So when she came to me, the problem was almost funny: she could do that for anyone except herself. Her website was the one piece of marketing she'd never been able to make behave. Here's what we did about it, and what changed after.
Maren runs a launch copywriting studio. People hire her because she knows how to walk a stranger from "never heard of you" to "take my money"
BRAND REFRESH + CUSTOM WEBSITE
When Maren first showed me her site, nothing was inherently broken, and that was the trap. It loaded fine, the copy was sharp, the photos were nice.
On the surface it looked like a perfectly good website. But I do this for a living, and within about a minute I could see the actual issue: the site had no point of view and no path.
Every section was a reasonable idea sitting next to another reasonable idea, with nothing deciding what mattered most or where a visitor was supposed to go next.
For most businesses that's a slow leak. For a copywriter, it's a credibility problem. Maren's entire pitch is that she knows how to sequence a message so it lands. A potential client who felt lost on her site was getting a quiet counter-argument to the exact thing she was there to sell.
The Problem Wasn't Obvious, Which Is Exactly Why It Was Costing Her
When you build a site piece by piece over years, everything ends up weighted the same, because nothing was ever planned in relation to anything else.
Maren's most important messages were sitting in the middle of the pack, easy to scroll right past. I used hierarchy, spacing, and pacing to pull the moments that matter to the front, so the first thing your eye catches on any page is the thing you were actually supposed to see.
Strategic design that points at the right things
Years of adding one piece at a time had left her with a site that was really just a collection of sections sitting next to each other, none of them agreeing on what mattered or where a visitor should go.
I rebuilt the whole thing around the journey a real potential client takes, what they need to understand first, what doubt shows up next, where trust gets built, and where it finally makes sense to ask.
The home page now moves you deliberately from hook to proof to action; the services page answers objections in the order they actually occur to people. Every page has a job again.
A Website With a Path, Not Just Pages
I rebuilt the identity around who Maren actually is when she's at her best: direct, a little dry, confident without shouting. A new typographic system, a tighter and more grown-up palette, and a set of visual details that finally read as her instead of as whatever felt right in the moment three years ago.
Someone should get a feel for her personality before they've read a word, because on her best calls, that personality is half the reason people say yes.
One Cohesive Look to Replace Five Years of Collaging
Maren's old site was the kind of thing a lot of successful people are running: something she'd built herself years ago and patched a piece at a time ever since. A section added here when she launched a new offer, a page tacked on there when something changed, a color swapped one afternoon because she was sick of the old one.
None of it was wrong, exactly. It had just wasn't cohesive, clear, or as cool as Maren clearly is. My job was to tear it down to the studs and rebuild it to a level that matches her incredible level of cool.
What We Did Together
founder, cult copy
"Frankie didn't change my words, she built everything around them so they finally do what they're supposed to. It's the first time my site has felt like me."
"I write conversion-focused copy for a living and I still couldn't fix my own website."
That little workaround she'd built, quietly routing prospects around her own site, just wasn't necessary anymore.
She's told me inquiries have come in warmer, with people referencing things they read on the site before the call even starts, which means the site is doing the qualifying work she used to have to do live.
But the outcome I care most about is less flashy than a metric: her brand and her website finally agree with each other, and both of them agree with the person you actually meet. For a business built entirely on being persuasive, having every piece finally pull in the same direction isn't a nice-to-have. It's the whole game. necessary anymore.
The clearest signal came from Maren herself: she stopped sending people to her portfolio instead of her homepage.
Most of the people I work with are like Maren. Incredibly good at what they do, aware that their website isn't keeping up, and not totally sure what's wrong because nothing's technically broken. If that's you, that hazy "something's off but it looks fine" feeling is usually a real, fixable problem, and finding it is my favorite part of the job. I take a few projects at a time. Let's talk!