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Knowledge Action Success

Knowledge Action Success Logo

OverviewProblem Statement icon

2020 - Timeline: 2 months; Ongoing support provided

Knowledge Action Success is a website for business and personal success coach Steve McClain who is also starting a career as an author. The impetus for developing a website was Steve's desire to offer classes where clients can register and pay online. He also has a book coming out soon and a podcast that he would like to promote. The website would also support private coaching clients in finding out more about his coaching style and contacting him to set up a session. Steve offers a free introductory call to new clients so we wanted that to be prominent on the site. How can we help Steve's clients book a session or learn about his coaching, classes, podcasts, and new book projects?

Competitive and Domain AnalysisAnalysis icon

Steve had a few coaches that he personally followed and liked the layout of their sites, and a few that he did not care for. I researched the business space and the sites recommended by Steve. Knowledge Action Success's competitors are other business and life coaches. Here is what we learned about the competition:

  • Websites focus on offerings like programs/classes, events, private coaching, speaking engagements, podcasts, videos, blogs, and books
  • These sites focused on concepts like personal development, entrepreneurship, following passion, time management, and money management
  • The business model focused on offering low cost or free resources to provide benefit for clients and to entice them to purchase higher priced offerings
  • Pain points of potential clients helped define the different types of coaching offered. Common pain points included difficulties with time management, staying motivated, setting goals, managing finances, and gaining skills.
  • Social proof was important throughout the site and could include testimonials, quotes, and videos of personal and corporate clients

Steve and I discussed which pieces he wanted to offer on his site. We considered what we learned from the sites we analyzed to begin to write copy for the site. Instead of writing completely new copy for the site, which would have many pages, we leveraged the content from Steve's two podcast series. Steve is very personable on air and had a goldmine of great information that could be repurposed into copy for the website. I used a tool to transcribe Steve's podcasts and used that to guide how we wrote the copy for the website with Steve editing and refining afterward. We ended up creating:

  • A home page highlighting all of the services offered
  • Copy throughout the site based on themes from the Knowledge Action Success podcast series
  • Individual pages for coaching, classes, books, podcasts, a blog, and praise from satisfied clients
  • Calls to Action to learn about different services or to schedule a free introductory call

PersonaPersona icon

After discussions with Steve, we found the target persona for Knowledge Action Success is an entrepreneur who is serious about starting or growing a business. He listens to podcasts, takes classes, and is constantly on the lookout for ways to engage his clients or customers.

Knowledge Action Success Persona

The target persona for Knowledge Action Success is an entrepreneur who is ready to to take his business to the next level.

Hero SectionHero Image icon

The Hero section for Knowledge Action Success is a custom image created by adding two backpackers looking out over the precipice of a mountain range.

Knowledge Action Success hero section

Knowledge Action Success hero image

Page DesignUX Design Icon

The page design was completely custom and built using Oxygen for WordPress. Discussion's with the client informed the Knowledge Action Success brand to use powerful blocks of red and black. The site includes a home page, coaching, podcasts, classes, books, blog, about, and contact pages. I worked with Steve to implement a shopping cart on the site to allow clients to register and pay for classes which we will bring back in when he is ready to offer classes.

Knowledge Action Success books Knowledge Action Success podcasts Knowledge Action Success coaching
Knowledge Action Success home page Knowledge Action Success Classes Knowledge Action Success contact
Knowledge Action Success about Knowledge Action Success praise Knowledge Action Success blog

User TestingUser Testing icon

We discussed the tasks that our persona should be able to accomplish on the site and came up with a list to test with users. We chose informal testing with 3 friends/family members. Testers were able to successfully answer the following questions:

  • How would you schedule an free introductory call?
  • What types of coaching are offered?
  • Which classes are offered?
  • What is Steve's new book about?
  • Can you listen to a What's Your Formula podcast?

Next StepsNext steps icon

Feedback from user testing showed that next steps could include...

  1. Adding space between the title text and the Call to Action in the header to make it more obvious that the Call is a clickable button. Most users went to the contact page to try to schedule a free introductory call. It was not obvious that the call to action was a clickable button on the home page.
  2. Making it clearer that Knowledge Action Success offers both entrepreneurial and personal coaching. When users were asked about what types of coaching were offered, they saw the Success Coaching title on the Coaching page and did not read they copy detailing that both business and personal coaching was offered.
...and performing another round of user testing

Technical ChallengesProgramming icon

Knowledge Action Success uses a completely custom theme built using Oxygen WordPress. The site includes custom post pages to highlight the Knowledge Action Success podcasts and a WooCommerce integration to pay for classes.

Client Response Positive Client Feedback icon Steve McClain from Knowledge Action Success

Knowledge Action Success Screenshots

"Just looked on my phone and it's Frickin Amazing. I love it. You got what I'm trying to capture. Thank you."

STEVE MCCLAIN

Visit Knowledge Action Success

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