Are you showing people what happens behind the scenes in your work?

I’ve been working on my new website copy. As a website copywriter, you can imagine, this poses two problems:

  1. Cobbler’s shoes – my working hours are spent creating sales copy for my clients and so my own gets relegated to the bottom of the list.
  2. Oh the pressure! 😱

Over the years my website had gradually sprawled. Lift the lid on it and it had become a bit of a mess. It was time for an overhaul. After 5 years in business, I know what my strengths are and the work I enjoy doing. Now I wanted to bring those things together.


I started with my sales pages first, as I would for a client. And then I asked for feedback. Was it clear? Had I covered all the bases? Were there any unanswered questions?


When my coach looked at the section of my website copywriting page where I outlined how I work with my clients, she said: “There’s a lot of effort hidden between the section which says ‘we nail your customer’s journey’ and ‘then I send you your draft copy’. A lot of your work happens in that gap and it’s not represented.”

I hadn’t shared 80% of the work that goes in to my service

80% of the process was missing from a section about the process! Why? Because that’s the part that I do without the client being present. And because it happens in my head.


What do you do in your head that you don’t talk about?


How would you describe that work to someone else?

If you don’t tell people, they won’t fill in the blanks for you

Often our clients don’t know how we work. They don’t know what they don’t know. They often don’t know what to ask us.


You can fill in the blanks for them on your website. Blogging is a great to do this, in addition to your sales pages. You know the questions your clients should ask so you can give them the answers in your articles. You can also cover frequently asked questions. They’ll think you read their minds and you can give them a valuable experience before they’ve even met you.


If you’d like help to share all the amazing things you do for your clients on your sales pages then get in touch with me. I can also help you talk about all the angles of your offers in your content marketing.


You can see how I shared what happens once the Zoom meeting is finished and I’m left with pages of notes by visiting my website copywriting page. Take a look!

Picture of Rachel Extance

Rachel Extance

Award-winning journalist and blogger. I help service-based business owners communicate who they are, what they do, and why. If you struggle to talk about yourself on your website or your content marketing, get in touch with me.

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The information contained above is provided for information purposes only. The contents of this article are not intended to amount to advice and you should not rely on any of the contents of this article. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of this article. The Story Cave Ltd disclaims all liability and responsibility arising from any reliance placed on any of the contents of this article.