Saundra’s thoughtful answers in my Brand Clarity Worksheet and our follow-up chat—part interview, part strategy session—gave us a strong starting point. By combining the gathered insights with additional competitor and audience research, I helped pinpoint what needed to stand out on the website—like the trauma-informed coaching techniques they teach, their key courses, and the transformative training experience students can expect.

From there, I ensured every word aligned with Sage’s values, steering clear of predatory sales tactics and staying true to their ethical code and the International Coaching Federation’s Core Competencies.

Rooted in Saundra’s vision to democratize ethical financial coaching, I wrote Sage’s brand statements and core values from the viewpoint of trusted mentors who provide a space for psychological safety, advocate for their student’s best interests, and embody a standard of excellence.

I also crafted a brand tone of voice that guides the team’s internal and external communication. Here’s a peek at the characteristics that make Sage sound approachable and credible.

Brand Personality: joyful, ambitious, thoughtful, supportive
Brand Voice: optimistic, conversational, professional

Altogether, Sage’s new messaging and voice guidelines help Saundra’s team be a consistent, welcoming presence everywhere they show up, whether in their marketing or trainings. 

Sage’s original Homepage was pulling double duty as an About page. Other pages were overloaded with text, while some felt sparse and unnecessary. The new layout I created makes it simple for visitors to find exactly what they need without feeling overwhelmed.

I reorganized the site into a clean, 5-page structure. This included adding a dedicated About page and FAQ page, while consolidating four service pages into one focused, easy-to-navigate hub for their training and certification courses. 

To help Saundra and her team see the design possibilities, I created the first iteration of a website wireframe with example text and image placeholders. This brought the new structure to life and gave them a clear vision of the copywriting direction before we moved forward.

The copy for Sage’s new website makes the complexity of financial coaching approachable, striking a balance between authoritative enough to build trust and human enough to connect.

It focuses on what makes Sage unique, highlighting solutions and the transformation students experience—not just for themselves but for the clients they’ll go on to help.

Using “you” statements makes the reading experience feel personal, while weaving in testimonials from past students offers added encouragement and credibility.

With inviting calls to action across the site, every section encourages exploration and makes it easy for visitors to learn more or enroll.

For the courses page, we didn’t want to overwhelm visitors with too much detail, so I suggested linking to a course catalog or info packets that could be easily updated when needed. Saundra loved the idea so much that she asked me to write those materials for our next project together. 😉