Website Copywriting + Tone of Voice Development

Copywriter

SEO Writer

Copy Strategist

Google Drive

Notion

Slack

🏡 THE ART OF HOME, MASTERFULLY EXECUTED 🏡

📬 The Brief

Catskills Fine Homes, known for their exceptional craftsmanship and deep local roots, wanted to refresh their brand to better convey their expertise, passion, and commitment to quality.

Partnering with a creative agency Alaluna, I took the lead on the copywriting and messaging strategy for the rebrand. The goal was to craft a distinct verbal identity that would resonate with new and existing clients while enhancing their digital presence to drive engagement and attract more leads.

Key Objective: Develop a cohesive and compelling verbal identity that reflects the company’s values and expertise across all digital platforms.

My Roles:

Verbal Identity & Tone of Voice Development

Full Website Copy

Launch Email Copy

SMS Campaign

Social Media Captions

Google Ads

Home Page - Hero

Portfolio Page - Hero

👣 Process & Deliverables

✨ Verbal Identity & Tone of Voice

I started by crafting a comprehensive verbal identity that established Catskills Fine Homes as the go-to partner for high-quality, custom home building and renovations in the Hudson Valley. The voice is genuine, confident, friendly, and clear—reflecting the values of trust and integrity, quality and craftsmanship, community and support, and transparency and accountability.

Deliverables Included:

Brand Heart: Purpose, vision, mission, and values.

Storytelling: Journey, community, signature.

Tone Guidelines: Language and jargon, tone variation across formal proposals, social media, and client interactions.

Brand Voice Chart: Because we value..., our voice is..., our communication is + is not.

Customer Avatar: Who they are, needs and desires, pain points, and how we solve them.

Home Page - Who We Are, What We Do

✨ Full Website Copy

With the verbal identity set and approved, I wrote the website copy, focusing on SEO-friendly language to position the brand as a regional leader. The copy was designed to guide potential clients through the journey from vision to reality, highlighting the company’s full range of expertise, transparency of their process, and passionate commitment to quality.

Key Pages:

Home Page: Introduced the brand with a strong, clear message about their expertise in luxury home building.

Services Page: Detailed their full spectrum of services, emphasizing craftsmanship and local knowledge.

Portfolio Pages: Showcased completed and current projects to build credibility and inspire potential clients, each highlighted and broken down on their own individual page.

Home Page - Our Services

✨ Launch Email + SMS

To announce the rebrand and new website, I wrote a launch email that invited subscribers to explore the refreshed brand. A brief SMS campaign was sent out to accompany the emails and re-engage an even larger contact list.

✨ Social Media + Google Ads

Ongoing work includes writing social media captions focused on building and nurturing an audience, and Google ad copy focused on driving traffic to the new website and generating leads.