Angelina came to me with her website copy already drafted and the gut-instinct that it wasn't ready to publish – yet. In 2 weeks, she had everything reviewed, reformatted, and ready to confidently hit PUBLISH.
"Hilary is the perfect person to trust with your words. She’s sharp, attentive, supportive, and truly knows language in and out. You’ll end up with writing that is deliciously unique and perfectly positioned for selling."
From DIY Website Copy to a Business That Represents HER
Case Study
- Figuring out how to offer her services
- Defining her message, and;
- Drafting out the website copy
But she’d reached a point of “Okayyyy, now what??”
She wanted a second set of eyes to help make sense of everything:
the flow, the hierarchy, the positioning, and the places where she knew something was missing but couldn't quite figure out what.
Angelina – founder and absolute badass behind Wildwave Podcasting – knew how she wanted to be perceived by her audience.
She didn't need someone to come in and completely rewrite her business for her.
She needed someone who could see what she’d built, appreciate her originality, and then help to make sense of it in a way her audience would actually resonate with.
Her words:
“The whole process [of writing my website copy] just felt so messy and confusing and daunting.”
Which is not an uncommon thing to hear from founders and service providers writing about their businesses.
You can be a talented writer and still struggle to write about your own business.
I START BY ZOOMING OUT ON THE WEBSITE AS A WHOLE AND ASKING:
the review
What’s my first impression?
What message is jumping out?
What lines are activating and which ones feel repetitive, irrelevant, or off-brand?
I dug into the messaging, positioning, buyer journey, page structure, hierarchy, and the places where her existing copy needed refinement.
Then I helped her identify what was already working, the sections that were missing, and what needed to change to make the site feel cohesive without losing the most important part: her.
As she put it:
“Your guidance on section organization, text hierarchy, and filling in the blanks where I was seriously stuck was pivotal in getting me to actually PUBLISH.”
The Shift.
“everything represents me well, feels like me, and is an accurate representation of who I am RIGHT NOW.”
Since launching her new website, Angelina has been filling her calendar with aligned clients, selling her services, and showing up online in a way that feels increasingly magnetic and refreshingly hers.
Getting the website published was a massive “to-do list” CHECK, but it’s also provided the necessary foundation for the way she now talks about, sells, and shows up for her business.
That’s the kind of transformation that makes me most excited about the work I do. Giving founders a finished product that lets them feel represented by their own business.
