Masterclass: Designers, Make A Lasting Impression With Your Website Copy


In this month’s masterclass we talked with my special guest, Kayla Hollatz, about how to make a lasting impression with your website copy. The words on your website have a strong influence on whether your potential clients like you, trust you and decide to work with you. Watch the masterclass to find out how you can create copy that converts!

Topics discussed:

  • 4 things you should have BEFORE writing your website copy (6:50)
  • Defining your purpose/why (7:18)
  • Defining your core values(9:47)
  • Figuring out who your ideal client is (12:35)
  • Writing your mission statement (17:25)
  • What you should include on your services page (21:44)
  • How to include keywords in your website copy (31:25)
  • Writing opt-in headers that aren’t sleazy (34:17)
  • Designers: which page should your design process outline go on? (37:07)
  • How to find your brand voice (45:35 )
  • How to avoid being too influenced by other people’s brand voices (49:55)
  • PLUS we answer lots of viewers questions on copywriting!


What is this?
Dear Designer is a monthly webinar series where a special guest and I help you improve one aspect of your design business! The live workshop is open to my entire audience, but the replays are only available to members of this club in our private online library.

The masterclass topic will be the Topic Of The Month inside The Shelancers Club. To make sure you implement what you learn from the masterclass, there will be one mini lesson + challenge per week in our Facebook group with plenty of support from me and your fellow members.

As a member of this club, you’ll get access to all replays in this series for as long as your membership is live.

You can expect a new masterclass in the library on the last day of every month!

Who is Kayla Hollatz?
Kayla is a copywriter and brand strategist from Minneapolis, Minnesota who loves nothing more than crafting brand stories with soul. Except for maybe peppermint hot chocolate... we’ll call it a tie.

She helps creative entrepreneurs make a real impact by tailoring their words to better highlight their brand story through copywriting, brand strategy, and content creation.

She’s equally passionate about educating small business owners on copywriting and brand strategy through her actionable blog content, insightful mailing list, and on-demand brand classes.

Whether you need an experienced writer to help you define your brand voice and bring it to life on your website, or a trusted partner to help you revive your social media and content marketing strategy, she’s here to support you, dig in, and get to work.

Masterclass Action: 4 Challenges To Help You Apply This Month’s Masterclass

When I post masterclasses in the club, I don’t want to overwhelm you with MORE content. I want you to implement what you learned in the masterclass, and these four mini classes and challenges will help you do that.

Each mini class focuses on a specific point brought up in this month’s masterclass. Watch the video, take the challenge, and improve your business in just five minutes per challenge!

Mini Class 01: Define Who Your Ideal Client Is


A lot of marketing folks tell you to find your ideal client by creating a fake client profile, giving it a name, and getting really specific about where they work, where they’re from, how many kids they have, etc etc. Creating a client profile may work for some, but I believe it can sometimes overcomplicate things.

You can figure out who your ideal client is WITHOUT writing down everything from where they shop to the pets they have. I have a simple method to help you, and you can go through it in 5 minutes!

There are just 6 main questions you need to answer:

  • Is your ideal client male or female?
  • Out of all your clients, who did you enjoy working with the most?
  • What are your client’s goals?
  • What are your client’s biggest dreams?
  • What are your client’s fears?
  • What are your client’s struggling with before they hire you?

How does defining your ideal client help you write your website copy? Because, my friend: you have to know WHO you’re targeting so you can write what they want to hear.

By answering the first two questions in that list, you will:

  • Understand what kind of person you enjoy working with (male/female/friendly/serious/determined etc)
  • Understand what category of business you enjoy working with (photographers/shop owners/sports brands etc)
  • Understand what style of work you want (Eg. If your ideal client is a friendly female who runs a wedding photography business, your style of work will probably be feminine, sweet and stylish.)

After answering the last four questions, you’ll be able to write copy that:

  • Touches on your client’s biggest fears.
  • Shows your client how YOUR service will help stop those fears from coming true.
  • Shows your client how your service can help them achieve their dreams and goals.

Your mission:

Answer those six questions on this thread and define your ideal client TODAY! It may not be the kinds of businesses you’re working with now. 😉

If you have any questions, leave them on this thread and we can all discuss them!

