I’m in a “pinch me so I know it’s real” mode after hearing news of just how impactful this website copywriting project has been for my eCommerce copywriting client, Bonnie of Archer & Olive.

Before Bonnie’s new website launched, she was averaging around $6,000 per month with her bullet journal-style dot grid journals and sketchbooks brand (that are amazing, by the way).

After working together, her conversion-ready website helped her drive over $300,000 in revenue from October 2018 to December 2018. (That’s in only one quarter, friends!)

Those are some incredible results all on their own, but do you know what’s even better?

Archer & Olive generated $1.9 million in revenue just ONE year after working together!

With a website copywriting investment around $4,400 (not including custom add-ons and product descriptions we’ve worked on since then as her business grows), it’s safe to say this project has been a wild success based on her ROI.

So how did we do it?!

I’m excited to share a deeper look into the strategic decisions we made during the website copywriting project and how her website was intentionally built for this level of growth. Let’s dig in!

(Ready to start your own website copywriting project? Let’s work together!)

The Story of our Website Copywriting Project

When Bonnie first contacted me in July 2018, I was fully booked with other projects during her desired start date. Even though her website design deadline was already set, we both knew we wanted to work together to create something epic.

After adding a little wiggle room to my calendar, I found a way to make it work. And boy, am I glad I did! It’s turned into one of my most enjoyable and profitable projects to date.

At the time, Bonnie decided to outsource her copywriting because she was struggling to keep up with her growth on Instagram (seriously, look how cute her feed is!!) while juggling all of the other hats of running her business. Who else can relate? *raises hand*

Creating a more optimized website was at the top of her to-do list as she set goals for the second half of the year. After hiring the incredible design team at Go Live HQ (and later taking the design in-house while working with The Owls on UX design improvements), she enlisted my help with all things website strategy and copywriting.

There were a few areas on her old website that we immediately wanted to improve:

• The call-to-actions were somewhat hidden and unassuming on her old website, which didn’t inspire people to explore her site.
• She wanted to increase her conversion rate from 1.3% to around 3% (which she has demolished since then!).
• Her biggest product differentiators weren’t highlighted on her Home and Shop pages.
• Her product descriptions didn’t include all of the benefits and features of her unique product.

From there, we talked about bringing her bright spirit and infectious energy into the copy by infusing the beautiful, community-oriented brand personality she’s well-known for on Instagram. Then we geared up for the first steps of my signature website copywriting process.

__________

Bonnie’s Brand Voice

motivational / fun / organized / feminine / inspiring / warm / friendly

__________

Website copywriting case study: Behind the strategy

Before I write a word of copy, I always collect information about my client’s brand foundation (things like their mission statement, core values, and things of that nature), website goals, and brand voice (things like words they love and don’t love).

From there, I translate all of that information into a custom conversion-ready website strategy that fits their business goals. This is primarily done by creating a visual layout of how the content will be displayed once the website design is created. I LOVE when clients give me full creative freedom to create something unique to them.

By using these layouts (which I call “copy wireframes”), I can show my clients all of the strategic decisions that go into each page. After their small revisions, I get to work on creating the actual copy while knowing that we’re both on the same page. (Not meant to be a copywriting pun… oops!)

Here are some of the winning features of each page we created for Archer & Olive.

Home page

After playing around with a few different headline options from the Home page, we settled on “Less Dreaming. More Doing.” We originally tossed around the idea of having the words change so that the headline would show different variations of “Less ___, More ___”, but we decided that keeping it simple would do the trick.

The “Shop Now” call-to-action is much better than her previous website because you can tell it’s a button. Not only that, but it also includes her signature foliage sketches and design, making it stand out even more.

Knowing that Bonnie wanted to be known for the dot grid journals with the ability to branch out into other related products in the future, we found a way to highlight her signature product above-the-fold (meaning before you have to scroll on the Home page) while giving her room for additional products.

A year after our project, she has added more sketchbooks, planners, and other paper goods to her shop that give her audience a variety of options to choose from without becoming overwhelming.

We also simplified her website navigation to make the search process much easier.

