"Harvey is a deep thinker who knows how to ask meaningful questions.
"Harvey made me work for the website copy but now—for the first time—I really know what we do, how, and for whom."
That's what she said at the end of our project.
Her name is Viola. She runs Flow SEO, a boutique SEO agency based in Berlin. We met in a writing mastermind.
Viola approached me to work on a website rewrite in September 2021.
This is the story behind the project.
Step One: Finding Our Angle
Angle: Noun. The place where two intersecting lines meet.
Viola wanted to reposition her business to meet her target audience at their pain point.
We interviewed six of Viola's previous clients about their SEO pain points on a scale of 1-4 (with 4 being a daily problem).
We found one common theme: "I would prefer to spend my time on managing, mentoring and developing my marketing team instead of SEO."
Three-Step Takeaway:
1) Ask previous clients for help. The happier they are, the more likely they are to respond.
2) Ask them about the problem they had before they met you—and the priority they would have preferred to focus on.
3) Position yourself so future prospects avoid that pain point altogether.
Show: Verb. Allow or cause (something) to be visible.
Opinions are fine, facts are better.
Real, unedited figures from previous clients added much-needed credibility and built trust...
Three-Step Takeaway:
1) If you have the numbers to back up your business model, use them.
2) Share data and knowledge openly and whenever possible.
3) Build trust and credibility in a way that converts the skeptics.
Step Three: Let the founder lead
Lead: Verb. Be in charge or command of.
To Viola, SEO is accessible to all businesses, and they do not need to 'pick and choose' certain perks when developing a strategy; they really can have it all.
So we wrote copy to match.
Three-Step Takeaway:
1) Founders have great ideas because they are (usually) high-knowledge authority figures.
2) Use the founder's ideas to shape thought-leadership angles in your copy.
3) Extract big ideas from founders—the message will write itself.
And that's just the homepage!
Schedule a call for the full story.
PS. Do this (even if it's just for the About page).
