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Reading Time: 9 Minutes I often get asked, “How does SEO tie into your website copywriting?” Welp, since both my clients and students tend to work in businesses in highly competitive spaces, I’ve had to learn a system for drawing in your clients with both copy that converts and ranks on Google (totally used to not know this, more […]

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and sell...

You don’t need more wordsmithery to make your dreams sprout wings, stand out,

you need word-sciencing.

Do you know where to start when it comes to writing sales copy for your website? Or are you staring off into the distance looking for your inspiration or the creative juices to strike, so you actually feel like you wanna write your website? Well, I’m here to help—today, we are gonna get you over that creative roadblock hump with these FIVE sales page examples. I want you to be able to draw inspiration and creative juice, but I also want you to see what’s possible with these sales page examples. 

In this post, we are walking through FIVE great sales page examples of incredible website sales copy that work. These sales page examples will help get your creative juices flowing so you (yes YOU) can write AMAZING sales page copy.

Let’s hop to it! 

⬇️ Grab the sales page template used by Abby Grace in Example #4 right here ⬇️

No. 1 | Simon Tai (Remixologist)

I’m going to bring up number one example, my friend Simon. Simon’s business is called Remixologist. They are a DJ group out of the New England area in the U.S. Before I deep dive and show you his landing pages on his website, I want to give you a little story. 

Last month I was at a conference, Meg came up to me and she was asking about how she marketed her business when there were multiple different target audiences that needed to be included in that. So many of us run into that in our business, comment down below if that’s you.

Here’s what I told Meg. (And this is actually very apropos because as I’m writing this right now, this is not my house. I am on a work-cation.)

Sometimes, I do my best creatively when looking the complete opposite direction from my copy cave for inspiration and ideas. That is what you can do by looking to gain inspiration for your website copy in your sales page messaging from industries that are completely different from your own.

sales page examples-aw blog

I have told students over the years insde Copywriting for Creatives, that I get some of my best ideas when I’m looking at website copy or landing pages for like the mattress industry. So random, right?!

For example, if you can go out there and look at a very different industry from your own and see what they’re using and how they’re positioning things and what is exciting to interact with from a user experience on their website and then bring those in to your creative small businesses website—that can be absolute gold.

Related: 96 Copywriting Power Words To Increase Conversions on Your Sales Page

sales page example-remixologists

Ok, back to Meg and Simon. 😉

Simon’s business, they have a corporate side where they’re doing killer named clients, and they have a side of their business where they market to weddings and events. Couples and brides are a lot of the times the ones that are on these pages making this decision. 

sales page example-remixologists

So you’ve got that corporate event planner, that’s one target audience, and then you’ve got the decision-maker for the wedding. Those are two very different target audiences, right? Well, what stands out here is Simon, he was a client on the copywriting agency side of my business. We were able to land on homepage messaging that speaks to both audiences.

sales page example-remixologists

If you’ve ever struggled with writing your homepage before then it’s okay, because that is the page in the funnel that has to market to more than one different types of audiences—that’s a tall order. I tell this to students inside CFC—don’t start writing your homepage first.

Realted: The PERFECT Copy To Have On Your Website Homepage

I’m the SAME way when I’m writing a sales page, I don’t start at the top of the page, I start in the middle of the page. I start with the offer. That’s the best list to start when you’re drafting your website copy. 

Takeaway Tip: your takeaway from this sales page examples is always look for inspiration in industries very, very different from your own. 

No. 2| Alina

All right the next sales page example is Alina. I’m bringing up this because I want us to look at more of a low price offer. Alina is a photographer. She immigrated from Romania. She now lives and works in the U.S. and serves the U.S. market. She has her client side of her business, but she also has an incredible suite of offers, particularly, I wanted to show you her presets. 

sales page example-Alina

What stands out on this page? If you’ve ever ordered a preset pack before I am definitely not a photographer, but I love buying preset. Even when I’m taking pictures of my kids, it just makes it look better for this best aren’t photographers. 

You may know that sometimes the download comes with really cool, creative names for the different presets in there. That’s fine and wonderful and serves a purpose. But for Alina’s sales page, what we wanted to do is to call attention and bring it the fact that she doesn’t do that, and she doesn’t do that for a reason. Instead, her presets have very specific names. So we were able to communicate that in the copy. Here’s why I bring this up. And it’s coming to the takeaway tip part of number two here. 

Sales Page Examples-Ashlyn Writes Blog

Many times you’re so close to your offer and looking at it that you can’t see other different pieces of it. That may be a great variation point.

It’s the biggest compliment when somebody tells me, oh my gosh, this copy or the way you outlined it makes me sound smarter than I am. No, you just saw that little, little aspect of your offer as just some throw away fact, but let’s pull it out. Let’s spotlight it. Let’s make it a hook to hang your hat on. And that’s why learning to test your message in a community is vital. 

Takeaway Tip: The next time that you have a piece of messaging ready to show off, maybe it’s a new landing page you have finished, or your homepage or your about page. I want you to send that piece of messaging to one of your business best friends and have them turn on loom and talk through it.

Even if it’s three minutes, four minutes of them scrolling down the page and telling you what they think, I promise you more times than not. They’ll bring up something. They’ll be reading the copy out loud, interacting with the design and they’ll say, oh, I really like this. Or, oh my gosh. Yes, that is so cool. If it is a long form page and if you’ve spent the time figuring out what your onlyness factor is like my students inside CFC do, and you’ve put in the time to craft a beautiful overview of what all is inside that offer— I am willing to stake my life that they’ll notice something you didn’t think was cool. Make it cool. 😉

No. 3 | Jenna Kutcher & Amy Porterfield 

I pulled all sorts of sales page examples for you, but what I want to bring attention to you now is a landing page that I created for a launch that Jenna Kutcher and Amy Porterfield were partnering on. This landing page needed to help make sure that people from Jenna’s audience, one audience, understood when they were landing there, that from here on, they were getting, yes support from Jenna and her team, but also they were getting a product from somebody that maybe they knew, but maybe they didn’t. That is a message that we had to communicate higher up in the funnel. But sometimes you run into that, even on your own website.

 If you have things that you affiliate for in your business or partners that you work with, you have this landing page and we have something we need to work on called message matching. So the people coming in the traffic that’s hitting that page are expecting a certain message. They’re landing there with preconceived notions about whatever it is that they’re going to see. But if you don’t match that right off the bat and help then on down through your copy, explain what you’re driving them to…that can be confusing for them. 

Takeaway Tip: Address the elephant. I love this technique. So if there is an objection or something that people would say about your offer, what it is that you do, and it’s going to hold them back from purchasing, then this is a key thing that on that offer page, in that sales copy, you need to go ahead and call out. Don’t shy away from it. Call attention to it. Let me show you what this looks like!

If you’re inside Primed to Launch, you know, I talk about the dominoes that we want to fall over and over during the pre-launch process. But go ahead and in the sales page, copy itself, bring up the thing that is holding that person back, or the thing that yeah, the elephant in the room, bring it up.

No. 4 | Abby Grace

All right. That brings us to sales page example number four, Abby Grace Photography and full disclosure, the program that is in this sales page is near and dear to my heart because Abby is my brand photographer and she has taken this who knows how many photos of me over the years that I can use in my marketing. I bring up this sales page because it is a classic example of a signature offer in your business.

Takeaway tip: you can write your own copy that converts without a copywriter. The secret is using the right frameworks along the way, this sales page that I’m going to show you, Abby messaged us and it converted at 10% during the seven days that it was live. And average sales page conversion rate is from about 3 to 5%, 10%. That is amazing. But she used the framework and it helped her understand how to do the client and customer voice hacking that I’ve talked about in previous videos and how to orchestrate that inside this framework, she was able to spit out this sales page, converted like crazy. 

