After she accepted my proposal, we had a 60-minute call where I dove deep into her business, background, and bigger vision for the future. I asked questions to help define her goals, needs, and audience before I ever sat down to write the copy.

Kathleen brought relevant brand documents, audience information, competitor links, and other resources to the call that helped me during the next step of my process.

Strategy is at the center of copy that converts. After our call, I dove into how to differentiate her from competitors. A gap I found early – one that Kathleen found too – was that she had a GLOBAL team-building product.

There were plenty of remote trivia products that emphasized American pop culture and history, but Anywhere League was different. As remote work continues to evolve, her product is becoming more important for teams around the world. She needed copy that articulated that.

Without doing research to uncover this, her website wouldn’t attract the right audience for her product: remote employees across the globe who understand the value of collaboration and want a way to easily connect with their coworkers outside of Happy Hours or awkward team-building events.

Kathleen was involved in the process from the start, but this step is where I took over.

I crafted an outline for each page – home, how it works, and registration – based on a standard website copywriting framework that I then customized to fit her audience, industry, and product. My strategy for the copy was informed by audience research, Kathleen’s goals, principles of persuasion, and UX copywriting principles.

Once the outline was done, I wrote a rough draft of copy that I assembled from my research and the kick-off call. This step was more about the placement of the copy than the right wording.

After I outlined and wrote the draft for 3 pages, I walked away from the copy before I made any edits.

I had a solid outline to work with now, but it was time to massage and assemble the copy. The goal here was to develop the brand voice and ensure the copy was meeting the goals outlined in our call.

For Kathleen’s website copywriting project, I offered 2 rounds of edits. I gave her about 4-5 days to provide comments on the first and second drafts of each page via Google Docs.

I delivered each draft as I finished them – the home page first, then the how it works page, and finally the registration page – so she wasn’t overwhelmed editing 3 pages at once in addition to her daily workload.

The goal was to make providing feedback streamlined and easy. It kept the project moving while still giving her ample time to collect her thoughts without outside pressure.

After each round of feedback, I either implemented her suggestions and strategized or commented back my professional opinion on why we shouldn’t go in that direction.

I spent the final days of the project ensuring there was cohesion across the website and that the copy achieved the goals we set at the beginning of the project.

The kick-off call, research, and feedback allowed me to take her smattering of ideas and transform it into persuasive, on-brand copy. Every word or phrase on the website had a purpose that related back to her goals and her broader company mission.

The copy and placement of it also lead the customer on a journey through the website. When they get to the bottom of each page, they are led to the next logical page that gets them closer to booking a call or registering their team.

To wrap up the project, I created a short explainer video on Loom walking Kathleen through my professional decisions behind the copy.

We wanted to bring the customer on a journey, from “What’s Anywhere League” to “A remote team-building activity for global employees? Sign me up!” and that’s exactly what we did.

I used the video as an opportunity to showcase the professional decisions I made to help achieve this goal.