Website copywriting for small businesses
Imagine feeling calm and confident every time you send someone to your website…
What if your perfect customer was to click through to your website right this second? You know, the customer you daydream about booking whilst making your morning coffee. The type of customer you’ve been working so hard to find.
They’re on your website right now. How does that make you feel? Excited about what they’ll find? Or are those butterflies flapping their wings extra hard right now?
Perhaps you’re worried that they’ll spot the 1am “that’ll do” DIY job you threw up there the night before you launched.
Or maybe you’ve got a pretty website that just doesn’t seem to be connecting, so you’re fretting that you might now lose them forever.
Ouch.
Every small business owner deserves a website that works for them.
Yes, even you.
Especially you…
Your website can be your hardest-working employee. It’s the team member that never sleeps, never takes vacation days and doesn’t even need a caffeine hit to get going in the mornings.
But it needs the right copy to get it there.
What if you could get website copy that reflects your identity, personality and values, whilst still feeling confident that it’s working hard to take your audience on a journey? One that takes them from website visitor, to loyal customer.
It’s never too late to do that.
Mainstream marketing wants us to interrupt our customers with pushy sales tactics.
But you don’t have to subscribe to that
Your website is the digital home of your small business. You want to feel like yourself there, whilst welcoming your dream customers in for a cosy cuppa and some meaningful conversations.
I’ve taken the copywriting certifications. I’ve seen what works through my years of experience. And I filter through the noise to get to the really good bits. So we can use proven website copywriting methods to help us get those conversions, without compromising on your beliefs.
Your copywriting can be soulful and strategic.
Let’s start making sense of things (even if you’re in a bit of a pickle right now)
Whether you’re just launching or have been in business for a while, there comes a time when you could do with some outside help.
You’ve got the ideas. You’ve got plenty of inspiration. But turning those ideas into written words, ready to be shared with the world on your website?
*cripes*
Together we can take those jumbled up ideas and iron them out. So your words start flowing smoother than your favourite bottle of Malbec. And your business starts making sense again.
Brand messaging guide and website copywriting
This is everything you need to get your website words ready to share with the world.
Your brand messaging guide
Inside your brand messaging guide, you’ll find:
- A big old outline of who your target audience is (and where to find them)
- Your brand positioning statement, this highlights what makes you and your business so unique
- Handy tips to help develop your offers and make them even more appealing to potential buyers
- Your brand story, so that you’re always on the right page
- Tagline development support, to give you a memorable message
- Your vision, mission and values, so it’s always clear what you stand for
- Tone of voice (and brand dictionary), to keep your brand sounding uniquely you
- Key messaging statements, to plug those pesky gaps when you’re struggling with what to say
It’s designed to be used again and again and again. I include a brand messaging guide in every project as it’s really the foundation of everything you do. So it lasts way longer than our time working together, this is a resource you’ll draw on for years to come.
Then, we move onto the website copywriting phase of the project.
Your website copy bundle
The service provider’s website copy bundle
5 pages of website copy
E.g. home, about, service 1, service 2 and contact pages
The e-commerce website copy bundle
Website copy + product descriptions
E.g. home, about and contact pages, and a big bundle of 20-30 optimised product descriptions
Every website copywriting bundle comes with:
- Loose wireframing, so you know where to put the words on your page (this makes your website design so much easier – even if you’re DIYing it)
- An in-depth project brief and knowledge extraction call, where I gather your personal insights for your website copy (my copy clients are always surprised by how helpful this step is)
- Recommended website structure for the best user-experience
- SEO optimisation (meta descriptions, title tag and headlines)
- Gentle creative direction for each page
- Delivered in a Google Doc for easy implementation by you or your website person
- One round of edits
- Words that sound like you, without you having to type a single letter
Investment starting at: £1,750 (includes brand messaging guide and website copy bundle)
“Working with Pip is a dream, she takes the jumbled ideas and turns them into brilliant copy that connects!”
Rosanna, founder of Hilda
Let’s grab a coffee and talk it all through
“Pip is a pleasure to work with and really tries to get to the core of your brand to build a story and get a message across effectively.”
Joppe, co-founder of Joppe & Tom
Let’s grab a coffee and talk it all through
I went back to (copy) school
Learning’s kinda my thing. I’ve got a curious mind and like to fill it up with new knowledge.
Take a skim of my CV and you’ll find a BA in Economics and a MA in Human Rights (yep, I loved writing my thesis so much I did it twice). But my latest endeavour has been these copywriting certifications from the world-leading Copy School at CopyHackers.
Purposeful website copywriting from a former digital marketer
I’m Pip, a purposeful copywriter for small business owners like you.
Before I went self-employed, I worked as a Content Marketing Manager at a London tech start-up and led on digital comms at a national charity.
