Case Study: Building a Full-Funnel Brand & Copy Strategy for JL Consulting

The Challenge

The goal was to develop a complete brand messaging and conversion strategy to support the successful launch of JL Consulting, a new expert in the competitive cheer and dance consulting space. The client needed a cohesive content system to establish credibility, communicate their unique value, and guide prospective clients from interest to action.

My Role

I served as both brand strategist and conversion copywriter, guiding the client from initial brand vision to a ready-to-launch messaging system. This required deep discovery, market alignment, and message development that would stand out in a high-competition space.

The Strategic Solution

I approached this project by combining brand strategy, audience insight, and conversion-focused messaging into a single cohesive system. After interviewing the founder and reviewing the competitive landscape, I developed a strategic framework that would guide every touchpoint of the brand and empower the founder to lead with clarity and purpose.

Deliverables

The strategic foundation came to life through a 59-page Brand & Copy Brief that included:

• A full suite of voice-aligned core website copy built to resonate with studio directors, school administrators, and parents.
• Sales page templates designed to shorten the path from interest to inquiry for coaching, choreography, and consulting services.
• A Brand Voice & Tone Guide that ensures consistency across team members, channels, and future campaigns.
• Foundational lead generation assets like opt-in messaging, service one-liners, and email sequence starters.