One of my favorite features of the Home page is this breakdown of exactly why Archer & Olive’s products stand out. Instead of putting the features and benefits into a typical list format, we decided to create a layout that was visually stunning, easy to skim as you scroll through it, and packed with additional information for visitors who wanted to learn more.

We also included these same differentiators in the Product landing pages on the right-hand side to remind visitors of why they should purchase from Archer & Olive.

Another Home page feature that packs a punch is her email sign up form. We strategically put it toward the bottom of her Home page to ensure it didn’t distract from the main call-to-action of exploring her shop, but it also has been a great way to build her email list.

The header copy that says “Plan your week with confidence” speaks to her audience’s strongest desire when using their dot grid journals or planners. We also had some fun with the sentence “We turn Mondays into your favorite day of the week…” to approach the topic with a casual, fun flair. The brand voice matches the beautiful and playful designs you see here.

PS: Since the launch of Archer & Olive’s website, Bonnie made a small change to the Home page headline in 2020 to highlight the eco-friendliness of her products and the social responsibility of her new packaging. As such, she’s made a few tweaks to the design as well, but the vast majority of her copy has stayed the same. This shows how you can slightly update your design and messaging over time while keeping the foundations intact.

About page

One of the main reasons I decided to make room on my calendar for this project was because of Bonnie’s personal story. On her previous website, there was no mention of the true motivation behind her starting Archer & Olive. Once I heard it in her own words, I knew I wanted to play a part in helping it come to life through ghostwriting.

If this is the first time you’ve heard the term “ghostwriting,” it refers to the act of writing in someone else’s voice and publishing it as if it was written by that person. This describes most of the work I do as a behind-the-scenes copywriter, and I loved putting it into action by telling Bonnie’s story from her perspective.

The main focus of her story was to explain how journaling has made a tremendous impact on her self-discovery and mental health journey, especially in helping her manage a bipolar disorder and general anxiety disorder diagnosis. Summarizing a huge chapter in someone’s life and condensing it down to a small paragraph isn’t easy, but it’s the kind of challenge I really love. We both were so happy with the final product!

But before we launched into her personal story on the About page, we chose the headline “Your journey to self-discovery starts here” to inspire her audience and entice them to continue reading. Since Bonnie sees journaling as a self-discovery tool, it allowed us to put the focus back on what really matters.

We also added a “Customer Care” and “Our Mission” section to address her audience directly, letting them know they’re in the right place and promising they will receive the same quality service they put behind their quality products. At the very end of the page, you’ll see what I call “summary blocks” that include three different page options so people who are browsing through her About page can find what they need.

The Future of Archer & Olive

Since our website copywriting project, Bonnie has not only seen explosive growth in her revenue and pageviews, but she’s also been able to confidently launch new limited edition products and artist collaborations.

I’ve been lucky enough to collaborate with her on creating copy for many of these launches, writing everything from poetry-inspired Instagram captions (like this and this) to email newsletters to new product descriptions.

So, when I say I love being a long-term strategic partner for my clients, I clearly mean it. *wink*

Thank you so much for reading this in-depth website copywriting case study! There are so many more stories I could share from this incredible project that’s continuing to evolve, but let’s shift the attention to you for a moment.

If you have been:

• putting your website copy on the back burner
• struggling to sound anything like yourself
• focusing on the design rather than your messaging

… let’s chat!

I take on a selective amount of custom website copywriting projects each quarter so I can give clients my full attention. You can start by learning about my services or telling me more about your project.

The post From $72k to $1.9 Million: A Website Copywriting Case Study appeared first on Sindie.

Any time I had a new business idea during class, I’d write it down in a special notebook so I could spend my nights outlining my thoughts after speeding through my homework.

I may not have realized it then, but there was always one thing my mind envisioned before anything else: the new brand’s website.

I never went on to start any of those businesses (which is a relief after looking back at some of those early ideas!), but I channeled that initial entrepreneurial passion into a website copywriting business I still run today.

In the last four years, I’ve worked with nearly 150 website copywriting clients. As such, I can confidently say there are a few website copywriting tips that are true for most Home, About, and Services pages.

