Case Study
Website Copy for a Financial Coaching Certification Company
The Client: Sage Financial Solutions
A team of personal finance experts and certified Mentor Coaches helping financial professionals master the psychological art of coaching.
The Deliverables:
❋ Brand Messaging & Voice Guide
❋ Website Copy
❋ Wireframe
“Working with Jenay has been pure joy!”
“There's nothing that I didn't love. Her process was seamless from beginning to end. She meets deadlines and has GREAT boundaries about how she works, and we all know how important it is to set and honor commitments. Having the copy ready before we go to the developer is really going to make a huge difference. Lovely experience.”
—Saundra Davis, Founder of Sage Financial Solutions
The Challenge
When Saundra Davis, founder of Sage Financial Solutions, looked at her company’s website, she felt deeply frustrated. After investing a lot of time and money into its creation, the end result felt disjointed, clunky, and uninspired. What made Sage special got a little lost—and over time, the website felt even further removed from what the company was becoming.
Despite training more than 2,500 professionals and growing a successful, impactful business, Saundra knew the website wasn’t doing her team’s work justice. It didn’t fully capture their passion, hype up their expertise, or make a compelling case for the value of their courses, especially given their four-figure price tags.
On top of that, she and her team were working hard on a meaningful shift in their business, and the old site was stuck in the past. With Sage’s 20th anniversary on the horizon, Saundra hired me to write new website copy to reflect their evolving direction and connect to a narrower audience of people drawn to the emotional and psychological side of coaching.
My Approach
Partnering with a lifestyle and wellness writer like me might not seem like the most obvious choice for a client in the finance industry—but for Sage Financial Solutions, I was exactly the right fit.
Money is deeply intertwined with personal and community well-being, a belief that Saundra and her team hold at the core of their work. In fact, Saundra valued that I wasn’t a financial expert. During our strategy phase, my questions challenged assumptions and helped us clarify what truly mattered for how and what they communicated.
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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 students’ 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.
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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 PDF course catalog or info packet 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. 😉The course catalog project turned into three additional web pages.
The Refresh
