The Diaz Health & Performance Website Project

The BTL Client

Out of all the zillions of website copy projects I’ve written for clients over the years, this one holds a special place in my heart, because I wrote this site for the love of my life!

Josh is the best man I know — and I wanted to make sure that the potential clients stalking his website would feel that way about him, too.

As a Certified Nutrition Coach & Personal Trainer, he’s extremely focused on evidence. He’s not one to give bullshit advice (like many other coaches in his industry…) and he’s passionate about the science behind the results.

The Project Details

When he first decided to start his business, I signed on for the Website Copywriter role before he could protest, because, lucky for him, he eats, sleeps, and breathes next to the girl who eats, sleeps, and breathes website strategy.

For his first-ever website, I knew I wanted something simple, so he could get it live quickly & start working with clients as soon as possible. I wrote an easy-to-skim Home, About, Services, and Contact page for him, and thanks to the ease of Squarespace templates being created for the DIYer, he was able get his site up same-day.

The Goal

The most important thing Josh wanted to convey on his website was We also wanted to empower his future clients by telling them how easy it can be to get results, and manage their expectations by adding the caveat of “…as long as they’re realistic about the amount of work you have to put in to get them.”

I wanted to make sure his ideal clients know that he’ll be with them every step of the way, being the reassuring voice when they need it, the no-bullshit coach when they need it, and the supportive ear when they feel they need that.

The Brand Voice

Anyone who knows Josh knows he’s the most realistic, straightforward person on the planet. And sometimes, when it comes to showcasing a brand voice like that on a website, it can come off as dry or boring. Not my man!

When writing his website, I went for a confident, no-bullshit voice, so his clients would know he means business from the beginning. When you’re thinking about working with a nutrition coach or personal trainer, you want someone who knows their shit and isn’t afraid to say it. Coaches are supposed to be motivating, uplifting, supportive, too, of course… but Josh’s ideal client looks for (and respects!) a coach who proudly shares their process + beliefs. It’s what makes them feel safe in trusting that kind of coach.

Internet, Meet Josh!

Sections That Showcase His Brand Voice

Go stalk his site!

I love love love working with anyone in the wellness or health fields — have you stalked my client Claire Rifkin?! she’s a dietician with one of my faaaavorite websites I’ve ever written — and it was such a treat to get to write a simple site for my boyfriend’s first-ever website!

Cheering him on as he starts has business has been so special, and I love watching him grow!

Of course, I’d love for you to stalk his site, but I’m sure HE would love for you to give him a follow on Instagram.

And I know that I’m biased, but… he’s been MY nutrition coach and personal trainer all year & I, for one, am getting GREAT results from his programming. So… 😉