BRAND WINGS

Brand voice style guide + SEO website copywriting

that'll bring dream customers flocking right to your door

It's one thing to capture the spirit of your brand through great copy. It's another to make your pages findable.

The words on your website are only worthwhile if people actually see them

Although writing copy that ticks all those boxes is enough to send you barmy

DIY web copy isn’t high on anyone’s list of quick and easy things to do in business. 

Plus, unless you’re in the know with on-page SEO, you run the risk of being buried on page 327 (or worse) in Google’s cyber wasteland. 

And finding THE writer who really ‘gets’ you… one who expresses every facet of your business in a voice that actually sounds like you? 

VITAL. But not easy. 

You might’ve spent hours—possibly weeks—trying to work out how to infuse the heart of what makes you a cut above into your website copy. 

Then there’s the ‘second-guessing-everything-you-write’ wrangle—it’s put your brain into boycott mode in favour of getting more urgent, less mind-busting things done. 

Even if you could work all that out, how on earth do you then SEO your copy so (a) you don’t sound like a dodo and (b) you’re actually found online? 

It’s a lot. But, wait for it, the final blow:

That grand investment into getting the visuals of your brand to dazzle wasn’t enough to help you express your genius to the world…

And now your copy’s sorely robbed of the strategy it needs to sell.

DIY web copy isn’t high on anyone’s list of quick and easy things to do in business. 

Plus, unless you’re in the know with on-page SEO, you run the risk of being buried on page 327 (or worse) in Google’s cyber wasteland. 

And finding THE writer who really ‘gets’ you… one who expresses every facet of your business in a voice that actually sounds like you? 

VITAL. But not easy. 

You might’ve spent hours—possibly weeks—trying to work out how to infuse the heart of what makes you a cut above into your website copy. 

Then there’s the ‘second-guessing-everything-you-write’ wrangle—it’s put your brain into boycott mode in favour of getting more urgent, less mind-busting things done. 

Even if you could work all that out, how on earth do you then SEO your copy so (a) you don’t sound like a dodo and (b) you’re actually found online? 

It’s a lot. But, wait for it, the final blow:

That grand investment into getting the visuals of your brand to dazzle wasn’t enough to help you express your genius to the world…

And now your copy’s sorely robbed of the strategy it needs to sell.

DIY web copy isn’t high on anyone’s list of quick and easy things to do in business. 

Plus, unless you’re in the know with on-page SEO, you run the risk of being buried on page 327 (or worse) in Google’s cyber wasteland. 

And finding THE writer who really ‘gets’ you… one who expresses every facet of your business in a voice that actually sounds like you? 

VITAL. But not easy. 

You might’ve spent hours—possibly weeks—trying to work out how to infuse the heart of what makes you a cut above into your website copy. 

Then there’s the ‘second-guessing-everything-you-write’ wrangle—it’s put your brain into boycott mode in favour of getting more urgent, less mind-busting things done. 

Even if you could work all that out, how on earth do you then SEO your copy so (a) you don’t sound like a dodo and (b) you’re actually found online? 

It’s a lot. But, wait for it, the final blow:

That grand investment into getting the visuals of your brand to dazzle wasn’t enough to help you express your genius to the world…

And now your copy’s sorely robbed of the strategy it needs to sell.

In other words,
you’re all ‘blurt’ and no ‘convert’.

Brand Wings will make you sing to the people you crave to serve

all while beckoning those search engine genies with brilliantly written SEO copy.

A brandless, voiceless website just won't fly

And words without strategy won’t win.

Wouldn’t it be a game-changer if, through the strength of your brand voice and a ripe knowledge of your audience, you could ruffle your rivals because your market position just toppled theirs?

And, when customers make their first enquiry with you, that they’re primed and near ready to commit to doing business? 

Aside from making future writing easy, having a detailed voice guide built for you before having your web copy written is an investment into victory you’ll want in on. 

