Copywriting Case Study: Website Moved Them From Stalled to Scalable

When founders say they “just need a website,” that’s almost never the real issue.

In this episode, I walk you through a real copywriting case study of a Family Birth & Education Center whose website stalled for over a year…until strategic messaging leadership moved it from incomplete to scalable in under 30 days.

We talk about:

• Why DIY copy stalls
• How to delegate without losing your voice
• The real reason founders become marketing bottlenecks
• What strategic website copywriting actually looks like
• How to build a website that reduces manual communication

➡️ SHOW NOTES: Grab all the links and resources mentioned in this episode on the blog here! https://www.megankachigan.com/copywriting-case-study-website-stalled-to-scalable 

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Transcript

Welcome to the values first marketing podcast. I'm Megan Kachigan and I help business owners like you stay in your zone of genius without making marketing feel like a full-time job on top of serving your clients. I'm sharing what's working now with simple content systems, copy that elevates your thought leadership and messaging that makes your audience feel seen not sold to.

I'm your trusted expert in turning your voice values and vision into a sustainable marketing system that attracts aligned clients and grows your business in a way that sustainable unmistakable and irresistible all without sacrificing your time, your voice, or your piece. You're in the right place. Let's do this.

When founders say they just need a website or I know my website needs to be updated. The problem is that's actually almost never the real issue. I want to share with you today a copywriting case study that shows what actually happens when an established service-based business does not need more marketing.

What they really need is a marketing asset. Oftentimes that's your website, which can reduce or eliminate a bulk of the work that is taking up way too much of your time and energy and capacity and even just mental real estate in your head. So first, before we dive into this case study, I want to give you a quick snapshot, a transformation at a glance.

I was writing for a family birth and education center. It was a natural birth and like midwifery services, doulas, things like that. And the thing is they actually were not struggling for clients, which is actually a thing pretty unique. 

A lot of clients that come to me that, that is one of their number one struggles, but this particular client wasn't, they had a different issue. They were actually already receiving consistent inbound demand and that's actually what kept them so tied up and ended up being unable to write their website for that very reason. They had so much client work that they didn't have capacity for their own marketing.

So the real tension was that they were answering the same questions over and over and over again by email, by phone at events. And their website just wasn't doing any of that heavy lifting for them. So they were spending too much time manually answering the same questions on repeat.

And what they really needed was a website that could clearly explain their model of care and help families decide if they were a fit. And this particular client, and actually many of my clients agree, like they really did not want to sell on their website. They wanted to just present information and educate a little bit so that the women and the families could really make a confident and informed decision about the type of birth and care that they wanted for their birth.

So they also wanted the website to reduce manual email and phone communications by answering common questions on the website. It was literally filling a full like employees schedule to answer all of these incoming questions that they had. And it was like really their website can and should and now does do this work for them.

So that is what like 50,000 50 K plus of, of overhead that they can eliminate because the website is now doing that work for them and it's now functioning as a centralized credible resource. So when I stepped in as a strategic thought partner and copywriter, I translated their existing emails, their lived experience and the real questions that families were already asking them on repeat into website copy that actually works. And so the result was that in less than a month, the copy was ready to publish turning a year long stone project into a finished website with a clear path for future evolution.

So about the client there, they are a family birth and education center operating in midwifery care and community based natural birth services. It is a high trust service based local business and for years they're dying. Their demand primarily comes and still comes through referral and reputation, which is great because they're great at what they do, but they weren't trying to sell more as their primary goal, which is really unique. 

Um, instead they were building this community resource. They wanted an incredible inviting resource hub that helps families self select and move forward with confidence. And at the time we began working together, they really required clearer communication, better organization and a stronger digital presence to match the level of care they already provided.

And this is a common inflection point for many established service providers. Your work is exceptional. What you do is so good. 

You get results, you're making an impact. Your reputation is solid, but the external messaging on your website, social, whatever it is, other places that external messaging has not caught up yet to your growth as a business and as a brand. So the real problem, let me give you insight into the before why the website was stalled for an entire year. 

So before hiring support, the website project had dragged on, which is interesting because they were actually very smart business owners, great writers, thoughtful communicators, but every time they open a document to start writing the website, they still hit the same wall. Where does this go? How do these pages connect? What belongs on the homepage versus the other pages? How much detail is too, too much detail because they are such experts in what they do. They can overexplain all of the things.

