The Duo Collective Website Copy Project

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The BTL Client

Duo Collective is the go-to boutique marketing studio for passionate entrepreneurs, owned and operated by Abbey Oslin and Courtney Petersen. After a decade of living the big agency life, the Duo decided to venture off on their own—armed with their expertise in SEO, branding, and social media strategy—on a mission to help people organically grow their businesses.

The Project Details

Working with this Duo was my absolute dream project, because we collaborated on practically everything. Their digital presence got a serious makeover, and I couldn’t be more excited to tell you all about it.

(I’m so excited, in fact, that I’ve broken up this portfolio piece into two separate parts. When you’re done reading about their website, you can read the in-depth case studies about their SEO coaching program sales page..)



  • Website copywriting
  • Podcast development (name, description, intro script)
  • Newsletter development (name, format, frequency)
  • Email welcome sequence copywriting
  • Evergreen course sales page (and name development!)
  • Group coaching program sales page
  • Quiz copywriting


In today’s post, though, we’re talking all things website copywriting

The Duo website is a robust hub of information, both about Duo Collective’s offerings and resources for entrepreneurs.

They wanted the traditional Home, About, Services, Blog (and blog category—important for SEO!), Portfolio, and Contact pages, as well as a few supplemental pages for their additional offerings (their podcast, their course, and their coaching program) and a Resources page to share all of their freebies, affiliate links, and favorite productivity/lifestyle recommendations.


Their About Page

I’m giving their About page its own moment in this portfolio case study because it’s one of my favorites I’ve ever written. There was a lot we wanted to accomplish with this one page!

We wanted to give the reader a comprehensive understanding of who the Duo is—both as a team, and individually—as well as illustrate how their professional marketing backgrounds have prepared them for their current roles as co-founders of Duo Collective, while ensuring that the professional didn’t outweigh the personal. 


The Contact Page

This one also gets its own moment, but only so I can show you how its done.

And, to be clear, the “it” I’m talking about is how to write an SEO-optimized Contact page. 



The Best Parts

Is it cocky if I say everything?

This website falls under something I like to call my “worthy of sample” category.

As in—if someone asked me for sample work, this is one of the websites I would send them, because I know it’s good. 

Not only does the copy perfectly match their brand voice, but it also answers any questions their readers could ever have about them, accurately depicts their personalities and their capabilities, & appropriately communicates the value of their services.

I love it as much as I love the Duo themselves.

(But if I had to choose a favorite page, aside from About, it might have to be Resources, if only because the design is sick and my face is on it.)


The Credits

Copywriting: yours truly 😉

Website Template: Paper Plane by Tonic Site Shop

Design: customization done by Courtney of Duo Collective and Sarah of Kleist Creative


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Hi, I'm Sara—Website Copywriter & Marketing Mentor.

If you're an entrepreneur, business owner, or course creator with big dreams of success and growth—and a big, scary blank document standing in your way every time you sit down to write your own copy—nice to meet you, I'm your new solution. 

Through what I like to call sales-focused storytelling, I'll help you find your brand's voice, perfectly position your offerings, develop your target market, and write copy that resonates with your ideal audience. And I'll do it all while keeping your personality at the forefront of every draft, to ensure that each word aligns with your true self. 

let's work together

Curious about crafting a compelling narrative? I'm on it—here's how I can help.



Mentorship for

Writing your own website or sales page copy doesn't have to be something you stress over anymore. I'd love to work with you to craft conversion-friendly, SEO-optimized copy your leads will love.

As an absolute email marketing fiend, there's no one more qualified to teach you how to get new subscribers on your email list and write the most click-and-binge-worthy newsletters. 

There's no better feeling than having the complete support of a trusted, dedicated mentor by your side as you navigate your journey as a new freelance copywriter. 

One marketing tip,
once a week.


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