<p> In this episode:</p><p>Karen Vick is joined by Sarah Guilliot, a Seattle-based website designer, copywriter, and brand strategist, to unpack the essentials of copywriting and brand voice for service-based small businesses. With a background in UX and web design at companies like Microsoft, Amazon, T-Mobile, and GoDaddy, Sarah Guilliot shares her entrepreneurial journey and actionable tips for crafting copy that connects and converts.</p><ul><li><p><strong>Sarah’s Career Pivot</strong>: From 20 years in corporate tech and design roles to launching her own business, including the Coach Lift Off service for coaches wanting an easy, all-in-one website and marketing solution.</p></li><li><p><strong>Copywriting 101</strong>:</p><ul><li><p>What copywriting is—and isn’t.</p></li><li><p>The difference between content writing (blogs, social media) and copywriting (websites, sales pages, emails).</p></li><li><p>Why your website is not just a digital brochure.</p></li></ul></li><li><p><strong>Brand Voice Essentials</strong>:</p><ul><li><p>Why your copy should sound like you, not a robot (or a generic AI!).</p></li><li><p>How reading your copy out loud helps you catch awkward or stiff language.</p></li><li><p>The importance of consistency and authenticity across all touchpoints.</p></li></ul></li><li><p><strong>Copy Misconceptions</strong>:</p><ul><li><p>Common mistakes, like using old brochure copy or product descriptions as web copy.</p></li><li><p>Why your copy needs to fit its platform—social posts, blogs, or website pages all have different needs.</p></li></ul></li><li><p><strong>SEO &amp; Standing Out Online</strong>:</p><ul><li><p>The balance between writing for people and ranking for search engines.</p></li><li><p>How being authentic and using real client language can boost your SEO naturally.</p></li></ul></li><li><p><strong>Market Research Tips</strong>:</p><ul><li><p>Using conversations and testimonials from real clients to inspire and refine your copy.</p></li><li><p>“Copy stalking”—a method for gathering actual phrases and words your audience uses.</p></li></ul></li></ul><ul><li><p><strong>Coach Lift Off</strong> (Sarah’s signature program for coaches – details forthcoming in her network)</p></li><li><p><strong>EEAT by Google</strong> (Experience, Expertise, Authority, Trustworthiness): <a href="https://searchengineland.com/e-e-a-t-and-seo-392924" target="_blank" rel="ugc noopener noreferrer">https://searchengineland.com/e-e-a-t-and-seo-392924</a></p></li><li><p>“Copy stalking” concept credited to Mariah Coz</p></li></ul><ul><li><p><strong>Read Your Copy Aloud</strong>:</p><p>Sarah&#39;s top tip—record yourself or read website/email copy out loud to spot unnatural or stiff language.</p></li><li><p><strong>Gather Customer Feedback</strong>: Review testimonials and set up discovery calls to understand the language your clients use when talking about your services.</p></li><li><p><strong>Customize for Your Audience</strong>: Adjust your brand voice to be true to yourself, while still clear and relatable to your customers—especially if you serve a multi-cultural/multi-lingual audience.</p></li><li><p><strong>Don’t Rely Solely on AI</strong>: Use AI as a draft or brainstorming assistant, but personalize and humanize all final copy.</p></li><li><p><strong>Repeat Key Info</strong>: It’s OK to reinforce core messages on different pages of your website—users might land anywhere!</p></li></ul><p><br></p><p>Guiding Brands Podcast listeners can schedule a call with Sarah at <a href="https://www.sarahdesign.com/guiding" target="_blank" rel="ugc noopener noreferrer">https://www.sarahdesign.com/guiding, to get personalized insights about your brand.</a></p><p>You can also find Sarah on Instagram at <a href="https://www.instagram.com/sarahdesignagency" target="_blank" rel="ugc noopener noreferrer">https://www.instagram.com/sarahdesignagency</a></p><p> Listen to more episodes, subscribe, and leave a review at:<br><strong>The Guiding Brands Podcast</strong>: <a href="https://guidingbrandspodcast.com" target="_blank" rel="ugc noopener noreferrer">https://guidingbrandspodcast.com</a></p><p>Thank you for listening! Don’t forget to subscribe and join us next week for more bite-sized branding &amp; marketing wisdom. </p>