This is a love letter to Google – but also to the universe, because I truly don’t know how else the most perfect copywriter & client match would occur.
(Just kidding, it’s through copy that makes those matches happen! But I digress)
Abbey reached out to me after finding me on Google, for help with getting her specific voice to come through on her website. She’s an eating disorder dietitian with 1) a team of registered dietitians working with/for her, 2) an online community for recovery support, and 3) 139k+ Instagram followers who were *sometimes* inquiring from the ‘gram, but not as much as they could be.
In short: We had a LOT to do! But before I tell you about it, I have to ask:
Are you accidentally catfishing your clients?
Because Abbey was! And it’s exactly why she brought me in –
Abbey crushes Instagram, period. When we started working together, she had ~139k followers, ridiculously engagement rates, and a boatload of past content. Content isn’t Abbey’s problem – or at least, social media content isn’t! Her website was…a different story.
Abbey felt like her website didn’t measure up to what she was doing on Instagram, but she wasn’t sure how to get it to sound like her, didn’t know where everything should go on a website, and was (frankly) tired of trying to figure it out.
Before working together, Abbey was facing:
- A less-than-ideal sales process, with many prospective clients booking discovery calls just to ask what Fork Diet Culture does (and then not booking a session)
- Stagnant enrollment in her eating disorder recovery community
- ~Blah~ website copy that didn’t fit her online or IRL personality – and the slower bookings and internal conflict that come with it
This is such a common problem that I see people face all the time:
When your website copy isn’t as strong as your social media presence, people who click from your Instagram to your site feel…well, catfished! And catfish don’t get the client.
Writing website copy that lives up to the Fork Diet Culture name
Much like my other clients who feel strong on socials + weak on their website, Abbey already had a strong, developed brand voice (it takes 0.02 seconds on her Instagram to realize that) – she just needed help using it in a website-appropriate way.
After scouring through Abbey’s website copy questionnaire and making it my entire personality, we met for a project kickoff call – then I got to absolutely stalking Abbey on Instagram.
Abbey’s brand voice is funny as hell – it’s sarcastic, it’s sharp, it’s still kind to her target audience (and unapologetically unkind to things she doesn’t stand for, like restrictive diets). I took notes on what she talks about on IG, but most of my notes were actually about how she talks.
Here’s how I turned Abbey’s personality into written website copy:
Punctuation Punches
Abbey has tons of videos punching to prove a point, and I laughed at every single one. I turned this vibe into bold headings (of course), but also “punched” up her words with exclamation points so you read it the same way she records content.
View Abbey's live website here!
Ultra-Sarcastic Brand Voice
Even if you haven’t technically met Abbey face-to-face, you know. She’s sarcastic as hell, and it works wonders for her. We channeled that same vibe with her offers, because after interviewing a few past clients, my suspicions were confirmed that her no-bullshit approach is EXACTLY why they’re obsessed with her.
View Abbey's live website here!
Deeply Empathetic Roots
Abbey doesn’t pull punches when it comes to busting nutrition myths and misinformation, but she is one of the kindest and most empathetic people I’ve ever met – so balancing softness + sarcasm was key for her website.
View Abbey's live website here!
Within 6 weeks of getting their new website copy live on the site, Fork Diet Culture was winning left and right.
And frankly, Abbey said it best – so I’m just going to let HER tell you what the wins were:
“Within 6 weeks of updating our website with the new copy, we had our first person to come in from Google, a new dietitian to the team getting 18 clients within her first 1.5 weeks of working with us (it usually takes 2 months to get someone to just 15 clients), adding a total of 29 new clients to our calendars as a team, and receiving a LOT LESS questions around pricing/ what sessions look like/ what we offer, etc.
I was NOT expecting so many inquiries for the month of November! Typically October, November, and December are pretty dead – but I've had at least 6 discovery calls a week AND some folks just wanting to schedule a session because they ‘didn't need a discovery call'!!!”
View Abbey's live website here!
Given that this ^ is what Abbey wanted out of her website copy, I'd say we nailed it.
And of course, I have to tell you what *else* Abbey said, because I’m still blushing:
“Amy's support and work completely reignited my passion for my business. I was feeling so stuck in my messaging, ‘bleh' with my marketing materials, and didn't feel like it was ‘me'. Now, I'm SO excited to share my website and am confident that it clearly reflects my voice, values, and mission. Working with Amy is a breeze – she's communicative, crazy efficient, and loves your business like it's her own. HIGHLY recommend her services!”
View Abbey's live website here!
Site Credit
Abbey DIY'ed her own website design on Kajabi!
