Project Profile: Web Copy and Website

Client

Dee Jackman Hypnosis.

Project

Dee Jackman Hypnosis needed website and web copy for her new Rapid Transformational Therapy (RTT) business based in Perth, WA. Dee is a qualified mental health nurse and clinical hypnotherapist who offers RTT and business coaching services to teens, their parents, businesses and health care practitioners throughout Australia.

Brief

Dee Jackman Hypnosis was looking to raise awareness of her business through a new website. I proposed a 9-page site to build the presence of the business in the SERPs (Search Engine Results Pages) and optimised copy for her target audience to help improve organic rankings.

Additional recommendations were also made, including an onsite (blog content) and offsite (outreach) strategy to ensure the site’s success long-term. However, with a limited budget, the focus was invested in the website build and web copy only.

Specifically, the challenge was set for the little typewriter to:

Establish an online presence through a clean and minimal website
Increase brand awareness online
Set up and build/design a WordPress site
Tackle SEO (Search Engine Optimisation) and SEO copywriting from the creative brief and client meeting

Process

Website Set Up and Recommendations

The first part of the project consisted of researching and providing recommendations based on previous samples from the client.

Other tasks included in the initial stages were:

Keyword phrase and competitor research [seed research to identify search terms, their data and search intent, and keyword mapping for each web page]
Provide recommendations for WP templates and relevant plugins
Design and build the new website from the chosen WP template, with SEO and UX (User Experience) in mind
Configure SSL certificate to secure site
Set up business email, domain name and hosting

Web Copy and Content Creation

SEO web copy written and optimised for the chosen keywords. To adhere to Google’s guidelines and write copy that benefits the client’s target audience I made sure to:

Write a minimum of 400 words for the main pages. Based on the project brief and competitor websites, I suggested the web copy to be 550 – 900 words per page (aside from the contact, free consultation and sitemap pages)
Create web copy from the client brief to answer the audience’s needs and wants
Optimise copy for users and major search engines like Google
Edit copy before sending to Pauline, my external professional editor, for a final edit prior to merging the content with website design

Technical SEO

I implemented the optimised copy and metadata based on the chosen keywords and mapping.

Other tasks covered:

Made sure all pages were full of SEO-friendly content to educate and entice readers to use and interact with the Dee Jackman Hypnosis brand
Optimised header tags, descriptive image alt-tags, URLs and created a user navigation sitemap and privacy policy
Made sure all web pages were crawlable by search engines
Checked cross-browser compatibility against desktop, mobile and tablet
Created and tested all forms
Created XML sitemap for search engines
Included all relevant keyword phrases strategically placed (not stuffed) in the web copy
Tested all internal and external links and search function
Checked for duplicate content
Made sure the internal linking structure was easy to crawl and understand
Tested to verify mobile-friendliness with Google

There were other important suggestions also made to further increase and monitor the site’s SEO such as conversion tracking with Google Analytics and Google Search Console, adding a local Google My Business listing and regular blog content.

Tip: The purpose of a website’s blog is to keep users coming back, establish the business as a credible source and create educational and shareable content potential customers and readers can benefit from.

Result

Aside from the initial meeting to map out the project, everything was delivered remotely via email.

The outcome was an 11-page site explaining what RTT is, how it can help and the business and life coaching services offered. This covered 9 core web copy pages and a sitemap and privacy policy pages.

Despite the site only being launched in the second week of August, we are pleased with the results already.

Page 1 for business and brand name ‘dee jackman hypnosis’
Top of page 2 for ‘rtt therapist Perth’
Page 1 for ‘rtt therapy cost’
Page 2 for ‘rapid transformational therapy Perth’
Page 5 for ‘rapid transformational therapy near me’

This is a great outcome, especially since the RTT industry is highly competitive.

Where to Next?

Once a new website has been set up and the web copy written, I recommend monthly maintenance for clients to keep the site secure, updated and relevant.

Regular tasks, like theme and plugin updates, site backup, checking errors, reviewing SEO and analytic data, Malware scans, reviewing metadata and improving internal linking all assist in preserving organic rankings and site security. Dee Jackman Hypnosis will be managing these tasks herself to save costs.