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Divine Proportion Pilates Studio

Divine-Proportion-Pilates-StudioIn a competitive industry, how do you talk about your services in a way that makes you unique and appeals to the right prospects? For the Divine Proportion Pilates studio, the answer was simple: convey not only the services, but the studio’s underlying ethos and philosophy. This led to the creation of the “Beyond Exercise” tagline, around which we developed all the website copy that the client used to attract new business through her flagship website.

Through research and interviews with the client and her graphic designer, plus a thorough understanding of the scope of the website, I was able to understand all aspects of the business and services being promoted. From here I efficiently crafted effective brand messaging, a website/business tagline and website copy that met the client’s needs and appealed to her desired customer base. The copy for the website homepage and all inside pages works together to convey not only the services offered, but the personality and philosophy of an instructor who fits the customer’s needs and style.

Through this potent combination of copy and design, the studio now has an online presence that stands out and appeals to the right potential customers.


Project Dates: 2010

Client Comments

“I wanted to make sure that customers knew what made me unique from other body workers. Anthony worked hand-in-hand with me and my graphic designer to understand not only the services I provide, but the philosophy and ethos that underlie those services. By doing that, he provided copy that was just what I needed to appeal to the right clients.”
— Bethany Clemen, Owner, Divine Proportion Pilates

CHIEF Public Safety Equipment & Apparel

CHIEF-supplye-Commerce & Digital Marketing

Police officers, firefighters and emergency medical personnel are busy people—but they also have to take time to get the gear they need to perform their duties. During 7 years as the Web Editor for the USA’s 2nd-largest national distributor of public safety equipment, I grew e-commerce sales and increased online marketing conversion.

Growing Web-Based Sales & Online Marketing Presence

As part of the e-commerce and digital marketing team, I worked directly with the Director of e-Commerce & Digital Marketing, the VP of Merchandising and the VP of Sales. We grew online sales year over year, increased targeted lead generation for our inbound sales center and gained national recognition for the company by developing and promoting specialty niche content and services.

As part of my core duties, I maintained and managed all product content in an e-commerce database of 47,000+ SKUs from 300+ vendors. I increased customer satisfaction and retention by writing compelling website copy optimized for search engines (SEO) such as Google, Yahoo! and MSN/Bing. I also expanded the company’s online marketing presence by deploying Twitter, YouTube and Facebook profiles, managing content posting schedules and attracting thousands of followers. In addition to managing email and social media marketing, I implemented day-to-day content strategy, seasonal online promotions, email marketing collateral, transaction/auto-reply emails, affiliate marketing and SEM/PPC campaigns.

Big Picture

Along with day-to-day website operations, there was always the bigger picture to focus on too. I worked closely with the team to decrease website operational costs and increase online-generated revenue through design, navigation, content and technology efficiencies gained over two website redevelopment cycles, as well as by implementing in-house style guides that standardized in-house content and web development.

The end result? A powerful e-commerce presence with effective copy, strong search engine performance, and user-friendly design and content.


  • 2007 Multichannel (MCM) Award, Silver, Business Specialty Products Website
  • 2009 Outstanding Achievement Award


Project Dates: 2004-2011

Client Comments

“Anthony is a conscientious and efficient web-content editor who employs multiple work tools to maintain a high level of work output, generating positive and actionable organizational results. Anthony thrives on working within the web medium and is a pleasure to work with.”
— John Procopio, Director of Digital Marketing & e-Commerce, CHIEF


Anthony St. Clair - Travel Fantasy Author / Craft Beer Writer / Business Copywriter

Author and copywriter Anthony St. Clair has specialized in online content since 2000, blogged since 2004 and is the author of the Rucksack Universe travel fantasy series.

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