I'm Natalie—website copywriter and brand messaging freak. I help business owners nail down messaging that moves the hearts AND cursors of their dream clients.

In this first episode, I fill you in on what this podcast is all about and preview the MESS Framework we'll work through together throughout the series. We're diving into why that messiness in your brain—the scattered expertise, half-formed ideas, and random Google Docs—is actually gold. Most of us don't have big shiny labels like "the first ever" or "the only one," but you still have a unique message. You just gotta work through the mess of it first to make it crystal clear.

"Where there's a mess, there's a message. All that scattered expertise, those insights living in your brain, the half-formed ideas about what makes you different—that's your unique perspective waiting to be organized."

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Why does your website sound like everyone else's in your industry? It's probably because copy doesn't just happen by whipping up some words. Just like you wouldn't expect a brand designer to slap together random colors and call it a brand, there are steps that go into message and voice development.

Maybe you DIY'd your copy, used templates, worked with a designer who "handled the copy too," or used AI to flesh things out. All super common. But if we're not giving copy the same strategic attention as visual branding, you're left with generic messaging that feels like "it's there, but is it really us?"

In this ep, you’ll find:

• The common ways people end up with generic copy
• Why you're avoiding linking to your own website
• What professional really means to YOU
• Two mini exercises to start defining your voice

"Maybe you're relying on these overused, slightly cliche phrases that are all over the place in your industry. They're like cotton candy—they look cute, they sound cute, but there's no substance there. There's no voice or message that sets you apart."

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When you think of a new website, you probably think design and development. But here's the thing: copy comes before design in the vast majority of cases. The content determines the structure of your website—it's the thing the designer designs around.

Copy isn't just filling in the blanks. There's voice, tone, messaging hierarchy, ideal client information, SEO, user experience, conversion principles—all these bits that go into it. If you had a finished designed page first, you'd have to shove your message into those spots, and that doesn't work. So don't feel bad if DIY-ing your copy feels like a struggle. That's totally fair.

We’re gonna dive into:

• What actually goes into website copy
• The website process breakdown
• Questions to ask your designer and copywriter

"Don't feel bad if you're pulling your hair out trying to write [your copy]. That's why we're here. Just like with your own work, there's probably a thousand things that go on in the background when you do stuff for clients. It's the same with copywriting."

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The brain dump questionnaire. The word vomit questionnaire. Whatever you call it, this is the first real step of turning your mess into a message. It's about getting alllll your scattered ideas, client outcomes, values, and insights out of your head and onto the page.

The really cool part is when we reveal the opinions and stances lying underneath the surface that could be the star of your website copy. You may not realize they're waiting to become a core message, but as we go through this process, we might discover the thing that helps you stand out from everyone else in your industry.

Grab a pen and paper and get ready to get things out of your head and onto the page!

"If you're refining your message, you've got to do some messy processing and reflecting first. This questionnaire will help you get started. It really isn't about having perfect answers—I encourage messiness, word vomiting, and I'm there to help sift through it and figure out what we need to hone in on."

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I don't know about you, but I think most humans would agree that when you have a dedicated time and space to just talk about what you care about, what you get fired up about, what grinds your gears, your way of doing things—it can be just a really validating, enjoyable, freeing experience.

This episode is about the part of your website copy process where you get to do just that: The Kickoff Call. Part strategy, part organic conversation and discovery. And honestly, it's actually quite a bit of fun. We kinda go all over the map, from exploring your questionnaire answers and ideal clients, to uncovering your values and differentiators, to mapping out the website strategy and getting specific about your brand voice.

By the end, you start to really see how your scattered thoughts can become a cohesive message.

Pop your headphones in and hear:

• How we balance brand messaging with website strategy
• How we start making a name for your nuance through conversation
• Why talking reveals more than writing

"By the end of this call, you start to really see how your scattered thoughts or your many kind of competing ideas can actually start to become this really cohesive message that converts website visitors into leads, into potential clients. It's really validating and kind of relieving that way."

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Do you know where some of the best copy comes from? Your clients' mouths. That’s why in this episode, I’m taking you through my client interview process. One of the most impactful parts of the copywriting process is talking to your past clients to understand their struggles, desires, and hear them raving about you directly in their own words. This reveals words and phrases they use to describe things, and validates the messages we're exploring.

It's not like your copy is going to be all your client's voice—it's a balance between that and your own voice. But these interviews help with the broader message and give us strategic testimonials that actually support what we're saying.

Listen in to hear:

• Why interviewing your clients matters for message validation and finding language that resonates
• How we balance your voice with your clients' voice in the final copy
• The logistics of how these 15-20 minute conversations actually work
• Getting strategic testimonials that back up the arguments in your website copy

"These interviews help me truly envision a real life human who I'm writing to because I've had these fifteen, twenty minute, twenty plus minute conversations with your people, looking at their face, laughing with them, asking them questions."

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In episode 7, we're talking about one of my FAVOURITE things: UX, or user experience. This is where the creative and strategic side of copywriting really comes together. Great website copy has three big parts: your customers' words, your voice, and UX. UX, if we boil it down, is logic-backed structure, clear website goals, design-friendly formatting, and an awareness of where the user is coming from. We don’t just want your people to feel something through your words—we want them to TAKE ACTION. So we're diving into user story maps, page plans, and what each page on your website is actually supposed to do.

Let’s talk about:

• What triple threat website copy means and why you need all three parts
• How user story maps guide people from stranger to client
• The specific purpose of your homepage, about page, and services page
• Why design without UX leads to shoving your message into random spots

"Your homepage is the drum roll and the director. It sets the tone and reassures them they're in the right place, then guides them to the right next step."

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You're wondering whether or not you really need full website copy, or if you could do with just a few edits and updates. Sometimes when your website has existed for a while, your vision starts to blur when you look at it. Is it clear or is it actually kind of cringey? Does this copy make sense anymore? That's where a website audit can come in—it gives you a professional set of eyes on your website without the full investment of an entire website copy project. So let’s talk about when an audit is the right choice versus when you need the full shebang.

"Sometimes the biggest issue is—what is in the menu? Is there too much? Is there too little? Are the labels confusing? The navigation menu, that sometimes is one of the most important things I look at in these audits."

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