Personal project - sales page, email sequence and landing page for a fictional wellness app

Thrive Well is a fictional all-in-one, personalised health and wellness app. It helps time-poor individuals fit an easy exercise, cooking and sleep routine into their busy lives. Thrive Well’s mission is to help women feel healthier, happier and have a better quality of life without sacrificing time and effort.

Thrive Well’s point of difference is that the app is customisable to your specific health goals with exercise, meals and sleep/meditation. You can tailor your preferences and get exercise routines, recipes and sleep programs to what you want to achieve, so it’s not a one-size-fits-all app.

I wrote these samples as part of a high-level online portfolio-building course called The Launch Files by Alex Cattoni, a professional copywriter, marketing strategist and founder of The Copy Posse. I conjured up a concept for a health and wellness app brand, created a personality and founder behind it, the programs involved and how it works.

I've included a sample from the sales page, the whole email sales sequence and a sample from the landing page.

Think you can't squeeze fitness, nutrition, and meditation into your jam-packed day? Discover the app that turns chaos into calm — one easy step at a time. Ready to feel like yourself again? Let's get moving!

Groundhog Day is the only day of your week. 8 am double shot latte, 12 pm lunch on the go, 3 pm fizzle out, 6 pm couch crash.

You grab your phone without giving it a second thought and order a burger for dinner. Again. Until your order gets to your door, you realise you have not moved from the couch. You’re exhausted. For a split second, something on the table in the corner catches your eye — it’s your lonely gym membership card. You chuckle to yourself, “Well, that’s not happening”.

Email 1: Subject Line: Dare we ask, missing lockdown vibes? Preview Text: What infinite hours at home taught us [Name],

Do you remember the dreaded pandemic lockdowns? Omg, how can we forget?

We got locked out of our local gym, fitness centre, sports, yoga club, you name it. Left out in the dark.

It hit us how dependent we were on these places to keep ourselves fit, healthy, active and motivated.

Before we knew it, home exercise equipment sales skyrocketed all over the country.

Like Melbourne bike retailer Taylor’s Bikes. Between March & June 2020, sales increased 200% compared to the same time the year before.

They sold a crazy 70,000 bikes and only 25,000 in the same period in 2019.

It was as if the bikes were riding themselves off the shelves!

And not only bikes — dumbbells and treadmills everywhere sold out rapidly. It was evident we were craving our normal workout routines but had to improvise.

So we slipped into easy, more relaxing and comfortable ways to complete our workouts right in the comfort of our own living room.

We even had time to cook, clean, and take up origami — whatever! All while balancing working from home.

What we discovered was that we didn’t need these fitness places at all.

But now, life is getting back to what we believed to be normal before all the chaos started.

We are abandoning our exercise regimes and exchanging our home-cooked health-fueled meals for too-convenient (and expensive) food from delivery services.

The stress of office life has also returned, which is impacting our mental health. The inability to concentrate and social anxiety has increased significantly.

We have forgotten how to cope with the stress, anxiety and negative thoughts because of the overwhelming chopping and changing daily adjustments.

But you don’t have to stop your fitness sesh, cooking to your favourite music or meditation ‘me’ time just because the daily grind of work has resurfaced.

Now's the time to reclaim your health goals and get back to the activities you love with the Thrive Well app.

How do we make this possible?

It’s up to you! You control which workouts, recipes and meditation sessions you want, tailored to your own health goals. You’ll only see the content you choose, and you can change it up at any time.

You have access to heaps of straightforward step-by-step videos and guides mentored by certified health professionals.

Set your own reminders, checklists and progress trackers with your very own interactive diary.

Have something to look forward to before or after work and do wonders for your physical and mental health.

Crush the daunting 9 to 5 and restore your motivation to be the best version of yourself.

Christine Moore Founder and CEO - Thrive Well

P.S. For a limited time, we’re throwing in a stack of workout tips and tricks. Follow fitness instructor Rachel Williams, owner of Swivel Fitness, to get you super pumped! Take a look here.

Email 2: Subject Line: Your fad diet sucks Preview Text: Here’s something that actually sticks [Name],

I can totally see myself in Lana’s story.

When Lana woke up in a hospital bed, strapped to an IV, she didn’t know where she went wrong.

And it wasn’t what she did that got her there, it was what she didn’t do.

