Project:
Lana McAra
Award-Winning Author & Writing Coach
Lana McAra—bestselling author, writing coach, and experienced ghostwriter—connected with us ahead of relaunching her signature course: a proven framework for teaching aspiring authors how to write novels that sell.
After moderate success delivering this program in a previous format, Lana was ready to rebrand, streamline, and relaunch the course within a more cohesive digital ecosystem. Our goal was to craft an intuitive client journey for her students—from first discovery through to enrollment—using Systeme.io as her new home base.
Goals & Deliverables
Lana's main priorities were clear:
- Design a live masterclass registration funnel, including custom landing pages, confirmation flow, and reminder email sequence.
- Build a sales funnel for the course itself, featuring a fully rewritten and redesigned sales page, sales email sequence, and checkout flow.
- Set up a comprehensive course portal, onboarding experience, and backend infrastructure in Systeme.io.
- Provide custom branding elements including a refreshed color palette and course logo.
- Support the migration from Kartra to Systeme.io, ensuring email deliverability and a smoother experience overall.
- Relaunch Lana’s affiliate program to support both the masterclass and paid offer.
Design Challenges
To achieve the perfect blend of professionalism and warmth, I focused on:
Lana’s entire website and course infrastructure were being migrated from Kartra to Systeme.io during our engagement, which introduced several moving parts on a tight timeline. We needed to deliver new funnels and course content while supporting the tech transition—and still hit a hard launch date for her live masterclass.
We also navigated complex email deliverability concerns from her previous system. To resolve this, we brought in an email reputation specialist to ensure all launch emails reached her audience reliably.
Systems + Design Solutions
To achieve the perfect blend of professionalism and warmth, I focused on:
We began with a brand refresh, crafting a modern, editorial aesthetic that reflected Lana’s expertise and warmth. Then, we mapped out two distinct but connected funnels: one for the masterclass and one for the course. Each included targeted copywriting, intuitive page design, and automated email sequences.
Because Lana was transitioning platforms during this process, we also project-managed key aspects of her Kartra-to-Systeme.io migration—bringing in an email deliverability specialist to address list management issues.
Our team created branded promotional graphics for social media and built the affiliate backend to allow for expanded visibility and future growth.
The Outcome
Lana's response says it all:
The live launch was a success, with stronger attendance and conversion than in any of Lana’s previous self-managed campaigns. The streamlined journey—from sign-up to purchase to course onboarding—delivered a seamless experience for her students.
What Lana Had To Say
This is copy from the testimonial that the client has provided in a Moxie form (to be inserted)
Even authors and experienced business owners can benefit FROM SUPPORT.
Here is a question I had last fall (before hiring your team)...Will hiring support take away my own voice in the marketing materials they create for me?
What I found is that you have actually helped me say what I've been trying to say for years, in a simple, straightforward way that touched my heart.
-
Lana McAra - AWARD-WINNING AUTHOR AND WRITING COACH
Are you next?
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CREDITS & COLLABORATORS
Custom Website: Intuitive Marketing Collective
*We have empowered my clients how to update their websites + marketing funnels, so the link to their project may look different from the original one completed.
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