My Process:

1. Research and discovery

   • I searched local competitor sites to research and understand the industry and customers.

2. Assess the status quo

   • Conducted a deep dive with the client through in-depth conversations regarding her business objectives, upcoming goals, and marketing efforts she was searching for.

3. Planning and creating

   • In my findings and auditing competitor sites, I discovered that we needed a cohesive plan when it came to the client’s vision and business that included:

     • Successful website launch that positioned Clauss as the skincare expert she is after years in the field to gain and attract more customers. Her site needed to be modern and informative with a clear user journey through major points.

     • Defining new tone of voice when it came to all copy and content. I need to ensure there was the same level of consistency across all pages and design.

     • Detailed content strategy outlining the how, what, who and where of content for the Therapeutic Skin Specialist, with a focus on the client’s main areas of expertise and provided services (e.g. teen acne).

4. Continuous creation

   • I still work with the client on an ongoing basis for optimization to ensure a consistent flow of excellent quality content. Particularly, content audits, copywriting/editing (social media posts) and consulting.

Results: A website with a unified tone of voice that underpins the client’s branding and future marketing initiatives as well as informative content that positions the business in an expert light.