We get clear on what your site needs to do and say first, so you stop reworking it. After crafting your Signature Story™, we write your pages around it, and the right clients choose you.
Website copywriting writes the words on your pages. A website messaging strategy decides what those words need to say first: who the site is for, what you’re known for, and why someone chooses you.
Most copywriting starts with the words and assumes the strategy is already decided underneath them.
In Equip’s Website Messaging Intensive, that strategy is developed first, around your Signature Story™, and then your page copy is written from it.
So you leave with the thinking, your story captured and the pages, written and ready to use.
You’ve probably felt this before you could put your finger on it. The business has grown, but the website is still talking about where you were a while back. The referrals keep coming, so it’s easy to leave as it is, even though the site doesn’t quite sound like you anymore.
The people who do land on your website and have a read are interested. They just don’t reach the point of feeling sure, so they click away instead of getting in touch.
And because you can feel the friction, you keep going back in to fix it. You tweak a line here, rework a page there, and it still never feels finished.
Usually the words themselves read fine. What hasn’t been decided is the bigger stuff underneath, like what the site should say first, what it needs to prove, and who it’s really speaking to.
Once the message is right, the website works the way it should. It reads at the level you’re actually working at, the right people recognise themselves quickly, and the value lands without you having to explain it on every call.
More of the people who find you actually get what you do, and more of them reach out. And you get to stop second-guessing what the site says.
A focused two-hour session, then the development and writing that follows.
A short intake before we meet, so we spend the session on the thinking rather than the setup. You’ll get a simple document to gather what we need beforehand.
Around two hours together, developing your Signature Story™ and the direction for the site: who it’s for, what it needs to prove, and why someone chooses you.
We develop your deliverables and write your website page copy, then walk you through it. You get one round of refinements and small edits.
You’ll receive everything as an editable file that’s yours to keep, so you’re free to apply it however your site is built.
And if you’d rather not do that part yourself, we can help. For sites on WordPress with an approved page builder, we’re happy to place the copy onto your pages for you as an optional add-on.
Or if you’d like us to build the whole site around your new message strategy, that’s what the Signature Site™ is perfect for.
Most sites are built the other way around. The design comes first, the words are poured in after, and the message is left to emerge on its own.
That’s why so many look right but leave people unsure. When the message is decided first, the writing and the design both have something solid to build on, and the whole site holds together instead of pulling in different directions.
This is the Message pillar of Equip’s Credibility Effect™: getting what the site says right before anything else gets built on top of it.
“Cherie has a real gift for guiding you through the process – asking the right questions, challenging you in the best way, and helping you put into words what’s been sitting in your head and heart for years. I walked away with absolute clarity on our mission, vision, purpose and values. And most importantly, language that feels true to who we are. If you want a brand story that doesn’t just sound polished, but actually feels like you, I can’t recommend Cherie enough.”
– Emma Costin, EQ Leaders
“From the intake form to the quality of questions asked and the way she facilitated, everything was done to a high standard, curated to create a safe space for reflection and productive discussion, without making anyone feel judged or pressured.”
– Serena Low, Quiet Warrior Podcast
And when that message goes on to carry a site: “The website is fantastic, easy to navigate, and generating plenty of leads and enquiries.”
– Denise Huxtable, Point of Difference Cleaning
If you’re still working out who you serve or how the whole business is positioned, that runs deeper than a website message.
That’s where The Authority Shift™ Intensive comes in. If your message is in good shape and the site just needs its structure and flow improved, the Website Upgrade Intensive is the better fit.
And if you want the site itself built around your new message, that’s the Signature Site™.
Website copywriting writes the words on your pages. A website messaging strategy decides what those words need to say first: who the site is for, what you’re known for, and why someone chooses you.
Most copywriting starts with the words and assumes the strategy is already settled underneath them. In Equip’s Website Messaging Intensive, that strategy is developed first, around your Signature Story, and then your page copy is written from it. So you leave with the thinking, your story captured and the pages, written and ready to use.
A copywriter writes the words. This intensive humanises your business by creating your Signature Story™, decides what the words need to do first, what each page says, in what order, and why someone should choose you. Then we write the copy from that. You leave with both the messaging foundation and the copy for the pages.
Yes! We build it from your own words and the way you already talk about the work, so it comes out clearer and still unmistakably yours.
Usually, yes. Rebuilding on a message that hasn’t been worked out means paying to lay out words you’ll only change again. Developing it first means the new site is built on a message that lasts and connects with your audience.
Yes. Equip provides services as a website copywriter based in Melbourne, and the intensive runs online, so it works for service businesses anywhere in Australia.
You receive it as an editable file as standard, which gives you control over how it’s applied across any platform. If you’d prefer we handle it, and your site is on WordPress with an approved page builder, we can place the copy onto your pages for you as an optional add-on. And if you’d like Equip to build your website around the new messaging from the ground up, that’s what the Signature Site™ was designed for.
It starts with a two-hour session, then the development and writing. You leave with a documented Signature Story™, a defined client avatar, a website voice direction, and your page copy as an editable file written with SEO and AEO in mind, with one round of refinements.
If your website no longer sounds like the business you’ve become, this is usually where to start. We’ll talk through where things feel unclear and whether this intensive is the right next step
Or, if you’d rather start with a note:
We’ll talk through your business, where things feel unclear, and whether this is the right next step.