Let me walk you through her sales page —->

You can grab the Sweet 16 Sales Page Template that Abby Grace used from the Copy Bar here!

Now you have some sales copy to-do’s from the examples , but when you’re writing those, wouldn’t it be helpful to have amazing testimonials? Yes, yes, it would. I’ve got that teed up for you to watch here.  So, I’ll see you in that one.

sales page template

Reading Time: 8 Minutes Do you know where to start when it comes to writing sales copy for your website? Or are you staring off into the distance looking for your inspiration or the creative juices to strike, so you actually feel like you wanna write your website? Well, I’m here to help—today, we are gonna get you over […]

Let’s talk about your sales copy and your sales pages, because the copy on that offer page is gonna make or break your website launch, your offer launch, whatever it is you’re putting out there, and finally sling it. BUT at some point you need to shut up a little bit. Because, what’s the MOST effective way to write copy … without really writing copy? Figure out how to get better testimonials, of course!

Sometimes the very best thing you can do in your sales copy is have amazing testimonials that sing your praises.

I have told clients before that I can do a pretty dang good job writing copy, but sometimes at the end of the day, there is nothing I can do that’s gonna move the needle for someone quite like seeing someone out there that is a mirror image of the problems, the feelings, everything that they’re going through and seeing somebody out there like them, get the success and get the result that they’re looking for. That speaks volumes! 

That’s exactly what I wanna talk to you about, how on earth do you figure out how to sell without saying a word. I’m talking testimonials, baby. 

how to get testimonials-testimonial examples

I have always been a stickler for testimonials, for screen grabs, for being able to have some sort of a library of testimonials and social proof. I’m gonna show you what that looks like inside my business, but here’s what it’s come down to. So we recently launched a beautiful new website for my business and going through that process, which felt like birthing another baby, I realized how much of my time allotment working on the whole project went to collecting and solidifying social proof, testimonials, case studies, all that. 

We revamped the portfolio page of my website, which is fresh and sparkly. It smells like new paint, virtually, and I have lots of learnings, and that’s what I wanna share with you.

Also, as I get started, I’ve mentioned by website a couple of times, I always begin drafting the website copy for my business and for our clients inside a Google Doc. If you want a starter template to write your own website copy, then be sure to look down below, you can grab a free template to go ahead and get started formatting yours. 

Let’s jump in!

website copy template- ashlyn writes


No. 1 | Have a great client experience

Okay, Captain Obvious answer, but I think it needs to be said in the creative bubble. Grassroots marketing and referrals are still a FANTASTIC way to get clients. In fact, some of my favorite clients and students come our way because their best business friend recommended my business/shop/course.

Whenever someone asks me how to get more clients, this is one of my first answers:

Have a client experience so good it sells itself.

I LOVE writing about client experience, and there are a kazillion ways you could enhance your client experience.

One of the best ways to delight a client even before they’ve met you is to be recommendation-worthy. Click To Tweet

Here are seven ways you can update your client experience:

  1. Send client gifts, of course. Here’s a great article my clients Justin & Mary Marantz wrote on that. Aim to spend about 3% of the service price point on a gift.
  2. Craft a signature experience—bonus points if you can productize and streamline the service
  3. Look outside your industry: What does Anthropologie do during the customer experience? What does Warby Parker do … and how can you borrow from other industries?
  4. Surprise & delight your clients. We used to send “S&D tickets” to Delta Air Lines loyal customers—tix to an athletic or arts event in their city, just to say thanks.
  5. Go through your process as an outsider
  6. Update your workflow and process every single time you wrap up a client project
  7. Communicate like a champ—here’s my blog on “How to Create a Welcome Packet: Copy to Include and Omit”

No. 2 | Protect them and yourself with a good contract

I feel like “contract” sounds like such a scary word, but one thing you can start doing is reminding your clients it protects them just as much as it protects you. That’s good service and peace of mind!

I don’t know about you, but when a shop tells me the return policy or whatever, I feel like they put me at ease a bit.

It’s the same for your clients. When it comes to locking up your client experience and communicating all these things well, it starts with a firm agreement so you’re PROTECTING your client just as much as yourself.

Not to mention, you can bake in things that are benefits to them. Maybe you are …

  • Selling them the copyright to the work you create, too—what a win!
  • Making it pretty so it’s not totally dismal to read
  • Make it actually easy to read

Here are some examples …

Courtesy The Contract Shop

Courtesy: The Contract Shop

Here’s where I get my contracts—I partnered with my lawyer Christina to create this calligrapher/stationer contract and this copywriter contract, but she’s pretty much got one for everything … photographers contracts, wedding planner contracts, website designer contracts, graphic designer contracts, coaches contracts … you get the picture.

Client contract template PDF from The Contract Shop

 No. 3 | Leverage technology

“Can you give me a testimonial” and waiting for a response is the wrong way to do this.

Antidote? Bake into your client workflow a way to easily get a testimonial at the right time, and make it easy on them.

Y’all know over here, I love HoneyBook. It is the client management system that we use for the agency side of my business. You can find more tutorials on that here in a playlist, but the thing I want you to start thinking about here is I want you to start understanding how to make testimonials and gathering of case studies or social proof part of your process, , whatever it is, you have got to have some sort of a format, and workflow piece of our business that is data mining and gathering these case studies and testimonials. 

I’m gonna show you a little bit about what our process looks like and flip the camera around, and show you the backend side HoneyBook. But I wanted to bring up another tool, it’s called boast.io. You can ask your clients and your students to submit a video of their experience, and that is wonderful. We all love video in this day and age.

Here’s what that looks like:

Go ahead and look at your client process and decide when you want emails to go out. They might be triggered or come straight to you, at three months, six months, and one year. Whatever it is, you decide, but going ahead and teeing that up in advance can be really helpful.

For me, this works well as part of our HoneyBook (you probably know by now i’m a bit *obsessed* with HoneyBook) client workflow. A set amount of time after working with our clients, they get a system email—personalized!—asking them to fill out a questionnaire about what working with us was like.

There are a million other ways you could ask for a testimonial, and go for what you need. Do you need Google reviews? Facebook reviews? Direct your client to the right spot, but give ONE, simple set of instructions—again, if you can load that process into your client relationship tool, like a HoneyBook, then you’re in business.

For example, look at this email that I got from a vendor that we had worked with in my business. Now obviously, they probably send this to everybody at this phase. I’m guessing that it is template language, but it helped. I was excited to get it. It was the first time I was seeing it. I talk about templates all the time, but this one definitely worked on me.

I know I’ve also mentioned in past videos, the importance of buying your service. What I mean by that is if you’re charging $5,000 or $10,000 or whatever you’re charging for your service, or your product, be sure that from time to time, you’re going out and spending that amount in your business life, if it’s a B2B service that you provide or in your personal life.

What does it feel like as a human being to spend that dollar amount of money? What expectations do you have for the client experience, for the customer experience, How do you wanna share feedback with them on what you loved, what you didn’t love? <—- That is probably one of the *best* tips I’ve ever been given. I heard that from my friend Tarzan, that is one of the best tips to enhancing your client experience or your customer experience.