Give your copy wings
(and not just prayers)

Brand Wings deliver oodles of perks
that keep on giving over time

💸  Quickly filter out customers who aren’t a fit for your business (and who end up flitting away, costing you more in time and brain drain)

💸  Vastly improve your on-page SEO and chances of being chosen ahead of your competitors in search results

💸  Prominent brand messages threaded expertly throughout your new site

💸  The high-value insights revealed from our ‘voice of the customer’ interviews will raise the bar on how effectively you connect with your audience (Hint: this is the most underrated research method ever, and I’ve been doing them for years)

💸  SEO keywords and on-page elements will integrate beautifully into your web copy (no jarring bot-speak that loses readers in seconds)

💸  Use and adapt elements of your fresh web copy (such as brand statements and subheadings) anywhere else in your marketing

💸  Define a specific way of speaking for your business where you’ll have the tools to incorporate it everywhere else, so brand integrity is upheld

💸  Triumph knowing your new website is now one of your hardest working, most effective sales tools (once the key pages are done, there’s minimal effort needed to make it work harder)

Brand Wings deliver oodles of perks
that keep on giving over time

💸  Quickly filter out customers who aren’t a fit for your business (and who end up flitting away, costing you more in time and brain drain)

💸  Vastly improve your on-page SEO and chances of being chosen ahead of your competitors in search results

💸  Prominent brand messages threaded expertly throughout your new site

💸  The high-value insights revealed from our ‘voice of the customer’ interviews will raise the bar on how effectively you connect with your audience (Hint: this is the most underrated research method ever, and I’ve been doing them for years)

💸  SEO keywords and on-page elements will integrate beautifully into your web copy (no jarring bot-speak that loses readers in seconds)

💸  Use and adapt elements of your fresh web copy (such as brand statements and subheadings) anywhere else in your marketing

💸  Define a specific way of speaking for your business where you’ll have the tools to incorporate it everywhere else, so brand integrity is upheld

💸  Triumph knowing your new website is now one of your hardest working, most effective sales tools (once the key pages are done, there’s minimal effort needed to make it work harder)

Brand Wings deliver oodles of perks
that keep on giving over time

💸  Quickly filter out customers who aren’t a fit for your business (and who end up flitting away, costing you more in time and brain drain)

💸  Vastly improve your on-page SEO and chances of being chosen ahead of your competitors in search results

💸  Prominent brand messages threaded expertly throughout your new site

💸  The high-value insights revealed from our ‘voice of the customer’ interviews will raise the bar on how effectively you connect with your audience (Hint: this is the most underrated research method ever, and I’ve been doing them for years)

💸  SEO keywords and on-page elements will integrate beautifully into your web copy (no jarring bot-speak that loses readers in seconds)

💸  Use and adapt elements of your fresh web copy (such as brand statements and subheadings) anywhere else in your marketing

💸  Define a specific way of speaking for your business where you’ll have the tools to incorporate it everywhere else, so brand integrity is upheld

💸  Triumph knowing your new website is now one of your hardest working, most effective sales tools (once the key pages are done, there’s minimal effort needed to make it work harder)

INCLUSIONS

This is the list of inclusions for a complete, comprehensive voice guide
plus SEO copy for a 5-page website.
Tailored packages from 'featherlight' to 'heavyweight' are available on request.

~ 1 x 90-minute vision, values & purpose workshop

Don’t fret! All you need to do is turn up, talk, be curious and enjoy. I’ll take care of the rest.  

~ 1-hour personality reveal & Voicebox session

Using the Voicebox tone of voice (TOV) methodology and Codex Persona™ tools, we delve into your brand’s personality then begin to pinpoint your voice archetypes and dominant tones. 

Audience research*

This is where I reveal the most riveting insights I can find about your desired audience, including various online methods and 3 x voice-of-the-customer (VOC) interviews. 

Competitor voice research

Finding your voice’s ‘sweetest singing spot’ can only happen when we sneak a peek at how your rivals speak.  

Customer ‘word journey’ mapping

I’ll request samples of all the wordy pieces your typical customer would read before they enquire with you. Then, I run them through a range of voice analysis tools to see where the inconsistencies are.  

 *More VOC interviews can be added and quoted if you’d like.

