Rebecca Peterson Studio

Project Scope:

Website Copywriting & SEO
Brand Messaging
Project Case Study Copywriting (see Rebecca’s portfolio here with the case studies I wrote for her!)

When Rebecca first came to me, she wasn’t struggling with her brand design skills (the woman is a literal branding genius) — she was struggling with something far more frustrating:

She couldn’t articulate who she was as a brand, what made her different, or how to translate her expertise into words that actually did the selling for her.

And for someone who helps other business owners clarify their positioning…that feeling cuts extra deep. I’ve worked with SO many B2B owners who help people with their own brands (like Rebecca, Casey, and Michelle) in the same boat – it’s almost easy to help other business owners figure out their “thing,” but when it’s yourself…well, shit!

“I was spiraling — BAD. It was literally keeping me up at night that I didn’t know how to articulate who I was and what my unique position was. And it was doubly bad because this is what I help people do, but I couldn’t do it for myself.” – her actual words!

How To Know When You Need An Outside, Expert Perspective

For the record, Rebecca wasn’t confused because she lacked expertise! She was confused because talking about what you do while also doing it is CONFUSING.

(I always tell clients it’s like trying to read a book with your nose pressed into the pages. You’re just TOO DAMN CLOSE)

Before we worked together, her brand and copy left her feeling:

Unclear on how to express her differentiators
Misunderstood by potential clients
Disconnected from her next-level positioning
Afraid her brilliance wasn’t being communicated online, despite a
Exhausted from trying to fix it herself

Here’s what I told her (and what I’d tell you, if given the chance!):

When you KNOW your work is tested and proven (Rebecca was booking 5-figure clients and getting them an insane ROI; she was just struggling to book them without a ton of question-answering and hand-holding that her copy should have been doing for her), but you can’t articulate it: it’s time for a copywriter!

Creating A Content Rabbithole

In our discovery call, Rebecca specifically told me that a line of my website had lived rent-free in her head (you’re welcome!) and was THE reason she reached out:

“Forget the bland, impersonal funnels – as your website copywriter, my job is to build a rabbit hole your ideal clients can't wait to fall down.” (see it on my homepage!)

She wanted PERSONAL! She wanted VIBES! And most importantly, she wanted people to feel hypnotized into her brand world (you know when you’re scrolling through a new site and don’t realize it’s been an hour? That).

We knew we’d be approaching content creation beyond her core website pages (Home, About, Services, etc) – and here’s how we landed on exactly what to add.

High-Converting Case Studies

I cannot stress enough how much Rebecca is an experienced, PROVEN brand strategist! She was sitting on a huge mountain of client wins and wasn’t sure how to share about them.

And as we established, she wanted a content rabbithole for readers to fall down – so I proposed we create a set of four detailed, results-driven client case studies to strategically feature on her website.

In adding case studies to her project, we were able to:

Keep readers on her site for longer, with more high-quality content to explore
Create a richer brand world experience by showing readers exactly how much thought and caring Rebecca puts into her work
Showcase the return on investment her clients experience
Provide context and justification for her well-deserved, premium price points

If you’re going to charge premium prices, you need a premium track record – and you need to prove that track record on your website, period. (I mean, why do you think I’m writing this case study as we speak? 😉)

Want to read the case studies I wrote for Rebecca?

Cutting Through A Confusing Unique Job Description With Messaging

The main problem with Rebecca’s current messaging was leaving a gap between what her clients knew about her offers, and what they actually were.

Here’s Why Industry Research Is Essential:

In researching for Rebecca’s project, I found that not all brand designers offer strategy as part of their packages, and even when they do – the definition of “strategy” (and what kind of deliverables you actually receive to communicate that strategy) varies widely. We needed to be SO clear that Rebecca provides a significant amount of strategy, and that that was an uncommon and advantageous selling point for her!

Not all brand designers are comfortable owning the role of brand design in marketing, but Rebecca IS – so we leaned into that with her messaging.

Rebecca’s Positioning Statement:

I help service-based businesses stay relevant and profitable through brand design and growth-focused marketing support. My approach combines long-term strategy with visually iconic design, centered on the people you serve and the way you lead — and making your marketing easier, more effective, and sustainable.

Why It Works So Well:

This statement was actual PERFECTION, because it:

Encompasses the scope and depth of Rebecca’s work
Clearly points to design while owning the role brand strategy/design in marketing
Highlight’s Rebecca’s heart for personal branding and leadership as a brand strategy

Positioning An Unparalleled Offer

Rebecca has two main offers we needed to include in her website copy:

The Rebrand Experience – a conversion-focused brand design and marketing transformation for businesses who want to outlast trends, outpace their competition, and leave a lasting impact.
The Creative Marketing Partnership – a long-term marketing retainer for business owners who want to establish their signature offers as lasting icons.

The Rebrand Experience is fairly straightforward, given that most business owners know what brand design is – so for that page, we mostly focused on explaining why Rebecca, specifically, is the best brand designer for readers.

But the Creative Marketing Partnership was a whole other story. There simply aren’t offers like it, so there was a LOT of educating to do, while still building excitement!

We started with her Party Lines – little one-liners I write for each and every client offer to sum them up + make sure we can convey value as quickly as possible:

Then we worked up an entire sales page that anticipates questions, makes the ROI of her offer INCREDIBLY evident, and answers questions just before people ask them.

Client Results: Effortless Five-Figure Bookings

Shortly after launching her new site, Rebecca closed $34,000 (one Rebrand Experience + one Creating Marketing Partnership) in client work from just two simple discovery calls, with minimal questions and a TON of enthusiasm to work together! She didn’t have to go back-and-forth in DM’s, make hard sells, or put in tons of effort for her new favorite clients to get it – and more importantly, to be willing to invest in it.

And of course, I can’t possibly wrap up with sharing her thoughts:

“I feel freaking PUMPED about my business and my brand. I know how to articulate what I do, I have clarity in who I am and I just feel excited! I have a level of clarity that I've craved for SO LONG and thought was just impossible to get. I can't wait to hire Amy to write everything for me.”
– Rebecca Peterson

Design Credit: Rebecca Peterson Studio

>> See Rebecca’s live site!