Webcopy is Your Online Salesperson
I help businesses and brands discover sentences that compel readers to buy, book, and become loyal fans
You Can’t Get Your Website Finished Started Without Content
Business Owners
Need website messaging that sounds authentic and converts, but don’t have a few hundred extra hours to learn conversion copywriting.
Web Agency Owners
Can’t get client projects into the design and development stage because they’re lacking words from clients.
My specialty is bringing these two worlds together
Trusted by
You’re in the right place if…
You’re launching a new brand or website and want to give yourself the best chance of establishing an authentic brand voice that converts visitors into loyal customers and clients.
You’re moving forward with a website redesign and realize if you’re investing all that $$$ in a new and modern design you might as well do the whole thing right and ditch those dusty words that were slapped together by your aunt 15 years ago because she’s really good at grammar.
You have website messaging that’s okay but not quite perfect and want to get some professional eyeballs on it to show you how to polish it and make it shine.
I’ve Helped Dozens of Companies Find the Gold in their Brand Messaging
“Our website copy communicated that we were efficient, high-quality, and a great experience — but we were missing the most important element. Why would people feel emotionally compelled to want to choose us? James went to work mining for messaging gold by sifting through hundreds of customer reviews. His Discovery interview forced me to dig deep and look at my business from our client’s perspective and focus on their fears, desires, and what they needed from us on a deeper level. The process of working with James took us to unexpected places that would have been difficult to discover without his guidance. If you need to find some gold to make your brand stand out put James to work – he’ll find what you need.”
Jackie Zoeller
Founder & Owner
Denver Headshot Co.®
“James was able to drill down and quickly uncover the core messaging that makes our brand voice unique. Not only did he help us add clarity and strength to our marketing messaging, he showed us why the copy would work so we could launch our new website with confidence. James is professional, friendly, and a great investment. Words matter and James knows words.”
Kimberley Schantz
Founder & Owner, Madison Professional Group
“I knew I wanted a website to establish an online presence, raise awareness, and educate the public and my fellow physicians. The problem was I didn’t have clarity on direction and brand identity. I have written and published dozens of articles, treated thousands of patients, and can speak for hours on end about my experiences – but getting the words organized and into website-friendly formatting was something I needed help with. James helped me find the gold in my brand messaging and through the process, I discovered the purpose of my website and personal brand.”
Dr. Annas Ajassem
MD, MHSA
Assistant Professor of Physical Medicine
& Rehabilitation at Oakland University Wiliam
Beaumont School of Medicine
New Website Copy
How we create conversion focused brand messaging
Research & Discovery
This is where we find the gold. It’s the most important phase that most non-copywriters understandably aren’t aware of. Because copywriting is way more science than art, research is foundational to creating copy that converts. Research and discovery encompass half, if not more, of my total time spent on a project. Did I mention this is where we find the gold?
Discovery Interviews
Depending on the scope of the project I will lead at least one and possibly more interviews with key stakeholders.
Messaging Gold Mining
I meticulously review all of your available customer surveys, testimonials, and reviews. If you’re a new company I look at what your competitors’ customers have said (good & bad).
Customer Interviews
If it makes sense I lead up to 3 customer interviews.
Competitive Analysis
I explore all of your competitors’ websites prospecting for golden ideas and digging up market weaknesses.
Structure & Write
This is where I refine the gold. At the end of phase one, I’ll have everything I need to start writing your website copy. If you already have a designer I can work with them to ensure we’re in alignment with how the copy looks on the page. If you don’t have a designer, no worries, I write with design in mind and lay everything out in a Google doc wireframe that frees your future designer to focus on what they do best – design.
Google Drive Project Folder
I create a project folder using Google Drive to make delivery and revisions painless.
Designer-Friendly Layout
Every page is written in a Google doc wireframe so your designer can see where the copy should go and how it all works together. Yes, your messaging sequence matters.
SEO Optimization
Every page is written with the latest SEO best practices in mind – while still maintaining readability. You’re welcome Mr. Flesch.
A Branded Marketing Playbook Including
- Tagline
- Golden One liner
- Elevator Pitch
- Brand Sales Letter
Copy Presentation & Live Review
Once your copy is refined and polished I record a video presentation that walks you through each page explaining the choices I made and show you how to provide feedback. After you’ve completed your review we’ll implement your edits and changes together on a live video call. Live edits are the most efficient way to get through the revision process, and by the end of the session, you will have web copy that’s ready for design.
Video Presentation
Copy is presented to you with the reasoning and strategy behind the choices. Knowing why words are chosen and why they’re in specific places makes your review process a lot easier.
How to Give Feedback
I show you in the document exactly how to make suggestions and comments.
Live Editing Session
After you’ve made your initial review we go live and put the finishing touches on your copy. This is the most efficient and productive way to finish off website copy and get it into your designer’s hands (or inbox).
“James did an amazing job capturing my voice while writing a new website for my practice. I needed help clarifying my message in a way that spoke to my patients’ problems and highlighted not only what my methodology is, but why it works. He asked all the right questions. James is professional, and at the same time easy to talk to, so it made the process of getting the right words for my website painless. It felt like I was talking with a friend. Work with James, you’ll be happy you did.”
I Wasn’t Born with a Nose for Conversion Webcopy… But I was Trained by the Best
I’ve invested thousands of $$$ & years in professional ongoing training because ghostwriting and copywriting are HARD skills – meaning they’re not intuitive (you can’t just wing it on feel) and I want to make sure you get the biggest return on your investment possible.
Hi, I’m James.
Thanks for dropping by and reading my sentences. I’m a writer, and readers are like currency for us. What you’re doing right now means a lot to me. Maybe I can be your writer if we like each other (I’m sure we will).
Technically, I’m a ghostwriter. That means I work behind the scenes, under the cloak of darkness, in the shadows of my well-lit mudroom converted to home office writing sentences for my clients.
Even more, I’m a one-man ghost. When you work with me you get me and only me. No ghost sub-contractors here! They call that personalization in the marketing biz. Think of it like a white glove service for word customization.
But really… Why work with me aside from my experience, credentials, and glowing reviews? 😉
Here’s the thing…
When we work together it’ll feel like you’re working with a trusted friend. A friend who truly hears you, empathizes, encourages, has your back, and is ready to go to battle for you. 🥷
I’m here to make whatever you’re after work.
This is the way.
“When I started designing my website I knew to stand out I needed to go beyond great design. To connect with my future clients I had to grab them with the words on the page. James helped me dig deep and uncover the unique value in my offer and put it into brand messaging that was clear and compelling. He always asked the right questions at the right time to get us closer to the gold. After we found the core messaging pieces James went to work polishing and refining. To stand out you have to lead with value, personality, and authenticity. James knows how to find these elements and put them together so you can speak to your audience and get heard.”
“James is a dream to work with! From the start, James did his research to make sure he understood our strengths and wrote in the perfect tone for our website redesign. His turnaround time was fast and we can’t wait to work with him again. 10/10! “
“For months we were trying to write our own website copy thinking it was good enough, until we finally admitted we needed professional help. James showed us the best way to express our personality through brand messaging. The Story Gold Framework made so much sense, and it was a relief to know we made the right choices with our copy before launching the new website. I cannot emphasize enough what a smart investment this was for our business. No company should launch a website without professional messaging, and the ROI for James’ copywriting services was a no brainer.”