“Where to even start with how fantastic Zoe has been from start to finish - I would give her 10 Stars if I could!”

Meet Lucy Upton,

owner of The Children’s Dietitian.

Lucy has a shiny new website - with shiny new web copy. Written by moi. I’ve just loved this project - as Lucy had a really interesting conundrum to overcome. The Children’s Dietitian (Lucy’s wonderful business) had two audiences to nurture. Two audiences to convert! So how do you do that?

Well, crafting your web copy (and strategically planning your website to cater to both audience pathways) is the answer. That’s where I came in.

Discover this web copy project

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Discover this web copy project 〰️

The website copy project

Lucy hired me to write The Children’s Dietitian’s website copy - covering her home page, about page, services page & a special sales page for PR & media opportunities.

• Wireframed web copy - showing the information architecture of each web page (and how the copy flows across it)
• SEO-tagged web copy within a Word document, written in HTML for easy input into the new website
• Clarify brand messaging & positioning as an expert in the industry
• Attract & engage more media/ PR enquiries with a dedicated page
• Drive conversions for various services
• Improve SEO
A split audience was the major challenge of this web copy project. The Children’s Dietitian needed to attract and engage both parents - and PR/ media outlets. Having two audiences can often lead to generic/ wishy-washy copy that tries to please everyone (and wows no one). But we looked at the website strategy as a whole, and mapped out where copy would be specific and tailored. We also worked out the goals for each page - and optimised for search, to ensure the right people were landing in the right place.
A seamless website launch - with wireframed copy, copy packaged up, SEO’d and ready to go over to the designer in preparation. The copy helped the designer map out a design that was messaging-informed.
The Children’s Dietitian continues to be a thriving business - and now has a wonderful place for prospective clients to land, browse and convert.
“Where to even start with how fantastic Zoe has been from start to finish - I would give her 10 Stars if I could!
“Whilst it has taken me some time to realise I needed to get a copywriter involved with my business, having now worked with Zoe I wish I had done it years ago! Zoe took the time to really (and I mean really) get to know me, my business, my values and into the head of the people I work with. She listened and reflected intently, throughout the project I felt she was fully committed to me and my business, ensuring every small detail was accounted for, checked and covered. The final copy for my website is quite simply outstanding, and beyond anything, I could have anticipated. I read through it with joy, delight and complete dismay at how she'd captured my voice, the business and the minds of my customers so well.
“Words don't seem enough, but I cannot recommend Zoe highly enough. She has been warm, approachable, committed and nothing has been too much. I have no doubt I will be working closely with her going forwards and would encourage you to do the same!! Thank you so much Zoe!”