Nikki took a bet on me, and I’m so thankful she did. One of the things I love most about Nikki is her willingness to say it how it is and share how she’s feeling. When we first started this project, she was uncertain whether I’d be able to capture the tone of voice of a fifty-something woman or an internationally renowned destination wedding planner. And who could blame her? I am neither of those things.

But she knew professional copywriters harness an ability to tone and develop voices far removed from their own. And that’s what I did for Nikki and her new coaching website.

The website copy project

Nikki Begg is saying goodbye to her twenty-plus years as a destination wedding planner in her beautiful home of Bermuda and embarking on a new journey: life coaching for women over fifty. But, oh, it’s so much more than that — and that’s what her new coaching website conveys.

Nikki was my first website copy in a week client (and the best I could have ever hoped for!)

To learn more about the structure of the day and all the fun stuff that went down, read this blog post here.

Her excitement and dedication to the project made the process even more enjoyable.

Does anyone else just love listening to passionate people talk about their plans?

Nikki already had a coaching website for The Intentional Coach, but it wasn’t everything it could be. Being so involved with your brand and business can often make it difficult to see things from the outside, provide essential information, and not go ~overboard~ on the copy. Although she knew who she was talking to, had a good idea of what she needed to say, and is a writer herself, Nikki needed help refining and directing her messaging. And I was lucky enough to help her do that!

One of the things I loved most about this collaboration is that Nikki is a writer, so she has opinions. During our Copy walk-through, she wasn’t afraid to suggest changes and share her own ideas. Although I wrote most of the copy, there are a few bits Nikki crafted herself. And I bet you can’t even tell the difference, right?!

The Intentional Coach USP

Nikki had such a great unique selling point. Honestly, I’ve never met anyone like her! And during my competitor analysis, it became clear there is no one like Nikki. A world-renowned destination wedding planner who lost herself during lockdown (her oreo & whiskey bottle story is too relatable), and rediscovered herself through podcasts and thought leaders. Taking what she’d learnt during this crisis, Nikki crafted a new identity for herself, certified as a coach, and started living life according to her.

Inspiring, right?!

The Intentional Coach’s biggest selling point is that no one is her, teaching what she’s learnt, and helping women navigate the often unspoken identity crisis that hits at 50.

The result

Together, we crafted five pages of website copy including the Homepage, About Page, Coaching, Contact, and Podcast. Yep, Nikki has a podcast launching very soon!

Every page reads as though Nikki herself is chatting with you.

We were able to weave her love of Paris, lipstick, and red bottom shoes throughout— the perfect points of relatability for Nikki’s high-class client.

And we used Nikki’s story from lost and disillusioned to feisty and fabulous as a point of reflection, so other women can see themselves in Nikki and her journey.

Copywriter’s highlights

I have so many highlights from this project: my energy-fueled calls with Nikki, talking her through the copy with boundless enthusiasm, and getting to fully immerse myself over the week.

But, if we’re talking about the actual deliverables, it has to be the About Page. I’m sure Nikki won’t mind me saying this, but her previous About Page was a little all over the place. Although it was heading in the right direction: being about the reader, not Nikki, it still needed some work. Crafting a streamlined and succinct About Page that reflects The Intentional Coach, Nikki, and her ideal client was so much fun and definitely worth a read!

The finished project

Nikki’s coaching website is live and looking stunning with the help of Tonic.

→ Psst, you can get 15% off Tonic with the code ‘CopycatStudios15‘

& if you have any questions about this project or upcoming website in a week availability, you can email me here. Let’s build a brand you’re proud of!

**This post contains affiliate links— thank you for your support!