Case Study: Turning Clicks into Clients – How Joana Ortega’s Sales Page Boosted Conversions by 35%
Client Overview
Joana Ortega, a certified fitness coach, helps women escape the endless cycle of dieting and rebuild their confidence with a holistic approach to health and wellness. Her 21-Day Reset Program focuses on creating sustainable change through mindset work, personalized fitness plans, and flexible nutrition strategies.
Despite her experience and transformative program, Joana faced a major hurdle: converting website visitors into paying clients. Her sales page wasn’t communicating her value or building the emotional connection needed to inspire action.
The Challenges
Lack of Emotional Connection – The original sales page focused on facts and features but failed to engage the reader on an emotional level. It didn’t reflect the personal struggles and aspirations of her target audience.
Weak Value Proposition – The unique aspects of Joana’s coaching program were not clearly articulated. Visitors left without fully understanding why her program was different—or why they should trust her with their transformation.
Missing Persuasive Structure – The content lacked a strategic flow to guide the reader from problem awareness to solution. Without a clear call-to-action or belief-shifting narrative, visitors didn’t feel compelled to act.
The Strategy
To address these challenges, we built the sales page around a highly persuasive, Problem-Agitation-Solution (PAS) framework, which:
Identified and Amplified Pain Points – We painted a vivid picture of the reader’s current struggles, from failed diets to frustrating progress plateaus, making them feel seen and understood.
Created a Clear, Emotional Narrative – Through storytelling, we captured the reader’s journey from feeling stuck and disheartened to experiencing renewed confidence and strength.
Positioned Joana’s Program as the Solution – We detailed her unique methodology—balancing fitness, nutrition, and mindset coaching—to highlight how this approach delivers real, sustainable results.
Built Trust and Social Proof – By showcasing client testimonials and transformation stories, we reinforced Joana’s credibility and helped potential clients see themselves in her success stories.
Results
Conversion Rate Increased by 35% – Within the first 60 days of launching the new sales page, client sign-ups surged.
Engagement Metrics Improved – Time spent on the sales page increased by 45%, while bounce rates dropped significantly. Visitors were no longer skimming—they were reading and taking action.
Stronger Emotional Connection – New clients repeatedly mentioned that the sales page “spoke to them” and reflected their struggles, helping them feel confident in their decision to join.
Key Takeaways
1. Speak to Emotion, Not Just Logic – The turning point for this sales page was its ability to connect with the reader’s deeper struggles and aspirations.
2. Storytelling Drives Action – By structuring the page like a personal conversation, we kept readers engaged and eager to learn more—ultimately motivating them to take the next step.
3. Clear Value = Higher Conversions – When you clearly communicate what makes your program different and how it solves the reader’s pain points, action becomes a no-brainer.
Conclusion
Joana Ortega’s revamped sales page is more than just words—it’s an experience. With the right blend of emotional storytelling, strategic structure, and strong calls-to-action, we transformed her online presence and turned passive visitors into paying clients.
Subject: Why It Always Falls Apart—and How to Stop the Cycle for Good
Hey [First Name],
Can I be real with you for a second?
You’re not failing because you’re lazy or weak.
You’re failing because the system is broken.
Here’s how it always goes, right?
You start a new plan full of energy and hope.
You’re doing everything “right”—clean eating, workouts, all of it. The first week feels like you’ve got it under control.
But then life hits.
Work gets crazy. You skip a workout. You have a couple of drinks at dinner and suddenly feel like you’ve “ruined” everything.
By Monday, you’re telling yourself: “I’ll start over.”
And there you are. Back at square one.
It’s not just frustrating—it’s exhausting.
The Real Problem
Most programs set you up to fail from the start. They expect you to follow rigid meal plans and workout schedules like your life doesn’t already have enough going on.
They don’t leave room for late nights, last-minute plans, or just needing a break.
They don’t teach you how to adapt when things don’t go perfectly.
So what happens? You slip up once and it feels like the whole thing falls apart. You beat yourself up, lose motivation, and… start over. Again.
But it’s not your fault. It’s the plan that’s broken—not you.
What If This Time Was Different?
Imagine a plan that fits around your life—not one that takes over it.
A plan that leaves room for flexibility, adjustments, and real-life moments—without throwing you off track.
No more “starting over.” No more second-guessing every bite of food. No more guilt.
Three weeks from now, you could be waking up feeling steady and strong.
Looking in the mirror and seeing progress—not just in how you look, but how you feel.
That’s what the 21-Day Reset is built for.
Here’s What You’ll Get (And Why It Works)
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Custom Fitness Plan—designed to fit YOUR life, whether you work out at home, in the gym, or somewhere in between.
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Flexible Nutrition Coaching—no rigid meal plans, no banned foods, just smart strategies that help you eat well without overthinking it.
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Daily Mindset Work—because changing your body starts with changing how you think about food, fitness, and your worth.
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Real Support—weekly check-ins, real-time adjustments, and someone who’s actually in your corner when things get hard.
This isn’t about perfection. It’s about building something that lasts.
So, Are You Ready?
No gimmicks. No “magic formula.” Just 21 days of real, steady progress that puts you back in control.
You don’t need to start over. You just need a plan that makes sense for your life—not the one someone else thinks you should live.
[Join the 21-Day Reset – Let’s Get Started]
This time is different. I’ve got you.
Talk soon,
[Your Name]
Why This Email Is Next-Level
Authentic & Conversational – Feels like a real conversation, not a marketing push.
Gut-Punch Agitation – Forces them to confront the cycle they’re stuck in, without blaming them for it.
Clear, Achievable Solution – The program feels like something that fits seamlessly into their life, not a burden.
Emotionally-Driven CTA – The action feels like a decision they’ll be proud of, not something forced or rushed.
Let me know if you want to refine the tone even further—this version hits deep, feels raw, and is ready to convert.