Project Outline:

(View mockup at the bottom)

After discovering this sales page, I was immediately intrigued—not just as an opportunity to apply the right principles.

But because I was drawn to the brand’s voice and the passion behind it.

Dr. Laura Le, a chiropractor with over 20 years of experience, has a unique, holistic approach to the everyday struggles of moms and moms-to-be.

Her deep care and expertise didn’t just capture my interest—they inspired me to help bring her message to the world.

From a strategic and tactical perspective, there was room for improvement.

But the original sales page had a lot going for it—it was packed with value and had a strong foundation.

The navigation pane had a lot of options/buttons, which could easily pull customers in different directions instead of keeping them focused.

The hero section had two CTAs, making it feel like there were multiple offers. On top of that, there were four different types of CTAs throughout the page—all leading to the same checkout. This could cause unnecessary hesitation.

A bit of social proof earlier on would help build trust right away.

At its core, a well-structured buying journey should feel effortless. The goal was to refine the page so every piece of the experience worked together seamlessly.

The copy needed an extra dose of power—stronger storytelling, persuasive language, and timeless sales principles to make it truly resonate.

The CTAs had to be clear and consistent, so there was no second-guessing.

Most importantly, we needed to consider who was landing on this page. Understanding the traffic source (cold vs. warm) was crucial for crafting the most effective messaging.

By fine-tuning these details, we could turn a good sales page into one that truly speaks to the audience and drives action.

With a clear goal in mind, the next step was gathering all the raw materials—data, stories, testimonials—needed to craft a compelling value proposition.

A big part of this was understanding the ideal customer avatar—who they are, what drives them, and what ultimately convinces them to take action.

One last thing that stood out right away in the original copy? The formatting.

Originally, the copy was filled with bold, underlined, and italicized words, making it feel a little overwhelming.

While emphasis is important, too much of it can have the opposite effect. As the saying goes, “If everything is highlighted, then nothing is highlighted.”

To create a smoother reading experience, the goal was to refine the formatting as well. Allow the key points to stand out naturally—making the message clearer, more engaging, and easier to absorb.

The final product? A clean, professional sales page that guides customers seamlessly through a cohesive buying journey.