As I open a new round of my website copywriting program for entrepreneurs—taking my former custom copywriting process and turning it into a guided program—I wanted to share some of my favorite recommendations that you can quickly implement into your own website. 

My primary aim is to make website conversion and SEO strategies more user-friendly (and a lot more fun!), so let’s dig into the basics of why each page is important and the simple updates you can make that will make a world of a difference for your lead generation.

Improving your Home page 

I like to think of Home pages as the “central hub” of a business since it’s typically the most viewed page on a website. When someone types in your domain name in their search bar, they’ll be greeted by your Home page. 

Making a positive first (and lasting) impression on this page is your top priority.

Here’s how to make sure you properly welcome new visitors into your brand’s website.

Start with a clear headline

Wow, a website copywriter telling you to write a great headline. Shocker! (I’m not usually great at sarcasm since it goes over my head, but I think I nailed it this time. Right?) But seriously, your headline is really important. It’s one of the first elements of your Home page that a new visitor will notice and (hopefully) read.

There’s a science to creating a great headline, and it goes a little something like this:

• Do introduce what you offer (specialization) and who you offer it to (ideal audience).
• Don’t forget to include your differentiators (what makes you unique).
• Do include a targeted SEO keyword (but not if it makes your headline hard to read).
• Don’t make it overly wordy because it needs to be concise and clear.

You will most likely need to write multiple headlines before you write one that feels like a great fit for your Home page. I usually write 10 on the lower end and 20-30 on the higher end when I suggest headlines to my clients. That may seem like a lot, but your first headlines aren’t always the best options (trust me!).

I also like to keep a list of headline options on my phone’s notepad app so I’m able to write them down whenever I have inspiration. When you’re ready to determine which headline you want to use, ask a few trusted friends for their favorites and, if needed, test a couple of variations on your website with tools like Hotjar and Unbounce.

Give a direct call-to-action

It always surprises me when I go to someone’s Home page and I don’t see ANY information about what action I should take next. I see this most often with massively talented photographers and designers who feature beautiful slideshows of their work BUT they don’t include information on how to contact them or what to do if you’re interested in booking them.

Your Home page NEEDS a direct call-to-action. This isn’t a nice-to-have element; it’s an absolute must-have. An example of a call-to-action would be to visit another page on your website, fill out your contact form, sign up for your email list, or anything else that fits your strategy. You get the idea!

Your Home page is one of the only pages where having multiple calls-to-action makes sense. However, you’ll want to include them in a strategic order. We talk all about this inside my website copywriting group program, which you can sign up for and learn more about here.

Include visual interest

Now that you have a headline and a call-to-action that fits, you’ll most likely want to pair them with a stand-out image, graphic, or illustration that draws your audience’s eye and gives it that extra oomph.

I’ve recently been a HUGE fan of custom illustrations on client websites like NY Book Editors and JETLAUNCH. It probably doesn’t come as a surprise that I hired my brother Zach Hollatz to create icons and illustrations for my own website redesign in late 2018.

You can also create your own graphics inside free tools like Canva or use free stock photos from sites like Unsplash. If you’re looking specifically for diverse stock photos, I have to plug my friend LaShonda who does amazing work with Eye for Ebony.

When possible, I recommend budgeting for brand photography and lifestyle sessions. They’ve increased my professionalism and complement my copywriting oh so well. I’ve worked with Carly Lavigne Photography, Kristen Dyer Photography, and Meghan Swanson Photography—all of whom I adore!

Add pathways for each offer

Each person who comes to your website will have a different set of goals, priorities, and problems they’re looking to solve. With this in mind, you’ll want to use your Home page as the main place where people can easily find where they need to go next.

Most of us offer more than one service or product (which I highly recommend so you can diversify your business model), so linking to targeted landing pages will help you better connect with each ideal segment of your audience. Then people can self-identify what they need help with as you direct them to the website page that best fits their needs.

When you create this pathway strategy, think about what services you want to offer and who is the ideal client for each one. What do they need assistance with? What pain points are involved? What kind of solutions are they interested in? What does solving this problem ultimately do for them? All of these answers can help you create better pathways on your Home page.