And for me as someone on the outside looking in, it's so much easier to say, okay, here's actually what we need to share here, um, to get the point across without oversharing or without giving them way too much detail. So while they are wondering all of these questions, meanwhile, real life and real clients keep taking priority, right? So they're living inside this very familiar growth problem. They are a successful business constrained by bandwidth and clarity, which is where so many founders get stuck. 

You're totally capable, but you're way too close to it. You're busy, which is a good problem to have because you have clients coming through the door and, and staying with you, but you're still responsible for doing all your marketing yourself. And honestly, most of my clients, they are great writers.

That's part of the reason why they're so successful so far, but they don't know how to see themselves in their own copy and write it in a compelling way. And often that means a concise way as well. And the thing is your own copy is always the hardest to write.

This is a common thing. I'm a discussion among copywriters, right? It's not about skill all the time. Yes, you do need the skill, but it's all also like you need that mirror to reflect who you are and how you see yourself. 

So on the surface, yeah, maybe you just need a website, but what you really need a lot of the time is actually experienced leadership to be able to see you and see the project through to completion with all of the other plates that you are juggling. So they were already receiving more inquiries than they could comfortably manage. They needed a website to answer these foundational questions they were getting asked in the day to day so that families could get answers without waiting on a back and forth thread. 

The team could stop spending time, re-explaining everything and feeling like a broken record. And the right people could feel invited into this very important and often like defining decision, um, in their life and in their story of how their baby is birth. And the website also filtered out the wrong fit inquiries. 

Um, they could quietly filter themselves out without even having to have a conversation because the website did that for them. So it's saving them from clients who just aren't a great fit for their philosophy and their services. It's not for everybody.

So instead of starting from scratch because they already had these assets sitting at their disposable disposal. And so the question was, okay, I actually, this project, if you hand it off to me, it's actually not even going to take too much of your time. It probably took an hour of their time or less total. 

It took, you know, me a little bit longer, but an hour or less of their time because I took all of these emails they were already writing to people and assets they already had and questions they were already being asked. And then I was able to strategically pull out of them extra details that I needed and stories that would help bring out the emotion and be compelling. So we started with what already existed.

I don't need them or you as a client. I know so many copywriters have you fill out this questionnaire that's like several pages long and you're like, I could just, you know, write it all myself after, you know, writing all of this out. I have a different process that saves you from having to do that while still extracting what is unique to you and the stories that you want to get out, um, out of you and onto the page. 

So for this particular client, their best copy was already sitting in their inbox. The emails they were writing regularly explaining their model of care, answering safety questions, describing birth center logistics. It already contained their voice, the clarity and the conviction they needed for the website.

So my role was not to reinvent their message. They already had it down and it was working. So instead, the simple high leverage strategy I applied was to extract the patterns that were already there, organize the information, create the logical flow, clarify positioning and structure the decision journey.

So when I write your copy, I'm not just writing copy, putting words on the page. What I am doing is thinking through the full customer journey. How are people hitting your website that informs how I'm writing your website copy? What kind of traffic is going there? Is it people who you've intentionally sent there after you've had a personal conversation with them so they're more warmed up or is it cold traffic finding you from Google or for it from an ad or from something else like that from SEO? All of those things affect how the copy is written and they, they should, right? But again, not all copywriters are created equal.

So I'm also thinking about, and where are they going from here? What is the strategic call to action? We don't want just nice words on the page. It needs to bring them to action. What is the strategic action? We want them to take next, the next natural step to working with you.

So this is how the strategic website copywriting can actually look like shaping what already works into something scalable, like a clean, intentional, user-friendly website experience. So the way we structure this for them, a lot of it filtered them to their monthly in-person kind of like an open house experience where people could experience them and they can build that in-person trust and everything pointed there. And that was a strategic decision that we made on our strategy call.

So it's something that we've thought through. It's not just like, Oh, slap a CTA on there and call it good. But like what actually is making the most sense looking in the past historically, where, what has worked best for your clients? So these are all things that we're thinking about.

