When Jessica Bellofatto was ready to overhaul the messaging on her JB Yoga website, she turned to Jessica Boylston-Fagonde for tips. The latter Jessica has been one of my top creative partners over the years, so when she asked, “Would you be interested in whipping up copy?” I said, “Indeed—and I’d like to reorganize the site’s navigation too.” After working through a research/discovery process to learn more about JB Yoga, I:
- Reviewed the entire architecture of JBYoga.com, then created a new site map—now it’s super-duper easy for site visitors to find relevant info. A user-friendly site is doubly important when you’re seeking sign-ups for retreats, trainings and classes: If people can’t quickly find details on offerings and pricing, they’re bound to leave your site without signing up for anything or further engaging with your message.
- Concepted and drafted key brand copy, from page headers that function like motivating calls-to-action to Jessica’s personable Mission statement.
- Wrote all page and SEO meta copy, infusing it with keywords and calls-to-action while maintaining the warmth of Jessica’s teaching voice.
Photo courtesy of Jessica Bellofatto