There’s always a lot of pressure when I write for any kind of brand or website designer, because I know their website isn’t just going to be visited, it’s going to be absolutely scrutinized.
And not just by their potential clients, but by themselves — which is exactly where Laura, a white-label Showit designer and developer, found herself: constantly “messing with” the copy on her own website, because it never felt right or like her or good enough to represent what she was capable of.
The Founder
Laura is a Showit website designer and developer who serves other Showit designers through white-label services. Essentially, she’s who you call when you have more projects than you can physically complete yourself, and she’s a pro at stepping in behind the scenes to get it done.
She had everything she needed to book more partnerships with other designers (the skills, the portfolio, the easygoing vibes, the ability to jump straight into a project and nail it), but because her website didn’t specifically outline the benefits of hiring white-label support and make readers feel like her help is exactly the fix they need, she wasn’t seeing as many direct inquiries as we both knew she could.
Project Scope:
The Strategy
Before I even started writing, I knew Laura’s website copy would need to address a few key desires and objections, specifically…
- “No one can possibly do it as well as I can”
- “Is this really going to save me work?”
- “Will this actually make more money that I can take home, or will the expense of hiring make it a moot point?”
- “Isn’t it just going to take me time to train someone? I could just do it myself”
I leaned on Laura’s unexpectedly relevant background as a hairstylist to position her as a “style chameleon” who can dive into any designer’s signature style and replicate it without instruction, then wrote in her direct-but-playful brand voice to handle other objections directly in her copy (without making things like an argument).
We hit the nail on the head immediately with Laura’s homepage, speaking to the burned-out designer who’s getting more inquiries than they can handle and is actively missing out on jobs (or weekends) because of it.
We also went in hard with Laura’s slightly-irreverent brand voice — I actually pulled this phrase straight out of our kickoff call to use on her homepage, where we addressed the elephant in the room: the desire to scale your business without engaging in #girlboss culture.
One of Laura’s clients’ biggest concerns is whether she’ll be able to match their style, so we leveraged the answer (“hell yes”) as a heading, and made sure her portfolio pieces here showcased her range.
Three inquiries within a month of launching and her first $10k month, with only four strategic pages of website copy.
Laura is exactly the kind of business owner I created The Simplified Site for: she isn’t currently focusing on SEO, she has a few streamlined offers that her ideal clients can choose from, and she knew she could be seeing significantly more conversions from her website by focusing on the essential pages: Home, About, Services, & Contact.
Within one month of taking her website live, Laura had serious inquiries from THREE new clients, her first $10,000+ month on the books, and major confidence in her copy.
“Before you redesign your website, you need Amy to write the words that go on it! I can’t say enough good things about working with her, everything was 10/10, no notes. On discovery calls with ideal clients, I’ve had many of them say ‘it felt like you were talking to ME on your website’ and isn’t that the whole point?” – Laura Messick
Ready to start your own project? The Simplified Site is perfect if you need a quick, budget-friendly option — or check out my signature website copywriting services for messaging, SEO, and more pages.
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