It’s not every time you get an inquiry from a stranger who found you on Google’s search result page (courtesy of your dope-ass SEO content strategy), and it feels like you’ve known them forever.
But this was the case with Melissa.
From the moment I went through her form and during our discovery call, it was clear that she’d be easy to work with.
Maybe it’s because I’m a chatterbox like her… Perhaps it’s the fact that I’m a self-diagnosed ADHDer and her perfect-fit ideal client… Or maybe it’s because I was impressed by her down-to-earth transparency.
I love people who aren’t afraid to have open, honest conversations. It’s kind of my business love language—well, that and lit-AF copywriting— and Melissa *perfectly* fits the bill.
Want to get the tea on this project? Come along as I dissect the process of Melissa’s website copywriting project.
Meet Melissa,
EXECUTIVE FUNCTION AND ADHD COACH
If you ever get to meet her IRL or over a virtual coffee date, you’ll love her company.
She’s like a nice cup of coffee—warm and comfortable, yet bold. No wonder her clients said the nicest things about her during the research interview process.
So, what’s her story?
Well, the pandemic hit, and Melissa had to somehow shoulder the responsibilities of four other health workers in her department. These assignments began to pile up until she burned the frick out.
The experience and her recovery spurred her on a journey of work-life balance and ADHD acceptance. Now, she helps burned-out workers and ADHD/AutiHD-diagnosed adults find the focus and tools they need to embrace their essence and operate in their highest productive capacity so they can fulfill their ambitions.
The challenge
As a new coach wanting to establish her business online and position herself as the very person her ideal clients need, Melissa knew she needed brand messaging that’d put her in the spotlight.
So, she reached out to me for help with writing connection-focused website copy.
And that’s because she understands the benefits of having “a bingeworthy website,” and wanted someone who could take the message from her thoughts and run with it to create the perfect website for MelissaJoy Coaching.
The solution
The project kicked off with a research call, where we discussed the answers to her brand questionnaire in more detail—her current stage, goals, and ideal clients.
As any of my copywriting clients know, the research never ends with them. After every one-on-one project call, I do some market research and heavy voice-of-customer research, because the best way to know what your ideal clients want—so you can create content and offers that speak to them—is by asking them.
Yes, asking them directly on a research call.
The research phase for the Melissajoy coaching project was intriguing. There were lots of insights, some laughter, and a few tears as everyone (aka Melissa’s past clients) emptied their thoughts. All thanks to thought-provoking questions and strategies from the Customer Voice Research guide.
But it wasn’t just Melissa’s past clients who had these “reflective” moments, I did too.
This project allowed me to dive deep into my life’s journey, struggles, and wins as an ADHDer. Lawd knows this website project got personal—in all beautiful ways.
Writing her Coaching Services page was the highlight for me.
Every single page is a stunner, but can we talk about how especially relatable this page is?
Quick note: Relatability isn’t anything shameful. It is a conversation starter. It is the reason why your ideal clients will hang around longer—because they see themselves in your story.
Melissa’s copy helps her ideal clients envision their dream lives—the future they really want to have. And the truth is: if your target clients can see their dream selves in your brand message, they will fall head over heels in love with your offers.
No one sees the awaiting transformation an offer promises by scrolling through a bullet list of endless features or 2-way price points.
That’s why I took the liberty to write sections that’ll help her audience imagine the future that is possible while positioning her as the perfect guide to empower them with what they need to step above their limitations and actually achieve these dreams.
See what I did with this little “my different hats” section below?
You know the “Why should you work with me?” section you see on all other websites across the web… Well, this is more like it, BUT sophisticated.
It paints Melissa as the person she IS—a listener, dedicated coach, friend, and accountability partner for fellow ADHDers who need guidance—so her ideal clients can feel seen, safe, and confident that she CAN help them.
For an SEO boost because, duh, discoverability is essential, I researched and collected the hottest questions about ADHD coaching across Google’s search result pages and turned them into this clickity-click FAQ section.
The review
“I had the pleasure of working with Sally, and I couldn’t be happier with the experience. Her friendly and personable approach, combined with her openness to feedback, made the collaboration effortless.
I knew I would love Sally’s work because I like the copy on her website.
When we did meet for the first call, her personality further cemented my decision to work with her! She puts me at ease and made me feel like a valued client throughout the entire process.” – Melissa Joy Adams
(p.s. You see, I wasn’t kidding when I said, “Over here, it’s celebrity treatment? It’s a section on my Services page, in case you didn’t know.)
My clients are my #1 MVPs, and if you decide to invest in any of my copywriting services, you’ll be assured of getting not just the perfect copy for your business but the coolest experience, too.
The wrap-up
I enjoyed every bit of the time I spent crafting Melissa’s website copy, and the best part was when she paired it with a stunning website design template from Tonic Shop.
I’ve said this before, and I’ll say it again. Website copy only stands out when the design is good. And I’m so damn proud that Melissa understood this assignment. Check out the live website to see what I mean.
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