You May Be Interested In: How I Use HoneyBook & Trello for My Client Workflow

No. 4| Always be gathering

Okay, my next to last tip is this, be nonstop and gathering your testimonials. Semay Lenar Doose struck me with this in one of her videos, she was talking about how she runs her business, and out of all of the things that she outsources, one that she doesn’t outsource is the task of gathering and steeping in the testimonials, and the success stories of her business. That was a while back, I’m sure at this point in her business, she does get some help with that at least, but I thought that was interesting that as the CEO, the visionary of the business, she spends time in the weeds, reading and sorting through customer and client feedback

Another pro tip here, and I’ve mentioned this in some videos before, but get really good at when somebody in your client experience gives you great feedback about whatever deliverable it was that you handed over to them, like, memorize this statement, I told it to a visual artists the other week, be good at saying, “You know what? I would love to clone you or have more people just like you, do you have anybody that you could recommend to me that needs this as well?” There’s a high likelihood that they would be more than happy to connect you with someone. People like being helpful. 

When people say XYZ changed my life, I would love to do anything for you, take them up on it. 

I am the queen of being bad about this, or thinking, yep, I’ll get to that, I’ll write that case study on down the line, but again, what I learned with this website relaunch is that really does matter. It matters to take the time and figure out what results people are seeing as a result of working with you, so you can use them in your marketing.

No. 5 | Make it Convenient for Clients

Do you talk a little more fluidly or even faster than you type. Can’t be just me, right?

When you’re reaching out to people and asking them to get back to you, sometimes it helps to let them do so in the manner that’s easiest for them…I’ve actually learned this veryyyy recently.

Over the past year, we hired and worked with a writing team that specializes in case studies and testimonials, which is why I talk about niching all. the. time. <<< how’s THAT for niching!?

Another tip I wanna give for you here. When we were writing a couple of the case studies, I outsourced to an incredible business, Joel, hey there, it’s called Case Study Buddy, I’m not an affiliate for them or anything. I just loved getting to watch their experience of asking my past clients what their experience with Ashlyn Writes was like, because I’ve had to see what it was like, and here’s what I learned.  If my client would rather look at the questions and then turn on a Loom video and talk through the answers, then they let them do that. SO brilliant.

In fact, I turned around and did this twice for vendors that I hired in my business, and both of them loved it. You get to hear the tone and inflections.

I was probably a little more easygoing and just more natural than I would’ve been typing…even though I pretty much say what I mean when I type, too 😉

Like I mentioned earlier, another great tool we’ve started using is Boast.io. You can send a link to your clients or your customers and ask them to record a quick video and get that back to you. Genius.

If you’re only asking people to fill out a testimonial form, consider adding one of these tools as a secondary option or try both and see which one people respond more to.

Whichever option you’re choosing, make sure that you’re giving them the room and the white space to give you more stream of consciousness feedback. 

Here are some other ways you can keep asking for feedback front of mind:

  • When somebody reaches out and gives a compliment to my business, instead of just saying, “I’m so grateful, thank you.” I’m trying to get better at turning around to say, “Thank you so much. Would you mind either recording a little video about that, or would you mind if I used that in a testimonial?”
  • If you have places to leave reviews on your website, could you direct them to go do that? (Seriously, I’m so bad at this, but I’m learning to get better and ASK! People say yes to stuff like this!)
  • During your client process, if your client shares how much they love you and your work, that can be a really good time to chime in and see if they would refer your name out. You can say, “Thank you so much. I would actually love to work with more people just like you. Can you think of anyone that you may know in your network that may need just this thing, too?”

I’m telling you, when people say, “Your X, Y, Z changed my life. Is there anything I can do for you,” take them up on it.

Preaching to the choir, y’all.

Whether you’ve got no team, a tiny team, or a huge team, I think it is our job, as the owners, to be on the lookout of any transformational opportunity that’s happened because of the work you’ve been up to. 

More on that in a sec. 🙂

No. 6 | Ask the right questions

Aka don’t ask binary yes or no questions.

Asking open-ended questions is going to get you richer feedback.

Try to arrange your questions to get these type of answers:

  • Figure out what life looked like before they hired you or before they worked with you …
  • Ask what led them to your product and why they decided to pull out their credit card and give over that precious information …
  • And find that “after” picture.

I get asked a lot about mistakes I see on creatives’ websites, here is a big one. ~Vanilla~ testimonials. Ex. “She does such beautiful work,” or, “She is just so easy to work with.”


Your testimonials have the power to overcome huge objections, so let them, which brings me to …

No. 7| Use testimonials to address objections

If you hear objections over and over again, see if you can get a testimonial that says the reverse of that, and put THAT on your services or sales page.

For example: If a bride is thinking that she has to handwrite the address of all of her guests on every single envelope, and she’s only asked you to design the suite. You’d definitely like the add-on upsell of being asked to hand address all of the envelopes … and you know it’s in her budget, she just thinks it will be “fun.” << famous last words 😉 Say this scenario happens every couple of clients.

Could you, then, have a testimonial locked and loaded on your services page to the tune of,  “Oh my gosh, I had NO idea how busy I would be planning a wedding. Having Leah’s artistry on every single envelope that went out not only made every guest feel so special, much more than my cursive would have, but it also shaved off about 14 hours of time I know it would’ve taken me.”

See what I mean?

This is something that we need inside the funnel. We need to combat that objection with a testimonial of somebody saying how much of a breath of fresh air it was to have that off their plate during the planning process. See what I mean? 

No. 8| Change around the wording to make it easy to read

Here’s the thing:

Testimonials that look like they weigh 5 lbs. aren’t getting you anywhere, but testimonials are your first-class ticket to getting your audience to trust you. Social proof? It’s invaluable!

In this old-ish FB live, I’m giving you my own testimonial formula that straight up WORKS and the permission to change testimonials your clients have already given you (Yup. You heard me … just follow up with their permission after re-stacking the sentences like I tell you to in this video).

Click below to watch!

Okay, so let’s recap, because I want you to have the most beautiful testimonials on the block.

  1. Problem, solution, resolution … that’s your money-maker order of sentences.
  2. How do you get that? It’s all in the ask! Don’t forget Tip 3.
  3. You don’t JUST have to get testimonials from clients. Peer testimonials and character testimonials are great.
  4. Updating/switching the order on a testimonial is a-ok, BUT you gotta run it by them to get final permission.

Organize your learnings well

And finally, being a launch copywriter, I see so.much.testimonial data—some organized well, some not so well. 😉 

Here are some ways that I have learned to organize testimonials in my own business:

First, use a foldering system. This works great for screenshots, whether somebody DMs you something or posts in a Facebook group that you happen to be in, it’s so easy to do a screen grab and drop it in a folder.

Second, create spreadsheets. These tend to work best for more long-form testimonials. (I spend a whole Copywriting for Creatives™ lesson talking about how to actually arrange these sentences in the way that will pack the most punch when you’re turning around and using them as copy on your website—CfC’ers, you know what to do!)

What do you think? Do you feel comfortable asking for testimonials to use in your marketing?

Use testimonials like confetti. Don’t just stick them on one page of your website, but make sure that you’re weaving them across your entire website. 

One place your testimonials should absolutely be is on your about page. If you want some ideas to ramp up your about page, you may be interested in watching this post here. 

Don’t forget to grab your swipe file for other ideas on integrating social proof copy into your website!

google docs website download-ashlynwrites



Reading Time: 12 Minutes

Those paragraph-chunk testimonials that you’ve been pasting all over tarnation? Y’know, the 6-sentence beauty your last dreamboat client or conference attendee sent over waxing poetic about ya?

Yeah. Soooo …. no one’s reading it. Here’s how to fix that!

When you can turn the most casual website, visitor or reader, into a customer—you know your website copy is doing something right. So how do we make sure that those casual website visitors, customers, are actually swept off their feet with your sales copy?

