For me, the heart of content design is distilling information down to what is most useful to the reader. In my work, I have had a lot of experience transforming loads of information and/or a complex process into something digestible so that a user is persuaded to make a purchase and/or follow a system to get the results they desire.
Below, I’ve shared an example of simplifying a practitioner’s methodology.
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BACKGROUND
John Sanchez is an executive coach. One of many in a growing industry, John wanted his brand to reflect what made him different.
THE IDEA
We wanted to highlight John’s process and show that he brings a thoughtful, bespoke approach to each client.
WHAT I DID
- Spent hours with John learning about his coaching philosophy. It was wonderful to learn about how he arrived at the process he uses, hear client examples, and understand why his approach is successful.
- Distilled John’s processes for each service into a framework that the target audience could find 1) easy to understand, 2) compelling, and 3) could be customized to their unique situation.
- Confirmed with John that I correctly captured his methodology. This part was gratifying because he acknowledged he finally had words to easily get across all that he wants to say when asked how he does his job.
- Collaborated with my incredible graphic designer to present the information in an engaging way that was not overwhelming. (See below or visit the site to click through to see the clever solution we devised to present each step of each process.)
- Wrote all site copy in John’s voice — succinct, smart, persuasive. Focused on two target audiences: the HR professionals who would hire John and the executives that would work with John.
John’s Approach + Services page
click here to go to page
Close up of process for the leader:
