Sending A Message with Ideal Protein

author image Written by: Lia           Categories - Success Stories

How SEO TWIST Redesigned the Way A Weight Loss Expert Presented Their Message

If you’ve ever spent any amount of time researching weight loss protocols, then you’ve no doubt run into frustration parsing dense text full of footnotes and disclaimers. All you—and indeed all users—want is a clear, concise explanation of how it works and what you can expect, and yet finding useful information remains a frustrating experience. Recently, SEO TWIST had the privilege of working with Ideal Protein, a highly-regarded international weight management and lifestyle education organization. Their mandate was simple: they wanted a site that would better reflect their unique identity as a leader in their field and effectively communicate their message to a broader audience. We’ve handled plenty of site redesigns, revamps, and refreshes in the past, but this one was different. Some clients come to us looking for help highlighting what makes them unique and what sets them apart. Ideal Protein is not one of those clients. Here’s how we helped them achieve their goals.

Industry-Leading Experts Helping Industry Leaders

As experts in their field, Ideal Protein knows their market. It’s a highly competitive market, full of messages and rivals creating noise. Competition is endemic and inherent to this industry. The approach Ideal Protein’s messaging takes, then, is one that stands out. It would be simple to dismiss a weight loss protocol’s demographics as simply overweight. But that’s not the approach they take. They instead see their clients as people struggling to lose weight, or to keep it off. The key message, then, is that Ideal Protein can help its clients overcome this struggle and that with their help they will succeed. It’s basic but incredibly powerful… when presented properly. When Ideal Protein reached out to us, we knew they trusted us to ensure that key message would be heard.


A prevailing communication model posits that all communications begin with a sender who wants to deliver a message. That message is carried over a channel (whatever media it may be) and received by another individual, who is aptly named the receiver. The sender encodes the message, and the receiver decodes it. But these messages aren’t just simple sentences, they’re often complex feelings or experiences. There’s a lot of meaning there. Receivers (the audience) must decode the message on their end using their own interpretive skills informed by experience, by other media, by culture… you get the picture. Put simply, encoding and decoding in communication is a complex process that requires careful consideration. For Ideal Protein, much of that work had already been done, either by the company themselves or by history and culture surrounding their industry. But navigating that and finding a way to transmit Ideal Protein’s message in a crowded market required some diligent SEO work. Our organic optimizations and work on their messaging sought to find ways to broaden reach and ensure more people would find Ideal Protein. Though we had clearly defined boundaries to work within, we found ways to tweak and modify where we could to ensure Ideal Protein’s message was clear and easily understood.

Proper Packaging

Of course, the other aspect of this communication was something entirely unspoken and unwritten. We tend to think of communication as a verbal thing, either spoken aloud or written down. This ignores the power of the human eye. Visuals provide a clear means of communicating ideas that we might otherwise overlook. Aspiring novelists and writers constantly have the saying “Show, don’t tell” hammered into their minds. Put simply, you can spend twenty pages telling an audience about something and have them miss the point, but if you show it in action, it’ll be clear as day. Our site redesign focused on improving navigation for the end user. When you land on idealprotein.com, you’re greeted with a choice. Are you looking to lose weight and live a healthier lifestyle? Are you a healthcare practitioner? Or are you a pharmacist? These three options help users zero on the information they’re looking for. Further visual improvements to the site updated the design to increase ease of use, and to help key items pop off the page to draw attention. This project was a tremendous undertaking for SEO TWIST and one that helped us develop our skills and techniques even further. What’s more, it was an opportunity to develop a relationship with a valued client and show (not tell) exactly what we were capable of.


Communicating Ideas Effectively


Communication is Key When It Comes to Meeting Client Needs & Supporting Businesses

Communication is an integral part of any healthy relationship, personal and professional alike. And this rule of thumb is especially useful for relationships between businesses and their clients. Effective communication is a must. Along with a successful marketing strategy, businesses need to make the effort to communicate with clients every step of the way to build lasting relationships. If this all sounds high-concept, well, that’s because it is. Looking top-down at your business, transactions and interactions with customers and clients boil down to one thing: communication. You’re communicating what it is you do, what your products do, and how you set yourself apart from the competition. Communicating ideas effectively is one of the key aspects of business digital marketing companies focus on. If you’re having trouble reaching customers effectively, chances are communication is the source of the problem.

“What We’ve Got Here is Failure To Communicate”

Your digital presence is perhaps the best way to immediately communicate what it is your company does to potential clients. If the above quote from Cool Hand Luke seems more and more applicable, it’s likely time to rethink your approach. And that digital presence plays double duty as a way of receiving feedback. Google Analytics provides tremendous insight into page performance. You can go in-depth and discover what search terms bring users to individual pages on your site, and determine how long they stay there. If you’re noticing they’re not sticking around, it’s time to ask some questions to clarify their needs:

  • Did they find the products/services they were looking for?
  • How long did it take them to find what they’re looking for?
  • How can you improve their experience in the future?

Remember, feedback is vital. Compare what you’re seeing in terms of page data with client reviews and comments. Take some time to ask your clients about their experience on the site. This will all help you determine better ways of communicating with your clients.

Reinforce Customers’ Purchase Decisions

Once you’ve got a customer on board with a product or service, you need to ensure they’re satisfied with their decision. You can reinforce their purchase decision by maintaining communication throughout, especially immediately after a sale. This helps to reassure the customer of the benefits of the product or service, make sure their needs are met, and promptly resolve any issues that may come up with the product or service, like troubleshooting. This support you provide through regular communication will likely form a lasting relationship with your customers, making them happy to return for more business in the future. Even if that support is as simple as an automated follow-up, it goes a long way.

Adapt to Customers’ Changing Needs

Over time, your clients’ or customers’ needs are likely to change. Maybe their businesses are growing and they need more of your products or services. Or maybe they are going in a new direction. However they change, you have to adapt with them, meeting their needs throughout. Keeping in touch and promoting open communication with your clients helps you address these changes at the beginning, so you can better meet their new needs and even anticipate future needs. With this information, you can adjust your products or services, and even provide helpful suggestions to clients.

Keep in Touch

Don’t let your customers forget about you. Keep in touch with them so they can remember your exceptional service and know that you care about their business. You can do this by sending occasional e-mails or newsletters, or by reaching out with a regular mailing list. Personalized communication is especially noteworthy in its success. When you stay in touch with your clients, customers, and users, they’re far more likely to return and become repeat customers. As with any relationship, you need to nurture those you have with clients and customers to make it last. The best way to do this is by gaining a clear understanding of their wants and needs through open communication. With this, you can give them what they want, keeping them satisfied and loyal, so they will keep supporting your business for years to come. And a successful marketing strategy with the help of marketing companies can help you reach your customers, stay in touch, and adapt your business strategies to suit their changing needs.

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