Website Content.

What you say online about yourself, your products, or your services has to create brand-aligned connections with audiences. A collaborative process can get you there.

KidMed

logo Everyday Hands ... for your everyday needs

KidMed is a northern Virginia-based pediatric urgent care that prides itself on providing accessible, convenient, pediatric-specific clinical expertise and services with hours that bridge the gap between caregiver schedules and primary providers’ office hours. Their rebrand went hand-in-hand with a website update.

Services for KidMed included a deep edit to align their existing content with their brand discovery documents, and refreshing of heads and subheads throughout the new site.

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Next Point Dental

How the article looks in the magazine with the cover overlayed, featuring an image of a white man nurse taking a selfie with colleagues who are a white woman, a black woman, and a black man.

Next Point Dental is an advisory team that guides dental practice owners through the complex mergers and acquisitions process when it comes time to buy or transition a practice. This was a new website, but the managing partner had already prepared a strong, detailed outline for content.

Services for Next Point included a deep edit to align the drafted content with their audience’s needs, and the creation of heads and subheads throughout the new site.

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Employ-Ease

logo Everyday Hands ... for your everyday needs
Employ-Ease provides personalized service for small business payroll services, benefits, and workers comp solutions in the Rochester, New York area. Their model tailors services to busy employers who often work on-the-go, so the website had to be engaging and easy to digest, while being reassuring about supporting the goals, needs, and obligations of owners and their workforces.
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The Notable Corporation

How the article looks in the magazine with the cover overlayed, featuring an image of a white man nurse taking a selfie with colleagues who are a white woman, a black woman, and a black man.
The family-owned and operated The Notable Corporation fulfills business and higher education needs for printed forms, promotional goods, and branded apparel. After more than four decades in business, it was time to upgrade their website commensurate with their experience and expertise. The fresh design required copy that showcases all the products they fulfill while better reflecting the friendly, personalized service of their brand.
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Kelly Kester Photography

Screen capture of Kelly Kester Photography home page
Kelly Kester’s website was overdue for an overhaul. Once she completed a rebranding for her lifestyle and portrait photography business, it was time to bring the refresh online. Since her brand is really herself, and since Kelly is well-known and loved for her vibrant personality, it was critical that the website copy capture her voice. After my initial draft moved her to tears (“good tears” – her words, not mine!), we dug into meticulous edits to get it just right. The result is a perfect balance of clever marketing with Kelly’s authentic brand.
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Laughing Gull Chocolates

screen capture of the web story about Colleen Miller

The owners of Laughing Gull Chocolate in Rochester, NY, had reached an evolution point in their business marketing – it was time for a new website with fresh images and ideas. Our initial Zoom interview was an adventurous peek behind-the-scenes at their family-filled chocolate shop. They tagged in and out as happy babies demanded their attention from time to time, and by the end I had a serious hankering for ALL the chocolate. The copy came together easily, which is often the case when I work with people so passionate about their product or service. It was a captivating story to learn, and we worked together on a Google doc to fine-tune the telling of it.

Seneca Lake Resorts

UB Nursing magazine cover and collage'
A family company located in the Finger Lakes region made a substantial investment in redeveloping two marinas on Seneca Lake, in a public-private partnership agreement with New York State. They operate the marinas adjacent to state parks, offering world-class amenities for boating, fishing, camping, RV life, and log cabin getaways. We spent considerable time in dialogue about what their target customer wants and needs, and how the SamSen properties offer a special experience. The result is a beautiful site poised to capture reservations for boat slips, RV parking, and cabin rentals. Here comes summer fun!

Seasons on Keuka Lake

Screen shot of the Seasons homepage featuring a sunset over Keuka Lake
Seasons on Keuka Lake Banquet and Conference Center adjacent to a major hotel chain has a unique selling point: Seasons is the only Keuka Lake venue located directly on the lakeshore. The sales team worked with me to create copy to appeal to people searching for a place to have their Finger Lakes destination wedding, hold their next gala or business conference, or just find that perfect place for accommodations while touring the Finger Lakes. Once seen, Seasons may well sell itself, but the website content will get this venue on the list of potential guests’ search results.

Melanie Watson Design

image of homepage of MelanieWatsonDesign.com
An independent graphic designer had rebranded herself to focus on a service overwhelmingly needed by her client niche: brand discovery and design. She wanted to educate prospects on the concept while communicating her process and what it’s like to work with her as a person. In essence, demonstrating on her website what she can do for clients. We worked together to both refine her product and process messaging, and develop new copy to tell her story. Fun fact: Melanie is the designer of my own logo and brand assets!

Everyday Hands

magazine page featuring a smiling woman, who is the subject of the article.

Lauren, a professional helper, found her business taking off, but was having trouble articulating her array of service possibilities for her website pricing page.

We settled on short case studies that give potential clients an idea of the type of personalized service they could expect for her hourly rate.

Ortolani Services, Inc.

Nazareth College magazine collage
An independent benefits brokerage with a solid record of referral business was ready to launch a website, but needed to honor the brand that had been carefully cultivated over the years. First, we collaborated on a tagline, settling on one that encapsulates what it’s like to work with Ortolani Services: Clarity – Choice – Connection. Next I developed a creative way to demonstrate how their services help people — mini case studies. The final site is an effective mix of straightforward information and brand-based storytelling.

immaginé Photography

magazine page featuring a smiling woman, who is the subject of the article.
Renée is a photographer who loves working on-location. Her website is, obviously, driven by imagery rather than text. We worked together to develop copy to tell her story and to introduce her menu of photography services. I used first-person POV to convey Renée’s enthusiastic personality, and her voice completely shines through. She really is this fun… enough to get an introverted writer to laugh in front of the lens.
Setting up a new website, refreshing your content, or adding a new page?
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