Website Copy Makeover: Nourished by Nutrition

March 6, 2020

This post is part of our Copy Makeover Stories where we highlight our amazing clients and their copy projects.

When Jess Bippen, a Registered Dietitian from Nourished by Nutrition, reached out for a web copy overhaul, I was beyond excited to take her incredible heart and turn it into words that connected with her audience on the daily.Nourished by Nutrition

It’s funny, when I get on almost any discovery call with a business owner, they start out by saying they just don’t see how everything can come together—their personality, their mission, meeting their clients’ needs, etc. But, just like Jess, a few minutes into talking to most business owners a see a fabric weaving together so clearly that I wonder how she ever doubted the unique value of all the details coming together.

Jess is passionate about uncovering sustainable ways to be well and live a healthy, nourished life. It was her heart behind making this a sustainable movement and ditching the diet and deprivation mentality that got me so pumped to jump into this project.


COPY MAKEOVER DETAILS

For this copy makeover project we focused on creating a Brand Messaging Guide, Website Copy, and a 7-day challenge Evergreen Email Sequence to build and nourish her audience.

Before working together, Jess said she knew she had a passion for what she was doing but that she didn’t know HOW to make it stick out in a meaningful way. With the wellness industry being one of the most saturated industries of our time, she wanted to figure out where she truly belonged.

The biggest way we did that was by identifying her unique value proposition while going through her homework, hopping on a strategy call, and building out her Brand Messaging Guide.

This is the point of the project where I literally took Jess’ heart (like a matcha americano, whisked to perfection) and came up with her tagline: Uncover Forever Wellness.

If you ever have the pleasure of meeting Jess, you know this tagline 100% nails who she is and what she was created to do in this world.

Before working together, Jess said she knew she had a passion for what she was doing but that she didn’t know HOW to make it stick out in a meaningful way. With the wellness industry being one of the most saturated industries of our time, she wanted to figure out where she truly belonged.

The biggest way we did that was by identifying her unique value proposition while going through her homework, hopping on a strategy call, and building out her Brand Messaging Guide.

This is the point of the project where I literally took Jess’ heart (like a matcha americano, whisked to perfection) and came up with her tagline: Uncover Forever Wellness.

If you ever have the pleasure of meeting Jess, you know this tagline 100% nails who she is and what she was created to do in this world.

Jess even said she cried when she first read it: Mission accomplished!

Another component we defined throughout this copy makeover of her brand message, were the 8 Elements of Nourished Living.

Each word (see image above) designed to define the “8 Elements of Nourished Living” were intentionally chosen in a way that represents the meaning of “uncovering forever wellness” for her audience.

For example, we chose the word “movement” because it’s something you can do forever versus “working out” or “activity” being something short lived.

We chose “nourishment” over “eating healthy” because Jess’ mission is to provide her audience with the resources your body needs to intentionally survive AND thrive.


INTENTIONAL BRAND MESSAGING

A few other intentional brand messaging pieces we created throughout her website copy was HOW we shared her story and WHY this forever wellness mentality is so important to Jess.

Through her About copy snippet—we created a strong cohesive brand message that fully connects her audience to her mission—uncovering forever wellness.

We could have easily given random facts about Jess and her story, but instead we chose to share three lessons that changed her life because they directly apply to her audience, too.

Literally EVERYTHING about this copy makeover project was done with so much intention and I’m here for it!

The thing is when it comes to creating copy for your website, most often than not, my clients have everything they need inside of their passion and already-existing expertise. It’s forming that passion into a strong, cohesive brand message that holds them back from standing out and sharing their gifts with the world.

That’s why I love my job. I get to listen to YOU, hear your heart and your mission, and craft your story and message in a way that resonates with YOUR ideal human audience.

NOURISH YOUR AUDIENCE + BUILD YOUR BRAND MESSAGE

The last piece of our project together, we built a 7-day Challenge Evergreen Email Sequence. Each email was based on the “8 Elements of Nourished Living” and was created in a way that allowed Jess’ audience to hone into each element of this forever wellness mentality. The goal was to challenge them each day to overhaul or change one thing in their life that would get them one step closer to uncovering their forever wellness.

This email sequence is such an incredible way for Jess to continue to build and nourish her audience on a deeper level. Win-WIN!

My favorite thing about this project was truly seeing Jess OWN her story and stepping into what she was called to do.

Once we honed into her tagline—uncover forever wellness—Jess has used this to share her mission in a ton of different ways and build her brand message consistently all while serving HER people. It allowed her to focus on what she does and why she does it.

And for me, that’s a copy makeover success!


Love this Copy Makeover Story? Check out other success stories here!

Ready to OWN your story and makeover your web copy? Apply here!

I’m Jess,

iced-coffee-obsessed, saved-by-grace, allergic-to-small talk, and one of the biggest dreamers you’ll ever meet.


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