Website Content

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.

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.

Amanda, the owner and operator of Nine Ledgers LLC, a 21st century digital bookkeeping company, is a 'numbers' person. She knew she needed a website, but didn't know how to be most effective in describing her services. As luck would have it, we met while Zoom-networking; Amanda wanted to get started immediately! We connected over two Zoom interviews where we just talked about what she does, why she does it, who she is, and why she is an excellent choice when you need personalized, outsourced, remote bookkeeping. As I am a 'words' person, I learned a lot from my time with Amanda. It is my pleasure to play a small part in connecting her with her ideal prospects.

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 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.

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!

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.

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.

An attorney with a mission for compassionate dispute resolution needed to portray how she approaches mediation for sensitive family issues. She knew that while the topics would be complicated, the content needed to be accessible and educational. And, most of all, potential clients needed to feel that their situation would be handled with empathy as well as skill.

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.

A gift shop with a rich, four-decade-long local presence moved to a new location, so the owners decided to refresh their website to match the vibrancy of the new neighborhood. This ‘Gallery of Art and Craft’ offers five categories of gift items and the work of 250 American artists and craftspeople. Their website copy covers it all in a concierge-style detail that entices visitors to their brick-and-mortar store.

You have to try the product to understand the project. But first I had to meet these fifth generation grape growers located in the hills above Keuka Lake. We spent a sunny morning in their tasting room, a fully renovated 19th century “crooked barn.” Theirs is a true family affair; brothers began working the acreage in the late 1950s, and the next generations now oversee the winery and vineyard operations.
Completed in partnership with creative agency
In House Graphic Design, Inc.