Well, today I’m spilling a secret because if your website copy, if your brand messaging, doesn’t include this one key ingredient, it’s DOA, baby. You can almost guarantee the potential sales will be out the door before you even knew it. 

Now, I’m not going to keep you on the edge of your seat for too long here. I’m just going to go ahead and let the cat out of the bag. I want you to understand how to incorporate this little piece of data and information all the way throughout your sales copy. And, I’m going to pull a landing page screenshot from one of the new landing pages on our new website, because I want to show you the overlap of exactly how much of the messaging includes this thing. 

“Okay, get to it, Ashlyn. What is it?”

client & customer voice hacking quick start guide-ashlyn writes

The BIG secret is >>> your sales copy has to be chock-full of things that your customers, or your clients, are actually saying—not what you think they’re saying. <<<

What they actually said to you. That’s it.

If your website doesn’t have multiple, what I call them, “get out of my head” moments, then we’re missing out.

I know this sounds super simple, and you may have even heard this said before, but it merits being said again, or at least studying and looking at it a little in depth and how you can do a better job going out there and getting it. 

Let’s break down how to get this key piece of messaging and positioning right. Make sure to read until the end, I’m breaking down our new website—exactly how much is stuff that was said by clients and customers versus how much came out of my own head. 

Okay, let’s go ahead and get into it!

No. 1| Always be filing

My step number one tip for you is to always be filing. It’s like that sales saying, “always be closing”. I want you to always be filing information.

In a recent video, I mentioned my copy banking strategy. It’s a template inside The Copy Bar. I am obsessed with categorizing and pulling different messages that I hear with the same level of obsession, probably, that I was consumed by when I made collages in, like, the 90’s and the 2000’s. 

Abc Cameron GIF by The Bachelorette - Find & Share on GIPHY

But what I want to show you here is a data spreadsheet that we’ve started using inside my business. We’re actually putting this inside the new Copywriting for Creatives curriculum because it was so very helpful and we’ve dubbed it, “the research rainbow”.

This is what I’m using to file pain-points, sticky messages, desires, everything. So I’m filing this information. Great. Now, I always got my ear to the ground, figuring out how I can get it. And when it comes to collecting this stuff, yes, absolutely surveys—you probably knew that.

One tip that was major helpful for me as we revamped the website, I re-read every single client, and even customer application, from 2019, it was? Through 2020, into 2020 when I pulled my data. I started writing the copy at the beginning of 2021. I pulled that timeframe and I read all of these. When I have little snippets in these messages that I knew would fit into the research rainbow, I would copy and paste them into that.

Related: 4 Ways to Easily Organize Your Market Research

client & customer voice hacking quick start guide-ashlyn writes

You have to get obsessed with doing this.

It does take some time but this is not only going to help you with sales copywriting and marketing in your business, but with product development and research too. Or, when I say product, your client services, the things that you provide to them, it’s going to help you better those as well. 

Like I said at the beginning, I want you to stop using the words and the phrases that you think that they’re saying, and I want you to use the words and the phrases, they actually are.

My Copywriting for Creative students know I call this your client-and-customer voice hacking– the process of gathering all of this. There is enough nuance of a difference in what you think they’re saying and what they’re actually saying, that it will make a difference in your copy. By and large. And I know I’ve said this in some videos, the best copy is never in your head— it is in their heads— it’s your job to go out there and get it from them.

Related:How to Write a Website that Converts

No. 2| Fold customer voice into your above-the-fold copy.

Tip number two for you. I want you to fold client and customer voice into your above-the-fold copy. This may get some tomatoes thrown at me, but this is why I’m not really that big of a fan of the whole headline on a website that says, “Hi, I’m ‘blank.’ And I do ‘blank’ for ‘blank.'” Come on. We can do better than that—and I know you’re up for the challenge.

I’ve also talked about heat maps, talked about that in last week’s video. But a point I made in that video is worth saying again—100% of your website, visitors are landing on this above-the-fold piece of your website. And like Ogilvy said, if we’re not spending the time on that, then that’s 80, 90% of the dollar that we spent, wasted. Because the percentage of people that read this and decide to keep reading or not is sky high. 

So my tip here: spend the MOST time writing the headlines for your website.

In the copy bar shop, I do have a headline template that you can use. It’s going to help you craft 35, at least, first-draft headlines you can use for your offers and the services that you provide. At the end of the day, the concepts I’m bringing up, the fact that you even go out there and get what people are saying and the fact that you need to fold them into these frameworks that are tried and true and work. It’s easy to say, it is hard as anything, to execute.

Related: How To Write Headlines That Sell on Your Homepage

I want to show you an example of the website copy on one landing page of my website. And I want to highlight for you exactly how much of it is voice-of-customer data, or is attributed to client and customer voice hackings. Copy that didn’t come out of my head, but stuff that I gleaned, and insights that I garnered from listening and putting my ear to the ground. 

No. 3| Work down the page with a framework & keep folding in client and customer voice into the copy.

I want you to work down the page with a framework that works and continue to fold in this client-and-customer voice hacking into the copy. We talked about the importance of always be filing and we talked about how to insert your client and customer voice hacking into your above-the-fold copy.

 Love this classic marketing quote. “People will do anything for those who encourage their dreams, justify their failures, ally their fears, confirm their suspicions and help them throw rocks at their enemies.” A copywriting formula, or framework: That’s going to help you have some sort of paint-by-number approach to the hierarchy of the messaging that you’re including.

client & customer voice hacking quick start guide-ashlyn writes

That will help you and support your message in 4 ways:

  • Formatting (we just talked about that)
  • Readability—it’s so much easier to read copy when it’s formatted like this
  • Ability to keep the audience’s attention—we talked a little about this in the heat mapping video.
  • Telling a Compelling Story

I have done videos before where I’ve talked, not just through storytelling, but about frameworks and why you should be using them on your website. I have the A-R-T-I-S-T framework for your “about” page. I’ve got my P-A-R-I-S sales copy framework. Love a good framework. 

All right, now you know your sales copy has to be chock-full of things that your customers, or your clients, are actually saying—not what you think they’re saying. If you are truly ready to double down on a client and customer voice hacking and writing sales copy that converts—do not miss your spot on the Copywriting for Creatives waitlist. This is my baby. I love this program so very much. Get yourself a spot on the early bird waitlist and you will know when seats open!

All right, now, you know all about how to pull your client and customer voice hacking data. I’ve hinted at it a couple of times, but I did a deep dive in why you need heat maps, what they are, and exactly how you can install them on your website—you can watch that here.

Reading Time: 6 Minutes When you can turn the most casual website, visitor or reader, into a customer—you know your website copy is doing something right. So how do we make sure that those casual website visitors, customers, are actually swept off their feet with your sales copy? Well, today I’m spilling a secret because if your website copy, […]

Are you missing out on a huge opportunity to use heatmaps? Heatmaps can help you wrap your head around, and understand how to create a better website experience, and create content and copy that really generates the clicks you actually want to happen.

Essentially, what it’s doing is using color variation to interpret data over a given landing page or a section of your website.

Okay, great. But how does that actually help you write better copy?

Well, I am willing to die on the hill that copy dictates design and the messaging hierarchy and not the other way around.

The design doesn’t come first, copy leads and design enhances that, makes it a more beautiful user helpful experience. Being able to metabolize that information, that copy and design bring together through the lens of a heat map is so very helpful. 

If you’ve been around here, you know that copywriting is absolutely essential to your small business. It’s going to hook your audience, turn heads, and ultimately help them understand that you are the missing puzzle piece to help get their problems solved. Imagery and design alone on your website can’t do that. 