But I’ve spent the last few years writing copy for 30+ small businesses. So you can feel confident in your message, find your right customers and run a business you love.
“I was amazed by the copy!
It seems like Pip was reading my mind. She wrote what I had in mind in a way that I could never have: easy to understand, and compelling.”
Sandra, founder of Happy Daily Coaching
Let’s grab a coffee and talk it all through
Your business is more than just a way to pay the bills. I get that
That’s why I’ve built a website copywriting process that gets to the core of what you do, so I can understand your work as well as you do
Step 1: Research – this is the most underrated part of the website copywriting process. But it’s also the most important. This is where I go behind the scenes to get to know your work, your customers and clients, and your target market.
- Detailed brief, with lots of thought-provoking questions to help us get to the heart of your work
- Knowledge call, where we chat about your business and everything you’ve learnt so far
- Customer surveys and/or interviews, to uncover the meaning behind your message
- Review mining, to find out what words your clients and customers use to describe your work
- Competitor analysis, to ensure you stand out and celebrate your uniqueness
- Industry research, so we can position your brand in the right way to connect with your audience
Step 2: Copy outlines – it’s fully over to me now. I start by outlining your website copy so that it’s built on a solid foundation with a nice strong structure. In short, it’s purposeful. Every word guides your reader onto the next step.
Step 3: Drafts and internal edits – this is what it says on the tin. Because I try and test lots of different options before sending your website copy over to you.
Step 4: Feedback and finalisation – and here we have it! It’s over to you to share your thoughts for our edit round. You’ll be sent your brand messaging guide before we start working on the website copy phase of your project. Why? Well, acts as the anchor point for the rest of our work together (and beyond).
There’s so much value in your work. Sometimes it just takes an extra set of eyes to tease it out
What if you could get….
Your website copy done for you (and finally ticked off your to-do list)
Copy that’s ready to upload to site, you’ll know exactly what to say and where to say it
Gentle creative direction for your imagery and website layout
An easy to use brand messaging guide, so you’re never lost for words again
A fresh set of eyes on your business
Conversion optimised copy, that follows a strategic yet soulful approach
Words that sound like you with having to type a single letter
The confidence that you’ll never have to stare at a blank page again
More time to spend on your business
A big old boost in copywriting knowledge throughout the process
Someone in your corner, cheering you on
Fresh inspiration as you discover titbits of your work that you didn’t see before
The courage to start using your voice more
A clear plan of action
“Pip has stepped into my shoes and adds charm and magic to every project we venture into.
She has such a friendly warmth, and needs very little of my time, which is so wonderful and such a relief!”
Sarah May Gibbs
Let’s grab a coffee and talk it all through
This is where your website copywriting project begins…
Here’s what to do next. Get in touch and I’ll schedule a short but sweet 30 minute chat with you. We’ll have a (virtual) coffee and talk about your business, where you’re at right now and where you’d like to be.
Then, I’ll assemble a proposal. This will include a quote and a plan to help make it happen, with a gentle invitation to work together.
Simple answers to those little curiosities…
How does the copywriting process work?
I try to keep this as simple as possible for you – you’re busy and I get that. We’ll start with a chat about your business, and then I’ll use that information to put together a proposal for you.
If you accept, I’ll share a contract for you to sign, an invoice for your deposit (usually 50% but payment plans are available) and your project brief to complete. Then, we’ll schedule our knowledge call and I’ll get to work!
I’m not sure if I can afford it…
In all honesty, if you don’t have the budget – don’t spend it. I’m not here to tell you how to manage your money. But I do have payment plans available (at no extra cost) if that’s helpful.
I’m worried about being pushy in my copywriting…
Why be pushy, when you can be purposeful instead? That’s my motto and something I adhere to in every piece of copywriting I do. We’ll be strategic. We’ll be purposeful. We’ll be smart. But we’ll never be pushy.
Will it still sound like me?
Yes. This is why the brief is such an important part of the process – I use it to listen to you, understand you and understand your voice. Then, I write copy that sounds like you, on a really good day. Plus, we have an edit round included for those all-important tweaks.
Have you worked with businesses like mine before?
Maybe! I’ve worked with many different types of small businesses over the years – from service-based to e-commerce – but what they all have in common is their commitment to heartfelt authentic marketing. You can take a look at some of my work here.
I’m scared to show you behind the scenes of my businesses, it’s a bit disorganised…
That’s okay! That’s what I’m here for, to get your message in tip-top shape. So you feel confident to start sharing your work with the world.
I don’t have any customers yet, how will you complete the research phase of the project?
I often work with businesses before they launch, so don’t worry. Although this obviously works best when you already have a customer base, we can still complete our research without one.
Do you write my copy, or do you outsource it?
It’s always me writing your copy – you hire me, and it’s me creating and delivering your work. I never outsource my client deliverables, I have a VA to help me with my own behind the scenes work instead.