POSITIONING · AUDIENCE STRATEGY · CONVERSION
Positioning and growth strategy for a healthcare innovation consultancy.
Audience segmentation, positioning, and conversion-path design across newsletter, landing page, and offer architecture.
Challenge
A founder-led learning and advisory business in healthcare had built a strong newsletter audience and high engagement, but this attention was not converting into academy enrolments or clear next-step actions.
The challenge was not only channel performance. The business needed clearer alignment between:
audience segments
positioning
offer structure
landing-page messaging
calls to action
The brand had trust and traction, but the user journey from interest to enrolment was fragmented.
Approach
The project started with a diagnostic review of the business’s digital ecosystem, focusing on the newsletter, landing page, subscriber behaviour, and academy conversion path.
This included:
auditing ConvertKit performance and newsletter patterns
reviewing content, CTAs, and landing-page structure
identifying friction between engagement and commercial action
analysing a subscriber sample to understand who was actually in the audience
mapping segments, buyer types, and offer-fit hypotheses
The work then expanded from channel review into strategic clarification, focusing on how to make the business easier to understand, navigate, and buy from.
Deliverables
Digital channel assessment across newsletter, landing page, and subscriber journey.
Newsletter analytics recap with key metrics, patterns, and recommendations.
Topic and performance analysis of best-performing emails.
Subscriber segmentation spreadsheet with CRM-style taxonomy, including role, relationship type, industry, company size, and engagement level.
Customer segment and offer matrix mapping buyer groups to package ideas, pricing hypotheses, and acquisition logic.
Landing-page optimisation direction covering structure, UX, messaging, and CTA clarity.
Strategic recommendations for academy enrolment, nurture flows, and follow-up loops.
7 consultancy/coaching 1:1 sessions plus asynchronous collaboration via Slack and Miro.
Outcome
The project clarified that the core issue was lack of alignment between audience intent, offer positioning, and conversion design.
It produced a stronger strategic foundation for growth by:
identifying likely high-value audience segments.
surfacing friction in the path from content to enrolment.
clarifying where messaging and CTA logic were breaking down.
translating broad expertise into a more structured offer architecture.
creating reusable strategic assets for future marketing, sales, and product decisions.
The result was a clearer conversion foundation: better audience definition, sharper messaging, and a more structured path from engagement to offer.
Design artefact - landing page restructure
From narrative article to structured conversion page
The original landing page relied on a single narrative voice and one colour band. The restructure introduces distinct functional zones - problem, solution, proof, pricing, FAQ - each with its own visual weight and a single clear next step.
One narrative, repeated CTAs
What is the Academy?
Which results can I expect?
What is inside the Academy?
Who is behind it?
Structured, outcome-led, single next step
Help ambitious teams go from idea to market.
A short value proposition naming the outcome, the audience, and the timeframe in one sentence.
Trusted by teams across the sector
The problem
The programme
How it works
Capability one
Capability two
Capability three
Capability four
Meet the founder
Testimonials
FAQ
- How does the programme help my team?
- What are the typical challenges it addresses?
- Can the programme be adapted to my needs?
- How do the coaching sessions work?
- Is there a minimum commitment?
- How is this different from other programmes?
What changed, and why it matters
What the original did
- One monochrome colour band flattened every section to the same weight.
- Long narrative paragraphs explaining what, why, and how - in the voice of a personal essay.
- The same CTA repeated five times, each asking for the largest commitment.
- No trust bar, no FAQ - objections handled in prose or not at all.
- Founder photos and bio at the end, with no visual ladder leading up to them.
What the restructure introduces
- Distinct colour zones for hero, problem, solution, proof, pricing, bio, FAQ, and close.
- A single headline promise naming outcome, audience, and timeframe in one sentence.
- Sticky nav with one primary and one secondary CTA - replacing the five repeated buttons.
- A three-point problem band sits between hero and solution, naming specific pains.
- Two-tier pricing adjacent to testimonials, closing the conversion loop with proof.
- FAQ block absorbs residual objections before the final CTA, reducing drop-off.