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The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
Related posts
Freelance copywriters: ask what to follow and what to avoid in a client's tone reference.
In the Freelancer Client Kickoff Template Bundle's fictional Northline project, the intake gives the writer three useful directions:
• Aim for plain, warm and specific copy
• Use the client's existing product pages as the tone reference
• Avoid luxury superlatives and invented origin stories
That last line makes the creative boundary visible before the first draft.
For your next kickoff, ask the client to point to an approved passage and finish two sentences: “Follow this because…” and “Avoid this because…” Save the answers beside the reference. Make the notes specific enough to use while revising, such as vocabulary, sentence length or the amount of product detail.
Keep the client's factual sources alongside those style notes. In this example, dimensions, capacity, glaze variation and care instructions must match the approved product sheet. A tone reference guides the wording; product claims still need their own check.
Shown: the complete Ask for useful project context page from the kit's fictional completed example. All names and project details are invented for illustration.
The five-file ZIP includes an eight-page editable Word packet, matching print PDF, Excel tracker for client inputs and approval decisions, eight-page fictional example and two-page Quick Start. Designed for desktop Word and Excel; PDFs are static. Use it after the project is agreed, alongside your existing contract and approval process.
Another section completed for TealSites, a web design and development agency.
This time, I designed the What We Do section, highlighting three core services:
- Landing Pages
- Marketing Websites
- Web Apps and MVPs
The goal was to make each service easy to understand while keeping the layout clean and consistent with the overall visual identity.
I used custom illustrations, subtle grid lines, and teal accents to give each card its own character without making the section feel cluttered.
Designed in Figma.
What do you think of this section?
Clean structure! Love how you separated Landing Pages vs Marketing Websites vs MVPs — a lot of agencies mix them up. The isometric illustrations with the teal accent keep it technical but friendly. How did you handle the responsive behavior for those 3 cards?