Okay. If you’re ready to go ahead and start using heatmaps on your website, promise it’s easier than you think. Let’s jump in!

⬇️Don’t forget to click here or down below grab my website template freebie!⬇️

No. 1| What do heatmaps have to do with copy? 

What do heatmaps even have to do with copy? Heatmaps are just another tool for you to put in your backpack as you start to try to figure out what works and what doesn’t work on your website. You already have things like customer surveys, even on-page surveys or chat boxes. You’ve got those Google analytics that you’re hopefully taking a look at from time to time. A/B split testing, and you’re also I hope trying some session recordings kind of like what user testing is.

<< All this helps you do two big things >>

#1 See where your copy and content is working or failing. 

#2 It’s gonna help you brainstorm some ways that you can problem solve at those sticky points on your landing page.

The coolest thing that any of these tools do is they give you a little window into the mind of your reader. You actually get to get outside of yourself and see how somebody else experiences your website and moves around it.

Sumo explains heatmaps as a visual guide to help you understand your readers’ habits. There are three types of heatmaps I’m gonna unpack right here. Two, in particular, are the favorite children—at least for me. 

Scroll maps—These will gonna show you how far down people scroll. Traditionally, I think this is the picture that comes to mind, people think of when they think of a heat map. We’re seeing here, what percent did you even hit the call to action?

Are they dropping off? Sure. It may be because the design was distracting and cluttered, but the copy and the content also come into play there. Maybe it got super boring and dull. It was unclear. It’s confusing. And they dropped off.

How long did they scroll down? 

Did the copy and the design help them read from one line to the next to the next to the next? 

Click maps. A click map is gonna share this information in more concentrated, dark spots, where people are clicking a lot, that’s a popular spot. And the more faded spread out places, not a lot of people are clicking there. What’s so cool here is to see what CTAs are actually of most interest to people.

What up in your navigation bar are they not interested in at all? Yes. Your Google analytics and things like that will tell you, but you can just see it so visually and crystal clear with the click map.

Another cool thing is that you start to see what may look like a button but isn’t actually functioning as a button. We’ll talk about that more towards the en.

Mouse tracking— The third and final type of heat map I’m gonna talk about, but not as much as the other two is mouse tracking. This is where you can see how someone moves their cursor around your website. What areas of the page they’re flocking to the most. 

Here’s a pro tip : Absolutely install these on your website before you do a major website gut or refresh. Otherwise, you’re just picking things to update because you think you should update them, but we have got to actually listen to what people need and how they’re moving around and make the data-driven decisions off of that for your new website refresh. I’m gonna show you later in this post how to set it up. It’s super simple but just wanted to throw that out there. 

Okay. You understand how heatmaps pull together how people read and interact with your website in a visual manner, but how does this wizardry happen, you ask? Basically, it’s collecting aggregate data like any tool would do, it’s just pulling information together, and then it’s reporting it back to you in a visual layout.

 So if you can read a weather radar then you can read a heat map because it’s very similar in how it visually translates that information to you.

The darker areas are more concentrated, those are getting a lot of action. And the lighter, more sparse areas are less popular. All of this works in tandem to give you a more complete, robust picture of how your website’s working for your users. 

No. 2| How to use heatmaps

That brings us to the juicy part, how to actually start using heatmaps. Okay. TBH, this is probably gonna be the easiest marketing task on your to-do list all week. You’re welcome…I love you too. 😉 It takes about two to five minutes to do.

I am gonna recommend a tool called Hotjar. That’s been my favorite in the agency side of my business, that’s the tool that we use when we’re working with clients and we’re pulling these, like I said, we’re gonna do this pull of information and data before we start judging and even reworking their website copy, and brand message. So this is my preferred tool, but there’s other great tools like Sumo, Crazy Egg. You could pretty much just do a search for heat map tools and find one, but I’m gonna show you how to do it with Hotjar

So we just launched my FIRST custom website, been in business five and a half years, it feels good. Have not installed heatmaps on that so I’m gonna flip the camera around and in real-time show you this install so you can follow along. 

I recommend that you install heatmaps on five major pages of your website —>

  • Home
  • Work-with-Me/Services page
  • Most popular blog post 
  • Blog page
  • Your money maker’s biggest page (i.e. the most popular item in your shop, your signature course, your signature done-for-you offer, etc.)

Okay. That’s it. If you follow these instructions, you’re gonna have a live functioning heat map on your website, ready to go ahead and start collecting it though.

All right. That brings me to this last part. I’m gonna give you quickly six changes that you could make from reading a heat map. So you let this little baby bird fly. 

<< Related: The PERFECT Copy To Have On Your Website Homepage >>

No. 3| What changes can I make with the results?

You have the heatmaps running on your website. Now once you get back the data and the reports, those click maps and those scroll maps, you’re gonna start looking at them and making decisions. This part is important. I don’t know if you’re like me, but sometimes I put things out there to measure. You actually have to look at the data, interpret it and make changes. Otherwise, I’m just running tests for the heck of it. So this part is important. Okay. 

#1 HubSpot tells us about 55% of visitors on your website, they’re spending less than 15 seconds on your website. And Sumo tells us that about 80% of visitors and readers that are soaking up all that beautiful long-form content you’re putting out there.

( PSA, I did a video the other week on my content creation template. So grab that, watch it next) 

But 80% of people aren’t making it to the bottom of that long form long page that you have. So the first thing I want you to look at is what did people do on your website before they bounced? Before they left. If they left without converting, I wanna know what it was they were doing. 

Also, here is a plug for my Google docs website template freebie. You have got to have drill down even for your homepage, every page of your website, you need to note the one goal you want the reader to do, the user to do, because that is how you’re going to start measuring the conversions or what it is that you want to happen. I work with so many creatives and sometimes the website’s up and it’s beautiful, but how do you actually know it’s working? 

<< Related: How to Plan & Write Your Website Content >>

So for instance, if you’re looking and you see that one section of the page is getting a majority of the attention, you can go ahead and shift your most important and impactful copy to that section. Maybe that’s where you’re gonna go ahead and focus and drop off some of your most incredible get-out-of-my-head moments in your copy. 

So maybe you learned that page, that spot on the website is where you wanna focus some of that. Another thing you may wanna do is move the call to action up or duplicate it and have the call to action again above the fold. Once you look at this heat map, you at least know a hundred percent of the traffic is hitting that top part of the page, right? That’s where everybody’s landing—go ahead and use that to your benefit. 

Then go ahead and take a look at your click maps.

Here are five things you may wanna do to change up your website as you’re reading that aggregate data 👇👇

✏️ What was a wasted click? I don’t know why this is one of my favorite things to learn, but it’s so cool to see like where people are clicking and you think that that’s not even a button. Why are you clicking there? But maybe it’s an image or something that looks juicy and clickable, make that a URL link or if the purpose of the imagery or design element is not to cause them to click, but to push them to keep reading or whatever it is. That design element, imagery element is serving, maybe you wanna change it a little bit more so it isn’t so clicky looking. 

✏️ Look up in your navigation. You’ll look at this in tandem with your Google Analytics, but what happened to navigation bar is absolutely no one in their mother clicking on. That is just wasted space up there, cleared it out, clear the clutter. It’ll be a lot cleaner up at the nav bar. 

