Atabey & Co. Case Study
Too long, don’t wanna read? Listen in 5 minutes instead ⬇️
If you’ve been on the hunt for a website copywriter, you’ll want to read this case study. If you like podcasts, you’re in for a treat.
When you think “podcast”, you might think of a problematic man with a microphone. They certainly get a lot of air time.
But when it comes to women, women of colour, and LGBTQ+ podcasters, there are fewer opportunities. Excuse my French, but that’s f*cked — luckily there are businesses out there looking to change that. And I was lucky enough to write for one of them!
The brand: Atabey & Co.
Atabey & Co. is a podcast media agency that helps women, women of colour, & LGBTQ+ small business owners start their podcasts. And one of the co-founders put out a call on Threads (which is quickly becoming my favourite app) asking for a website copywriter that’s also good with SEO.
They were rebranding, and were planning a new website launch — that’s where I came in! Someone tagged me, they filled out my contact form, we hopped on a call, and the rest was history.
They have 1:1 services, a network of podcasts that pool monthly downloads to get sponsors, and an affordable private community with oodles of resources. We needed to:
- promote & convert these offers
- make sure their mission and story came through in the copy
- differentiate them from competitors
- show potential sponsors that they’re legit and professional
Here’s how we did that (Even if you’re not a website copywriter, I’m confident you’ll finish this blog post with a better idea of how to achieve some similar goals on your own website) ⬇️
1) Promote their offers
On the home page hero section, I clarified what they do, who they do it for, and the value of working with them. So right away, their target audience would know this is the place for them.
Across the site we make it clear what you get when working with them — experts launch your show, they can help you monetize it and, however you work with Atabey & Co., the show they help you get off the ground will support your business goals.
I used social proof bars and copy throughout all web pages to establish credibility like:
- how many podcasts they’ve launched
- shows in their network
- people in their community
- BetterHelp as a confirmed sponsor of their network shows
- testimonials
And no matter the web page, there was always a section that promoted one of their offers — starting from the most valuable to the least expensive.
2) Highlight their mission in the messaging
On the About page, we highlighted their inspiration for the rebrand — Atabey, ancestral mother of the Taino — because they wanted to highlight that in the new website.
And throughout the website we showed their mission in copy that used industry data, voice of customer, and words and phrases that connect to the founding partners’ culture like:
🔥 fuego
☕️ Have a café con leche while you wait
🍰 the best thing since sliced flan
🫨 That link is broken. We’ll rub some Vicks on it make it better.
3) Differentiate them from their competitors
It wasn’t hard to differentiate them — they’re one of the few podcast media agencies serving women, women of color, and LGBTQ+ small business owners. And one of the only out there who launch your podcast with 1:1 services, help you monetize it in a first-of-its-kind network, AND give you the resources to do it yourself in a private community made for (and only for) women of color.
They set out to be a trifecta, and we made that clear throughout the website. Highlighting their unique combination of expertise, and connecting it to their overall mission — because that’s another thing that sets them apart.
4) Attract and convert advertisers
Potential sponsors for The Network were another target audience they wanted to reach with their new website.
The credibility factors throughout the website — like the number of shows in The Network and BetterHelp as a confirmed sponsor of their network shows — combined with their differentiation factor — their expertise and their mission — is how we let potential sponsors know that partnering with Atabey & Co. would help them:
- Diversify their DEI contributions
- Increase their brand’s reach and awareness with their target audience
- Drive change in the industry and help dozens of stifled voices share their perspectives
In closing
This project was a labour of love, and I’m so excited for you to see it for yourself! Just as much as they were when they saw the copy ⬇️
(I think they’re happy with the website copywriter they chose 😜)
You can check out the Atabey & Co. website here: https://atabeyco.com/home/
Big shoutout to Shannon Sheehan for the fantastic website design!
Now, you made it all the way down here. Is it cocky of me to assume that you’re impressed? Maybe.
Is it audacious of me to think you may also want a website copywriter to craft compelling, search-engine-optimized, and cultured af website copy for yourself? Possibly.
If I’m right on the money, you’ll definitely want to get a Copy Retainer. Atabey & Co. invested in the 50-hour Copy Retainer because they knew the website copy would be a big lift and didn’t want to worry about time — plus, they had a lot of upcoming launches they’d need copy for, and this was the perfect service for that.
If you need a sh!t ton of copy, want to minimize the monetary & time investment, and don’t want to deal with the onboarding process again and again, this is the perfect service for you. You can get:
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15-hour Copy Retainer
- A brand voice guide + social posts or
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25-hour Copy Retainer
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- Website copy for up to 15 web pages + copy audits or
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- Blog posts, social copy, and emails
50-hour Copy Retainer
A brand voice guide + website copy for up to 15 web pages + blog posts + email and social copy for a campaign + copy audits
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