Website Experts, Assemble! The Desro Digital Website Copy Case Study
It’s always nice when you get to work with your other half, and if there’s any service provider that’s a perfect description of this for us copywriters, it’s a website designer. So you can bet that I LOVED working with Cassandra, Website Designer & Founder of Desro Digital. You’ll see it for yourself in this website copy case study!
From an unclear message and operating business like a freelancer to clarity and acting like the CEO she is, I’m going to dive into how I clarified Cassandra’s message, and why she raved about my Premium Website Copy Package experience. Read on for this website copy case study!
About Desro Digital
Desro Digital is a a website designer for purpose-driven small businesses—but at first, Cassandra wasn’t clear on who she wanted to serve.
In her own words, “Before coming to Jemilla, I was trying to design my website and just felt like each page was falling flat. My message was weak, my audience was too broad, and I wasn’t clear on my brand voice or the parts of my story that would resonate with my audience.”
She wasn’t clear on her offers or how to articulate her skills and her story. But she knew her first official step onto the scene as a business owner—and not the freelancer she’s felt like for so long—should get it together.
So, she booked my Premium Website Copy Package, which includes:
- A Brand Questionnaire
- Market, SEO Keyword, Consumer, and Competitor Research
- A Comprehensive Brand Voice Guide
- Up to 15 Pages of Website Copy
- Content for the website launch (welcome sequence, social media posts, blog posts, video scripts, etc.)
- 2 revisions per asset
- 1 Live Review Call
- A Suggestion Doc with tips & suggested next steps
- 30 Days Post-Project Copy Support
- Complimentary Copy Audit Within 1 Year
Together, we wanted to make sure her website clearly spoke to and attracted her ideal clientele—purpose-driven small businesses—while articulating her story and services clearly enough to inspire action: inquiring about booking a project.
We knew that this website copy would change the trajectory of her business and allow her to explore what she really wanted for Desro Digital. And with me on her team, I didn’t just bring her vision to life—I expanded it. This blog post is a website copy case study on how I did just that.
Website Copywriting Goals For Desro Digital
#1) Identifying & speaking to her ideal clientele
First thing we had to do was get clear on who her target audience, what their current situation is like, what drives them to keep going in their business, and what would appeal to them to consider investing in a website designer like Cassandra.
So we conducted consumer surveys, did secondary research on the itnernet, and consulted AI for confirmation to really understand her ideal clientele.
And I made sure to speak to all of these things in the website copy! Not calling her readers out for what isn’t working, but applauding them for what they have done and encouraging them to take the next step that they know is necessary.
#2) Connecting Cassandra’s story to her readers’
A purpose-driven small business owner herself, Cassandra’s personal story and journey is not unlike her ideal client’s journey. So wherever I could, I would share Cassandra’s path to becoming the trusted creative partner her ideal client needs!
#3) Addressing how each offer is ideal for each buyer
Other than having a too-broad audience, Cassandra wasn’t fully clear on her offers—and even after I finished her website copy, she made more changes. BUT, with the questions I asked her during the onboarding phase, she had a lot more clarity and was able to do more digging on her own to feel comfortable tweaking her offers!
During the website copywriting phase, I used all the insight I found during consumer and SEO keyword research to talk about her offers, competitor research insight to position her offers as the best solution for the reader depending on their problem and, of course, storyselling to bring it all home.
And by the way, if you want to get the same clarity to refine your offers and audience, I have a resource you can grab that has all the questions I ask my website copywriting clients.
It’s A LOT (just ask any of them), but they’re always grateful for it because of how it gets them thinking and strategizing.
Grab the Website Copy Prep Workbook>>>
#4) Keeping communication open and collaborating
Like I said, a website designer and website copywriter are the dynamic duo—both experts in their own right when it comes to websites. So even though I was writing her website copy, the entire project was more of a collaboration than me just doing the work.
If Cassandra thought something should be said differently and explained why, I agreed! We worked together to land on the final messaging that would help her achieve her goals.
Results of This Website Copy Case Study
Ever the perfectionist, Cassandra is still finalizing the Desro Digital website design. You and I anxiously await the reveal of the BANGER this site is sure to be.
Until then, I get to ride the high of hearing the testimonial from a happy client ⬇️
“I knew I picked the right copywriter when I saw that the final copy deliverable had the monthly search volume of all the top keywords commented throughout my copy doc. This proved that not only was the copy spot on to my brand voice but it was SEO-driven and she had the numbers to prove it. She was exceptional at every point in the process but I knew when I got that final copy that this young lady knows what she’s doing! Jemilla made herself available for 3am idea sprints, multiple strategy calls—literally whatever was necessary to bring the best out of this project she did. I had so much work to do before I came to Jemilla and she was so considerate and understanding and really became a cheerleader.”
Key Takeaways
Getting clarity is vital for great website copy, point blank PERIODT. Asking yourself the right questions and working with an expert like a website copywriter is a great way to help you do that.
It’s how you’ll know your ideal client—what their situation is like, their motivations, and what’ll appeal to them— like the back of your hand.
This insight will also help you clarify your offers, and understand how best to position them so it catches your target audience’s attention and compels them to take action.
But aside from asking the right questions and having creative strategic partners, there’s also the element of time. The Desro Digital project took 5 months in total—and having that time to reflect, pause and pivot when necessary gave us the room to write the best website copy for her launch.
So if you know a website is in your future, don’t leave it until the last minute! Give yourself at least 3 months in advance before your launch date to get everything you need ready.
Conclusion
If this website copy case study is your introduction to the Storytella Studios© universe, welcome! Pull up a chair and make yourself comfortable. Because I’m dishing out copy goodness to women-owned & BIPOC small businesses ready to attract more of their target audience, speak authentically in their voice, look more legit as a business, and sell more of their stuff.
One way is with a strategic website that has compelling, conversational, and culturally-relevant website copy!
Small Business Copywriter: Get Your Website!
If you’re looking to get all the fixings, my Premium Website Copy Package is the answer. Because:
- It gives small businesses EVERYTHING they need when launching (or relaunching) their website
- Unlike a Copy Retainer, there’s no time limit. So if you need to take a beat to rethink your offers, or life ish comes up and you need to press pause on your project, we can do that!
- There are extended payment plans available, so that price tag gets real digestible when you can pay it over a period of time
- The content marketing phase is super flexible — we can do whatever you want, and can even add on things because let’s be real, I’m not going to say no lol
- I’m available for late-night brain dump sessions, will listen to your 10 minute-long voice message, and will rave about you as I’m writing your website copy because seriously YOU 👏🏾 ARE 👏🏾 SO 👏🏾 AMAZING
So if you’re wondering “Should I book with Storytella Studios©?”
and “Is this going to be worth the investment?”
or “Is the young’un really going to write the best website copy for me?”…
Take it from Cassandra ⬇️
“Work with Jemilla! Do everything she says and book. You won’t regret it. High level communication, streamlined process, efficient, and icing on the cake: amazing writing.”
