Website Copy, Brand Story, Brand Messaging Strategy, and Design Support
Better than a bot
From Chaos to Clarity
About the project
When Shayla Moulton came to me, she was in the middle of refining her offers for Better Than A Bot — a business built to help overwhelmed entrepreneurs and professionals organize their digital lives. As “The Chaos Coordinator,” she’s the person you call when your inbox is groaning, your Google Drive is a crime scene, and your brain has too many tabs open.
But Shayla’s brand messaging didn’t yet reflect the high-touch, deeply human support she offered. Her website spoke more to tasks than transformation. It was time to bring the heart of her work — and her client’s relief — to the surface.
the challenge
Shayla was restructuring her offers and launching new packages for her business. She wanted her website to do more than list services — it needed to sound like her: clear, confident, and calm.
She was also getting the same questions in discovery calls again and again, a sign that her old copy wasn’t fully communicating her process or ideal client fit. The goal? Create messaging that would pre-answer client questions, clarify her services, and attract people who truly valued personalized, holistic support — not just another productivity app.
The Method
We moved Shayla through my Beyond the Story Method — the same framework I use to guide brand storytelling projects from insight to execution.
Awareness: We uncovered what her clients truly valued and how they described their transformation.
Reframe: We rewrote her brand story and messaging to reflect those insights with clarity and warmth.
Integration: We activated the new language across her website copy, creating a cohesive experience from first click to final call.
The Process
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Started with Strategy
Through brand questionnaires, messaging workshops, and deep dives into customer data, we uncovered the emotional triggers and real-world language Shayla’s clients were already using to describe their experience.
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Used Voice of Client Data
Past clients said things like:
“You make me feel lighter.”
“You take chaos off my plate.”
Those insights became the backbone of her Brand Voice Guidelines — the foundation for every word on her new site. -
Built the Brand Voice
Using real language pulled from testimonials, emails, and inquiry forms, I shaped her key messages to reflect empathy, efficiency, and calm authority.
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Crafted Messaging That Resonates
Highlighted phrases included:
“You don’t need a better app; you need holistic support.”“Schedule time off, plan time for play, and still grow your business.”
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Designed for Connection
Every line of copy was written to help Better Than A Bot’s audience feel seen — busy professionals craving structure without rigidity, and support without shame.
The Outcome
Within a week, Shayla had new website copy that felt fresh, focused, and deeply authentic. It reflected not only what she does, but how she helps people breathe again.
Here’s what Shayla had to say:
“You are an amazing woman who is honestly so good at what you do. Delegating this project to you saved me so much time and energy. You came up with copy that perfectly, clearly, and precisely explains what I offer. You made my website sound like me — clear, minimal, and not overwhelming. Jessica is worth the investment.”
Her new website now converts better, speaks directly to her ideal client, and reflects the calm confidence at the heart of her brand.
“Thank you for helping me make BTAB the best brand ever!
You are an amazing woman who is honestly so good at what you do. Delegating these projects to you made my life so much easier and saved me so much time and energy.
I wanted to outsource this project to a copy expert (that is definitely you!) because I wanted it to be done perfectly which I could not do for myself.
You were able to come up with website copy that explains perfectly, clearly and precisely what I offer and what value I provide to my clients. The copy makes sense for an ideal client that potentially wants to work with BTAB.
You were able to make my website copy sound like me and you broke things down into smaller sections so it is not overwhelming or confusing. I needed my website copy to be clear and minimal because clients coming to me for help are in a pile of chaos already and you were able to deliver!”
