I’m working with a client, J, whom I first helped back in 2021. We’re revamping her website messaging again now. Not because J’s business or audience has changed much, but because the market around her has. Two big shifts since 2021: This client is in the career space — LinkedIn, resumes, job searches — but I’ve seen the same thing happen across […]
I recently worked on a Website Blueprint project for my client, Crystal. She’s a coach, consultant, and strategist for leaders and brands through an inclusivity lens. Her work is deep and powerful… but her website wasn’t doing it justice. I created a video walkthrough on exactly how we are restructuring her site to support her business […]
I decided to offer the most important part of my website messaging process. On its own. Yes, I’m talking about your website and messaging strategy. It’s for the folks who are thinking: “I love Krista’s approach to website messaging. And I want to do it. But I’m overwhelmed / can’t afford it yet / just not feeling […]
This is an email about AI doom. When someone I meet asks about what I do and then finds out it’s marketing — and within that, writing — they usually follow it up with: “So has AI taken over your job?” implied, “yet.” I say, “No.” ^ And I’ve learned to leave it at that, because it’s […]
I’ve interviewed like 100+ of my clients’ best clients. You know the type of clients –“invoice paid, thanks” … “I’m willing to wait on a waitlist to work with you” …. “I need the best and I think you’re it, whatever it costs”… And there’s one pretty consistent pattern with these types of clients ↓ […]
It’s pretty easy to write messaging for an audience that’s struggling or confused in a major way. E.g. “needs their first clients” in B2B world. Because the desire/problem is straightforward and feels urgent, your messaging can be pretty… hamfisted and still connect enough. You know: the pain-agitate-solution formula we’ve all seen and used a million times; […]
I’m working on my own new site, which means: I’m doing a little sneaky-sneak around the internet at different websites in my space. What I’ve found is that basically everyone is saying some version of the same message. The differences largely exist in vibe alone (brand voice, design) rather than in message (aka, what they’re actually saying). Thisexperience is super familiar from […]
Not all websites are meant to be standard 4-5-pagers. In my opinion, that’s something that arose from designers/copywriters productizing their services, not from what actually works for service pros and agencies… and by now it’s become a “just what my industry does” standard that no one bothers to question anymore. But I say: Question it. Go custom. […]
People who get it, get it. This is something I wrote on Threads as part of a larger response to the never-ending (tedious at this point) conversation someone tagged me in around “AI taking every job imaginable from creatives and professional service providers.” The truth is, I’m not in the convincing business, and neither are […]
I’m writing my own website messaging for my new site right now and guess what I’m not doing? → Talking about how important what I do is→ Talking about how much time you’ll save by not DIYing and hiring me instead→ Talking about pain points (pretty much… at all) Because my target market, by the time they’re […]
