Website messaging for Karrie Locher
Creating thoughtful and clear website messaging.
Project Overview
Karrie is a postpartum and nursery nurse with a decade of experience. She’s also a mom. When Karrie brought her own babies home from the hospital, she realized just how little resources there were for new moms like her. She was determined to give other moms the resources she always wished she had: a baby manual.
Karrie started an educational Instagram account, checklists, and a course about breastfeeding that took off almost overnight. With heightened demand for her maternal and medical guidance, she created a website — Karing for Postpartum — to promote and register people for her course. To her surprise, she was struggling to gain traction like she had on social media.
The issue?
Karrie’s website looked more like an online shop than an educational resource for moms. She was confusing and losing potential customers.
“Rebuilding and copywriting my website with Murphy Marketing was absolutely the best business decision I have made thus far! The exponential increase in views, sales, and subscribers has blown me away!”
↠ Karrie Locher | Owner
Our Approach
After Karrie was referred to Murphy Marketing, we wasted no time finding the right words to communicate her important message. Guiding her through an in-depth interview using the proven StoryBrand framework, we compiled her responses into a customized brand message guide and got to work on enhancing the Karing for Postpartum website.
We clicked with Karrie right away because she wanted to be empathetic to her potential clients, not scare them off with alarmist language. And that’s how we operate. There’s enough negativity in the world, what people need is a reassuring place to turn to hone and share their message. Murphy Marketing is like the mom with the purse full of miscellaneous supplies that you always know you can turn to.
GOALS
✔ Improve website messaging and experience
✔ Set brand apart from competitors by using warm and encouraging language
✔ Increase course registrations and sales
THE RESULTS
After implementing the StoryBrand framework across Karrie’s website, Murphy Marketing helped Karing for Postpartum clearly convey all the one-stop-shop had to offer moms.
In the first two weeks after overhauling her website, Karrie sold a whopping 2,400 courses. She no longer had to rely on Instagram to sign up moms for her course. Plus, exhausted and worried moms could more easily find and register for courses to prepare for bringing home baby and conquering the early weeks of breastfeeding.
Today, Karrie’s site traffic has increased tenfold, she’s sold almost 10,000 courses and now has more than 25,000 email subscribers.
Note: Katie was a Certified StoryBrand Guide 2019 - 2023.
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