And so this is one way that you can delegate copywriting without losing your authentic voice. They hired me because they needed someone who could lead the work, reduce their mental load and still keep their voice intact without requiring them to become the project manager, right? They do not need that extra role on their already very full plate. And they had already tried to push it forward themselves. 

Again, many, probably the majority, the good majority of my website copywriting clients come to me after having tried and tried and tried to write it themselves. They spend months spinning their wheels, trying to find the time when they finally find the time they sit down and try and write it and they just feel stuck. And the more they opened the backend of the website, the more overwhelming it felt.

Where do we start? How do these pages connect? What belongs where? How do I actually say this in a way that is succinct so that my people will get it? How is it, how do I make it concise and compelling? I know I'm being too wordy, but what do I take out? I feel like I need to say all of these things and that's where I come in. So what I created in particular for this client was website copy for their home about services and FAQ pages. I designed a clear content flow so I could answer those fit questions upfront and really take care of that most urgent problem that they were having and really save them so many hours on the backend of answering those questions.

And then I also created a copy supported to it's it was the copy was shaped to support a self guided customer journey to guide that cold traffic to their next best step, whatever that would look like for them. So here's what changed in those less than 30 days in under a month. The website copy was, went from basically we, we actually, I did basically start from scratch from a blank Google document and I drafted it and I finalized it and I submitted it for feedback and it was like honestly maybe changed a sentence or a phrase here or there. 

Honestly, very, a couple of very small edits was all it took to finalize the project. Again, my onboarding process is so thorough and so succinct that I really, I know exactly what I'm looking for and I really get it right while really honoring your time because I know that is a huge part of why you hire a copywriter. It's not just for the results.

A lot of copywriters can get you great results, but I'm a copywriter who can get you great results and save you time in the process. There is a reason why for any type of project that you work with me, I only need one hour or less of your time to get everything out of you that I need to get out of you. And then from there I can make it all work and convert and get you clients that aren't just, okay, yeah, I got clients in the door, but the type of clients that want to stick with you.

I care about your retention rate. Those are the kinds of clients that I want to bring you. So in less than a month, the website was cut, the website copy was drafted, finalized, and the project that had felt like quote mission impossible is what they called it for over a year became what they called quote mission complete.

I love the way they phrased it from mission impossible to mission complete. And most importantly, the website now answers those foundational questions up front. It saves them so much time on the backend so that they can really be more present in their business and with their, their family.

And then the families they work with can self-select before reaching out. Repetitive communication is reduced. The initiative has a clear, credible, digital presence, and the business now has a messaging infrastructure that can evolve because they're already talking to me about their next project.

So shortly after publishing, they shared their future plans to update that a little bit of their structure and um, um, they reached back out to integrate what that shift in the website messaging can look like or not even shift in the messaging, but like the foundational messaging is still there. But how can we now evolve it to talk about where they're going next? And that is the real measure of a successful copywriting case study. Why I'm talking about as a case study is that the message is strong enough to grow with the business.

It's not like they have to start all over every time they have an evolution because evolution is common and that's a good thing. That means you're growing. It would be concerning if you weren't.

So if you're wondering what it is for you, whether your own messaging is slowing down the conversions or not bringing in those retention clients, I have a free diagnostic five day challenge tool for you. It's called why isn't this converting? Um, it's stripped out via email over five days. I give you prompts and examples and before and afters of the top five things that I'm constantly seeing in my done for you clients and in my copy clarity club members. 

What are the things I'm seeing all of the time? Um, and I've condensed those into this challenge for you so that you can really identify where the message friction is happening without guessing or constantly tweaking and feeling like it's never ending of why is this not converting? Okay. So back to the case study here. What improved after the website copywriting? So at this level you are established business owner.

It's usually not about writing better so much. Like typically I find that the writing is actually pretty good. The bigger issue at hand is removing you as the founder, as the bottleneck, releasing that grip and trusting that yes, it is actually my job and what I am trained in to be able to take on your authentic voice.

Translating your lived experience into a clear structure while honoring, again, honoring your true brand voice and creating messaging that reduces decision fatigue. No more wondering where do I even start and staring at a blank page or trying to get chatty PT or Claude or whatever your LLM of choice is to do it for you and feeling like you're just going at circles and yelling at it and feeling like, okay, now I'm right where I started. And then it also supports sustainable growth.

