The Sorted New Orleans Website Copy Project
Victoria Tran, founder of Sorted Professional Organizing - serving my city, New Orleans!
Writing copy for badass brands and biz owners all over the world makes it an extra kind of special when a local New Orleans business pops up in my inbox.
Victoria Tran’s email appeared back in January ‘23, at first expressing interest in The Copy Beast (back in Jan it was still known as The Copy Consult). After hopping on a quick disco call, Victoria realized she didn’t want to write her own copy - her time was better spent serving her clients and managing her dream team of pro organizers.
And funnily enough, that’s exactly what her amazing professional organizing business, Sorted, promotes to its clients - why waste your time trying to organize your space when Victoria and her team can do it for you? (And do it waaaaay better, to boot!)
What unfolded over the next few months was one of my favorite projects to date. Keep reading to see what went down and go peep the new Sorted site for yourself.
The Client
As you might expect from a professional organizer, Victoria was a very organized client. Working with her was a true delight because:
She knew exactly what she wanted. Victoria was already crystal clear on who she served, how she wanted her brand to sound, and what were the most essential elements of her messaging. This made my job as her copywriter a helluva lot easier.
She supplied me with excellent questionnaire responses and additional materials (like press articles, reviews, and brand guidelines) so I had everything I needed to construct her new copy at my fingertips.
Her communication was always honest, prompt, and constructive. I never had to wait for Victoria’s feedback - she jumped in and left clear, well-thought-out comments in our shared Google Docs. And she was direct with me if something didn’t hit quite right - absolutely key when trying to get her new website copy polished’n’perfected.
She knows how to write a damn good testimonial. Keep scrolling to see what she has to say about our work together. (Thanks so much again, Victoria! You’re the best!)
Copywriting Tip
Incoming - an oldie, but a goodie: What you’re selling isn’t a service - it’s a feeling.
With the Sorted website copy, we wanted to emphasize that folks investing (thousands of dollars!) for a professional organizing service are spending that kind of money not just so their home or business spaces can look great. They’re investing in the feeling they get when they step into their freshly sorted environment.
One of the best parts of my job is when something surprising happens - like when I learn something from my clients. Let’s just say my home is not organized. Between having kids, navigating co-parenting, trying to keep on top of the mountains of housework, running a biz and needing some time to actually sleep - there’s a lot I’ve neglected as far as my surroundings go.
But as I was writing for Victoria and learning more about her approach to organizing, I realized I can make small changes over time. These small shifts can have a huge impact. I’d take breaks from writing and start a pile of stuff to donate, recycle, or throw away. I also knew exactly how to work in that all-important empathy and understanding for anyone reading her copy who might feel kinda like me - a little ashamed of what their space looks like now.
So you could say because of my own chaotic lifestyle, I was able to write with more sensitivity and compassion. Pretty neat, huh? Or messy, as the case may be! Bahahahaha.
We weaved in this messaging throughout her site to make it absolutely clear what Sorted is really all about. And that’s restoring people’s sense of calm, peace, and ease - so they can spend more time on the important things in life.
Beyond Website Copy
When I work on a website or sales page, I’m not just handing over a Google Doc and saying, “See ya!”. I also include wireframing to help guide the web developer/designer as they input everything into the new site.
Because Victoria’s entire business is about creating space, I really emphasized the need for white space around her copy. This lets the copy “breathe” so site visitors don’t feel overwhelmed by overcrowded chunks of words.
Breaking up big paragraphs - especially on traditionally word-heavy pages like the About Page - helps to take the reader on a journey. Their eyes can move more easily across the page, being guided by the visually-enticing design elements, too.
The Feedback
“When it comes to our brand, message, methods, and voice, you truly understand them inside and out. Your exceptional ability to translate this understanding into captivating and eloquent writing is simply remarkable. The way you create content that not only resonates with our audience but also flows seamlessly and is a pleasure to read is truly impressive. Your writing truly captures the essence of our brand, making it not only compelling but also easily digestible. We're incredibly grateful to have your talent on our side, bringing our brand to life through your beautiful words.”
Victoria Tran, Founder - Sorted Professional Organizing
* wipes away tear *
We also worked on:
Brand Messaging Guide. Having an in-depth guide on-hand to give to any future team members means Victoria can always communicate “the vibe” behind her brand quickly and easily.
Emails. After wrapping up her web copy, Victoria wanted me to work my magic on her canned emails. As she works with families as well as business owners, she wanted specific copy that spoke directly to the different types of clients she’s bringing into her business.
Freebie. Copyediting to match Sorted’s freshly developed voice and adding conversion-friendly elements to the existing freebie. When folks now sign up to get Victoria’s emails, they’re not just getting ‘5 tips for a more organized home’, but they’re also being reminded of the value her service can bring to their lives - and they’ll be more likely to take that next step! Whoop whoop!
Wanna get your copy sorted like Victoria?
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