Remember: We have a 1-hour masterclass on writing your website copy with special guest Kayla Hollatz! Watch it in our library.

Mini Class 02: Define Your Core Brand Values


In this month’s 1-hour masterclass (in the library), special guest Kayla Hollatz told us you need to define your CORE BRAND VALUES before writing or updating your website copy. Why? Because your brand values will control what you include in your website copy.

For example, let’s say your brand values are:

Trust: You want your clients and customers to have deep trust in you.

Simplicity: You want visitors to easily and simply go through your website, and then your client process.

Friendship: You want more than a client/freelancer relationship. You want to be their friend.

Here’s how you would SHOW these example brand values through your website copy:

Trust: Establish trust via your website copy with testimonials and heartfelt personal stories.

Simplicity: Establish simplicity by keeping your website copy simple and direct, using bullet points, using a a clean + large font and lots of white space.

Friendship: Establish friendship by asking your visitors questions and welcoming them to reach out to you on social media.

To find your brand values:

Take 5 minutes right now and write all the values you want to include in your business. This could be honesty, boldness, passion, kindness, warmth, humor or other qualities.

Then choose the 3 values that mean the most to you.

Your mission: Post your 3 main brand values on this thread and we can all help you figure out how to convey them through your website copy!

Remember: We have a 1-hour masterclass on writing your website copy with special guest Kayla Hollatz! Watch it in our library.

Mini Class 03: Write Your Mission Statement


Now, it’s time to start writing your mission statement! In this month’s 1-hour masterclass, Kayla gave us a simple formula to help you write it:

I help [blank] to [blank] through [blank]

Here’s mine:

I help web & graphic designers start, expand and streamline their businesses through workshops, courses and ebooks.

Keep your mission statement as clear and easy-to-understand as possible. Don’t get fancy and start using words like ‘I’m a web wizard’ if you’re a web designer. Just use the words ‘web designer’.

Remember: the point of your mission statement is to tell potential clients what you do and how you can help them, so make it super easy for them to understand.

Your mission: Create your own mission statement using Kayla’s formula: I help [blank] to [blank] through [blank]

Post your mission statement on this thread so we can all give feedback! 😃

Remember: We have a 1-hour masterclass on writing your website copy with special guest Kayla Hollatz! Watch it in our library.

Mini Class 04: Find Your Brand Voice


We’re onto our final mini class on improving your website copy, and this one is all about finding your brand voice.

Record yourself speaking.

Both Kayla Hollatz (this month’s special guest) and I agree that recording yourself speaking about your service or Passion Topic will help you find your brand voice.

After recording yourself and listening to it playback, you’ll see:

  • What words you use most often
  • Your tone of voice
  • Your attitude towards your passion

You can then interlace those things into your website copy!

Remember: You should write how you speak. You don’t want your clients to imagine you’re a certain type of person, then get on a call with you and feel deceived because you’re not at all how your website portrays you. Stay true to YOU.

Your mission: Record yourself talking about your service, business or passion for 10 minutes.

Listen to it & make a note of words you frequently use, your tone of voice, and your attitude. Hop into our Facebook group and tell everyone what your results are!

Behind the Scenes: February 2017

In these posts I share:

    •    My blog growth
    •    My newsletter growth
    •    How I did with last month's goals
    •    My goals for next month
    •    Lessons I've learned throughout the month
    •    My current obsessions
    •    My traffic report compared to the previous month

My website growth

Visits: 373,326

Pageviews: 613,691

Audience size: 265,279

My most popular post published in July: 50 Blog Post Ideas for Web & Graphic Designers

My top 3 traffic referrers: Direct, Google, Pinterest.

Why are metrics so important?

This is a question I was recently asked by one of the shelancers, so I wanted to answer it here in case any more of you were wondering!

I thought that analyzing metrics was something every business owner did and knew the importance of, but I was recently surprised by just how many people don’t check their analytics at all!

