…Without paying a professional copywriter, sacrificing your weekends or feeling like your brain is going to snap
Your website is the first impression you make online — let’s make it count.
When I receive a lead from our website, I thank Susan for the well-written and relatable content that continually draws people in to engage with us.
Every time you’re on a podcast or someone asks for your URL to share with a potential referral, you *CRINGE* because your current website simply doesn’t reflect the value of your actual business.
What’s worse is that nagging sensation you should update your copy…
But there’s no time 😳
You’re so busy looking after your clients and the 276 other urgent business tasks that your website is the last thing on your to-do list.
But I’m just going to come out and say it…
1. You’re leaving money on the table
When someone goes to your site, and they find your outdated services and prices, you can kiss that lead goodbye. When you get your copy updated, you know anyone coming to you is excited about what you offer NOW (not 2 years ago).
2. Too much of your time is wasted on sales
Instead of going back and forth over email or on lengthy sales calls for each new customer, you let your website do the heavy lifting so people know about your products and services.
3. All your other marketing efforts are a grind
Once you’ve nailed your messaging on your website, you can repurpose the shit out of it. It’s a treasure trove of copy to pull from for socials and emails to ensure a clear, consistent brand message across all channels.
4. It’s holding you back from opportunities
You can’t show up as your best self on podcasts and stages if you’re embarrassed to send a listener to your website. Feel proud and confident and get more leads just by being excited to actually send people to your site.
As a savvy business owner, you already know your website is the cornerstone of ALL marketing efforts
Why is that?
Let’s start with the good news: it has nothing to do with your ability to write.
👉 You love writing, especially creative, intuitive writing.
👉 You’ve taken the “big name” copywriting courses.
👉 You write your own blog articles, emails and social captions.
But when it comes to your website, you’re blocked because…
You DON’T want to sound salesy, but you DO want to show people how much you can help them.
You’ve also got to be really clear about your offers and think about your audience, and…
It’s a lot of pressure.
No wonder it feels so big and daunting.
❌ The answers you’re looking for don’t come from within.
❌ It’s not about talent, intuition or creativity.
❌ And it’s certainly not from drawing “inspiration” from other people’s websites.
It’s about knowing what goes where on each page and guiding someone through a user journey, so working with you is the logical (and exciting) next step.
That’s where User Experience comes into play…
It gives you the blueprint to write the copy that will supercharge your business for years to come.
Campari-sipping, travel-obsessed mother of twins and the OG of UX Copywriting.
Almost 15 years ago, I was living the dream.
Each morning, I’d cycle the canals of Amsterdam on my second-hand bike to write copy for the User Experience (UX) teams at Booking.com.
(If the term “UX” is unfamiliar to you, don’t stress. I’ll unpack it more. Keep reading!)
It was there I learned how to write copy that converted browsers to holiday bookers in minutes.
All for a website with thousands of pages, multiple apps, social media platforms and newsletters.
What I’d been doing at Booking.com wasn’t what is commonly known as “copywriting”.
It was actually this UX stuff, which was so different.
👉 Looking at the steps someone takes on a website and organising the content to guide them where they need to go.
👉 Knowing a few easy, smart tricks for keeping people happy and engaged on your website.
👉 Staying in conversation with your people to find out what THEY want and then giving it to them.
To me, it was a no-brainer to incorporate this into my website copywriting services …and it worked!
My inbox started filling up with results like these:
When I receive a lead from our website, I thank Susan for the well-written and relatable content that continually draws people in to engage with us.
When clients get in touch they already know how I can help them and what service is best suited for their business.
Every time I read over my new website copy, I think – wow, there’s nothing I’d change! I love it all.
I didn’t know where to start when creating a website. And as a result, I literally didn’t start.
Susan’s expertise and amazing way with words pulled my convoluted thoughts together onto the screen. She guided me on what my website should include, which was so helpful given I really didn’t know this.
Now I have a website that I’m proud of—woohoo!
OMG I finally got around to reading this properly and it’s so good!!!! Your work on the About page is bang on.
We were missing opportunities, and generally going in circles, as we knew what we wanted and needed, but could not get the correct help.
After working with you, we’re excited! The hours spent have already paid for themselves with feedback, links, direct comments and purchases.
As I watched Susan pick up a pen and start to map out my freebies, funnels and sales pages, I felt a wave of relief.
Within a few hours of our call, I created a new page for my website with each of my courses clearly outlined. Once I had Susan’s brilliant plan, it was easy to execute.
The words felt authentic and representative of my brand and the image I was trying to convey – I just simply didn’t have the confidence (or the skills, frankly), to do so myself.
She has a great ability to distill rambling down into succinct non-jargony language. Working with her is bliss.