Offer a lead magnet (or freebie)

Many people like to use their Home page as a way to build their email list. Once someone becomes an email subscriber, you can directly communicate with them and provide educational content that helps you build brand trust. While your website captures your audience’s attention for a few seconds or minutes, your email marketing will keep it for the lifetime of their subscription.

It may seem like every brand is trying to grow their email list, but that’s because this strategy works! In order to stand out, you must give your subscribers something of immense value before signing up. You can do this by including an email sign-up form on your Home page that connects to a lead magnet. These freebies can include worksheets, ebooks, quizzes, email courses, video trainings, and more.

If you are looking to offer lead magnets and start your email list, I recommend Flodesk for beginners who want to design beautiful emails and increase their open rates, and ConvertKit for experienced content creators who want access to advanced features. I have used both products and LOVE them!

All of these tips will give you a great start on your Home page, but let’s talk about your About page next. 

Refining your About page 

Most people will say About pages are the hardest to write. 

This is usually because they hate talking about themselves, but in a minute, I’ll tell you why this no longer needs to be a fear.

About pages give us difficulty because it needs to somehow tell your entire brand story in a memorable way while staying incredibly concise and clear. Oh, and it has to grab your audience’s attention and get them excited enough to explore the rest of your website. That’s no easy feat!

If you have been struggling with your About page, here are a few website copywriting tips you’ll want to follow.

Don’t make your About page all about you

This same website copywriting tip is true when you write content for the rest of your website pages, but it’s especially true for your About page.

Let’s visualize this for a second. Imagine that someone just heard about your brand through a conversation with a friend. They don’t know much about what you offer, so they visit your About page to learn more about your brand. If all they see is a close-up headshot of you with a long bio that only includes personal facts about you, your audience won’t know how that information relates to them. 

It’s better to begin your copy by addressing your ideal audience member directly. Then, you can focus on sharing the bigger “why” and mission behind your business in a way that deeply connects with their values. At this point, they’ll resonate enough with your messaging to be interested in learning more about you through a personal bio.

Add at least one headshot of you

People want to work with other people, not faceless logos. Don’t be afraid to show your face (and smile!) on your About page. I recommend selecting a personal headshot where you are looking directly at the camera. This instills a feeling of trust, authority, and confidence.

If you want to add other lifestyle or branded photos to your About page, you have complete freedom to do so. Lead with a close-up headshot and then sprinkle the other images throughout your page. It’s a great way to infuse your personality.

For professional brand photography, I recommend looking at Laylee Emadi Photography and Julia Mary Photography (who is local to Minneapolis) for inspiration. They do a fantastic job of capturing the person behind the brand while visually communicating their brand story. For another example, my About page features a personal headshot with a few Polaroid-style photos toward the middle that’s a perfect fit with my style. 

Make sure your mission statement is clear

Much like your Home page, your About page will need to address the mission of your business. A mission statement is one of the most important pieces of copy you will ever write because it acts as a short brand summary.

You can use your mission statement on your website, digital and print marketing materials, or even edit it for your social media channels. It can also be used as your elevator pitch at networking events.

Here are a few things you’ll want to include in your mission statement: 

• Who you are (brand development)
• Who you serve (audience)
• How you help them (positioning)
• What you offer (specialization) 
• Why they should care (differentiator) 

If you want to learn more about creating a mission statement, I’ll teach you exactly how to write one inside my free CopyCPR email course, which you can sign up for by clicking here. I even give subscribers the opportunity to send their mission statements to me for personal feedback. It’s so much fun!

Internally link to your core Services pages

This is a BIG opportunity that many creative entrepreneurs are missing. It’s usually because they don’t know how beneficial it is to use this easy yet effective SEO strategy.  

Internal linking simply means that you are strategically adding links to key pages throughout your website. It tells search engines like Google that this page is important and relevant to your audience. (You can see how I did this by looking at my About page which links to my Website Copywriting and Content Creation services. Just promise me you won’t go crazy and link to every page on your website after reading this. Only choose one to three max links for your About page.)

I’ll save you from confusing SEO jargon (you’re welcome!) and briefly end this section by mentioning that internal linking will ultimately help you strengthen each page and your overall website’s performance in search. If you want more SEO tips, you can read this beginner’s guide to SEO.