✏️Call to Action (“CTA”) You can always look to enhance your CTA. So how can you make those buttons even more clickable? Do you need to use a really bright, standout color, complimentary color in your business? This is one thing again, I’m calling out my creatives because I work with so many, but is everything so on-brand and dreamy that the CTA buttons don’t stand out? People like to click things that look like a button so go ahead and make it pop. Make it a little bit bigger maybe than you’re even comfortable with. Make the copy on there big and stand outit has to look like something I want to press.

✏️ Headline or Hook Copy. Next up, you may decide you wanna strengthen your headline or your hook copy. Even once you enhance that call to action button itself, maybe you learned that you wanna make the button even juicier with the body copy around it. The sub headline, the headline, whatever is surrounding that, maybe that would help enhance it. 

✏️ Are they clicking nothing? Oh no—this is the worst thing that could happen. Butttt sometimes it happens again because I said everything is just so beautiful and dreamy and ethereal that I don’t know what to click on because nothing really is calling me to click, or conversely, it’s so cluttered and overwhelming that ad analysis paralysis. I don’t know what to click on. I’m stressed out a little bit. So I don’t know what you’re trying to get me to do on the website. I feel like it’s like the Oriental Trading magazine effect. If you ever got that to your house in what was that, the 90s. It’s just so much that I give up. 

I hope you’ve seen how heatmaps can be an absolute game changer for your website and your copy for your business. Heatmaps can be a game-changer for your copywriting and website in general—you don’t want to stand up to start talking and everyone peace out or click over to another tab—this will help you find that!. Not only will you be able to see where your website viewers are spending the most time, but you’ll also be able to see where’s the best location for your messages, and CTAs in particular. 

All right, if you liked this video and you want more tips like this, then tap that thumbs up button or the heart, that’s gonna let the algorithm know you wanna see more of this, you know how it works. And go ahead and leave in the comments too. I’m curious.

Do you want to try heatmaps? Have you started? Did you do this tutorial as I walked through it? Are you using Hotjar? Do you recommend another tool? I love to know.

Like I said, be sure to subscribe to the Ashlyn Writes YouTube channel over the next few weeks, I’m gonna be getting even more of my hot takes on sales pages and how you can really enhance those in your business to start converting more on your website. And that does it, check out this video next — I’m gonna be jumping into some of my very best tips to write faster. The copy and the content of your business is a bear, I know, so be sure to check out that video and speed up your habits.

Reading Time: 10 Minutes Are you missing out on a huge opportunity to use heatmaps? Heatmaps can help you wrap your head around, and understand how to create a better website experience, and create content and copy that really generates the clicks you actually want to happen. Essentially, what it’s doing is using color variation to interpret data over […]

Writing copy for your business or for your businesses’ website can be a tedious task—I get it, we just launched a mini website. I feel like I birthed two babies this year—one, the website, I carried a lot longer than the *actual* human baby.

Okay, but the thing is your website, my website, it’s got to work when we can’t. I believe that so firmly it is worth putting the time into figuring out how to get great words that actually convert and pull their weight. 

Today, you’re gonna learn how to make your website copywriting process work for you, because whether it is your home page, your services page, about page, blog posts, whatever it is, most of us just want to get that done, checked off our list and moved on so we can go do other things—I’ve got two kids andddd I get it.

Productivity hacks are my side hobby—I may have missed my calling as a supply chain manager, but found it here as a copywriter … where I DEFINITELY need productivity tips.

I counted up last week’s words, and realized I wrote 3,296 words JUST for my business’s marketing last week (1 blog, YouTube video script, copy for Instagram captions, and email newsletter copy).

That’s a lot, but I’m guessing you’re not too far behind.

“Every 2 days, we create as much information as we did from the dawn of civilization until 2003.”

-Eric Schmidt

WOW, right? That’s a lot of content for our noisy globe to handle.

It’s a big responsibility, too: it’s our job as creative small business owners to put out GOOD, worthy, and relevant content … content that is thought-provoking and worth the time it takes to read.

And if you’re like me, you kind of hate the blinking cursor. Today, I’m gonna take you through six tips that you can do to start writing faster, whether it’s your website copy that you need to tackle or blog posts or just some other business writing task.

Here are 6 tips that I use to write content and copy faster, so you can create BETTER content and produce less noise.

Let’s go!

No. 1 | Hack Your Time

Write during the best time of day for YOU.

Want to write faster? Opt for—typically—the first 4 hours of the day.

If possible, Gary Keller writes in my favorite business book, The One Thing, “select 4 hours first thing in the morning, when you have the most willpower.”

That is usually when I work best when I’m a maker in the morning, a manager in the afternoon. But if I want to write more creatively, it’s usually best to write whenever you’re groggiest actually, whether that again is possibly early in the morning, or even later at night.

WIRED Magazine referenced an Albion College study that tapped into college students to see when their most creative answers came.

“The larger lesson is that sleepy students … benefit from the inability to focus. Their minds are drowsy and disorganized, humming with associations that they’d normally ignore.”

So interesting, right?

Typically when I’m doing client work, which is writing since I’m a copywriter, I can kind of turn it on and just be in the zone and actually write and crank out the work. When it comes to my own business, sometimes I’m the hardest client to write for. 

What I found is that I could shake off some of those nerves. If I started writing really early in the morning, like four o’clock, five o’clock when I was just kind of still dreaming, I think, or maybe it was very late at night, my kids were down, I can pour a glass of wine or a cup of tea and just sit down and just have the freedom to write. If that’s you and you tend to put a little pressure on yourself when you’re writing, then try the time hacking tip. And that segues me right into tip number two here, is embrace the sloppy copy.

(You’ll need to edit anything, sleepy or not—click here for a blog I wrote about how to DIY edit your work, and go ahead and install Grammar.ly for free to catch 99% of typos/edits you’ll make.)

No. 2 | Use The Pomodoro Technique

Next up, use the Pomodoro Technique or give yourself a hard stop.

You’ve probably heard of Parkinson’s Law before, the concept that work either expands or contracts to fit the time available for it.

Essentially, if you have four hours to finish a task, it’s gonna take you four hours. If you tell yourself it’s only gonna be able to take you 30 minutes, you’ll probably fit it in closer to 30 minutes, and as a very crude explanation, but essentially download and use the Pomodoro App. It is fabulous, it’s free, I use it all the time.

AW Prelaunch Workflow

Basically,  just ask me how I can stretch out a Netflix date with random British documentaries about castles if I don’t cap it.

A Pomodoro sprint helps you stay on track during the task at hand: 25 minutes on, 5 minutes off.

Rinse and repeat.

Basically, just sprint out 25 minutes of grinding (no snack time, no IG!) before a 5-minute break. It works, I promise!

Want to scoop up a few more productivity tips? Here are 3 mindset-shifts I made in year one that grew my business quickly.

No. 3| Embrace the Sloppy Copy

For some this almost sounds elementary, but I had to remember this since I was writing my website. Sometimes you just need to get that first draft, second draft, third draft, even over and done, and you can come back to it and reiterate it, and by the time I finished the 11th draft, it feels like it sometimes looks absolutely nothing like the first, second, third, fourth, so on and so forth. I had to get through those to even get to the point of having an 11th draft.

Writer Anne Lamont says in her book Bird by Bird, start each day anywhere and let yourself do it badly. 

This probably doesn’t seem like a task at ALL, but it’s a mindset shift you have to make to write faster.

Before you write, own that this will NOT be published today. It will take editing.

Back in agency days, my boss never let us send anything to our clients at Delta Air Lines without looking at it with “fresh eyes” the next day, so think about doing that.

Write messy, don’t pause to edit, and just get it out.

You will always need to come back and edit. That’s part of the process. 