Our company is at a pivotal stage where we are gaining more recognition, so our public presence has become significantly more important.
We struggled with the words to use to describe ourselves, and in defining the content and structure for our website.
You came up with a narrative that flows amazingly throughout the pages, everything was interconnected and we love it.
We’re really excited about our future knowing that the content you created articulates the value that we provide.
👉 Writing their own websites with confidence
👉 Reducing their writing time by days
👉 Knowing exactly what to put where on any website
👉 Building a reputation as the best in the business
They’ve proven the system works!
I knew UX was important but didn’t know how it worked with copy. There was definitely some overwhelm, too!
Now I feel so much clearer, and most importantly, I have much more confidence. It’s really helped improve my critical eye for my own copy and others’.
I can approach my own writing with more clarity, and I know how to inject personality while also making sure the copy is simple, clear and reassuring.
Susan has laid out a logical, research-backed way to construct the content of a site that saves time while ensuring user needs and business objectives stay at the heart of it all.
I feel infinitely more confident about taking on these projects in the future with her guidance (and AMAZING templates).
I'd love to work with you too inside...
For course creators, service providers, and online entrepreneurs who want to write website copy that engages new leads, raises your profile, and brings in sales while you sleep (the best!)
Not only will you walk away with your website copy exquisitely strategised and written, but you’ll gain a skill that can accelerate business growth for years to come.
Inside you’ll discover:
Let’s work together to get your website structure organised and copy written and ready to hand over to a designer so they can produce something you’re proud to share.
If you’re as busy as most self-made entrepreneurs (hi 👋 me too), the idea of learning a whole new skill may feel like a total drag.
But I hand-on-my-heart know how much EASIER this can make your life.
So let’s conquer the lingering doubts that could continue to hold you back (if you let them take the driving seat)
Much of it is actually incredibly relevant, especially for someone in your position.
My UX copywriting process can guide you on how to structure your content, engage your audience, and clearly communicate the value of your course, digital product or service.
There’s a misconception that UX is only about design.
It’s really about understanding user needs and behaviours, which is directly related to how you craft your messages and structure your content.
It brings a new depth to your website and helps you stand out.
I’ve done the hard work of cherry-picking only the valuable parts that will make the most impact, so you don’t waste time learning stuff you can’t implement.
Inside Site Launcher Lab, you get all my practical and easy-to-implement frameworks, cheatsheets and accessible (that means free) tools to organise your thoughts, ideas and brilliance and transform them into compelling, user-focused web copy.
The only tech involved is Google Docs and Zoom for a good old-fashioned conversation with your people—and I’ll walk you through every step.
Mate, I hear ya. The online world is a busy space with a million different things competing for your attention. FB ads, reels, funnels, bookkeeping, customer service… you really are doing it all.
The thing that makes it all easier? Having a website that works for you.
Think about how much time you already spend:
The principles you’ll learn inside Site Launcher Lab will serve you not just for this website but for any future marketing materials you create.
Not only do you need this, you can’t afford to wait another day to get stuck in.
It’s about understanding your users to create a better experience on your website, which is directly related to how you craft your messages and structure your content.
But what you’ll discover inside Site Launcher Lab isn’t just about User Experience, you’ll also learn how to craft persuasive copy that encourages clicks, engagement, leads and sales.
And as an added bonus, it’s a proven method already adopted by some of the world’s leading copywriters because of the results it gets and the time it saves.
You got it! It’s as easy as 1, 2, 3…
Build a Solid Foundation
Released: Friday March 8th
Before you can create anything meaningful and lasting, you need a well-thought-out blueprint. That’s true of a house, business and even your website copy.
Yet so many people sit down with a blank page and just expect they’ll be able to write it — hello overwhelm!
No more!
You’ll walk away from Stage 1 with a clear blueprint for what you’re creating and have all the data you need to assemble the thing.
You’ll discover:
What goes where?
Released: Friday March 15th
Assembly time! This is where you make a plan for world domination every page you’re going to write.
Sounds overwhelming? Don’t stress.
My step-by-step formula has been rigorously tested by dozens of copywriters and is proven to make the process quick and easy.
You’ll walk away with all your pages mapped out and information organised in a way that makes it super simple for people to find what they’re looking for.
You’ll discover:
Let's write!
Released: Friday March 22nd
You’ve lined ‘em up. Now, let’s knock ‘em down with the final step: writing!
This is your colour-by-numbers class on crafting persuasive messages that respect and support your reader and help you reach your goals.
You’ll walk away with all your copy written down to the last confirmation message—and 2 low-tech strategies for testing it works!
You’ll discover:
When you join the Site Launcher Lab you also get:
Just picture it… In a couple of weeks, your website copy could be written or updated to reflect the incredible business you’re running right now.
