Ashley wasn’t looking for a copywriter. She was gearing up to fix her org’s homepage, a long-overdue project for a fast-growing skincare membership association. But what started as a “let’s clean up the copy” initiative quickly turned into something messier:
- Internal language that didn’t land
- A design team still recovering from years of website restrictions
- 25+ competing CTAs on the homepage that gave site visitors zero sense of direction
- And a gut feeling that the message wasn’t just unclear, but it was holding them back
She didn’t want to throw more words at the problem.
“There were no patterns at all,” she said. “It was like people are lost in the woods, and we are not giving them a flashlight.”
She wanted clarity and a messaging partner who could help her team find it before they wandered too far down the wrong path.
Fixing a bloated homepage by rebuilding their messaging
My role was to bring clarity before design decisions locked in messaging that didn’t fit.
So, Ashley brought me in early, before design, before any internal roadblocks were put in place, to help her team get aligned on what they were actually trying to say.
“It was really impressive how willing you were to dive in without any preconceptions and just learn our audience,” she adds.
Here’s what we tackled:
- Rebuilt the homepage messaging from the ground up, with messaging clarity and conversion at the center
- Rewrote the messaging using the voice of their members, not internal buzzwords or jargon.
- Delivered a simple Figma mockup to unblock visual direction and reduce rounds of guesswork
- And yes, stripped 25+ CTAs down to a focused, narrative-driven experience
It wasn’t about clever copy. It was about clarity, making decisions with confidence, and about giving their team something they could build on, not second-guess.
“You ended up informing the entire design and the content mapping,” she said.
In fact, this work set the tone for doing this entire redesign differently.
The moment everything shifted
“There were a lot of clarifying moments,” she said. “But a lot of them were facilitated by you, and your process surfaced them.”
This worked because we started with first principles and got messaging clarity before things spiraled. That’s the part most teams miss.
By resetting the message first, Ashley’s team was able to:
- Push back on legacy limitations
- Align creative and dev early
- Build a user experience rooted in purpose and messaging clarity
“Your work has really set the tone for empowerment and doing this a little bit differently and pushing on the purpose and the goals of the project,” she adds.
This meant decisions were made faster, internal alignment tightened up, and the project finally started moving forward with confidence.
What it’s like working with Jessica as a messaging partner
Ashley knew something was off and was willing to bring in someone early enough to help get it right.
“I will sing your praises to anybody who is looking for things that you do,” she said. “And I would also love to work with you on future projects.”
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If your website isn’t converting, it’s often not just a design problem. It’s a messaging problem.
I help lean teams fix their messaging before it spirals into bloated websites, wasted ad spend, and missed conversions.
Book a call here. if you’re ready to get clarity and move faster.
