Client case study
Charlotte blew past 6 figures in her business within 3 months after first working together… and keeps coming back for more.
“I can’t rave about Jill enough! The thought of sitting down to write my website copy was so overwhelming — the moment I signed on with Jill I felt so relieved. She took the time to get to know my business and the market I’m playing in, and I was seriously blown away by how well she understood everything and the brand strategy she created. Jill made a very daunting project feel super easy, and my website copy massively exceeded my expectations.
My site went live yesterday, and I had lead magnet conversions and program wait list sign ups before I even promoted it. Thank you Jill, you are THE BEST!”
—Charlotte Isaac, Business Operations Consultant + Dubsado Specialist
Photo courtesy of Charlotte Isaac.
Highlights
Charlotte helps small business owners refine their operations so they can find the freedom to grow. She’s very much anti-hustle even though she has big dreams for herself and clients, and proves every day that by streamlining systems entrepreneurs can have both.
Challenges
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Needs to stand out as a premium service provider in an unsexy industry.
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Wants to be strategic in her investments in order to grow the business.
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A fear of sounding salesy when selling her services online.
Solution
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Intentional conversion copy written by a proven copywriter with streamlined and professional systems in place.
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A unique and effective framework that combines storytelling techniques and sales strategies to attract clients online.
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A cohesive brand voice and messaging guide designed to provide confidence in her own understanding of her brand.
Results
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Increased confidence in the value of her services… and increased her rates.
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33% quarter on quarter sales growth.
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Grew her waitlist, now booked out about 8 weeks in advance.
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Organic search grew 89% since working together.
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Lead magnet conversions the day her website went live before actually promoting it.
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Has since returned for multiple projects: Lead magnet and email nurture sequence, search engine optimized blog content, Instagram consultations and captions, launch copy (sales page and emails).
Photo courtesy of Charlotte Isaac.
Challenges
Stand out as an elevated service provider
Charlotte is unique because she doesn’t just plug and play cookie cutter fixes, but creates customised automation solutions that help her clients serve their people even better than before. She streamlines her clients systems from a big picture view so they work smoothly for everyone involved.
She also has very different experience and a special approach to her work that elevates her services above her competition. It should be noted that until investing in Jill’s services in 2020, she had built her business almost entirely on referrals—clearly that means she knows what a good client experience looks and feels like. The high level of her services needed to be clear from her positioning and ultimately copy.
Despite the raving reviews of her services, Charlotte felt like something was missing: “I felt anxious that my online presence didn’t match the level of expertise that I have. It made me feel like an imposter. People who knew me knew what I could offer, but I was embarrassed by what those coming in cold saw. And I was scared to raise my rates because of that.”
She admits that she felt like she had to sell harder on discovery calls because of her online presence not being up to her standards, and selling isn’t something that she enjoys doing. It was time for something to change.
Strategic investments in business growth
Like most entrepreneurs who work with Jill, Charlotte has a hard time writing copy in her business. She worries about how it sounds, what to say, and that it doesn’t actually feel like her. The biggest question: Will this connect with clients?
Knowing that she needed to update her copy, Charlotte first asked for a 1-hour website audit, but didn’t implement the changes. “It made me realize how much smarter at this you are than me. It made me realize that if your audit was just an hour of your brain, how incredible my website would be if I just had you write it.”
Investing in business is challenging at first. “I was terrified to spend the money. Not because I didn’t think it would work because I know you and what you’ve done for other people, but I didn’t know if I was ready,” Charlotte said. “This was the first big investment that I made. I’d hired other coaches and mentors before, but didn’t feel like they did much for me.
She made a quick decision: “I only really thought about it for 2 hours and my gut said to do it. I felt like it would be the start of something really good. It felt like a huge weight lifted. Relief.”
Working with Jill was a pivotal moment for Charlotte’s business. “I think starting to work with you was the big shift in realizing that outsourcing is good. I knew conceptually that outsourcing is good, but it’s scary. Then I realized how brilliant you are. I knew that spending that money was going to make a huge difference in my business.”
When asked about her original fear of outsourcing: “Now I’m addicted. Just take my money.”
Sell without feeling salesy
Charlotte has big business goals, but never wants to appear cold, pushy, or overly salesy online. She wanted to raise her rates, book out farther in advance, and grow a team… all things that she’s accomplished in the 6 months since completing the first project (and a few more) with Jill.
