The Tails & Emails Website Copywriting Project

You know the people who stroll into your life, feel like you've known them forever, and just settle in in the best way?

That's Jess.

I think we *technically* met on Threads first, but quickly slid into each other's DM's and started chatting on the regular – so you can imagine my (over the top) excitement when I saw Jess's name in my email, filed under “NEW INQUIRY: Jess Zierer.”

And let me tell you – her project was everything I hoped it would be and more. Jess is SO fun to talk to, SO good at what she does, and now – SO well-represented by her new website copy, so you can glean those *exact* vibes immediately when you visit.

The Tails & Emails Brand

Jess came to me in the middle of what I lovingly call a “good mess” — the kind of business growth spurt where you’ve been in your business long enough to know more about who you want to work with (and what you want to specialize in), you can feel that a change is coming, and you want (and/or need) to bring in some pros to turn your ideation into actual reality.

Jess was mid-pivot into serving pet businesses exclusively, with an evolving offer suite, a signature approach (appropriately entitled the Sit, Stay, Subscribe Method), and a new visual brand loading…

But like nearly all concept brands, Jess was running into the question:

How do I stay on-theme without being over-the-top?

Her entire brand orbits around pets — and it works, because it’s her (and it’s the literal niche). But when you have a strong theme like that, it’s easy to tip into kitschy or confusing territory without the right structure and strategy underneath it.

She wasn’t sure how to:

Structure her website and offers so people GOT it from the get-go
Message her pivot and new specialty
Mix her voice-y, casual, incredibly relatable way of speaking (she’s the most fun to talk to) with the structure and professionalism a website needs

“I was feeling confident in who I am and what I wanted to do, but I knew that I couldn't write/say what I needed to say to pull in the clients I wanted to work with in a way that would truly work.”

In her own words, Jess was “tired of wasting space digitally” – to which I said “say less, let’s ride.”

The Process

Brand Voice

The thing about me is: I love a concept brand. Like, love. It’s not just getting to develop a theme (which is half the fun), but I’m obsessed with the extra layers of strategy that go into it, to stay on theme without making it “too much.”

So needless to say, I was overjoyed to get to start Jess’s project in the most fun way possible:

Researching an extensive list of animal-themed puns, jokes, and turns of phrase to potentially use as I wrote.

(The list was, at one point, 30+ items long – and for the record, this “horse of a different color” one is my favorite on the entire website)

In concept-driven brands, how you say things is just as important as what you say — and Jess’s voice needed to feel as familiar and trustworthy as the email marketing systems she builds.

I also spent a while combing through Jess’s Threads, IG, and our voice notes (we’re both voice note girlies, so the collection was extensive) for notes on how Jess *actually* talks and how I could weave that into her website – because not only does authenticity sell, your website is the first time many clients “talk to” you (and you want to make sure they don’t feel catfished or taken aback once you get on a real call).

Website Strategy

At face value, Jess works with pet businesses – period. That could be dog groomers, horse trainers, veterinarians, lion tamers – basically, anyone who loves animals and wants to put more of their marketing on autopilot.

But Jess knows her craft incredibly well, and split her services into two sub-niches: service-based pet businesses (the vets, the trainers, the groomers) and commerce-based pet businesses (the treat shops, the subscription boxes, the toy stores).

Because these two groups need email marketing for different(ish) reasons, and with different applications (an abandoned cart email is much different than a nurture sequence for a service), Jess needed two services pages on her website, and one “splash page” to help people navigate to what they need.

The structure of each page is similar, but the content and strategy are distinct for each audience – so readers immediately think, “HOW did she know that’s what I’m going through?!”

Re: The Splash Page

NOT EVERY WEBSITE NEEDS A SPLASH PAGE (or a general services page)!

I will absolutely die on this hill – because often when I see a services splash page, they’re actually just confusing for the reader’s experience, didn’t need to exist, and are doing more to lose people than convert them.

If you’re going to do a splash page, it needs to be necessary and done well. Jess needed a functional way to help visitors self-select based on their business type, since her services are split between e-commerce and service-based pet businesses.

>> Visit Jess's splash page here!

Her splash page gave us a chance to position her more as an essential expert (and explain why pet businesses can’t work with just any email marketing agency), incorporate an SEO-friendly keyword, and guide each reader toward the page that made the most sense for them — without overwhelming them with too many options or making them guess.

Favorite Moments

As always, I CAN'T CHOOSE.

But if I had to, it would be these snippets:

The above “and the cats, and dogs, and exotic species…” line was one I was SO excited to include, because it's just so Jess. Her enthusiasm is unparalleled.

Also, “scooping (ahem) things” is the *exact* kind of inside joke you need to be dropping into your sales copy, so you can stop with the “I get you” line and start just proving you do.

>> Find this line on Jess's homepage!

One of my goals was to include nods to several different kinds of animals (a LOT of the lower-hanging pet puns are dog-centric) and this one absolutely killed me. Couple that with the hamster GIF Jess added (not many brands could pull this off in such a polished-but-fun way, and she very much does), and her about page officially made my “top 3 ever” list.

When we started our project, Jess had an entire website page for her “Sit, Stay, Subscribe Method” and wanted to know how to better incorporate it into her site, so people actually got the picture that she not only knew what she was doing, but she could make it SO easy for them to see results.

It can feel like the really important moments (your approach, your signature method, your “why”) should have their own page so they can have A Moment, but in reality – that page often doesn't get seen, or worse, it distracts people from actually inquiring.

I moved Jess's signature method into a featured moment on her services pages, positioned it thoughtfully as incredibly beneficial for Jess's client's (it already is, but I made sure to tell them that 😉), wove in an on-brand heading, and added a call to action.

Now, the method she worked so hard to refine is unmissable – and helping her book more aligned clients.

>> Find it on Jess's services pages! (There's two, and it's on both!)

The Quote

BRB while I blush –

“Amy understood exactly what I was trying to accomplish – and more importantly, who I am as a person.

When I decided to pivot my email marketing business to focus exclusively on pet businesses, I knew I needed copy that would feel authentic to me while establishing authority in this new space. Amy was a gut feeling hire, and that instinct was absolutely right.

What set Amy apart was her ability to see not just what I do, but how I wanted to show up for my clients. She captured my personality perfectly – the mix of professional expertise, pun-filled experiences, and a genuine approach to email that makes my ideal pet business owners feel like they've found their marketing partner.

The process was incredibly seamless. Amy thought through every detail, anticipated questions I didn't even know I had (and even thought of types of clients I hadn't considered!), and made what could have been an overwhelming rebrand feel effortless.

The result? Website copy that doesn't just explain my services – it embodies who I am and makes prospects feel confident that I'm the right fit for their pet business. I finally have the authority and positioning I needed to break into this industry in a meaningful way.

If you're considering working with Amy, just know that she'll get you in every way that matters. Whatever goal you're trying to accomplish, she can make it happen.

Hire Amy x1000.”

>> Visit Jess's live website here!