelling sales copy for a new landing page
Created a micro-identity for the ‘Business Club’
Developed and launched a new website