Getting to be a copywriter for the coach that helped you step out on your own? What a full-circle moment. This project will always hold a special place in my heart, and obviously deserves a prime spot on the portfolio.
The Client
Bailey is a multi-faceted founder if I’ve ever seen one (which you know I adore working with). From the world of corporate consulting in DC, Bailey knew there was something missing in her community, and frankly, in the industry. Spaces where women can gather, grow their careers, navigate challenges, and facilitate new ways of what it means to live and work as women.
If you can’t tell, she basically screams everything I stand for.
As such, she founded Fount & Flourish, a social and co-working community for women in Annapolis (which has been one of the greatest gifts to our city). Of course she wasn’t done, which leads us to our project today, her coaching and consulting website.
The Project Overview
Bailey is an absolute powerhouse at speaking about herself, but relaying that digitally was a different story. She was facing the challenges of:
- Having trouble articulating the differences between her coaching and consulting sides
- Needing her website to have a clear flow and improve her client experience across the site
- Wanting to incorporate more personality and stronger perspectives across her copy (as she should)
This meant we needed to get super clear on her ideal client. The good news? I was one.
As I do with every project, we worked through my in-depth brand questionnaire that goes past what you do as a business, but where you see yourself as a founder/service provider. Bailey’s knack for bringing people together, a gathering goddess if you will, was immediately clear.
To carry this into her coaching, we took her throughline of empowering a new generation of women in the workforce and beyond. Focusing on real life transitions that we all face as women, but outdated corporate standards don’t like to talk about.
The Work
When it comes to your messaging/copy, speaking to where your ideal client is right this second is so powerful. In almost every website I write, we start with the emotional connection. What are your people struggling with, and what do they want?
Not only does this put them in the driver’s seat, but shows that if you can clearly articulate where they are now, and where they want to be, it’s only expected that you’re the right solution.
We also weren’t afraid to call out hesitations her potential clients might have. She’s been in the world of corporate consulting and knows it firsthand, especially the stereotypes that come with it.
Instead of beating around the bush, we addressed the hesitation head on. She’s not like the big box coaches, and that’s the beauty of it. If we would have dulled her message so she ‘wouldn’t turn anyone off’, the impact she has would have been lost in a sea of corporate jargon.
Finally, we leaned into the specifics. While Bailey is an expert at guiding women through all sorts of life and career transitions, we wanted her clients to know when and where she can help them best.
Your new website is waiting!
If you loved Bailey’s website, I’ll be sure to tell her. More importantly, I’m Delia, and I’m your new website copywriter. You can browse my services here, and for some additional context, join my half-educational, half-unhinged weekly newsletter here.