I’ve done videos that have an entire blog post on how to self edit you can read here, but you’re never gonna get those incredible final drafts if you don’t go through the process of pulling out all the different things like a magician that could be in the hat and then you’ll get the bunny. I don’t know where that analogy came from. 

Bonus tip? Create your own little code for things you’ll need to fill in later: I pop in placeholders constantly while I write a draft so I can move faster without having to stop to look something up.

For example, I use “NAME” when I can’t remember someone/something’s name, “TK” if there’s info that I don’t have yet (journalist-speak for “to come”), and “RSFF” for research/fact-finding I need to do.

Here’s what that would look like in action in a draft of caption copy:

Camellia bushes and azaleas from NAME cozied up on my porch this weekend—we’ll find a home for them [RSFF about when I need to plant them for seasons], but for now, I don’t mind their plastic containers one bit. 😉 Want more tips about first time gardening? Grab my free guide at TK!

So, that’s it. Accept that when you sit down to write this, it’s gonna be a sh**ty first draft.

Keep writing, and use placeholders, TK, etc. as needed.

No. 4| Start with a Structure

Always, always start with structure. I write for a living very rarely. Am I just going to open up a document or a Word tab and just start writing, even when I’m writing in my journal for free time, for fun, I like a prompt, I like something to just get me going.

There’s a John Caples quote that copywriting should be approached the same way an engineer approaches the building of a bridge. Heck yes!

You can use templates for:

Start with a structure, a framework of formula and let yourself fill that in based off of the order in the hierarchy that the messaging should come in.

This is why I created The Copy Bar. It’s the template shop side of my business. I love it so much and there are a lot of templates that I use all of the time as prompts to just get my wheels turning and get my juices flowing. You can and should use some sort of a framework or an outline or a template if you’re sitting down to write a pillar blog piece in your business, mine is in the shop, I used it to even create this post. Things like captions or canned email responses, sales pages, homepages about pages, subject lines.

There’s some sort of tried and true framework or hypothesis that someone has put out there and tested and you might as well see if you can take that and riff off of it, or at least just don’t start with nothing. I haven’t said it in one of my videos for a while, so it’s time. 

Best practices are essentially pooled ignorance, unless you know how they’re going to work on your audience, or if you’re at least willing to test it. 

So while having a framework or a formula to play off of is good, at the end of the day, you’re accountable and responsible for seeing how that performs with your audience or with your brand and with your messaging, and then basing your findings and tweaking things based off of what comes in, right? What data comes back, but it’s at least somewhere to start, right?

Related: 5 Unexpected Ways to Rethink Your Content Creation Process (My Template)

Give me a template and I’ll love you forever.

No. 5| Copy Bank

Always pull your research and start to create some sort of a copy bank. Can’t even tell you how much I relied on my copy bank as I ripped my website, pulling little snippets that, oh yeah, I pulled that like three years ago and I love that phrase. I just have never had a place to put it before until now, I can slide it in.

I was definitely a collage kid in the nineties, two thousands when I grew up, and no, we don’t have the Seventeen and the Y magazines to pull from now, but it’s kind of that same process is I want to be able to look at a whole sampling of phrases and words that I can pull from and assemble the best message possible. So I keep those messages and corral them in what I call, a copy bank, quotes, quipes, one liners that made you laugh, absolutely voice of customer data and research. 

I’ve done a video where I talked about three ways that you can kind of kick off your swipe file and get going, that could help you with concept if it is a little bit new.

As far as housing this, Trello, Evernote, Asana whatever tool you’re already using, don’t complicate it, just use that and then be like a sticky wad of tape or something rolling around and as you start to hear and pick up on little bits of sticky messaging, no matter where you hear it, it could be from somebody talking on a podcast, it could be from a book you’re reading or a magazine you’re flipping through, or some Instagram account you’re scrolling.

When you see a little phrase or a snippet, just grab that and put it in your collage bank and you’ll start to build this repertoire of words over time that you can then turn around and use, and insert in your copy. 

Writing an in-depth blog on something? Pull facts, stats, studies, and notes together.

Writing in your brand voice and still not super comfortable DIY’ing your copy? Have your brand voice style guide on hand to check yourself as you write.

Writing your own content? Have your editorial calendar pulled up so you can see what other posts may need to be referenced and the big picture. Click here for a read on how I plan my ed cals.

Writing anything? SAVE IT! I can’t tell you how many times I’ve started a blog or Instagram caption, decided not to publish it, and just filed it … later, I’ll be able to salvage a bit of it for another post!

The other thing I like to have on hand is what my Copywriting for Creatives students know I call a “Copy Bank”—it’s basically a swipe file, but it’s more than just example email copy or headlines I like. Quotes, quips from magazines that made me laugh, one-liners I read on a BuzzFeed article at 2 a.m. when I couldn’t sleep … The Copy Bank system keeps me creatively charged.

I personally love Trello for this, but made The AW Shop’s Copy Bank Kit Evernote-ready, since so many creatives love Evernote, too.

To note, I don’t reference my Copy Bank until AFTER I write most of the content … I just peek at it afterward, and if there’s a phrase that fits perfectly, I pop it in. I said it in the video last week, it’s a classic copywriting quote that copywriting is not written, it is assembled, and that’s what I’m talking about here. 

No. 6 | Write Somewhere Enjoyable

This goes to the concept of grand gestures. Maybe you’ve heard how JK Rowling would rent out an entire hotel room as she worked to finish the Harry Potter books. That’s what I mean here.

How can you create a space that is lovely, and enjoyable, and you actually want to sit down and write in?

I’m gonna tell you a couple of things that I did to finish the gargantuan of a website that we just launched. I bought two candles, I put them on the business and I know when I light that candle, it means go time. I’m priming myself, I’m teaching myself that the only way that I can light that candle is I’m gonna be head down, working on something furiously, putting every single bit of my energy into it and then when I blow it out, I’m done and I’m walking away.

Headphones, white noise, the Calm app, you can get so many great sounds on the free version of it. The premium version is pretty good too. 

Another thing I did a lot was go to my favorite coffee shop in town and I knew when I got there, I was gonna focus and I was gonna work and I’d only let myself go as a treat. And it also back to the comment that I made about the Pomodoro time and going on sprints, I knew that I had a hard stop where I was gonna have to leave and go home. I couldn’t stretch it past that. Knowing that I had a hard stop, pushed me to get a lot of writing done and copy done for the website, so I could turn it over to my team to look at and edit before we pulled it in and started installing. 

Having a good workspace you actually enjoy writing in, hacking your time and writing when you’re best on, whether it be creatively or geared up to write quickly, giving yourself a hard stop, whether it’s through an app or through some kind of hard timestamp, you actually need to quit working at and always having some sort of copy bank system ready that you can pull together the collage of phrases that you wanna say. Can you have that voice of customer data ready and at hand? All of that is gonna equip you to write your copy that much faster for your business.

Okay, I want to hear from YOU! Comment below—what takes you forever to write? Could any of these tips speed up your flow?

If you found this video helpful, be sure to tap it, give it that thumbs up, and don’t miss this video—I’m breaking down and showing you a template that you can use to structure your pillar pieces of content and go to blog posts for your business. I promise you’ll win in on these copy tips.



Reading Time: 11 Minutes Writing copy for your business or for your businesses’ website can be a tedious task—I get it, we just launched a mini website. I feel like I birthed two babies this year—one, the website, I carried a lot longer than the *actual* human baby. Okay, but the thing is your website, my website, it’s got […]

The *biggest* challenge I see facing small business owners is not having enough time. We are an idea-rich and time-poor bunch of people, especially when it comes to content creation—which is kind of the name of the game with marketing. Content marketing IS the only marketing left, said Seth Godin. So how do you create regular, consistent content—in the midst of the 50 million other things you’re doing for your creative business—that’s actually worth the click?