This bonus will keep you on track as you progress through the course. So, in the end, your website copy is ready to ship.
This isn’t a course where you take 40 pages of notes, never to be looked at again.
It’s an actionable “this is how it’s done” program, so you never have to stress about writing website copy again.
Unlock the secret to dramatically increasing your website’s engagement and conversion.
This concise, power-packed guide demystifies the art of crafting compelling buttons that people can’t resist — they simply have to find out what’s on the other side.
This draws them closer to working with you.
Whether you’re selling a service or digital product, building a community, or sharing your story, these five laws will transform your buttons into gateways of action to skyrocket your conversion rates.
Inside the Private Pop-up Facebook Group
The easiest way to know if what you’ve written is any good? Quality feedback.
I’m offering a 4-week bonus Private Pop-up Facebook Group this round (available from March 15th – April 12th). You’ll get opportunities to connect with other people in the course to help you complete each task quickly and confidently.
You’ll also get to ask me any questions you have about the course work. At the end of each week I’ll record a video answering each and every question so you don’t get stuck and give up half way through.
No more sitting through live Q&A sessions in wonky timezones. This program is designed for maximum efficiency.
But with a little implementation on your part — I’ll tell you exactly what to do — you can save over $4,000
6 payments of USD $179
Get started for less
1 payment of USD $997
Best value!
FINAL DAY TO JOIN: Doors close in…
With the 100% Money-Back Guarantee
Doesn’t help you write your web copy? Don’t pay for it.
Just email me within 7 days at [email protected]
No homework. Nothing to prove. No weird vibes. I’m so confident that THIS is what you need to whip up a website that creates real momentum in your business, and I want to share that confidence with you.
If you’re ready to put all the pieces together with my support knowing you’ve got this guarantee in your back pocket, I’d love to support you inside Site Launcher Lab.
If you do the work and go through each of the steps, you will walk away with website copy that represents how fabulous your business is, helps attract right-fit clients and supports you in meeting your business goals.
I hear you.
You can barely fit in a 10-minute daily walk, let alone the time it takes to complete a copywriting course AND write your website copy.
So, I’m going to be straight up. To work through the modules and write your site will take on average, about 20 hours.
Maybe you’ll smash through that in a couple of weeks.
Maybe you’ll find 30 minutes each weekday for a month.
If that feels uncomfortable, I encourage you to stretch yourself with the long game in mind. You can do more than you probably realise you’re capable of (for a short time anyway!)
Think about how much time you already spend:
The strategies you’ll learn inside Site Launcher Lab will serve you not just for this website but for any future marketing materials you create.
My goal for this course is for you to quickly win back any time you invest upfront.
This is the biggest mistake I see course creators, service providers, and entrepreneurs make. And if I’m honest, I’ve made this mistake too!
Because here’s the truth: there’s no perfect time.
Every day you procrastinate on writing your web copy is a day you’re delaying more success and ease in your business.
Your website is your digital welcome mat, often the first interaction potential clients have with your brand.
By putting it at the bottom of your to-do list, you’re not just delaying progress, you’re actively holding back your growth.
A stellar website fast-tracks success, making everything else fall into place with ease.
Take action now and watch your business transform.
If you can hire a UX-informed copywriter, you totally should.
I’ll happily write your copy for you. If I were to follow the entire process inside Site Launcher Lab for you, I’d charge $5-10k.
But what happens when you decide to pivot? (And let’s be real, we entrepreneurs pivot more than NBA-star LeBron James)
Being in control of writing your own web copy gives you incredible freedom and flexibility in your business — which is why you started your biz in the first place.
Also if you think hiring a copywriter is a simple matter of just paying an invoice, think again.
Any copywriter worth their salt will ask you to complete a detailed brief, set up surveys and client interviews, as well as contribute strategic input and stories.
(We’re pretty amazing, but we’re not mind readers!)
So, while working through this program will take you a bit longer, it may not be as much of an extra lift as you suspect.
Site Launcher Lab is a step-by-step course for service providers, digital course creators and entrepreneurs who want to write their OWN compelling, conversion-focused website copy.
It’s a streamlined, practical “get ‘er done” program.
It’s also self-study (although I am offering a 4-week pop-up FB group for the first group so you can access peer support and ask me clarifying questions about the curriculum.)
Beyond Web Copy is far more hands-on and comprehensive.
You not only get my complete A-Z UX copywriting framework with ALL my tools and resources to write any website project – e-comm, service-based, functional, content-driven…
But you get personalised support for 4-months with a private Slack group and Live Q&A sessions where you get any and all questions answered about how to structure your offers and business for success.
It’s for copywriters who want to reach the next level in their careers, powered by UX.
Yay, so have I. The ones I’ve taken were great.
