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Kathryn is an incredible business and life coach, and she was looking for some fresh website copy for her lovely new coaching website.
The website was undergoing a total refresh and Kathryn already had the direction of her branding. Designed by her website developer That’s Her Business did some incredible brand design- it was bright, colourful, and created to grab attention. So, the copy had to match the energy and work cohesively.
As well as getting the energy and tone of voice right, there were two overall aims. Firstly, to communicate her new, refined service offering, and secondly, to explain the process of working her clearly and persuasively.
To write Kathryn’s copy I began by diving straight into the branding information, summarising the tone of voice, researching her target audience, and checking out her competition.
Once I was fully informed, I created an on- brand word bank, and used various SEO keyword platforms to gather SEO keywords related to coaching, coaching in Manchester, business coaching, and life coaching.
This was the foundation for me to write version one, before sending it off to Kathryn to get her feedback.
As with lots of copywriting projects, version two is the best bit! It’s where I get to refine and polish, and really get to the voice of the client.
Kathryn wanted to dial up the personality of the website copy even more for version two, with more swearing, more energy, and more direct statements.
I shortened sentences, added more swearing, added more on brand key words, and made it even friendlier (AKA: in version 1: “think of me like your friend”, and in version two “think of me like your bestie”.
On a fully irregular basis, whenever I’ve got something super interesting, I’ll send it your way.
