Messaging updates and copy upgrades

Grow with copy and messaging that attract your best-fit prospects

For teams and founders that know that they need to upgrade their copy and messaging

Uncovering a gap between sales and marketing messaging. Reacting to changes in buyers’ behavior. Pivoting to a new segment.

There’s no right way to solve these challenges. But without understanding your audience, it’ll be pretty hard to find messaging (and copy!) that would resonate.

Work with me on upgrading your messaging and website copy.


If you’re updating your messaging

Make it easier to get a yes from your prospects
with voice-of-customer-driven messaging

Translate research data into customer-centric copy that attracts your
target ICPs and converts them into customers that stay

Customer research

For startups that need help with building a single source of truth to fuel sales, marketing and product strategy

Understanding how your best customers research solutions, switch providers and make buying decisions will help everyone stay on the same page and work together to support your ICPs on their journey from prospect to loyal customer

Message testing

For startups that want to know how to fix their copy and messaging problems based on feedback from their market

Whether you've been reworking your pages internally or you're just starting on your website update project, getting feedback from your target audience helps identify and fix the blind spots you didn't know you had.

Testing a messaging and brand voice shift with Float

Float has been considering some messaging and branding changes to their website, and the marketing team wanted to get a read on their target audience's reaction to those changes. Together, we dialed up the brand voice, added a company mascot, and tried out the messaging changes on a landing page with a bold, pirate-themed design. After running a messaging test, we got back to work and implemented the audience feedback on the copy to inform Float's next steps.


If you’re updating your website copy

Your product is at v5.1. But the website is still at v1.0.
Let's fix that.

I can help you translate research data into conversions-optimized copy that attracts your target ICPs and converts them into loyal customers

Full website upgrades

Conversion-optimized copy for every page of your new website, from homepage to About page. Reflecting your customers’ pain points and aspirations. And making it easy to take the next step.

Use case and persona pages

Help your ideal prospects see their use cases reflected on your website. Show how your product solves their specific problems and give them relevant, specific and burning reasons to go with your product.

This is how we get to web copy that attracts your best-fit prospects

[1]

Research and planning

From internal interviews to customer interviews, we'll identify the questions we need to answer and how to get those answers.

For website upgrades: based on what we learn about customer journey and SEO recommendations, we'll map out a new website structure that will help your prospects find the information they need to convert.

[2]

Writing and wireframing

All web copy projects are delivered as low-fidelity wireframes. If requested, I'll work with your SEO team on incorporating search terms in the copy.

For customer research projects: we'll agree in advance on what the deliverables should look like for the biggest impact. Possible options: a messaging guide, pitch decks, webpage outlines. It depends.

[3]

Design and development support

I'll work with your design and development teams on turning low-fidelity wireframes into launch-ready, on-brand pages. From adjusting the headlines to work in the final design to suggestions on how to make designer’s choices amplify the copy and lead to more conversions.

[4]

Validation

Additional layer of de-risking your new website launch, either by battle-testing it in the wild and making changes based on visitors' behavior or running messaging and user tests before going live.

For customer research projects: we'll develop a custom approach to get the most out of this step.

[5]

Optimization

We'll incorporate feedback loops on your website to make sure that your team can continue improving the web pages and getting higher conversions. Alternatively, we can extend our work together to include a round of conversion rate optimization.

Facit website redesign and copy upgrade

Facit was going through a complete website redesign and was looking for a conversion copywriter to help develop conversion-focused copy for their suite of video analytics and redaction products. We’ve worked together on a multi-month website update process that included collaborating with messaging, design and SEO teams to get the new website launch-ready and creating feedback loops to continue optimizing it for higher conversions.


  • Amy Baker, CMO at HackEDU

    “Ekaterina is terrific at what she does. She seeks to understand and makes no assumptions about buying audiences. Her project management, attention to detail and expertise are stellar and she gives each customer great attention.

    I think the understanding we gained about our buyers and what motivates them to buy was incredibly enlightening and debunked internal myths. Working with Ekaterina has given us the data to back up the changes we need to make to our messaging to drive effective lead gen.

  • Charles Cook, Demand Generation Marketing Manager at Orbiit

    “Ekaterina gave our product a voice when it had none and offered us solutions to problems we didn't even know we had.

    During our work together, Ekaterina was incredibly personable, and professional.

    She turned our words into imagery, and her process was so precise that she was able to get content we didn't even know how to ask for.”

  • Diane Wiredu, Conversion Copywriter + Brand Message Strategist, Lion Words

    “Ekaterina is a rare gem who understands research, business, strategy AND messaging. And how they all feed into each other.

    Hiring a copywriter is scary, but Ekaterina puts your mind at ease from the first moment. You can kick back safe in the knowledge that she will get sh*t done, and do it well.”

  • Josh Garofalo, The SaaS Consultant & Copywriter for 100+ clients such as HubSpot, Wave, and Unbounce

    “Don't sleep on working with Ekaterina Howard. They love customer research, are METICULOUS in their approach, and have that 6th sense you look for in a contractor.

    Minimal oversight and an amazing deliverable — what more can you ask for? I still have no idea how she did what she did in 3 half days. Mind blown.”

Reach out to set up our intro call

Ideally, I'd love to learn the following: your copy- or messaging-related challenges, approximate timeline for the project and your budget. Please share any info you think is relevant — there’s no such thing as “too much data”!