Include some personal fun facts

Your About page is the perfect place to infuse more of your personality into your copy. What you decide to share as a “fun fact” totally depends on your brand. Some fun facts may be more of a fit than others, so I recommend coming up with a master list of commonly known (and little-known) facts about you that will dazzle your website visitors. Then you can narrow down your favorites to feature on your About page.

Are you obsessed with binging crime documentaries on Netflix? Do you volunteer at an animal shelter in your local community? Do you always have a stash of candy by your desk? Do you know how to clap with one hand and want to tell people about it? (Just me? Okay…)

The best part about sharing these fun facts is that it will personally connect you with your audience. I’ve received emails from people in my community who really liked learning about my self-published poetry collection and the bible verse that guides my business among other things on my About page. Start collecting those facts and enlist your friends’ help if needed.

Strengthening your Services page

When written in a strategic way, your Services page will become one of your best money makers as a service-based entrepreneur. Inside your Services page, you’ll need to outline the packages you offer and who they are the best fit for.

There are also a few more things you’ll want to include, which we’ll talk about now with these easy-to-implement website copywriting tips.

Mention the benefits before the features

It’s cool if you talk about how each client will get three 1:1 coaching calls with you and access to a private Facebook group, but no one cares if you haven’t talked about what they’ll actually get from working with you. This is the difference between leading with a feature and a benefit. 

What is it that your audience wants? Is it more clarity, confidence, rest, peace, or something else entirely? Once you understand the benefits that you can offer new clients, make sure you create specific messaging around what results you can help your audience get through your services.

For example, if you help people gain more clarity, is it the kind of clarity that will revolutionize the way they set health goals or will it help them clarify their roadblocks to creating a healthy routine? The more specific you can be, the better.

Re-introduce yourself

There might be people who come to your Services page who haven’t seen your Home or About page. You can’t assume that people know all about who you are and what you offer. 

Here comes the tricky part. You need to give a brief summary of this information on your Services page in a way that adds something new for the people who have already visited those pages BUT doesn’t alienate the people who have only seen your Services page.

As a website strategist, I help my clients understand where they should introduce themselves and how to do it in a meaningful way that doesn’t distract from their message. When you get it just right, everything flows so smoothly.

I handle this inside the group program for my clients, but for now, I’ll say that it’s usually best to re-introduce yourself between the intro copy and your service package breakdown. (To see an example, you can look at my Services page.) This is an especially good idea for people who are writing longer Services pages. 

List every deliverable inside your service package

This list should include all of the tangible features and intangible benefits as we talked about in a previous section. You want to make sure that every visitor understands exactly what’s included inside each package. 

When listing these deliverables, it’s usually best to put them in a bulleted-list format so it’s easy to scan. You might want to emphasize the important details by bolding or italicizing them in the list. You can play with how this looks on your own website. Make sure you adjust your deliverables list if you make changes to your package later on.

You can also assign a monetary value to each deliverable that adds up to an amount that’s higher than the total package investment. This makes your audience feel like they are saving money while getting access to really valuable add-ons. This is by no means required, and sometimes people take this way too far (like saying something is worth $4000+ but they’re selling it for $97…), but it can be a good tactic for some entrepreneurs.

Make it easy to contact you

This might feel like a simple recommendation, but you’d be surprised how many people launch a Services page with no mention of how to contact them. We can’t let that happen to you.

There are a few different strategies you can take, depending on the call-to-action you choose:

• Fill out a contact form and receive a personalized email reply (what I personally use)
• Schedule a free discovery call through a calendar scheduling tool 
• Sign up for an email list and receive an investment or pricing guide

If you choose the first option, you can include buttons to your Contact page, but you may also want to embed a contact form at the bottom of your Services page. This is so people don’t have to click another button in order to give you their information. It takes one more step out of the process which is optimal when we talk about website conversions!

Make sure you’ve completely outlined your sales and onboarding process so you can thoughtfully choose the best call-to-action for this page. 

