Coaching
Sessions

Following the live workshop, the regular bi-weekly syncs become Coaching & Implementation sessions. The IFCU team brings questions about core concepts — or particular pieces of collateral they are working on — for deeper discussion with the MECLABS team, ensuring the training moves from theory into sustained daily practice.

Before the workshop, the two scheduled sync conversations are used to review research and discuss findings from the ICP research and competitive analysis as both teams prepare.

1. Answer questions arising from course content, experiments and live campaigns.
2. Review in-progress work products — pages, emails, funnels — with structured feedback grounded in MECLABS heuristics.
3. Design and prioritize tests, interpret results, and translate learnings into repeatable practices.

IFCU shared a short deck, 2026 MECLABS Training and Website Challenges, explaining how their product-page headings have evolved and where the course guidance collides with their website constraints. It is the background to the questions in section C. Example page: No-Fee Chequing Account.

1 · How IFCU got here

1. Original goal

   To help with SEO wins, IFCU wants the product name in the heading. Problem: with their website constraints, a verb/value-prop heading plus the product name risks pushing content below the fold (dashed line).

   

2. Interim solution

   Product name as the heading on product pages for SEO; verb/value-prop headings on ad landing pages, where SEO doesn't matter.

   

3. Updated solution

   The H1 is now attached to the eyebrow field (the small text above the headline). Though small visually, crawlers read it as the heading — so the product name no longer needs to be in the visible headline, freeing it for a verb/value-prop approach.

   

4. Rollout

   Over the next few weeks IFCU will update all product pages with the eyebrow and return every visible H1 to a verb/value-prop headline.

   

2 · The challenge

• Course learnings so far recommend a heading, sub-heading, paragraph description, 3–5 bullet points and a CTA button — all above the fold.
• With a robust heading, proper sub-heading size, a paragraph and bullets, the page runs well beyond the fold given IFCU’s website constraints (the dashed line marks the fold).

3 · IFCU’s interim solution

• Keep the heading to 1–2 lines. Less descriptive, but above the fold — and easier to skim, which IFCU sees as imperative today.
• Make the sub-heading a smaller font size and keep it to 1–2 lines.
• Limit the paragraph to 1–2 sentences.

The IFCU team submitted the following questions ahead of the coaching sessions. Come prepared to work through each one — with examples from their own pages where possible.

1. Mobile first — Most of their traffic is mobile. How should the heading, subheading, paragraph, bullets, and CTA structure change for a small screen?
2. Skimming — Sites in their space use a short H1 and about 3 bullets. How do you weigh that brevity against the more descriptive approach in the training?
3. Priorities — If everything can’t fit above the fold, what matters most and what can move below it?
4. SEO — Does putting the eyebrow in the H1 cause problems, or change how you’d write the visible headline?