First Impressions Project Week 1

Last week, I introduced the brand new First Impressions Project. TL;DR – It’s a series of short, sweet audits of your client experience. Do they feel like your site speaks to them? Does it capture their attention? And, does your site make them want to engage with you? (Read more here.)

I help clients identify their customer’s journey and write web copy that encourages connection.

So, this was week 1 of the audits! I promoted it to my clients, to my mailing list, and of course, on the ever-present social media!  I’m still accepting applications for free client experience audits and am happy to offer my observations.

With that in mind, let’s dive into the first week of first impressions!

This week, we explored three very different companies, yet interestingly enough all have a mission of helping others live their best life. Each simply goes about it in different ways.

  1. The Waterworks, Alaska’s Premier Hot Tub and Sauna retailer
  2. Organwise, A Lifestyle and Business Strategy company
  3. AMP’d Wellness, A Health and Wellness Coaching business


Here’s what we learned from a first impressions perspective


The Waterworks

The Waterworks is a family-owned and run business in Alaska.  Who prides themselves on making each customer part of their family. They have been in business for over 40 years and enjoy helping their neighbors reap the wellness benefits of wellness and relaxation.

3 points that stand out for The Waterworks:

  1. It’s clear what they do and what they offer.
  2. Normally, I wouldn’t love the big bold placement of the two header options, BUT in today’s world where we are all trying to figure out what we can and can’t do, they’re making it easy FRONT AND CENTER to showcase how they are still serving clients.
  3. Another section on the home page is the  REFRESH. REJUVENATE. REVITALIZE. area (disclaimer: I wrote the copy, but I still love it). It’s a fun headline and it capitalizes on the feelings that we’re all looking for today as we rediscover what’s important.

Watch the full video for more details on what I found during The Waterworks audit.



Organwise is run by Pam Meister, she is a remote work expert and lifestyle and business strategist.  She helps leaders and businesses (large or small) to develop  remote working strategies and best practices.

3 points that stand out for Organwise:

  1. The homepage is SIMPLE, Easy to read.
  2. It’s not immediately obvious what she does.  The headline + sub head makes her mission clear but could benefit from text that’s shorter and more “you” focused.
  3. Branding. Her brand isn’t 100% apparent in the first impression/hero section of the site. The second picture is more on brand but it’s harder to read the text over it.

Watch the full video for more details on what was found during the Organwise audit.


AMP’d Wellness

Amy is an Integrative Nutrition Health Coach and is 100% one of the most positive women I know.  She has created a supportive environment that enables you to create your own goals for your health.

3 points that stand out for AMP’d Wellness

  1. Good Headlines — but a few tweaks to them
  2. Call to Action – might be to book a consult instead of sign up for newsletter but, since I know she’s building her list, this is also good.
  3. Simplify Navigation at top.

Watch the full video for more details on what was found during the AMP’d Wellness audit.

Interested in being part of the First Impressions Project? Hop on in today and apply!   Learn more here, 

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