Highlight your most important FAQs

Even the most well-written Services page won’t answer every single question your audience member has. When this happens, it’s best to include a frequently asked questions (FAQs) section. You can include questions about your process, timeline, project calendar, work philosophy, and so much more.

If your Services page is already pretty long, I typically recommend putting a FAQs section on your Contact page or a separate page you can link to. This is where it helps to have a website strategist on your side to help you make these kinds of decisions, hence my group program! (You knew that was coming, huh?)

If you want an experienced website copywriter and strategist to guide you through a proven process to write website copy with better results, apply to be a part of the next round of my group program!

The post 15 Expert Website Copywriting Tips for Every Page appeared first on Sindie.

That’s because I decided to collaborate with my brother Zach Hollatz, who is an incredibly talented website designer and developer (exhibit A: my website), during the summer. We’ve been secretly working on my new website design between my other client projects and months of travel.

I’m usually the first person to create a whole launch strategy around new website redesigns, but this time around, I wanted to drop it Beyonce-style.

Now you may be wondering… Kayla, why did you invest in a custom designed website when you already had a website that was working for you?

While we kept much of the copywriting the same, I desperately wanted a website that visually represented more of who I was and how my business had evolved. After two years, my website was in need of a minor tune-up rather than a facelift.

I traded my previous editorial black-and-white layout for fun pops of color and highly interactive features. Interestingly enough, I kept all of the same visual branding elements I created with Allison of AllieMarie Designs in February 2017 (including my logo, patterns, and beyond), but I added a few more custom illustrations and icons when collaborating with Zach.

01: I wanted to switch website platforms (Squarespace to WordPress)

Although the overall strategy and messaging of my previous website were working well (meaning it continued to bring me dreamy clients that I love working with!), I knew I wanted to invest in a website with more custom functionality.

This website project is a culmination of all the things I’ve dreamed of doing with my website but never had the opportunity to do because I was working from a limited template.

I want to preface this by saying that I still think Squarespace is a great website platform for many creative entrepreneurs, but my business grew to a point where I wanted to invest in a custom designed website. It was even more important to me as a website copywriter to have a website that wows my clients and shows them the possibilities of what they can create with their own websites.

I have all kinds of plans for what I would like to do with my website and the different pages I’d like to add to it, but in the meantime, I can rest easy knowing that this will be my last platform change. It feels so good to say that!

Here’s what my website platform journey has looked like:

• 2011-2013: Tumblr
• 2013: Weebly
• 2014-2015: Blogspot
• 2016-2018: Squarespace
• 2018-Future: WordPress

Are you tired just reading that? I sure am!

I’m sticking with WordPress now that I have the capital to invest in ongoing updates and custom designs that will enhance my business. I wasn’t there just a few years ago, but I am now and very grateful for it.

02: I am a website optimization enthusiast

I was about to give myself the title of “website optimization freak”, but “enthusiast” also fits. There is always room to optimize your website or anything for that matter.

While I was continuing to get compliments on my old website, there were a few key areas I wanted to improve that I knew would make a bigger impact:

Mobile Website Design Layout

Many of you know that with Squarespace, you are really limited on the kinds of changes you can make to the mobile design without it compromising the desktop version. I always felt like when I built my website on Squarespace, I had to choose which device I cared more about. When building my new website with my brother, he assured me that all of the things we wanted to do solely on the desktop version could be done while keeping the mobile version similar but more optimized. This was a clear win for me!

Blog Layout

For years, I salivated over custom blog designs that were hosted on WordPress. Squarespace blog layouts are very limited, meaning there aren’t many customizations you can make to your layout to have it look different from thousands of other businesses who use your same template. Since I started my business from my blog, I always dreamed about having a custom blog homepage with a “letter from the editor” intro and a quick-start guide. Now that I have it, I couldn’t be more thrilled!

Website Footer Design

While you can create great footers on Squarespace and WordPress alike, I never took the time to create a dynamic footer, yet I always coveted my friends who had amazing ones… *face-palm*. When I worked with Zach on the new website design, I told him that I wanted a grid-inspired footer that mimics the look of my business cards, but otherwise, he could run with it. He created something that I’m massively in love with, and it’s become one of my favorite features of the whole website.