Lana thought taking up the ‘juice’ diet her sister Annie was on would help her too. Because her sister had lost 4 kilos on this diet and boasted about feeling healthier.

So of course, Lana wanted these amazing results too, and naturally trusted her sister’s advice.

Within a couple of days, Lana was only drinking 4 homemade juices a day. No food at all.

On her 3rd day of the diet, she became violently ill during the night — hurling her guts out over the toilet. Inevitably, she collapsed.

She had extremely high blood sugar levels and a slow metabolism. Her body was shutting down from stress and starvation.

Lana was so confused when she woke up in the hospital. She told the doctor things like this:

My sister tried this diet, so I wanted to try it too.

I thought it would make me healthier.

I thought drinking juice was good for you, I don’t understand why I fainted.

Lana’s goal was not weight loss, like Annie’s was. All Lana wanted was to feel ‘healthier’. She had been eating a lot of takeaway food lately and was feeling rundown, nauseous and tired.

‘Healthy’ does not mean sacrificing food, depriving your body of energy-producing nutrients or following fad diets.

Because one diet worked for someone else, it doesn’t mean it’s going to work for you. Especially if your health goals are not the same.

Mind blown!

So, what things did Lana actually want out of her diet?

Meals that were protein-rich, so she could overcome tiredness and sluggishness.

Meals that were quick to prepare, with no strange or complicated ingredients.

Meals that would make her feel healthier and improve her overall health.

Lana was on the completely wrong diet. And a dangerous diet at that.

If only she did her research and figured out what she actually wanted from her diet, she could have avoided this whole mess.

While Lana was recovering at home, she discovered our website and downloaded the Thrive Fist app. And wow! She is thriving!

Don’t fall for the ‘one size fits all’. We help you figure out what you want out of your diet and take control of your health goals today.

Learn about the Thrive First app here

That's it? Nope!

Sign up now and receive a 30-day free trial PLUS 1 month half price.

Why? Because the results are in. You love our app and we’ve reached 10,000 downloads over 5 years. We love that more women are feeling empowered and smashing their health goals for good!

Christine Moore Founder and CEO - Thrive Well

P.S. Lana is now advocating for Fad Diet Awareness. She is passionate about helping young women who have experienced complications due to failed fad diets. See how you can get on board here.

Subject Line: A big change is happening Preview Text: Spoiler: Only if you let it “I always feel awake and refreshed, so ready for the day!” — said no one you know or yourself for that fact.

Let’s face it. It’s more like:

“I’m so tired today. I can’t be bothered doing my workout, I’m just going to order take-away and Netflix it up”

Totally understandable right? You had a @#*& sleep last night, stressful day at work, a bunch of bills in your mailbox, and thought you had that roast chicken in your fridge to make dinner, but you don’t. That was last Tuesday.

But what if you decided this didn’t have to be your groundhog day?

What if you decided you wanted to feel refreshed when you woke up? Having had a calming, restful sleep, free of anxiety — because you now meditate before bed?

Or, what if you could go to weekend brunch with your mates and not hide behind your makeup — because you had the clearest skin you’ve had in forever?

Why?

Because you’ve been eating majorly healthy, fresh, easy dinners every weeknight, that has helped reduce your persistent, annoying acne.

And what if you could throw your useless cashola-grabbing gym membership in the bin — because you’ve mastered no-hassle home workouts that suit your lifestyle and fitness level?

We know this sounds far-fetched. You’ve tried diets and workout programs in the past, and what did you get? Zilch.

But the Thrive Well app is different.

It’s not a ‘one size fits all’ program that tells you how to be ‘skinny’ or advertises ‘miracle’ pills.

That’s not our jam.

The Thrive Well app helps you tailor your fitness, diet and wellbeing goals to what you want to achieve. Whether you want:

More fibre in your diet — or maybe less dairy.

A slow strength-increasing exercise routine — or a high-impact fitness sesh.

A better quality sleep — or everyday methods to help you cope with anxiety…

Because reality check — we are all unique!

You’ll get mentorship videos and guides from leading health and wellness experts in whatever category of fitness and health goals that suit you.

This includes step-by-step exercise routines, delicious, easy recipes and meditation activities…without putting stress on your busy calendar.

