Dr. Louise Lambert’s : Transforming Her B2B Course with a Custom Sales Page
Dr. Louise Lambert, founder of the HappinessMatters.org, has made it her mission to help organizations across the globe improve workplace wellbeing. With over 20 years of experience, she’s worked with prominent clients like Cigna Insurance and Cleveland Clinic Abu Dhabi, providing practical, evidence-based strategies to boost employee happiness and resilience.
When Dr. Lambert completed the creation of her comprehensive online course on the Kajabi platform, she was eager to launch it and make a broader impact. But despite her expertise, she felt unsure about the best way to present her course to corporate clients. That’s when she reached out for help.
The Challenge: A Waitlist Page That Wasn't Enough
Dr. Lambert had been advised in a program she attended to create a waitlist page for her course and use that as her main sales tool. While the waitlist page provided basic information, it was far from what she needed to effectively sell her course to a corporate audience. It didn’t fully convey the value of the program or why organizations should invest in it.
When I saw the page, it was clear that it needed a complete overhaul. It lacked the depth and persuasive elements necessary for a B2B offer, and I knew this would hinder her success.
The Strategic Solution: Building a Tailored B2B Sales Page
After understanding the challenge, I explained to Dr. Lambert that a detailed, well-structured sales page was essential for her to connect with corporate decision-makers. We needed to go beyond a simple waitlist page and build a comprehensive sales funnel on Kajabi.
We agreed that the solution was to create a custom sales page designed specifically for B2B audiences. Here’s how the process unfolded:
1. Sales Page Framework Development
The first step in the process was creating a custom sales page framework that would suit Dr. Lambert’s corporate audience. Unlike a B2C sales page, which typically focuses on quick, emotional decision-making, a B2B sales page needs to be more detailed and strategic. Corporate decision-makers, such as HR managers and executives, require thorough information before making a commitment.
A typical sales page for a B2C customer might focus on immediate benefits and personal outcomes, but for Dr. Lambert’s B2B offer, the focus had to shift towards demonstrating the long-term value her program could deliver to entire organizations.
Key Differences:
- B2C Sales Page: Primarily speaks to individuals, focusing on emotional appeal, quick wins, and personal benefits. The goal is often to prompt an immediate purchase decision.
- B2B Sales Page: Needs to address multiple stakeholders who are part of the decision-making process. It’s not just about selling the course; it’s about showing how it will improve employee wellbeing, reduce absenteeism, and increase productivity in a measurable way. Businesses are also more interested in the return on investment (ROI) and data-driven results.
For Dr. Lambert’s course, I needed to ensure that the sales page wasn’t just informative, but that it conveyed the program’s unique value in a way that aligned with the business goals of her corporate clients. The framework I developed focused on addressing these pain points, offering solutions, and ultimately leading to a clear call-to-action for businesses to inquire about her program.
This custom approach ensured the sales page would not only capture interest but convert that interest into meaningful business inquiries, fully leveraging Kajabi’s capabilities to create a user-friendly and conversion-focused page.
2. Client Collaboration on Copy
Dr. Lambert took the framework and wrote her initial copy. She did a fantastic job capturing the essence of her program, but there was still room for optimization.
3. Copy Optimization
Once Dr. Lambert had drafted her initial copy based on the custom framework, the next crucial step was optimizing the content to ensure it effectively resonated with her B2B audience. The original copy was a solid starting point, but it needed refinement to align with the expectations of corporate decision-makers and to clearly communicate the course's unique value. Here’s how I improved the messaging:
✅ Refining the Structure and Tone:
Dr. Lambert’s initial copy was more suited for a B2C audience, focusing on personal benefits and general wellbeing concepts. I restructured the content to speak directly to corporate professionals, emphasizing organizational outcomes like increased productivity and employee engagement. This shift in tone made the copy more persuasive for HR managers and executives looking for measurable business results.
✅ Emphasizing Key Benefits and ROI:
While the original copy mentioned course features, it didn’t fully explain the tangible benefits for companies. I highlighted the return on investment (ROI), focusing on the financial and operational advantages of the program, such as reduced absenteeism and enhanced workplace culture. This made the offer more compelling to businesses who prioritize data-driven decisions.
✅ Strengthening the Value Proposition:
Dr. Lambert’s expertise in positive psychology and the scientific foundation of the program were key differentiators. I enhanced the copy by weaving in more of her credentials, real-world applications, and client testimonials, positioning the program as a trusted, evidence-based solution for corporate wellbeing challenges.
After optimizing the copy, we had a polished, professional narrative that not only communicated the value of Dr. Lambert’s course but also engaged her target audience effectively. The refined messaging laid the foundation for the next step—designing the sales page on Kajabi to match the quality of the content.
4. Final Copy Review
Once the copy was finalized, we moved on to the next phase: the design.
The Build: Crafting a High-Impact, Conversion-Focused Sales Page
With the optimized copy in hand, I began the design process on the Kajabi platform. The goal was to create a page that was not only visually appealing but also effective in converting leads into clients.
✅ Brand Alignment and Corporate Appeal
- Brand Consistency: The design reflected Dr. Lambert’s professional brand while appealing to corporate clients with a clean, modern look.
- Corporate Design: I Chose a sleek, professional layout to appeal to business leaders.
✅ Responsive Design
- Mobile Optimization: Ensured the page was mobile-friendly and accessible on all devices, crucial for reaching busy professionals.
✅ Strategic Call-to-Action and Lead Capture
- Customized Inquiry Form: Designed an inquiry form on Kajabi where businesses could specify their needs, allowing Dr. Lambert to capture high-quality leads and engage in meaningful follow-up conversations.
- Clear Next Steps: Guided visitors toward scheduling consultations rather than immediate purchases, as is typical in B2B transactions.
The Client’s Response:
When Dr. Lambert saw the final sales page, she was thrilled. The page not only captured the value of her course but also presented it in a way that resonated with her target audience. She felt confident that this strategic build using Kajabi would set her up for a successful launch.
This is what she had to say about her experience of working with me:
“ I hired Sneha because I was stuck and unsure of the next step. I had a waitlist page that I was advised to use as my main sales tool in a coaching programme I was in but I was lost on what should be my next step.
Sneha took the time to understand where I was and knew exactly what I needed—and she was right. The simple waitlist page wasn’t enough to resonate with corporate clients, but the custom-built sales page she created did just that.
If you're busy and need someone who’s direct, fast, efficient, and to the point, Sneha is the person for any Kajabi project. I will definitely return to her for future projects, and I highly recommend you do the same.
The sales page she built perfectly captures what my program offers and presents it in a way that resonates with corporate clients. It’s exactly what I needed to launch my course successfully, and it’s 'ten million times better' than what I had before."
– Dr. Louise Lambert
A Custom Approach for Every Client
For me, there’s no one-size-fits-all solution. I take the time to understand each client’s business and goals before diving into the build process. Whether it’s a B2C or B2B offer, I create a strategy and design that are uniquely tailored to ensure success.
Ready to elevate your business with a custom-built sales page? Let’s discuss how we can create a solution that drives results, tailored to your unique needs.