“Because I wanted to raise my rates, I knew I needed my online presence to be legit,” she said. “People don’t really mind when you charge less.” Higher rates command an elevated experience. They need to be sold to without feeling pushed and have confidence in the service they will receive just by looking in from the outside.
A huge part of attracting dream clients online is showing up as an authority figure. Professional branding helps with this. Charlotte has noticed a mistake many entrepreneurs make: “We skip to the end sometimes. We know that we need the website and the branding, but all the words have to come first.”
Solutions
A seamless, low-stress process
Jill does everything she can to make projects easy for clients, and Charlotte noticed this. “I love that you have a process,” she said. “I was so excited that you knew exactly what had to happen. I could just trust you to tell me what to do and when to show up. It felt like an easy decision because it was completely over to you when I decided. I knew I wouldn’t have to manage you or check in or do the strategy. You just own it.”
Throughout the process, Charlotte was surprised at how much more value she got out of aspects that she thought were just mandatory steps. For example, the brand messaging guide development was helpful beyond her expectations. “I thought it would be helpful for you, but I didn’t realize how helpful it would be for me. You put so much research and so much of your brain into it. It’s so much more than grammar rules. It’s really good.”
Other features of working together that Charlotte noted were Jill’s deep dive into the research phase, getting to know Charlotte’s industry and critically looking at how to help her stand out. The partnership feel of Jill’s availability for consultations throughout is helpful as well. “I also like how you do a consult at the end to wrap up any loose ends and talk about what people need,” she said.
When asked her overall thoughts on the process, Charlotte said: “I don’t think there was ever a time that I felt anxious about it.” Additionally, she noted that her designer was also pleasantly surprised with the copy deck presentation and ease of implementation.
Photo courtesy of Charlotte Isaac
Results
Increased confidence in her business, higher rates, and a waitlist
Overall, Charlotte felt a major confidence boost in her business. “It made it so much easier to raise my rates,” she said. “I was comparing myself to other people, but I wanted to for a while. I already felt like I had higher rates than lots of people doing what I am doing. I was worried about increasing them again because I didn’t look/sound legit enough even though I felt legit enough. I increased my rates right as my website went live.”
The result? Now she’s booked out an average of 8 weeks in advance and has a waitlist.
At the same time as gaining confidence in her services, Charlotte also found clarity throughout her business and used the time together to update other aspects of her sales process, like updating her services guide. Since the first project, she’s returned for help with creating a landing page for her lead magnet, writing an email nurture sequence, and writing search engine optimized blog posts to drive more traffic to her website. “Everything flowed from the first project.”
“You made me feel so much more confident in what I do. You asked really good questions. You challenged me on the things I needed to be challenged on. You are very honest with me, and I really appreciate that, especially because we’re friends. It would have been easy to not, but you did and it was amazing. I just felt like a rock star after. I had this new website and now understand what I do. I felt pumped up.”
33% quarter on quarter sales growth and passed 6 figures
The biggest win since working together: “The 3 months after I launched my website, my sales went up heaps,” Charlotte said. “And I hit 6 figures, which is kind of crazy because that was going to be my goal for next year, not this year. It crept up on me.”
When asked how she feels about spending money on copy now: “Take my money. It feels like you should have charged me more based on the difference in made. I forget how much it cost,” Charlotte said. “My website is an asset that helps me make money now.”
Website conversions increased
Aside from the feelings of relief and increased confidence, Charlotte’s results truly show in the numbers. Increased sales and her organic search grew 89% since working together. She even had lead magnet conversions the same day her website launched… before she actually promoted it.
If the value of copy wasn’t clear yet: “Copywriting is something that I see is valuable for everyone,” Charlotte said. “I used to think only the Amy Porterfields of the world needed a copywriter, but that’s not true. It’s not something that you would initially think that everyone needs, but they do.”
“Having a good visual brand is really important, but copy is the same,” she said. Charlotte’s eager to continue the growth together. “A lot of what I do is boring and unsexy to others even though I find it exciting. And now there’s a purpose behind it all so I don’t worry about that. Now I have emails that people want to read. They actually reply.”
Jill and Charlotte are already working on projects together in 2021. “I felt like 2020 was about to get my shit together, and now I’m ready to blow shit up in 2021.”
Charlotte’s final words: “Never leave me, Jill.”
