Last Updated on 6 months by

Imani Tribe Transformations

Business overhaul case studyThe client:

Imani Tribe Transformations is a global personal coaching company with its headquarters in Melbourne, Australia. They are also the world’s leading personal coaches in habit and mindset change, personal growth and development, and long-term weight loss.

The brief:

Initially, I was engaged to write a series of onboarding emails. Imani Tribe Transformations was so impressed, they engaged me to write content for further email campaigns, an online course, 3 sales landing pages, and to audit and rewrite their entire website.  

The previous website was not optimised for SEO keywords, had no meta data, had lots of duplicate content, contained large chunks of text with no headings, contained old content, and was not broken up into sizeable, digestible pieces of information. The architecture of the site was confusing as well.

The outcome:

Blog writing case study The Melbourne Health WriterEmail campaigns: These have been tailored to their target audience and the ‘click’ and ‘open’ rate has significantly.

Sales landing pages: The first sales landing page (written to target their niche market) resulted in almost 200 new, pre-qualified leads to them in less than a month.

Online course: Almost 200 people in their target audience downloaded this course in just over a month. This course is a key marketing strategy in their client acquisition.

Website: After conducting keyword research, I wrote new copy that was optimised for SEO keywords. Meta titles, descriptions and tags were also written. All duplicate content has been removed, and there are now clear calls to action. After providing the web designer with suggestions on how to improve the design and flow of the site, the structure of the site was adjusted. The result is a website that is easy to navigate, easy to read and is optimised for SEO.

Increased traffic and SEO metrics: Google Analytics show that Imani Tribe Transformations get an average of 10,000 page views a month. The bounce rate is extremely low and visitors are staying to read the content.Ongoing copywriting for business

I am now working with them on an ongoing basis. So far, we have created a couple of online courses, developed a Recipe Book, an online quiz that works as a lead magnet, written new email campaigns and landing pages. I also continue to tweak their SEO strategy, as well as write regular blog posts.




“We are delighted with Nerissa’s copy which conveys the essence of our brand.”

We have just developed a new website from scratch, and Nerissa worked very closely with our business and web development teams to produce the content.

Nerissa took the time to understand our brand properly and what we were aiming to convey through several phone calls and by reading material we provided.

Nerissa was professional, efficient and understood exactly what we required.

Nerissa met all the deadlines and was very responsive in turning the draft into the final document.

She was able to bring our ideas to life and clearly convey some difficult concepts.

Nerissa is very bright, business-savvy and quick at coming up with content solutions.

She was also flexible in terms of writing extra copy which we had not initially asked for.

We were delighted with Nerissa’s copy – which conveys the essence of our brand very well – and I would recommend her highly.

Ronnie Oliech

Director, Imani Tribe

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