The one singular time I get to live as my best self?

When I visit my parents at their beach house.

First, duh: because beach house.

Second, less obvious: because I have access to the RAREST luxury of life…

✨ CHILDCARE!!!!!! ✨

AT ANY HOUR OF THE DAY I WANT.

(…within reason, when I ask nicely.)

Do you know how RARE that is?

Their house could be a 1cm trailer and I’d still feel like I won the fucking lottery if they watched my child for 94 minutes.

As a single mom, I am neverrrrrr off-duty.

(If you listened to this week’s podcast episode, you get it.)

There is no such thing as 🏃🏻‍♀️ running a quick errand 🏃🏻‍♀️ or 💅🏼 popping into a yoga class 💅🏼 because who the hell is watching the Woo???

No one! No one is watching the Woo!

…except when I’m on Cape Cod, after not seeing my parents for a while, when they’ve forgotten how tiring it is to watch a 5-and-a-half-year-old.

And when that perfect storm happens, I become the person I was meant to be.

I wake up naturally instead of to the sound of “Mom. MOM. MOMMMM.”

I go on a 3-mile walk at 6am just because I can.

I romanticize the shit out of my morning chai from Harbor Fox, and sometimes I even fuck around and get a second one from Lighthouse Keepers Pantry, again, just because I can.

And, this weekend in particular, because I’m on my leaf — my health and wellness grind — I was dying to go to a fun workout class I’ve never tried before.

Enter: Reformer Pilates.

Now, I have been low-key terrified of reformer Pilates forever, despite being Leaf.

Mostly because every person I’ve ever seen doing it is approximately one inch big, disappears when she turns to the side, and thinks eating one piece of lettuce per day is satisfying.

So, yeah, safe to say my apron belly ass was reluctant.

But, also? Kind of intrigued. 👀

I wanted to try something new.

I feel pretty strong right now, and while I wouldn’t say I’m graceful (yet?), I definitely do think it’s at least in the ~realm of possibility~ for me to be one of those graceful people who knows what to do with a “carriage” (apparently that’s what they call a piece of the reformer).

So, I did what any normal person would do:

I searched every single fitness studio on Cape Cod like I was conducting an FBI investigation.

And I finally found 🩵 the one 🩵

Cute, calming branding (very BTL coded).

Only 7 minutes from my parents’ house (and 5 minutes from my fave cutie coffee shop and one of the Cape’s classic trendy grocery stores).

A website that didn’t give 2008 energy (aka was probably created by someone who knows at least a little bit about marketing).

A booking process that didn’t make me want to throw my laptop into the sea (they take Apple Pay!).

Safe to say: the vibes were right.

BUT!!!!!!!!!!!

…I still had so many questions.

Because, even though this studio had a great website, it didn’t answer everything I needed to know.

I had to dig for their FAQ, and even that didn’t answer all of the normal, surface-level questions a Pilates first-timer (or just a first-timer to their studio!) would want answered:

→ What do I wear? Am I about to be the only one in regular leggings while everyone else is in head-to-toe Lululemon with their hair slicked into a perfect ballet bun?

→ What do I bring? I know I need grippy socks (and I know the studio sells them; at least they answered that Q), but… A water bottle? A will to live?

→ How much am I supposed to suffer? Is this a “feel the burn” kind of class or a “shake uncontrollably and see God” kind of class?

→ How does it actually work? Can I just book a class and show up, or do I have to buy a package? Do I need an intro session? Do I have to tell you I’m new? Am I even allowed to come to this class rn?

→ What if I suck? Will I be shamed? Will the instructor tell me, in front of everyone, that my core is weaker than a wet paper towel?

(Okay, obviously they can’t answer that last one for me, but bet your ass if *I* were their website copywriter, I’d totally be adding that somewhere in their copy lolol)

All these little questions added friction to my decision, making it harder for me to determine whether or not I wanted to book.

If I’d had another option that answered my questions better, I would’ve chosen them (but this is Cape Cod, and options are limited on this side of the bridge).

Because if your website doesn’t answer people’s questions, they will go find someone who does.

I ended up LOVINGGGG the studio — she was perfect and cute and I didn’t die on the reformer — but that wasn’t clear from their site, and it should’ve been.

And THAT is where most businesses lose potential clients.

The best copywriters are mind readers for a reason: your website should answer all of your readers’ questions BEEEFFOOORRREEE they even have to ask.

How To Add Your Readers’ FAQs To Your Website Copy

You know that feeling when someone explains something so perfectly, you’re like:

“Wait. Are you inside my brain?”

THAT is what your website copy should do.

It should anticipate what your ideal clients are wondering and answer their questions before they even have to ask.

HERE’S HOW TO DO IT 💅🏼

#1 — Write Down Every Possible Question Someone Might Have Before Buying

Think about your ideal client. What’s holding them back from booking? What do they need to know before they can confidently say yes? If they have to email you for basic info, you’ve already lost them.

For example, if you’re a wedding photographer, your potential clients might be wondering:

• What are your prices?
• Do you travel?
• How does booking work? (Do we hop on a call first? Do I sign a contract? Is there a deposit?)
• What if it rains? What if my uncle gets drunk and ruins the group photos?
• Will you pose us, or do we need to know what we’re doing?

Make a massive list of every question your clients ask you (even the ones that seem obvious) — and this should NOT be hard for you! You def know the questions people want to ask!

…if not, though… maybe you need to do some more ideal client development or offer development! 

(These are both things I teach inside my website copy course BTW.)

#2 — Put These Answers in the Right Places on Your Website

Different questions belong in different places, but I can tell you right now you should NAWT just be stuffing them in an FAQ. They need to be in your actual copy, spread throughout your site.

Here’s where to put them:

🩵 HOME

• The BIGGEST thing people need to know right away (Ex: “Luxury wedding photography for couples who want editorial-level photos—without the stiff posing” OR “Reformer Pilates for real people who just want to feel strong—without feeling like a floppy fish”)
• A quick overview of what you offer, so they don’t have to go digging
• Who you are in one sentence (not your life story, just enough to make them trust you)

🩵 SERVICES

• What’s included? Make it obvious and easy to understand
  • Don’t you dare make someone ASK you this!!! This should be the easiest thing for them to find on your site
• Pricing (so they know if they’re in the right budget)
  • At least a “starting at!” or a range!
• How it works — what’s the process from inquiry to booking?
  • This is usually pretty simple, and can go right after your ‘what’s included’ section
• Any details that might be a dealbreaker
  • Ex: “I don’t shoot weddings larger than 150 guests” or “All our Pilates classes require grippy socks”

🩵 CONTACT / FAQ SECTION ON CONTACT

• How far in advance you book (if applicable)
  • This can go on top of your inquiry form (“now booking June 2025”)
• The random, weird, or niche but very important questions that don’t quite fit anywhere else in the copy
  • TIP: organize them based on where someone is in the process
    • “What should I wear to my first class?” should be at the top while “How do I cancel a class?” should be lower (because no one’s thinking about quitting before they even start)

POINT OF THE STORY?

If you don’t answer people’s questions, they will go find someone who does.

Your website should make it stupidly easy for the right people to say yes. Make it clear, make it simple, and make them feel like you already know exactly what they need.

& if you want help figuring out how to write copy that does exactly that… I’ve got you!

JOIN MY WEBSITE COPY COURSE!