Personality Factor

While my website copy has a dash of Midwestern quirk to it, my old website layout looked more editorial. It worked for me when I wanted to position myself for higher budget clients, but now that I’ve solidified my brand’s positioning, people are buying into me and who I am as a collaborator. Because of that, I want to bring more of that high-energy spirit and personality to my design. Zach and I brought out my personality primarily by creating custom icons and incorporating fun fonts that seamlessly fit together.

03: I was thrilled to collaborate with my brother (#AllTheFeels)

While I love the final product Zach and I created together, it was even more rewarding to collaborate with him on a bigger project. We’ve always had a special bond as siblings but having a project to work on together gave us an opportunity to bond even more.

As a solo entrepreneur who doesn’t outsource much of anything in my business (not even my taxes yet!), it was incredible to trust his BRILLIANT creative vision for the website and see him bring it to life. I gave him some direction with my overall website strategy, but the vast majority of what you see is because of his amazing talent.

I’m trying not to be too sappy in this blog post (because as a high-feeling Enneagram 4, you know I can go there!), so I’ll just end by saying that one of the biggest privileges of growing my business thus far is hiring my brother to work on my website. I couldn’t be more proud of him and the final product you see today. *wipes tears*

Okay, back to business. If you are loving the full design and build of my website while dreaming of having something similar for your own business, let’s talk about what a collaboration could look like.

My brother and I are opening select client spots throughout 2019 to work together on custom websites – including website strategy, copywriting, design, and development among other conversion and SEO optimizations. Click here to tell us more about your project!

The post Why I Invested in a Custom Designed Website as a Copywriter appeared first on Sindie.

With a winning SEO strategy and personality-infused writing, Allison of AllieMarie Design and I created website copywriting that sells Allison’s visual branding services an autopilot while connecting her with ideal clients that are pre-qualified and willing to wait nearly a year to work with her.

Since Google now generates 80-90% of Allison’s client leads through targeted organic search (which means we haven’t used ANY paid advertising dollars!), she is able to book visual branding projects 9-12+ months in advance after implementing her new website copy.

In short, her website SEO is definitely working for her!

Allison went from feeling burned out as she tried to constantly attract new leads (some of which didn’t fit her ideal client profile) to creating a full client waitlist. Her client projects are more rewarding than ever, and she’s never felt more secure, confident, or respected as an independent designer.

The results sound wonderful, but how did we get there?

That’s what I want to dig into for the rest of this client story. I thrilled to see how Allison’s website copy has increased the profitability of her business while giving her more time to focus on partnering with ideal clients she loves. I know the same results are possible even beyond the graphic design industry. 

Here is an in-depth look into how we approached Allison’s website copywriting.

The story of our website copywriting project

After meeting Allison on Instagram in 2016, we became fast friends over hot chocolate (for me) and a vanilla latte (for her) as we talked about our experiences in running a one-woman business.

At the time, Allison had been in business for over three years and was working her way toward sustainability. She enjoyed some of her ongoing design work, but after seeing her wide grin and high-spirited expressions when she talked about her visual branding projects, it didn’t surprise me she wanted to shift more of her attention toward brand design.

When we decided to work together on new copywriting for business, there were a few things to consider:

• Allison didn’t want to work with only one industry in order to be successful. Without a traditional niche, she struggled with how to create targeted messaging that would still speak to her ideal clients.
• Allison is one of the most attentive, organized small business owners I know, but there was nothing in her copy that articulated the time and care she put into her client process.
• With her focus being on the website’s design (and rightfully so!), she hadn’t thought about which keywords would give her the most SEO value before we worked together.

Our solution was to create SEO-optimized website copy that felt like a having a casual conversation over coffee with a friend. We wanted to highlight Allison’s welcoming and warm personality while weaving thoughtful keywords into her copy in a natural way.

__________

ALLISON’S BRAND VOICE

warm / welcoming / collaborative / knowledgeable / understanding / friendly

__________

Website copywriting for graphic designers: Behind the strategy

I have a pretty unmistakable love for all things website strategy! I love bringing it to life with the tangible result of copywriting, but my mind totally geeks out in the strategy stage.

