This month I was contacted by a lovely lady who needed some help turning her idea into a business. She asked if I could help her with her web copy and give her a sense of what her website could look like, although she'd create the site herself - my copy & canvas package.
We had a call. She outlined what it was she did for clients and gave me an idea of what she thought her site should look like. She's an online business manager. She handles all the technical, process-driven, project management back end stuff for successful online entrepreneurs who are helping people transform their lives. Carolyn felt that her website and words should demonstrate what she did by being no-nonsense, process focused, using images like puzzle pieces or cogs, to reflect how she pulls all the different parts of a business together.
I suggested she flip her thinking.
Instead of having a website that reflected what she did, why not create a site that would demonstrate how working with her would make her clients feel?
Her clients - typically women who tend to have very feminine brands - are overworked, stressed, having sleepless nights. Carolyn takes all that stress away from them. Working with her lets her clients relax, rediscover their love for their business and actually get a full night's sleep. Interestingly, although Carolyn didn't want swirly, girly fonts, she did say that her favourite colour was purple and that if her website had a smell, it would be lavender.
I started with her ideal clients. I thought about the type of websites they had, the imagery they used, the vibe they gave off. I knew that they would be more drawn to something similar in style. These are not process people, so a website using techy type imagery and words would turn them off, not on. I put myself in their shoes. How would I feel? What would calm me if I was stressed out and at breaking point with my business?
The solution was immediately obvious. Lavender. Known for it's relaxation and sleep inducing properties, it is also feminine and likely to appeal to her ideal clients. I used that as the central theme running throughout the site. I sourced free images, wrote the copy and gave a very clear brief as to how the site should be structured.
I asked my designer Meg to create a brand palette to reflect the site that Carolyn could work from. Then we sent her the words, website outline, suggested imagery, a Pinterest board with links to the free images and the style guide.
Within 48 hours of the initial call, Carolyn had her site up and live. She has a business she can now take to market that will appeal to her ideal clients. This is what Carolyn said about the process:
“I contacted Melissa about creating the copy for my website, little did I know that my experience with her would not only completely change my mindset about what my website “should” be like but she was able to also clearly articulate my unique service offering. With one conversation, she created copy and set the tone for my brand in a way that represented me a way that I never could have gotten to by myself.
When she delivered her first draft, I literally sat in my car with tears of joy – she was able to articulate my value in a way that I’ve never been able to do in as succinct a manner. Looking forward to doing more business with her in the future.”
If you are writing copy or creating a new website for your business, follow these tips:
If you'd like the words and design to revamp your business, take a look at the Copy & Canvas options.