You might’ve hired a copywriter.
Or followed all the formulas.
Or lovingly dotted every “i” on your website and sales page.

Your copy might check all the boxes.

But still? No clicks. No sign-ups. No sales.

Why?

Let’s just come right out and say it:
“Brand voice” is having its main character moment.

With AI cranking out content faster than you can say “Canva caption,” the question isn’t should you define your brand voice—it’s how soon can you.

Because every founder, content creator, and small-but-mighty team eventually runs into the same sticky problem:

Let’s talk about the humble lead magnet.

It’s supposed to be the gateway drug to your world—the thing that makes someone say,
“Oh hey, I like how this person thinks. Maybe I do want more of what they’re offering.”

But too often? It’s a PDF graveyard.
Another half-baked checklist.
A glorified opt-in box that screams, “I made this because someone on Instagram told me I had to.”

If you've ever landed on a website and thought, “Wait—what am I supposed to do here?”—congrats. You’ve experienced what happens when UX copywriting is missing.

And if you’re wondering, “What the hell is UX copywriting anyway?”—you’re in the right place.

When it comes to AI and writing, we’re not short on opinions.

Spend five minutes on any corner of the internet where writers hang out, and you’ll find a few familiar refrains:

If you’ve been in the online business space long enough, you’ve likely been told that you "need a strategy."

Which sounds important. Sophisticated, even.

But ask five people what strategy actually means, and you’ll get five different answers

Your business has grown.
Your audience has shifted.
You’re juggling more clients, more complexity, maybe even a team.
(And if you’re solo again after trying to build a team… I see you, too.)

But you’re still using the same plug-and-play launch timeline from three years ago.

And here’s the truth no one wants to say out loud:
Copywriting, on its own, isn’t enough anymore.

Let’s talk about why and what to do instead.

Because staring at a flatlined conversion rate is the entrepreneurial equivalent of watching your coffee mug slip from your hands in slow motion...

Have you ever had one of those "oh sh*t" moments? You know—coffee in hand, dashboard open, conversion rate at... zero?

Yeah. Let's talk about that.

So when the news hit a few days later that Woodstock ‘99 had turned into a full-on disaster—fires, looting, assaults, complete chaos—I wasn’t shocked.

Even back then, I could see the misstep.

Now, with grown-up eyes and a strategist’s brain, I can see exactly what went wrong. And it’s something I see in online businesses, brand launches, and even social media strategies all the time.

You ask for help in your mastermind, coaching call, or group chat. You’ve hit a snag in your marketing strategy, and you’re genuinely looking for clarity.

Instead? You get a firehose of ideas.

“Have you tried a webinar funnel?”
“Oh! I just saw someone launch with a live challenge—maybe that?”
“Ooh, add an open house! Worked wonders for my friend!”

It’s well-meaning. It’s enthusiastic.

And it’s a complete waste of time if it doesn’t start with one thing

Back in the day, if you opened a shop on Main Street, everyone passing by would see it. You didn’t need a marketing plan—you just needed a sign, a solid handshake, and a little word-of-mouth from old Mr. Jenkins at the hardware store.

Now? The internet is not Mayberry.

If people are landing on your site from social media, a podcast, or an article you wrote elsewhere, they’re walking in with a certain level of awareness. If what they find doesn’t align with where they just came from, you lose them.

So today, we’re channeling our inner Ted Lasso (stick with me here). Because if there’s one person who knows how to build trust, get people on board, and turn skeptics into superfans without being salesy, it’s him.

And if you apply his approach to your website copy?
That’s when everything clicks.

Instead of drawing you in, these websites make you want to slam your laptop shut and run in the opposite direction. Why? Because they don’t feel like they’re about you—they feel like they’re all about the sale.

But let’s get one thing straight: wanting to sell is not the problem.

Your business needs to sell. Because, last I checked, passion alone doesn’t pay the bills. Sales aren’t the enemy—salesy, pushy, and inauthentic messaging is.

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.

Here’s the truth: Six-figure launches don’t happen by accident. They happen when every piece of your marketing works together in harmony.

A holistic launch strategy weaves together your marketing, messaging, and audience experience so that nothing feels random or disjointed. Every email, every post, every ad is intentionally designed to support your business growth and guide your audience toward one action—buying.

Here’s the magic: when you build a strategy that feels true to you, marketing stops being a chore and starts feeling… dare I say it… fun.

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.