~ Purpose, vision, values & guiding principles**

Written into stunning, succinct statements you can adapt for both internal and external communications

~ Positioning & orientation

A bold, guiding statement to help maintain brand integrity and differentiation

~ Core messaging framework

So your marketing stays on track with your business objectives

~ Brand personality

A clear, pithy summary declaring who you are as a business entity you can use to gee-up your team or dazzle your audience

~ Voice archetypes

The core characteristics underpinning your voice

~ Brand voice summary

Summarises your overarching ‘verbal identity’ before we go granular

~ Brand voice pillars

Pillars form the distinctive character and nuances of your voice

~ Language evaluation

Two examples from your existing copy + guidelines on how to adapt to your new voice

~ Word trove

A list of specific words and phrases that must or must not be used, including naming conventions

~ Tone & cadence analysis

To identify patterns from your existing copy and how to tweak them to fit your newfound voice

~ Stylistic applications

Guide to formatting, punctuation, spelling, grammar and other specific elements such as emojis, testimonial layout etc.

~ Tone formality guide

For adaptation to different channels

~ Star content analysis

3-5 of your best performing pieces

~ Old to new revival

Sample old copy rewritten in your new voice

~ Voice analysis tools

Handy for your writers to use to keep them on track with tone & cadence

~ Voice guide orientation video

A walk-through, delivered via Loom

~ Instructional rubric

For tightening (and easing) the revision process

**If you have some brand elements already defined, I’ll request to review these before we sign off on anything

~ Fresh keyword lists (for 5 pages***)

Complete with recommendations for blog & other content

~ 5 pages of SEO-optimised conversion copy***

Includes all on-page elements such as

  • Header tags (H1, H2, H3 etc.)
  • Metadescriptors
  • Image alt tags
  • Related key phrases integrated throughout copy
  • Punch-laden calls-to-action (CTAs)
  • Recommendations for internal & external links 

*** More pages can be included for an additional fee

Timeframe

4 weeks minimum

(Timing depends on whether you want a ‘featherlight’ or ‘heavyweight’ version of the voice guide and the number of web pages you’d like me to write.) 

Investment

starting from

AU$5000

excluding GST

All work is done by me. The only things outsourced are transcripts of our workshop sessions and professional proofreading.

If you get halfway through this project and decide you want ongoing collaborative support for your writers, you’re welcome to upgrade this bundle to the Moonshot package. Lead time for upgrading is 3 weeks prior to the end of this project.

Ideal if you're:

A savvy start-up who genuinely grasps that defining your voice from the outset will also help to refine your visual identity (developing both in tandem is best)

An established business edging toward a rebrand

An established business and don’t want to engage an agency (but want fast access to an expert—and the smarts) 

An agency looking for a brand voice strategist to collaborate on a specific website project

Ideal if you're:

A savvy start-up who genuinely grasps that defining your voice from the outset will also help to refine your visual identity (developing both in tandem is best)

An established business edging toward a rebrand

An established business and don’t want to engage an agency (but want fast access to an expert—and the smarts) 

An agency looking for a brand voice strategist to collaborate on a specific website project

An established business and don’t want to engage an agency (but want fast access to an expert—and the smarts) 

An agency looking for a brand voice strategist to collaborate on a specific website project

Ideal if you're:

A savvy start-up who genuinely grasps that defining your voice from the outset will also help to refine your visual identity (developing both in tandem is best)

An established business edging toward a rebrand

"I’ve hired Sarah on a couple of occasions, each needing consideration for specific tones of voice given the contrasting locales of each. She was quick to capture each brand’s voice, she communicated clearly and regularly, and delivered to my requested deadlines. The bonus? She’s also fun to work with! I’d certainly hire her again—she’s very skilled at her craft."

Naomi Gregory, Founder & Principle Consultant | Spa Sessions

"Just a quick note to say we’re delighted with the final product. An excellent process leading to a fantastic outcome."

Nick Lorentzen, Co-Founder & Managing Director | QC.Video  

Investment

starting from

AU$5000

excluding GST