The Search for Wisdom
In learning about how to handle my daughter’s difficulties and emotional episodes, I was struck by my lack of knowledge and techniques to alleviate the situation. In searching for wisdom, I came across the Brightest Beginnings videos on YouTube, and especially therapist Emma Hubbard. Right off the bat, the advice was practical and sound.
But I realized I needed more of a foundational understanding of what was going on. I needed to know how to connect with my child to make these emotional episodes less taxing and difficult for everyone involved.
When I clicked through to the course she had put out, my perspective shifted. I went from a desperate parent to a conversion specialist. I saw that the landing page was severely under-optimized, even though there were lots of building blocks of a clean, beautiful brand system in place.
The Friction Point
The specific friction point was trying to get an overview of the course. As I was browsing, I was unable to really get a sense of what the course was about because the layouts were all over the place.
The page was suffering from too much text content with little care for readability—blocks of random text on patterned backgrounds that were very hard to read. The page felt rushed and crammed, and they hadn’t distilled the content into something that is easy to consume. This created a massive disconnect.
The YouTube channel feels well-produced and high-quality, while the landing page felt sub-optimal. As a visitor coming from YouTube, you are unsure and unfamiliar with the course itself. We needed to convince them that this paid product is of the same caliber and quality as the free channel—just up-leveled, higher quality, and filled with distilled, practical advice.
The “High Stakes” of the Visitor
As a parent, and as I was going through the voice of customer research, I saw that there are high stakes when dealing with your child. You want to do a good job in the face of a difficult new reality: a little child in the house with emotional needs that you haven’t been trained to handle.
The main task for me was to communicate the value proposition clearly, reducing the cognitive load of a potential visitor. I wanted to start with a clear promise that hits right at the heart of the most difficult part. I didn’t want to try and say everything; I just wanted to hit the focused center.
An image of the key message emerged: “Reduce tantrums, meltdowns & daily battles.” Having gone through the course and seeing the voice of customer, I saw that this is a promise we can fulfill.
Alleviating Anxiety to Buying
Beyond just the messaging, we needed to alleviate anxieties and apprehension to buying. On the original page, the offer felt risky. By analyzing the page elements, we identified key areas where we could inject trust. We utilized a clear layout that clearly denotes the value, paired with a cleaner messaging hierarchy.
The “Handover” Challenge
One of the unique challenges of this page is that the course is not taught by the actual Emma Hubbard, but by a different psychologist. The prospects are already familiar with Emma; they have vetted her expertise and are looking for guidance specifically from her. This is where I would go in and potentially change the course presentation to make sure that Emma stays the presenter throughout. She is effectively the face of the brand. By keeping Emma present, it makes the handover to the co-teacher graceful. It makes it acceptable that we are largely taught by the psychologist we’ve been handed over to, because we still feel like we are within the realm of Brightest Beginnings—an authority we already trust.
Video as a Trust Anchor
On the original landing page, we had no real video presentation of the course. This was a missed opportunity. The new video strategy should be a presentation of the contents of the course, the teachers, and effectively a version of the landing page in video form. It’s a way to bridge the gap for visitors coming from YouTube, assuring them that the quality they love in the free videos is present here, without them having to dig through the whole channel to get the main details. The goal wasn’t to reinvent the wheel, but to organize the existing building blocks to lower the barrier for parents who just want to help their kids.
