I start every website copywriting project by interviewing my clients and their clients, listening closely for the bits of gold that inevitably rise to the surface.

Maybe it’s because I used to be a journalist, but I really can’t imagine writing a website without interviews. It’s amazing to hear the words and themes that come up over and over again during these calls; even if a business owner doesn’t quite know how to describe their brand, their clients and customers always do.

This part of the process was especially fun for the new KH Essentials website, because both the business owner — Karen Holly — and her customers are incredibly passionate about her products. Karen has a deep desire to help other women live vibrant, healthy lives, and her customers can feel it every time they use the holistic beauty and body products she creates. 

I’m excited to share our process with you and give you a behind-the-scenes look at how we strategically used these interviews to create clear, compelling and consistent website copy for Karen’s wellness brand.

Before the Project

Karen and I met through her amazing web designer, Chelsea from Honey & Co. Creative, and we instantly connected over our shared love of wellness and — of course — our dogs.

As an aromatherapy guru, Reiki Master, and cancer survivor, Karen had recently launched her own line of natural, essential oil-based beauty and body products to facilitate whole-body healing. But she knew her existing website wasn’t telling the full story. 

She had products available for purchase, but her site was mainly focused on her previous wellness services and wasn’t guiding visitors to buy products. 

We set out to create a clear, focused message that would:

• Educate people about her products and the specific benefits they offer

• Position Karen as a caring expert and tell her story in a way that resonates

• Drive visitors to buy products and register for her educational events

And the first step? Conducting in-depth interviews with Karen and her customers.

Step 1 | Clarify

Website Strategy Session

Karen and I kicked off her project with a Strategy Session — a deep-dive interview designed to help us both get clear on her business and brand message. We explored her existing site challenges, her brand voice and vibe, and the actions she wanted people to take on each page of her site.

During our Strategy Session, Karen expressed that she wanted her website to convey graceful confidence, showing website visitors they can trust her self-care expertise.

Customer Interviews

This is where things got really fun. Because the people who buy Karen’s products don’t just like them — they’re obsessed with them. 

Each of the 20-to-30-minute calls with her customers was overflowing with enthusiasm and gratitude for Karen and the care she puts into her products. I mean, check out just a few of these quotes:

“I love the way (the products) feel. I love the way they smell. I love knowing I’m taking care of myself before I go out and take care of the world.”

“These products have given me a sense of confidence and calm. As issues and symptoms come up, I have something to help with them. Knowing that puts me at ease, and I don’t feel like I have to rush to the doctor.”

“As soon as we started using (the Pleasure Plus oil), our sex life changed. It’s an intense aphrodisiac; it gets you in the mood.”

Her customers repeatedly described her products as healing, supportive, nourishing, and downright yummy. And they conveyed that they’re willing to invest in quality, all-natural beauty and body products that empower them to take care of themselves without having to worry about toxic chemicals.

Thanks to these customer interviews, Karen and I didn’t have to guess about which features and benefits her customers valued or how they might describe her products to a friend. Instead, we had a dozen pages of interview notes showing us how to speak her ideal customer’s language.

Step 2 | Resonate

Our next step was to create website copy that would resonate with Karen’s ideal customers. The challenge was to describe Karen’s unique, holistic beauty and body products in a clear, concise and compelling way.

Here’s how we did that on each page of her new website.

Homepage

Our goal with Karen’s Homepage was to give website visitors an overview of what Karen’s products are, show them why they should care, and drive them to buy her products.

To do this, we used concise copy to highlight the key benefits of her products (increased energy, reduced pain, glowing skin) and emphasized the natural ingredients small-batch process Karen uses to create each bottle.

We introduced Karen on the Homepage to connect website visitors to her mission and expertise right away and also highlighted her Bay Area health events with a link to her upcoming events.  And we used clear call-to-action buttons throughout the page to guide website visitors to her products page where they could buy.

Starting with the Homepage, we included direct quotes from our customer interviews on every page of the website to further build trust with website visitors. 

About

Karen’s deeply passionate about holistic health and loves sharing her knowledge with others, so we wanted to highlight this on her About page by telling the story of how her cancer journey led her to create natural beauty and body products.

We connected Karen’s story to the challenges her website visitors may be facing, whether they’re dealing with physical pain, feeling frustrated about their body or grieving what they lost through an accident or illness. 

Our goal was to build trust on this page by conveying Karen’s empathy and authority when it comes to holistic health. We wanted her website visitors to feel seen, heard, understood, and confident that she can help them through whatever they’re experiencing.

Products

Our goal for Karen’s Products page was to briefly highlight each of her product lines, show how they make people’s lives better, and make visitors eager to click through and buy.

We also included “The KH Essentials Promise” at the bottom of the page, which explains what’s in the products, what’s not in the products, and how they’re made, so customers can feel confident that they’re investing in quality, all-natural beauty and body products.

Individual Product Listings 

For each product listing, we set out to describe which ailments the product solved, how it would benefit the user, and how to use it, as well as listing the ingredients. 

Each of Karen’s products is designed with a specific, whole-body healing purpose, so we made sure to touch on the science behind these unique essential oil blends.

Step 3 | Launch & Grow

Karen’s revamped website drives visitors to buy her products and positions her as a trustworthy, caring expert in the health and wellness industry. The combination of concise copy and clean design communicates her brand’s all-natural vibe from a visual standpoint as well. 

I also gave Karen a master list of customer quotes at the end of our project — including many we didn’t have room for on the site — and she’s collaborated with Eva Collins at Boss Lady Digital to share them on Instagram.

Investing in website copy has allowed Karen to clearly convey what makes her products unique and tell her story in a way that resonates with her ideal clients and customers. And because her website designer and I were able to collaborate throughout her copywriting and design process, she now has a website that’s as functional as it is beautiful.

Here’s what Karen had to say after our website copywriting project:

"Kelsey is empathetic by nature and thoughtful in how she interviews clients. She does research. She goes deep and is a great listener. She is a huge asset to anyone looking for assistance in a 'voice' for their business." 

—Karen Holly, Founder & Creator of KH Essentials

I’m honored that Karen trusted me with her brand voice and website copy. Drawing on in-depth interviews with her and her customers and prioritizing clarity, her new website copy conveys her graceful confidence and highlights the healing, supportive, nourishing, and “yummy” nature of her holistic health products.

Are you interested in working together on your website copy? Download my pricing guide for more info or contact me to get started!