Proof, not a portfolio.

The situation

The January launch converted at 2.62% on the sales page and brought in around $22,000 across 78 enrolments. The course itself was good. The funnel around it was not.

Traffic was arriving and leaving. Everyone on the list got the same emails regardless of how warm they were. The page led with the topic rather than the outcome, so a cold visitor had no reason to keep reading past the fold.

What I did

• Rewrote the above the fold messaging to lead with outcome and transformation instead of topic
• Restructured pricing and bonuses to sharpen perceived value at the point of hesitation
• Reordered the page to bring social proof forward and added urgency elements that were missing entirely
• Replaced one blanket email list with a segmented, tiered nurture sequence
• Grew the reachable audience from around 2,800 to around 4,900 going into launch day

The situation

Galileo needed to reach parents who were quietly unhappy with traditional schooling but had never heard of self-directed education. A standard lead magnet wouldn't work, because the audience had to be convinced of the idea before they'd consider the product.

What I did

Led a full length parent guide from concept through to sign off. Research, structure, writing, and managing the design team to landing. Built on real evidence rather than opinion, including Peter Gray's research on self-directed education, so it earned trust with sceptical parents instead of asserting things at them.

Lead magnets fail when they're an ad with a cover on it. This one had to be genuinely useful first. The sales case only worked because the education came first.

The situation

Ubrix sells into commercial building owners facing tightening energy standards ahead of Brisbane 2032. The buyers aren't searching for the product, because most of them haven't yet decided the problem is urgent.

What I did

Built a LinkedIn content system that makes the timeline itself the argument. Clean, data led visuals that walk an owner from today's energy costs through NABERS scrutiny and regulatory change to 2032, so the urgency comes from their own calendar rather than from a sales pitch.

B2B doesn't have to be dull, and it definitely shouldn't be vague. When the buyer doesn't feel the problem yet, your job is to show them the clock.

The situation

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What I did

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