Headlines, hooks, writing like you talk… These are all valuable copywriting skills, but what most courses gloss over is what goes where.
Many (if not MOST) copywriting courses focus on writing sales pages, landing pages, emails and social media captions — things that just have ONE action.
But that doesn’t translate to website copy where there are multiple pages and pathways people can take.
So even if you’ve taken a tonne of other courses, but finding the right words for your website still feels as elusive as a bar of soap in a bath, Site Launcher Lab is for you.
Yes!
Writing web copy is a learnable skill. No one ever gets told they’re a “born copywriter”. Even “natural writers” have to learn the persuasion, UX, conversion, marketing parts etc.
No matter how much self-doubt you find yourself in today, I believe with the step-by-step instructions inside Site Launcher Lab, you’re going to be blown away by what you create…
And excited to shout about it from the digital rooftops.
Every single lesson is broken down into practical, bite-sized steps.
It’s the closest thing to a calculator that spits out highly effective copy I can think of.
100%
If Site Launcher Lab doesn’t help you write your web copy, don’t pay for it.
Just email me within 7 days at [email protected]
No homework. Nothing to prove. No weird vibes.
I’m so confident that THIS is what you need to whip up a website that creates real momentum in your business, and I want to share that confidence with you.
If you’re ready to put all the pieces together with my support knowing you’ve got this guarantee in your back pocket, I’d love to support you inside Site Launcher Lab.
There sure is! You can opt to pay over 6 months (6 payments of USD$179).
This one is simple. Do the work.
There’s the temptation to buy a course and think that alone will result in the web copy getting written. Sadly, that’s not the case.
However, if you believe you’re able to do the work if you have a pro copywriter guiding you every step of the way, this is the perfect program for you.
Sure can! That’s totally your call.
But it’s also like trying to run a race with your legs tied together.
Consider the freedom and possibility that await when you have website words that present your value in a compelling way.
It’s often the first impression you’ll make with a client. You deserve to put your best foot forward from the beginning.
Nope, this web copy course is specifically about creating an incredible experience once people have landed on your site. It doesn’t cover traffic-generating activities like ads or SEO.
The good news is that creating an incredible experience on your website helps boost your SEO-efforts and is critical for converting any traffic you do get into leads and sales.
Pick the payment plan that works for you
Headlines, hooks, writing like you talk… These are all valuable copywriting skills, but what most courses gloss over is what goes where. Many copywriting courses focus on writing sales pages, landing pages, emails and social media captions — things that just have ONE action.
But that doesn’t translate to website copy. So even if you’ve taken a tonne of other courses, and still find yourself putting off your website copy, Site Launcher Lab is for you.
Templates are a big problem for web copy.
Design templates force you to put content in certain spots without thinking about what makes sense for the user or following basic copywriting rules.
Copywriting templates are about what worked for someone else’s business, not yours. Every business is different.
The template temptation is that they tell you what to put where. I get it, that’s why I’m going to share a much more effective way of figuring that out.
There are so many good ideas on the internet and it’s tempting, so tempting, to swipe ideas from someone you admire.
Problem? Besides risking getting called out in a very small world, you’re also not showing who you are anymore.
And that’s a massive disservice to you and your potential customers who want to know the real you. (And will as soon as they work with you!)
If you can hire a UX-informed copywriter, you totally should. I’ll happily write your copy for you. If I was to follow the process inside Site Launcher Lab for you for a 4-page website, I’d charge $5k.
But what happens when you decide to pivot? (And let’s be real, we entrepreneurs pivot more than NBA-star LeBron James)
Being in control of writing your own web copy gives you incredible freedom and flexibility in your business — which is why you started your biz in the first place.
There’s a good reason why these options aren’t working for you.
You guessed it!
You’ve been missing the User Experience lens that gives you the clarity of WHAT you need to write (as well as HOW to write it) for repeated success.
You’re going to stop waiting until you have everything sorted out in your business to update your website copy.
This is the biggest mistake I see course creators, service providers, and entrepreneurs make.
Because here’s the truth: there’s no perfect time.
Every day you delay your web copy is a day you’re delaying more success and ease in your business.
Your website is your digital welcome mat, often the first interaction potential clients have with your brand.
By putting it at the bottom of your to-do list, you’re not just delaying progress, you’re actively holding back your growth.
A stellar website fast-tracks success, making everything else fall into place with ease.
Take action now and watch your business transform.
If you’re ready to finally get this monkey off your back, I’m here to walk you through every step.
Can’t wait to see what we co-create,
Susan xo
Be top of the list and first to hear when doors open. You’ll also get my weekly UX Copywriting newsletter — The UX Factor.
Be top of the list and first to hear when doors open. You’ll also get my weekly UX Copywriting newsletter — The UX Factor.
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