Create Content That Connects
Lead with the result the client wants.
Course project · CIWA Digital Marketing · 2026
Yuniq: Website to Welcome Email
A classroom project with two signup paths, a practical scorecard and one follow-up system.
My roleAudience planning · StoryBrand copy · WordPress · Mailchimp · Landing page · Lead magnet
Project brief
One message across every step.
The project was built for Calgary business owners who want to reach Chinese-speaking customers. Each page answers one question and leads to one next action.
- Goal
- Turn a website visit into an email signup or consultation request.
- Audience
- Calgary small business owners who want to reach more local communities.
- Writing strategy
- Use clear benefits, short steps and one call to action at a time.
The journey
Two entry points. One follow-up system.
The popup and scorecard are separate ways to join the list. Both lead into the same email path.
- 01
Website
Introduce the offer and make the next step clear.
- 02A
Newsletter popup
Offer practical ideas in exchange for an email address.
- 02B
Scorecard page
Offer a five-minute visibility check as a second signup path.
- 03
Welcome email
Deliver value, restate the promise and invite a reply.
- 04
Follow-up
Resend to engaged subscribers who did not open the first email.
- 05
Consultation
Give interested readers one clear way to continue the conversation.
Lead capture inside the content
Turn a blog reader into an email subscriber.
I wrote the sidebar CTA to offer a free five-minute visibility check. The button sends readers to the scorecard signup page, where they provide an email address to receive the download.
The offer stays connected to the article. Readers can learn first, then take one useful next step without leaving the customer journey.
Read the archived article PDF ↗Copy system
Each line has one job.
The copy is short because the visitor should understand the next step without extra effort.
Marketing Ideas Worth Opening
Keep the newsletter promise useful and specific.
Is Your Business Invisible to Calgary's Chinese Community?
Name the audience and the visibility problem in one question.
Your business deserves to be discovered.
Use a warm line before the consultation CTA.
Lead magnet · 3 pages
A useful result before the sales conversation.
The scorecard gives business owners ten questions, a score range and three practical fixes. It makes the email signup useful on its own.
Open the scorecard PDF ↗
Build evidence
From page structure to follow-up.
The project includes the website plan and a Mailchimp follow-up for subscribers who did not open the first email.
Final conversion step
Make the next conversation easy.
The email CTA leads to a structured contact page. The form asks for a name, email address, social platforms, Calgary area and an optional message.
This gives each inquiry useful context before a consultation. The Calgary map also keeps the local focus visible at the final step.
What I would measure next
Signups, clicks and consultation requests.
A future live version would track popup conversion, landing-page signup rate, email opens, CTA clicks and completed contact forms.