So you don't have to carry the burden of a project that needs to be done. But then also feeling like you never have capacity to do it because your clients are your first priority and you want to serve them at the highest level as you should. Right? Okay.

So if you have loved this website case study, I have a bunch of other copywriting case studies like how we took an outdated website to an elevated brand. Again, in one hour or less, I share more about my process there, how consistent emails five X to a local brands, email revenue and how another client made $6,000 from six emails that we wrote together in one power hour copywriting session. All of those are linked in the blog in the show notes for you to check out if you're curious, what is it actually like to work with a copywriter? If you've been burned by a copywriter before, which I know is like, unfortunately probably at least 97% of you or more. 

Um, those are great to check out. So you get the feel for what is it actually like to work with a copywriter who cares, who gets results and who brings in the right types of clients for you. So let's get into what did this client actually say? Let me read to you some, they wrote me like a super long testimonial.

I pulled out some of the snippets for you here today. They said, suddenly a task that had looked to us like mission impossible was transformed into mission completed. They said, we can't thank Megan enough for her skill and prompting us to share our dreams and heart wishes in a way that she could then interpret onto the pages that became the website. 

When it came time to prepare a website, our efforts were comical. They said the task was much greater than we had imagined and required professional help. We attempted to struggle along without this valuable asset for a while until we realized we were getting nowhere fast.

After over a year of accomplishing very little, we finally invited Megan on board within a month. The copy for our website was completed to our satisfaction. Love hearing those words.

And I know that that can be the case for you too, if this is something that you also really are resonating with. So this is really for the founder who has already proven their work has a demand, but their marketing infrastructure hasn't caught up yet. And you have become the bottleneck, you know, you are drowning in marketing tasks.

And that can sound like my marketing works, but it's not sustainable. I don't know how much longer I can keep this up or I keep answering the same questions over and over again. How, how can I not have to do that anymore? There is definitely a better use of my time.

Or I want a website that creates clarity and filters fit while sounding still exactly like me exactly in my voice. Or I need someone who can take this project and really own it and make it easier, not be another project to manage or a task taker to manage, but someone who has leadership and stake in the project. So if you're looking for quick hacks or cheap copy or someone just to fill the page, this is not the right fit for you.

But if you are looking to really trust a thought partner with your marketing, who is strategic and can also execute it for you, that is what I do. So if your clients are getting results and your business is growing, but your messaging has not caught up to your level of expertise and impact that you provide, if you're still too involved in the explaining, clarifying and carrying it all yourself. And if you know your website or other copy just needs updating or maybe a complete overhaul, we'll see.

That is where partnering with a strategic copywriter makes all the difference. It's time to step out of execution mode, remove yourself as the marketing bottleneck, build a website that filters fit and support scale and delegate copywriting without losing your voice. There are two ways we can work forward, move forward primarily.

First is I invite you to download my services guide. If you'd like to see how I structure strategic partnerships, scope and investment, my services guide will walk you through what working together looks like and what level of support makes sense for your stage of business. That link again is in the show notes for you to download.

Or if you were like, I already know I need this handled. I'd want to book a call. That link is also for you in the show notes.

On the call together, we will look at your business, your goals, your current messaging gaps. We'll identify those and then determine if or what copywriting package will actually move you forward. And again, if working together is not a fit, I will recommend you to someone who is or provide you with resources that you need, um, to actually move you forward.

Because I know this, you do not need another unfinished project sitting on your plate or in your drafts folder for a year or several months or longer. It is time to partner with someone who can lead the work and make it work for you and get you the results that you are looking for. So when you're ready, I am here. 

Check it out in the show notes. Thank you for tuning into the values first marketing podcast. If you've been enjoying these episodes, I'd love it.

If you left a review on Apple podcasts, it helps more purpose-driven business owners like you find this show and reminds me that this work is making a difference. And if you're ready to market your business in a way that feels aligned, sustainable, and true to you say hello on Instagram at Megan catch again, then head over to my website, Megan catch again.com for free resources and next steps to simplify your marketing and copywriting without sacrificing your authentic voice or too much of your time. I'll see you in the next episode.