Client Wins: JWaugh Education
JWaugh Education is run by a fantastic woman named Jessica, who has more energy, ideas, and motivation than most of us can hope to have in a lifetime. She chalks it up to ADHD, but I think she’s part-superwoman.
Beyond her amazing brain, Jessica is primarily known for her palate. Specifically, her wine-tasting palate. She was one of the youngest women to pass the Master Sommelier exam (yes, if you’ve seen SOMM, it’s the BIG exam!) — although she can’t claim the title because there was a “judging discrepancy” and all participants were disqualified that year! (yeah it was a big deal, you can google it for all the tea)
Anyways, nowadays Jessica teaches other sommeliers how to study the right way to take high-level certifications and exams. Because as a lifelong learner who also battled ADHD, she struggled a lot to retain information. She ended up developing her own powerful methods, which were actually unknowingly tapping into her unique brain type. She was so fascinated with this that she took multiple certifications in order to teach others the specifics of using their own brains to study and pass exams.
So — highly unique work. Very specialized service. And the messaging was all over the place.
When I first met her, Jessica’s was getting clients by word of mouth but wanted to grow her client base and group coaching program. This is what her website looked like before I worked with her:
I recognized right away the major things we could fix, but also the smaller, subtle things that would make a huge difference.
For example, the top headline is prime real estate to engage your target audience, make them feel seen, and give them a reason to keep reading. And here it was not being used optimally.
Plus, I noticed that her messaging didn’t mention anything about her incredibly unique and advanced experience with the exact things her ideal clients were struggling with. Without that, potential clients had no reason to see the value she brought to the table.
So, I fixed it.
First, we had an in-depth strategy session where I got to the heart of her work and brand. Asking everything from “what keeps your clients up at night” to “tell me more about the time you threw out your back from studying?” It’s not just a list of questions, it’s a guided journey into the hidden gems of your story. The gems that will actually be the heart and soul of your strongest conversion copywriting.
Once I got the full story, I crafted a messaging strategy unique to her business. This included key soundbites for her major talking points, which could be used and repeated for podcast bios, promotional posts, email signoffs, and much more.
Finally, the real work began: writing the website and email sequences.
I used the stories she shared with me to craft a narrative that would speak directly to her target clients — working sommeliers and beverage professionals who were leveling up their career by taking a difficult certification exam.
With the work done, her designer updated the page layout to make sure everything flowed smoothly.
While I can’t share performance numbers due to confidentiality, I CAN say that website engagement increased dramatically and client bookings finally reached her goal 🥳
Last, but certainly not least, we made sure her email sequences reflected the updated messaging.
These were designed to welcome new subscribers into her world and gently nurture them by showing her experience, credibility, and personality. With this rewrite, the sequence maintained consistent engagement rates, showing that people were eager to keep hearing from her. So when she had a big announcement to share, her audience was receptive and eager to sign up.
After working together, here’s what Jessica said:
“My messaging is so much more clear, and I’m more confident speaking about what I do. Chloe took so much off my plate and made me feel completely supported. Plus, Chloe helped with updating my service description, email blasts, and Instagram post—and my registration increased 5x!”
If you’re ready for your unique work and voice to come through in your messaging, contact me to learn how I can help you amplify it and grow your business 🎉