Chere Bork is a sparkplug of a businesswoman who has built a strong following offering life-coaching services to dieticians. Sharp, sassy, and full of energy, Chere knew that when she redesigned her site, she needed website copy that captured her unique personality while also demonstrating her seriousness as a coach and motivational speaker.

We did a series of interviews to discuss the direction, and I combed through a variety of documents Chere had created over the years to describe her approach and services, including her many client testimonials. I also conducted some basic keyword research. From there, my job as a website copywriter was clear: incorporate the pieces Chere didn’t want to part with, refresh the bits that needed updating, make it easier for clients to find her in search, address potential client fears, and find new ways to communicate with Chere’s core audience about the value she provides.