Web Design & Development 

Branding • sales • business  

Power Couples 
Case study

Power Couples – Polished, Professional, Stylish Branding

With a Focus On Branding, Digital Marketing, Sales, Website Design & Development Case Studies

Team

Empire Life Team

Categories

Web Design & Development
Branding 

Creative Process

Back in 2017, Power Couples was dealing with problems that have become widespread in the coaching and podcast industry

The Diagnosis 

Their website was underperforming, they also didn’t enjoy designing & developing a more robust website for a better user experience.

One huge area they weren’t able to take advantage of any online lead generation opportunities.

 

As a nationally recognized power couple, Power Couples had primarily focused their word-of-mouth efforts with friends and family for lead generation — a strategy that coaches have long relied on.

But word-of-mouth is not always enough in the age of digital and with the online opportunities to scale. Consumer behavior has changed, and businesses in every industry are turning to online marketing tactics to attract and convert leads.

At first glance, it was clear that Power Couple’s website was far too limited for everything they offered. Their second-to-none customer support and elite portfolio of offering guidance to other couples aiming to be a power couple too — weren’t translating through their website, which was stifling their potential for online lead generation.

Foundation Assessment

After a foundational assessment, Empire Life found that Power Couples had a lot of the same digital marketing problems that many other coaching businesses do:

  • No Lead Generation Strategy
  • No eCommerce Store or Online Programs
  • No Tracking or Reporting Capabilities
  • No Sales Funnel
  • Unclear Offering
  • No Intuitive User experience

The Market Share

Recognizing their potential, Owners, Brooke & Wilhelm started their search for a digital marketing agency meeting their needs & understanding their vision.

“We needed to significantly increase our meaningful impact online, from our overall brand to how we attracted and engaged with our potential clients,” said PC.

“Empire Life really understood our unique challenges and our needs as a coaching business, & we were excited to start working with them. They truly understood our vision & brand.” 

Optimized design

A responsive framework was developed to help the site work on any device and operating system. This made the website available to a wider user base and future-proofed for new devices.

b

Minimal Design

Responsive Design

Creative Ideas

User Experience Research

Empire Life created a survey for Power Couples to send to their ideal prospective clients. Empire Life & Power Couples researched

Brand Redesign

We redesigned Power Couples brand from the ground up. Re designing their brand to completely resonate & portray their sophisticated, polished, clean + crisp branding.

From 2017 to 2018, Power Couples Experienced – 

Leads increased by 1017% YOY in Year 1! Building & creating a meaningful impact online with their social media growing to almost 30k followers on Instagram!

The Results

 

While all of these strategies substantially increased the website’s traffic, Empire Life also deployed the following tactics to improve the website’s conversion rates: 

  • Gated Content – Creating new downloadable offers such as free templates, eBooks, and guides — gated behind forms.
  • Pop Ups – These pop up offers were deployed across the site to help convert traffic that would have otherwise left the site.
  • Resource Center – Empire Life created a state-of-the-art resource center hosting all of their amazing blog articles, to organize all of Power Couples expert downloadable content assets, and blog articles. This helps users quickly filter and find content assets they’re looking for.

The Outcome

From 2017 to 2018, Power Couples saw *drumroll please*:

Building & creating a meaningful impact online with their social media growing to almost 30k followers on Instagram!

Also, 39 Reviews on the Power Couples Podcast + a 4.9 Rating!

  • Conversion Rate – 82%
  • Return website users – 2008%
  • Social Following increase – 4017%

Creative Process 

Continued

Power Couples signed on to a full service tech & digital marketing retainer with Empire Life for one year to extend their reach, and increase their traffic and leads via website SEO, email marketing, podcast creation & launch, paid Facebook ads + management, business + sales consulting, & advertising strategies.

The Diagnosis

As the heart of their digital presence, Power Couples website needed to be reimagined from the ground up, when they first came to us they only had a blog with a few blog articles.

Their digital marketing plan leverages a monthly project calendar and a dedicated team of strategists, account managers, copywriters, graphic designers, advertising experts, developers and SEO specialists.

With this in place, Power Couples had ongoing support for whatever they needed, as well as monthly marketing, technology, sales, and business goals that were determined by Empire Life.

 

The Launching a New Website & Digital Marketing Plan

 

After meetings, calls and an in-depth discovery period, the Empire Life team came up with a plan that consisted of:

New Content Management System (CMS)

Power Couples new website was custom built on the Square platform, while we usually use WordPress, Power Couples requested Square because they were more familiar with this framework.

  • Either on WordPress or Square – This allows their team to easily update content and create new pages when necessary.
  • WooCommerce: For the eCommerce pages, WooCommerce was used to give Power Couples maximum flexibility and scalability. The WooCommerce shop integrates the technology needed to create a sophisticated product experience, like customizable product filtering for up-selling and cross-selling opportunities.

Conversion Strategy

Empire Life planned out a conversion sales funnel with user-friendly navigation to encourage more users to convert to leads & potential clients.

Tracking & Reporting Capabilities

Empire Life believes that if something can’t be measured, it can’t be improved. Therefore, the Power Couples website was set up to easily report on traffic, site speed and other statistics with Google Analytics.

After months of planning, design, content strategy & development, Power Couples website officially relaunched in September of 2017 and their WooCommerce platform was ready to launch the following month.

The improvements were instantaneously noticeable and the increase in website traffic and leads soon followed.

Continued Digital Marketing Plan

Starting a Digital Marketing Retainer Strategy

After their website build out, Power Couples opted to have Empire Life build & design their email marketing campaign, launch their podcast, and craft exact sales scripts for their coaching programs. We custom designed to each client’s unique situation to maximize the potential for lead generation and sales.

Within the digital marketing plan, Empire Life deployed a barrage of tactics aimed at increasing website traffic such as:

  • Email Marketing – This included announcing promotions, new products, and upcoming events. A consistent email strategy keeps Power Couples top of mind.
  • Search Engine Optimization (SEO) – Success here related to on creating 20+ net new pages on the site, all aimed to target specific keywords and topics.
  • Email Lead Nurturing Strategy – Automated lead nurturing email campaigns launched via HubSpot’s marketing automation system.

    • Paid Advertising – A combination of search advertising on Google combined with a marketing strategy across multiple advertising platforms. We specifically targeted their niche market with a Facebook, in turn they sold out of their spots for their programs.
    • Podcast – Power Couples knew many of their prospects were watching podcast, Empire Life implemented this as part of the digital marketing plan. It was crucial for them to have a presence there. Empire Life created the graphic for their podcast, configured and set them up on a media server, connected & submitted them to Spotify, google play, and iTunes. The Power Couples had over 90k+ views on their first podcast within hours, and 50+ comments. These podcasts episodes are also used across the website to help improve conversion rates.
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