There are three important metrics you should track:

  • Whether your website traffic is increasing, decreasing or staying the same each month.
  • Where your traffic is coming from
  • What your most popular content is

Traffic increasing or decreasing: This is important because it can explain why your sales are a little slow lately, or why you’ve had a boost of sales.

Where your traffic is coming from: This is hugely important because it shows you where you should focus your marketing efforts.

What your most popular content is: If you know what your most popular blog posts are, you can create similar content and you can add products, opt-ins or affiliate links to your popular posts to earn money from them!

My newsletter growth

Number of subscribers: 9,997

Most popular opt ins: The Designer's Guide to Project Management

Why do you have lots of opt-ins? This is another question I’ve been asked recently, and one I’m happy to answer here!

You shouldn’t just have one opt-in on your website because it may not appeal to all of your readers. When you have multiple opt-ins, you’ll appeal to multiple people. You’ll notice that I have a different opt-in on my homepage, blog page and footer for this very reason.

Another reason I have so many opt-in forms is because I create content upgrades for most of my blog posts. This means that I create a freebie (such as a worksheet or checklist) that matches a blog post, then I collect emails in exchange for the upgrade.

When you create content upgrades for so many posts, you start to accumulate a lot of opt-in forms in your email marketing software!

Behind-the-scenes this month

This month I returned to England after living in Central America for three months. Coming from such lovely weather to such cold weather is shocking, but what’s even more shocking is having to adjust to your old business routine!

Thankfully, back in October I schedule blog posts for February, so I haven’t had to worry about that. I also booked a client back then too, so I haven’t had to come home to 0 clients and lower income.

I can’t express just how glad I am that I did this. If you’re going away for a long period of time, make sure you schedule work and content for the month you return home. It will free up your time so that you can spend time unpacking and readjusting when you get home!

March goals

Get back into a business routine. I feel really out of routine, so perhaps I need a new one! I think it’s important to find a routine that helps you produce the best work, so I’m going to use March to experiment and figure out exactly what that routine is.

Plan webinars! I’ve missed doing webinars. I’ve missed teaching SO much! So I’m going to be hosting a few webinars over the next few months with partners I think you’ll really love. ;) Stay tuned!

Current obsessions

Deadline Funnel: This tool has helped me make more passive income without me having to anything except set it up initially. Amazing!!

Success Without Sacrifice: If you listen to anything this week, let it be this. This is probably one of my favourite Being Boss podcast episodes ever- soooo many truths in there that busy creatives NEED to hear.

Disclaimer/Truth: I do earn a commission if you purchase any of the products with an * next to them. There are obviously other products available like these, but these are products I love and they are my recommendations based on my own experience. If you do purchase through my affiliate link, thanks so much for your support!

How to deal with mistakes and failures within your business

Share your thoughts

I’d love to hear your thoughts on this topic! Head to our Facebook group and share. It’s the perfect place to be honest, seek help, and make friends with other freelancers.

Spread the love

Want to tell your friends about The Shelancers Club? Click here to share a readymade tweet!

More from Nesha:

Organize & Automate: Learn how to streamline your design process
Social Splash: Learn how to find clients on social media
Blog: Read my latest articles
Asana for Designers: Learn how to use Asana to manage your projects


Define your own version of success


The six questions we discussed in this lesson were from one of Jen Carrington’s blog posts. To learn more about working intuitively and building a business around the life you want, check out Jen’s blog! It’s one of my favourites. :)

What was discussed

Six questions to help you define where you want your business and life to go:

  • What does having it all look like for you?
  • What do you truly desire in your life and business this season?
  • What external noise and opinions are you bringing to the table?
  • What are you afraid of?
  • What are your grateful for?
  • What is your intuition guiding you to do next?

Share your thoughts

I’d love to hear your thoughts on this topic! If you’d like to share your answer to one or more of these questions, head to our Facebook group and tell everyone. It’s the perfect, safe place to get honest and share how you feel and what you want.

Spread the love

Want to tell your friends about The Shelancers Club? Click here to share a readymade tweet!

More from Nesha:

Organize & Automate: Learn how to streamline your design process
Social Splash: Learn how to find clients on social media
Blog: Read my latest articles
Asana for Designers: Learn how to use Asana to manage your projects