This is a recent copywriting and website project I did for my dad’s company, and it’s the newest part of my online portfolio.
When your business is built on 60 years of excellence, you have that same expectation for your website.
Terry St. Clair, the owner of Jack St. Clair, Inc. (JSI), is also my dad. I grew up around dump trucks and excavators, long deep ditches and the smells of diesel and dirt. When it came time to update the JSI website, I dug into code and copy to give my dad’s business the online presence it deserves.
The JSI site was in need of new content and a new look. I put together fresh copy, current and historical photos, client testimonials, and extensive details on the company’s services for a website with a clear message, powered by a new, responsive template. Now the website clearly communicates to prospects why JSI is the right company for the job.
Project Dates: 2014–2015
“We had put up a basic website years ago, but it was outdated, needed a redesign, and didn’t have enough content. Anthony provided fresh content and a new template that looks good even on today’s smartphones and tablets. He also worked with us to make sure technical details about the business were correct, while also getting to the heart and history of who we are. I’m so happy with the site, and am glad we have such a stronger online presence now.”
— Kelly Proffit, Vice President
When promoting graphic design services, a graphic designer’s work can be a double-edged sword. On the one hand, those compelling visuals are what you want to appeal to the client. On the other hand, you also don’t want the client to base their decision solely on work you did for someone else.
When working with Oh So Graphic’s Janelle Frazier on the copy for her new website, we focused on bringing across her working style and personality, combined with select details about her projects. By combining designs with context, prospective clients gained not only a sense of design style, but an understanding of what it would be like to work with Janelle.
The end result? Told with the right mix of visuals and content, Janelle’s website paints a bigger, sharper, more compelling picture that brings in new customers.
Project Dates: 2012
“I just had my first potential new client email me, clearly after reading my new contact page. She wrote out nice details about the project and even included a bit about why she’d be the perfect client. I was so happy to have detailed information right there in the first email… it really got us off on the right foot, right away. Nice! I feel like this is just a hint of how my new text is going to make things better for my overall workflow.”
— Janelle Frazier, Oh So Graphic
In a competitive industry, how do you talk about your services in a way that makes you unique and appeals to the right prospects? For the Divine Proportion Pilates studio, the answer was simple: convey not only the services, but the studio’s underlying ethos and philosophy. This led to the creation of the “Beyond Exercise” tagline, around which we developed all the website copy that the client used to attract new business through her flagship website.
Through research and interviews with the client and her graphic designer, plus a thorough understanding of the scope of the website, I was able to understand all aspects of the business and services being promoted. From here I efficiently crafted effective brand messaging, a website/business tagline and website copy that met the client’s needs and appealed to her desired customer base. The copy for the website homepage and all inside pages works together to convey not only the services offered, but the personality and philosophy of an instructor who fits the customer’s needs and style.
Through this potent combination of copy and design, the studio now has an online presence that stands out and appeals to the right potential customers.
Project Dates: 2010
“I wanted to make sure that customers knew what made me unique from other body workers. Anthony worked hand-in-hand with me and my graphic designer to understand not only the services I provide, but the philosophy and ethos that underlie those services. By doing that, he provided copy that was just what I needed to appeal to the right clients.”
— Bethany Clemen, Owner, Divine Proportion Pilates