The ask was simple: fill out a survey. Easy. Plus, getting to be on the other side of market research for once? Hell yes! I love a good peek into what people are trying to figure out.

So, I did the thing. Got a thank-you. Moved on with my life.

Then, in the shower this morning—you know, that magical place where the hot water seeps into your brain and suddenlyyou have the best ideas? Yep, that place—it hit me.

That survey was still bothering me because... it was all wrong.

Done right, it connects with your ideal audience, answers their unspoken questions, and gently guides them toward a resounding “YES!” to your offers. It’s the unassuming powerhouse that’s always working behind the scenes, whether you’re presenting at a conference, sleeping, or binge-watching your favorite series.

But here’s the catch: your website only works this hard if you’ve set it up for success.

A fresh, shiny site that truly reflects my evolving way of working and embraces my ideal client’s shifting needs. On the surface? Absolutely freaking rad. I’m so pumped for the final product—a site that’s UX’d to perfection, bringing the right people to the work table where we can collaborate and create some seriously high-converting magic.

But then there’s the reality of writing it. Cue the dramatic sigh. Let’s be honest: writing your own copy is hard as F*CK. And I’m not alone here. I’ve yet to meet a copywriter who doesn’t agree. That stuff is gnarly.