Brand and website copy for Chloe Norman Studio
Website copy, positioning and tone of voice development.
Chloe Norman Studio is a design and illustration studio run by Chloe Norman – I know, who’d have guessed? I helped Chloe with positioning, a mini TOV guide and website copy to help her get clear on who she serves, define her TOV, and rewrite her website, making sure it answered user questions and made sending her a message irresistible.
Chloe's challenge
Chloe came to me with a couple of struggles. First, her studio was getting leads (nice) but not always converting them (damn). She suspected this was likely due to unclear positioning, forming a gap between the prospect's understanding of her work and their interpretation of her proposals, and a website that acted as a portfolio gallery rather than a strategic sales tool.
Her messaging wasn't clearly speaking to the problems she solves for her clients, nor did it speak directly to the audience she loved working for the most.
My approach
We began with a strong positioning statement that felt true to Chloe Norman Studio. One she would remember and feel comfortable and confident enough to use wherever relevant, and that focused on curiosity as her USP (more on this in a bit). Next, I defined her tone of voice and put this into a mini TOV guide with characteristics broken down, explained, and guardrailed.
Then came website copy. I restructured her Homepage and About page to answer the audience’s most common questions in the order they arise, clearly outlining her services and offerings (she’s an illustrator too, you know) and writing clear and punchy CTAs. On her About page, I tied it all back to her positioning with a question-and-answer structure to mirror the curiosity that shapes her whole process.
We also focused on ease of use and navigation, including elements like her process and refining her contact form. This ensured there was as little friction as possible for the reader. Et voila.
The outcome
Firstly, it meant Chloe was finally excited about her website. She's a fun and playful designer to work with, and now that comes through in her tone of voice. Her website now also gives a nod to the kind of work she can do and the kind of human she is to work with which helps curious prospects know immediately that she's the gal they're after.
There is now also a clearer positioning and explanation of her offer, closing the gap of uncertainty and mismatch between enquiry and proposal acceptance. Who she is and what she does is now crystal clear.
She also stands out with a website that mirrors her positioning: curiosity, with a website structured around inquisitiveness, questions for headers, and an about page that feels like a conversation.
"I would recommend Amaia again and again! Not only is she an incredible copywriter, but she is such a lovely person and a joy to work with.
She worked on the tone of voice, positioning, and website copy for my design and illustration studio - and honestly, it was such a fun process to have her distill all of my thoughts and ideas into considered, impactful copy.
She effortlessly adapts to any industry and delivers clever, spot-on copy - I was beaming the whole way through our first draft call, which I think says it all."
Chloe Norman, Founder