Actually, the app is programmed to take the strain and pressure out of your daily life. Because when you’re in control of your own goals, you’ll learn how simple it is to actually reach them.

Incredible, yes?

But what if you’re not sure what fitness level or health goals you want to strive for? That's totally fine. Let us help you get started!

Take the quiz: What level of fitness are you? and see what goodies are waiting for you on the Thrive Well app.

You won’t know if you waste your day away on the couch. Like, we know your super cute fur-baby is there but…

The quiz literally takes 5 minutes. Pop on the kettle, and your quiz will be done by the time it squeals.

So Quiztina Aguilera, take the first step to be the best version of you, you’ve always wanted.

Christine Moore Founder and CEO - Thrive Well

P.S. Can we tempt you?... Our recipe collection features a no-guilt luscious healthy chocolate brownie recipe that tastes just like rich chocolate cake. It’s a customer favourite! No Uber Eats required, promise. Sneak peek it here.

Subject Line: The results are in. Preview Text: You made us do it. [Name],

When we released our Thrive Wellbeing ebook with our Face It First skincare essentials promotion 4 years ago, we did not anticipate the positive and overwhelming response we received from our loyal customers!

You told us how passionate you are about your fitness, health and mindfulness goals because the ebook gave you that nudge.

We received a whopping 300+ high-praise reviews and comments about our ebook.

But we’re just going to blurt it out there, the Thrive Well app is so much better.

Our dedicated self-care-loving team spent a whole year making this program, so you can continue your journey and get the results you’ve always wanted.

Finally, you have the freedom to feel fabulous about your health, all at the pace that suits you.

Access anywhere, anytime on your mobile or digital device. Take your program wherever you go.

Do your fitness workout in the park or in your living room — no awkward locker room interactions, you know the ones.

Cook at your place — or your bestie’s place.

Practice your meditation session in bed  — or the bath.

Your own personalised and custom account: You’re in control. Customise your fitness level, recipe guides and meditation activities.

Are you an exercise rookie? Great!

Don’t eat fish? No worries!

Prefer short meditation sessions? We have loads of those!

You’ll only see content based on your preferences, and you can switch it up anytime you want.

Unlike Insta sometimes, you won’t have to deal with noise that is not relevant to you.

Step-by-step videos and guides: All recipes, workouts and meditation sessions come with step-by-step video training, visuals and guides.

Super easy to follow, with zero googling how to do this and that. It’s all here.

Backed by wellness experts: You’re in good hands! We teamed up with experienced nutritionists, naturopaths and fitness instructors. This means you’ll get the very best guidance to help with your health goals. Meet the champions here.

Track your progress with your interactive personalised diary. Design your goals, create checklists, set reminders and bookmark your favourite recipes, routines and sessions. It’s so simple to keep on track and feel good about where you’re going and what you’ve achieved.

Access to the private Facebook group: You’re not alone! Join your support group on our optional private Facebook group. Share your stories, photos and wins. Feel positive, motivated and super supported by fellow health goal enthusiasts!

You got this! Take control of your physical and mental health today. It’s easy and game-changing with the Thrive First all-inclusive app.

Christine Moore Founder and CEO - Thrive Well 

PS. Don’t take our word for it. Check out the stunning results our glow gals are having here:

Subject Line: Want our secret herbs and spices? Preview Text: Back off colonel, our’s is better.

So, think you don’t need quick, easy, yummy, fresh & nutritious dinners?

After all, your favourite food delivery service is only one tap away.

It’s a fricken awesome fast fix. You get mouth-watering food, straight to your door without having to lift a finger — okay maybe to answer the door.

But did you know, Australians spend an average of $44 on food delivery services per month (Canstar)? That’s $528 per year.

And, what is the real cost of using your takeaway service night, after night?

You’re probably eating dinners that are oily, fatty and low in nutritional value. And you wonder why you feel like you’ve been hit by a bus every day.

Here’s some good news though, you don’t have to give up incredibly delicious food to feel healthier. Just because it’s healthy doesn’t mean it’s boring and bland.

With heavenly healthy recipes curated by Sydney nutritionist Lacey Templeton, you can take control of your poor eating habits and cook yourself nutrition-packed, quick, scrumptious meals every night.

You won’t believe they came out of your own kitchen!

Perfect. Our ‘fakeaway’ meal recipes will scratch that itch.