As I prepared Allison’s new website strategy, we agreed to pull inspiration from two of her taglines that still felt like a great fit for her brand. Because she likes working with “small businesses with big hearts” and creating “happy, thoughtful, inspired designs”, it was easy to find a place to fit these taglines into her About page and Services page.

Speaking of her website pages, here’s an inside look into how we wanted to utilize each page of her new website (which you can see has been brought to life here):

Homepage

Our primary goal with the Homepage was to keep the copy concise yet powerful. We decided on a two-column layout so it would match Allison’s minimal design.

We used Allison’s tagline in the header and all of the body copy points to the main call-to-action, which is a button to learn more about how to work with Allison. Since we want every Homepage visitor to land on her Services page, this was an easy choice!

About page

I usually recommend writing a more client-focused introduction before introducing the business owner on About pages, but we tweaked out strategy a little because Allison didn’t want to target only one kind of entrepreneur. Instead, we decided to create a bulleted list of the types of businesses she likes to work with so they still feel like they are in the right place.

We collaborated on a proper bio for her About page, detailing the heart behind her business, how she got started, and a deep look into her professional experience.

To give the page even more personality, we added the “On a Personal Note” section so visitors can get to know Allison before they hop on a consultation call. She laughs now about how much clients ask her about her study abroad trip to Paris and mutual love for Gilmore Girls.

My favorite part of her About page is absolutely the Core Values section. With short blurbs of copy, we set the tone for what prospective clients can expect from the collaboration while infusing some of Allison’s inviting, fun personality in between. Concise copy is my jam, so this was a really fun section to put together!

We ended the About page with “My Promise”, which builds the visitor’s confidence in Allison as a designer, collaborator, and business owner. It’s the perfect final touch before directing people toward the rest of her website.

Services page

Our main goal for Allison’s Services page was to not only highlight her visual branding skills but also educate visitors on the true value of quality brand design. Letting incoming client leads know that building a brand encompasses more than a logo design was incredibly important for Allison.

After educating visitors in the introduction section, we decided to reintroduce Allison on this page in case someone came to the Services page before they visited her About page. Since Allison’s business is named after her and she is the main point of contact, it was crucial for us to highlight the face and personality behind the business.

Before digging into the specifics of Allison’s signature design process, we wanted visitors to self-identify themselves as a good fit or not by setting expectations in a casual, light-hearted way.

Then we introduced her offerings along with a more in-depth look into her process. Clear call-to-actions were placed throughout her Services page so people could easily find what they needed (like the contact form, investment guide, or other materials).

After almost two years, we haven’t had to make ANY tweaks to this page and it still drives the majority of her contact form requests, meaning that it is successfully converting visitors into client leads.

After our website copywriting project

Not only does Allison feel more confident in her messaging and website than ever, but she’s also been able to create a waitlist of clients who are willing to wait almost a year to work with her.

Even though Allison is in a highly saturated industry with other brand and website designers, she can confidently stand out in the crowd, knowing her website copywriting educates and sells her visitors on why she is the right choice.

Investing in website copywriting gave her a solid foundation that she can build her business on for years to come. With every new offering she launches, she returns back to the strategy and copywriting we created in early 2017 to guide her overall messaging.

Here’s what Allison had to say about our website copywriting partnership:

“Working with Kayla on my website copy was nothing short of dreamy. She gracefully led me through her thoughtful process from start to finish, taking the time to listen to my needs and dig into the heart of my business, and then turn everything into beautiful writing that speaks directly to my ideal clients and has a clear strategy behind it. My brand voice has never been as strong, polished, and “me” as it is now, thanks to Kayla’s brilliance and love and talent. Since working with Kayla, I have received inquiry after inquiry from small businesses who found me via Google – talk about marketing on autopilot! When you work with Kayla, you’re in the best of hands.” – Allison of AllieMarie Design

Are you ready to invest in website copywriting to attract and convert the right kind of leads while keeping your brand voice intact? Let’s talk today about your vision and see if my signature website copywriting process is a good fit for you!

The post Website Copywriting Portfolio Spotlight: AllieMarie Design, Graphic Designer appeared first on Sindie.