A few weeks ago, I walked into a rental unit and felt a wave of relief wash over me. “This is the place,” I’d thought, and turned to the property manager to begin the application process.
Fast forward to last week when we signed on the dotted line, only to get radio silence. As I drifted into the abyss of “what if’s” for the next 72 hours (yes, I’m dramatic), I began to theorize ways in which this awkward “what next” experience could’ve been avoided with a simple email or text.
Because in a moment, that relief I’d been feeling turned to confusion, a bit of dread, and unrest. Which is why my website copywriting process is built around communication.
First things first, what does a website copywriter actually do?
A website copywriter writes words for your website that make it recognizable, resonant, and compelling to browsers. They research your audience, clarify your messaging, structure each page strategically, optimize for SEO, and write copy that guides visitors toward taking action. Every copywriter has a different process, but I’m going to break down what mine looks like so you don’t have to spend another minute wondering.
Client experience stands at the top of the pyramid.
Having served over a decade in the hospitality industry, I’ve got client experience embedded in my DNA. I never, ever, want a client wondering: “what next??” when working with me.
Making Contact With Your Website Copywriter
The majority of my inquiries come directly through my website and therefore *typically* have an understanding of which package they’d like to book, The Review, The Rewrite, or The Perfect Pair, and will specify accordingly.
Otherwise, I get more of a general inquiry that’s something like, “hey, I came across your page, love your work, and would love to discuss a project with you.” Very cutesy.
When someone sends an inquiry, a message pops up letting them know I’ll get back to them post-haste (within 72 hours).
First, We Make Sure We’re the Right Fit
In my follow up email, we get down to discussing the basics like:
✿ Timeline
✿ Project details; and
✿ General requirements
Essentially, we determine if we’re the right fit. This typically happens over email, but occasionally we’ll hop on a quick discovery call to chat things over.
If everything is feeling aligned, we move into the onboarding process.
Booking Your Website Copywriting Project
At this stage, I send over “The Proposal,” which outlines all of the necessary details; “The Contract,” which covers the legal side of the agreement; and “The Invoice,” which lets clients pay in full or split the investment into payments.
This gets reviewed, signed, and the booking is secured by paying the invoice.
What Happens During Onboarding
After the admin stuff, we get into the excitement of the onboarding process. The official onboarding email grants access to “The Shared Google Doc”, which is home to all of the juicy messaging and copywriting documentation.
The email also provides a brief overview of the next steps, directs the client to their intake form, and explains what’s going to land on my desk first.
Brand Messaging Comes Before Website Copy
With a website copywriting project, I always start with the brand messaging. It establishes the structure and strategy behind the business and directs every word that will go on the website.
It’s the material that covers brand voice, target audience, messaging pillars, brand values, unique value props, and all the flavour that’s going to make your brand resonate.
Once we approve the brand messaging, I move on to the first draft of the website copy.
I structure every website copy page with SEO and a designer-friendly handoff in mind.
Which means, my clients don’t get some basic ass word document that reads like a high school essay.
I format everything with a clear headline hierarchy and flow that mirrors the actual website.
Why Client Experience Matters Just as Much as Great Copy
Many of my clients come to me with their visual branding already in place, so I use that to my advantage. I customize the Shared Google Doc with their branding colours, fonts, and emojis to make it feel even more personalized.
I never want to hand something over that feels unintentional. And while the research and writing I ultimately do speaks for itself, I like making every client feel seen and special in any extra way that I can.
Off-boarding and Launch Support
Once we’ve reviewed and approved everything, we move into the final stages of the project.
If I’m handing the copy directly to a website designer, or the client is handling that part independently, I offer up to 30 days of additional support to ensure the transfer process is smooth.
Whether it’s switching around sections to flow better with the visual cues or adding micro-copy for extra sprinkles of personality, my line stays open for the little things that tend to pop up when launching.
I also offer an a-la-carte support menu so clients can add additional support as needed, including:
✿ Email writing
✿ Blogs
✿ Content Writing
Website Launch and a Happy Dance
Sometimes, website launches are delayed for reasons like:
✿ Conflicting website designer timelines
✿ Personal life things
✿ Unforeseeable alien abductions
When that happens, just know your website copywriter is patiently waiting to hype the hell out of you.
If the website launches on schedule, no waiting for hype is required. I share the crappppp out of my clients’ websites because (duh!!), and I believe in the people I work with enough to readily refer them to people who are aligned with their services.
Wrapping Up (Without Really Saying Goodbye)
Our official farewell looks like an email, wherein I congratulate you on all the work you’ve done, the breakthroughs, the early successes, and the bright and shiny future of your business that lies ahead.
I attach my client feedback form and thank you again for trusting me with your brand and your business.
I stay in the loop with the majority of my clients.
We follow each other on social media and have tentative plans to get lunch should we ever end up in each other’s cities. (It’s even on my review form, hehe.) Many of them also come back to me with new projects, copy updates, and referrals.
That’s my process from start to finish (cliff note version).
Communication is never a guessing game. Delivery is never a gamble. And client experience is the beating heart of the entire operation.
If your business has reached a place where you know it needs sharper messaging, cleaner copy delivery, and perhaps, a better buyer journey, let’s chat!