Think:

Cheats Southern Fried Chicken

5 Ingredient Pizza

10-minute rich Peanut Satay Noodles.

You’re no masterchef, but that’s okay. You can still have amazingly appetizing meals that taste like takeaway but are actually good for you.

Easy, peezy, nutritious squeezy.

With the Thrive Well app, you can choose from a variety of meals based on your health goal preferences. And that includes weekend-approved naughty-like but nice deliciousness.

Don’t think salad is a weekend food? Try an Italian-style easy-bake risotto instead.

Love your chook? We have 20 different chicken ‘fakeaway’ recipes, tasty and healthier than Kentucky Fried.

Want something low(er)-carb but full flavour? Our crispy winter-warm sweet potato chips are the perfect snack attack.

You’ll be able to whip up fuss-free meals whenever you want with your easy step-by-step recipes.

So, save more time for your chillax sessions: binging Stranger Things, hanging with the fur-baby, bestie (or bae) Facetime, cross stitch — if that’s what you’re into.

Jayda (26, VIC) loves her tailored meals with fakeaway favourites:

And Sammie (36, NSW)

And even Michaela (30, NSW)

Check out what your dinnertime wins could be and end the cycle of ‘eat too much, no sleep, repeat.’

Christine Moore Founder and CEO - Thrive Well

PS. Don’t forget, you can get your 30-day free trial PLUS 1 month half price. Don’t miss out on all the fabulous food that's good for both your body and soul!

Subject Line: 3 days left to name your game. Preview Text: Your goodie bag inside plus 30% off If Thrive Well app had a human name, it would be Frankie.

Because the name Frankie means ‘free’. And to us, that means the flexibility and freedom to choose, and that’s a mighty powerful thing.

Picking your own path, creating your own possibilities and unlocking the potential you never thought you had is limitless.

Frankie gets it.

Here at Thrive Well, we want you to own your journey. Because it’s not about quick fixes, magic pills or imaginary so-called solutions.

We want all women to feel comfortable with themselves. Their mind, body, and have the motivation to achieve the health goals that make them become the warriors they were born to be.

So let’s spice it up a notch.

Thrive Well is gifting you the choice.

You will already get $975 worth of bonuses. But we’ve decided to throw in an extra last-minute SUPRISE for you! 

Select which mega-extra you want when you sign up and download the Thrive Well app now.

Fitness Fanatic 2 extra weeks of free access to fitness trainer Rachel Williams’s personal workout app powered by Swivel Fitness Valued at $75.00

Zen Babe 2 weeks of free access to the Tranquil meditation app Valued at $22.50

Healthy Fast Foodie Free 1x Forktastic 4-day meal box for you to get your cooking on Valued at $40.25

Clear Skin Saint $30 e-card to use on your next Face It First skincare purchase.

You have the power to choose what matters most to you!

Here’s what you get…

Heaps of mentorship step-by-step videos and guides: - Features easy home workouts by fitness instructor Rachel Williams. - 150+ recipes by nutritionist Lacey Templeton. - Meditation and yoga sessions by wellness expert & naturopath Mai Wright.

Library of relaxing sleep music and sleep stories

Personal tracker with interactive checklists, diaries, bookmarks and notifications.

Your own customised, personalised account. Tailor your content and guides to what you want.

Access to the private Facebook group.

Extra workout workshop bundle with Rachel Williams, professional personal trainer and fitness coach worth a whopping $819.

Free 40-page superfood recipe e-booklet, yours to keep! Worth $29.

Free 1 hour masterclass on mastering mindset with Hayley Green, experienced wellness coach. Worth $127.

Your choice of limited-time freebie from the 4 awesome options above.

The Thrive Well app is here to help you be your best self, because you’re worth every second of healthy happiness. Start your journey today!

Christine Moore Founder and CEO - Thrive Well

P.S. You’ll get lifetime access. That’s right, no time-out! Hold the key to your specialised guides anywhere, anytime, forever.

P.P.S. People, this special deal ENDS IN JUST 3 DAYS. So get going and smash those health goals, right here baby!

The dream app that makes your gym membership jealous. Feel good every day with this one program in your pocket.

Try us out for 14 days FREE

If you spent hundreds on your gym membership only to constantly say “Maybe I’ll go tomorrow”, this is for you.