You’ve got to extract an idea from your head, research it to the nth degree, write a really good synopsis of it, come up with the imagery direction, and then disseminate it on different platforms. Andddd that can be overwhelming. 

I started blogging in 2009, and over the years have created a content creation template I’m so excited to share with you today. This content creation template has allowed me to crank out regular consistent content that’s worth the click.

Today, I want to show you how to support your content writing efforts with research and examples and stats, and tutorials. By the end of this post, you’ll know my entire content creation system for creating pillar pieces of content every week in my business.

If you want to get your hands on the actual template that I use in my business, again, I’m talking through it today. We recently added that to my template shop, The Copy Bar, so you can go over there and check it out, grab one for yourself. 

Let’s hop to it!

No. 1| Build a content research idea bank and plot your content calendar

Build a content research idea bank and plot your content calendar. I hate having to think of what to blog about or what to create content about— I want a list ready to go at. all. times. So yes, I absolutely keep a list of batch ideas on file, but I have a couple of other tools in my arsenal that I lean on for bulking up my content with research and more fodder for me to reference when I’m creating these videos. 

Related: 5 Editorial Calendar Strategies to Repurpose Your Content

One is we have an email folder that is easily searchable inside Google Drive. If there are any questions that we get asked about, they go in there. 

I’ve said before, my goal is that we have at least one piece of pillar content to answer every type of recurring question that we get. If we get a question all the time about XYZ, I want at least one good free piece of content out there that can help that person answer the question. 

Now, I go into my content planning system ad nauseam inside my Prime to Launch Masterclass Series. But your content has to tie to your sales goals. So once I know the topic, I can go into my overall content mapping calendar and see that topic fits to where it will actually help push sales goals. 

No. 2| Tackle a Pre-writing question list

Before you start writing, outline the content. Use a template and a pre-writing question list. So a rule for writing copy or anything in your business is truly to start with the end in mind.

(I show you how I do this and then show you that document that I use when I’m creating content in this week’s episode on my YouTube channel, you can watch that here. )

If you’ve been around here, you know how obsessed with time I am. I track my time. I set a timer to make myself do things because I get distracted so easily. I also am not gonna just stare at the blinking cursor, trying to figure out what to say. I want all that fodder in front of me. I wanna know, are you like that, too? Click the like button if you function the same way. Squirrel much? 😉 

content creation outline-ashlynwrites

I do this with 6 questions that I write at the top of EVERY single pillar piece of content I write. So this template, which is in The Copy Bar shop if you want to grab it, saved in Google Drive, I click it open, and it’s set and ready to go with how I need to fill it in. 

Ask yourself:

  • How does this fit into my overall strategy? AKA, what funnel is this actually connected to? 
  • What’s the key takeaway action or CTA? 
  • What questions do I get asked about this? So that’s when I’m gonna look in that email folder, or look in our big customer research survey that’s gone out that year and actually copy paste questions related to this topic that I get.
  • What is my point of view on this? Do I get feisty or sassy because I’m very opinionated about it? Do I have an example of this, or have a specific background that correlates with it? Do I wanna expand on an old idea or a rule of thumb that’s out there? 
  • What do I want them to know, feel and do? And number six, what SEO phrases am I trying to rank for? I’ve done a full SEO video where I dive through all sorts of stuff related to this, so I’ll link that in the description box, if you need some SEO copywriting tips. 

Okay, I’m sure you could ask yourself 50 questions before you start writing your content. I don’t have time for that. These six at least help me get my head on straight, my head in the game and I am ready to write after I filled out this part of the template. 

Related: How to Find SEO Keywords & Write Better SEO Blog Content

No. 3| Sketch a 5-part outline

So number three, the first thing I’m gonna do in the content creation writing process is sketch out the outline. I have a very simple outline that you can use in your content creation process as well. Whether you create video content or written content, I think this will help you.

Here’s the brief five-point outline that I used for years:

  • Intro—this can be a story, anecdote, a fact, a hook, a stat, a testimonial. 
  • Core message—what is it that you’re teaching? You always hear me say, you’ll learn X, Y, Z. Even if I was just creating a blog or doing a live, I’m gonna do that. I’m gonna just say explicitly what you’re going to learn. 
  • Sections or the miniblogs—3-5
  • Tell ’em again what you just told ’em. And lastly, the CTA. 

This is the outline I’m gonna use if I’m trying to build authority on some kind of a subject. So if you are, for example, blogging your case studies or your portfolio work or recent weddings that you’ve done or press that you’ve been involved in, that format is going to be a little bit different, but this type of a content outline will help you when you’re trying to build that authority on a subject that you know a lot about. 

No. 4| Decide non-negotiable content GOLD

Next up, decide your non-negotiable content gold and research BEFORE you write. Have you ever been on Pinterest or Google before and you’ve clicked something and you get through the click and what you land on is just not meaty enough? It’s not helpful. You’ve gotta go back, start over and keep researching. I hate that feeling. I want your content to be absolutely worth the time that it takes for people to click through. You can do that by collecting in advance as much solid content gold as you can. 

content creation process-ashlynwrites

Essentially, this is research to bolster up the content that you’re putting out there I have a specific list of things that I add to my content to make it meatier and jucier and more worth it. That content creaton process, again, is starting out answering those six questions, doing an ish outline of how I think this is gonna go. Then I start researching and I’m copying and pasting and pulling in all these different anecdotes and examples, tutorial ideas, images, quotes maybe that I can include.

Basic Blog Post Gold Outline Structure:

  • I always include 1-2 (at least), studies or data points
  • A personal story or illustration
  • Examples
  • Screenshots
  • 5-10 links— at least half of them are going to be internal links, half of them can be external links. 
  • Quotes
  • Imagery elements, photos, infographics, gifts, 
  • Embedded tutorial or demo
  • Video
  • Real life application. 

That list can be a game-changer for your content because if you’re bulking up your content by adding those things, it’s that much more applicable for people when they can see it applied in different ways and it also helps different learning styles. 

No. 5| WRITE!

Okay, number five, you finally get to write and edit. Just like a chef gets their mise en place together before they start cooking, I’m making sure that I have all of these things first. Then writing is honestly, a breeze and it’s so much faster.

Great copy isn’t written, it’s assembled.

That is a copywriting axiom, and while content writing and copywriting are two different things, done a video on that, this helps, too.  Having a system and workflow can help so much. Whatever your content creation workflow, make sure that you hammer it out in a good tool like Asana or Trello.

Like I said, if you wanna get your hands on the actual Google template that we use in my business, the one that I copy every single week into the appropriate folder and I build my content off of, then be sure to grab yours here. 

Also, I would love to hear from you in the comments, what are some of your best content creation hacks, or what tips stood out from you in this video that you wanna try to apply to your business?? As always, thank you so much for watching. I’ll see you in the next one!

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Reading Time: 7 Minutes The *biggest* challenge I see facing small business owners is not having enough time. We are an idea-rich and time-poor bunch of people, especially when it comes to content creation—which is kind of the name of the game with marketing. Content marketing IS the only marketing left, said Seth Godin. So how do you create […]

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We're a boutique copywriting business and marketing curriculum source for creatives like you. You should know this is no jack-of-all-trades sitch: I play favorites, and my faves are small business owners. Even while raking in more than 7-figures since I've been at it, I believe working from a place of rest (not hustle) IS possible—and I want the same for you.

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