In January I launched Ignite, a new service that turns an idea into a business. While it was initially aimed at people just starting up their business, it quickly became apparent that it was also hugely appealing to existing business owners who needed a business refresh.
Many of us when setting up a business decide on a name, logo, website and direction pretty quickly. But as we start working with clients, things change. Our services adapt to what our clients want. We fall out of love with some bits and want to refocus on others. Sometimes that means a new name, a new logo, new packages or services and it almost certainly means a new website is needed.
One such client was Cynthia Sillars. She is a natural health practitioner. Before going through the Ignite process, Cynthia felt her branding and website were dated. She no longer offered some of her services and wanted to add new ones. But she couldn't alter her website because of the way it had been created. You can see her old site here.
It was time for a fresh start.
We started with a strategy call to get really clear on what Cynthia was offering, who she was offering it to, how she helped her clients and the best way to reflect what it was she did as it's fairly complex and difficult to explain. Here's what we got clear on:
Speaking to Cynthia, one thing became clear - her belief in the healing power of nature. In one of those weird synchronicity moments, I said to Cynthia that to me she takes her clients on a journey. Her imagery should be around a path, walking outdoors, going on a journey into nature. And she replied that those were the exact images she had already pinned to her Pinterest board. Spooky.
In another slightly surreal moment, I mocked up a logo which I thought reflected Cynthia, despite never having met her face to face. When I asked her what type of logo she was thinking of, she said she'd like something that looked like her handwriting. She then sent me a scan of her handwriting. It was an almost identical match to the font I'd selected for her logo.
We had the basics in place. While I began work on her web copy, my designer Meg created a logo and brand palette.
Writing the copy was another challenge. Cynthia offers a broad range of services, many of which are exceptionally complex to explain. They also had to be written about in a way that would appeal to her clients, many of whom don't need to know how they will have their health problems fixed, they just want them fixed. This was a case of cutting back. Less is more.
With copy, imagery, fonts and branding in place, Meg set about creating the website. Cynthia wanted something simple that she could change and adapt as she needed to, including adding blog posts. We advised her to create a free opt in to build up her email list. We gave her pointers on what it should cover, suggested title names and set up her Mailchimp account so that she could start to build an email list.
Meg also designed her Facebook header, her Mailchimp newsletter template and branded up her free opt in ebook. Finally Cynthia received her Next Steps guide and marketing plan template so that she could crack on with marketing her business.
We've both been on hand throughout the process to answer any of Cynthia's questions. In just 30 days, her website went from this:
You can see the website here. We have advised Cynthia to get her own photographs taken that reflect each of her service sectors - the path, the journey, the view - which she will be doing down the line. For now though, she has a beautiful looking website that captures what she does for clients without being overly medical, overly complicated or too wordy.
This is what Cynthia had to say about the process: “I had been searching around for ages to find a web designer, one who was affordable and who could help me get through my problem, which is that I’m over methodical.
Each of them had something to offer, but in the final analysis, when it came to the copy, they said ‘That’s your bit – you write it’.
A chance meeting with a colleague after Christmas put me in touch with Melissa. I knew straight away that she could do the bit I couldn’t, plus Meg could do all the web design.
Job sorted, it was an intensive 14 days of putting the copy together in a way that truly expressed what I do, but in a way that would make it entirely accessible to everyone.
Then on to the web site, learning how to use the back of the site (so easy!) putting together Mailchimp, tying in the Facebook page, and setting up the fonts on my computer so I can maintain ‘brand’.
I’ve been in practice a long time, but the start-up package called Ignite, with it’s one stop shop approach, was perfect for me because I’m busy and needed to get the job finished in the quickest possible time.
Thank you Melissa and Meg, you were both so helpful."
Would you like to transform your business? The Ignite package is no longer available, but with the Clarity, Copy & Canvas packages, you can go through a similar transformation for your business.