When a new lead or potential customer lands on your website, it's your copy's job to make sure they stick around — instead of fleeing to the 'back' button within a matter of seconds, like most people do when a website doesn't immediately catch their attention.
Your ideal clients + customers have your site up in one tab of their browser, right next to another, and another, and another, and they're scrolling through them all, giving each of you an equal chance to wow them.
I'll spare you the "in a sea of other websites..." speech that you've heard a million times, and instead simply remind you of this: standing out from your competition is vital to the success of your business — and, when it really comes down to it, your copy is the only way your website will do that.
There will, of course, be plenty of factors that catch their eye (good design, great testimonials, nice pictures, attractive pricing, etc.) but none of those are ever going to be enough, because...
IT'S TIME FOR YOUR COPY TO SHOW YOURS OFF.
Not too long ago, I worked with a client who I absolutely ADORED. Her project was the type I only ever dreamt about when I first started — someone cool, doing something even cooler, trusting MY skills to make her sound legit.
So, when she shared with me that she was debating between working with me and another copywriter, I had to ask: WHY ME?!
The other copywriter's pricing was the same, availability was the same, services were the same, experience was the same. The literal ONLY thing differentiating us were our personalities.
"I just liked you as a person," she said. "I could really tell who you were through your copy, and I liked that when I read your website it felt like I was talking to a friend. I knew I'd get along with you, AND I felt confident that you'd do a great job on my project."
THAT is what personality-packed, conversion-friendly copy does for you. 👏
There's nothing worse than feeling insecure about the one place that's supposed to serve as the your brand's home base, awkwardly sharing your URL with a disclaimer every time, or avoiding even publishing your site at all because you're too overwhelmed by making it perfect.
We're about to fix that.
"Other courses have left me disappointed, feeling like I could have learned it on my own. Site Series® blows all of them out of the water. The teaching style, quantity, and quality of content is absolutely insane."
A"fter I worked through the first few lessons of Site Series®, my mind felt clearer and I even felt a renewed sense of excitement in my business and website. I got my website copy done in a couple of weeks and actually implemented a lot of Sarah's strategies in writing my client's websites as well!"
"I just bought it and I'm already almost done with it, because I'm obsessed."
We'll kick things off with the foundational principles of copywriting, so you'll not only be able to confidently write copy for your website, but for every other element of your marketing, too (think: ads, captions, blogs, emails, all of it).
The Copywriting Basics chapter is packed full to the brim with easy-to-implement tips & tricks for writing copywriter-level copy.
The 18 Cardinal Rules of Copywriting
Target Audience Development
Understanding Your Brand
Evidence Behind Emphasis + Tone
The 5 Stages of Awareness In Marketing
The 6 Elements of Social Proof
Learn how to write — and effortlessly infuse personality *and* conversion strategy *and* SEO best practices into — every single page of your website copy, with "how-to" and "how-it's-done" lessons for all of them (with zillions of examples, obvi).
We're covering: Home / About / Services / Contact / 404 Error / Blog / Blog Categories / Single Post Blog / Resources / Portfolio / Subscribe / Freebie / Links / Custom Confirmation Page / Podcast / Shop / Product Page / Product Descriptions / Affiliate Page / (and more, if you can believe it!)
Website Copy Overview
18+ Pages of Website Copy (!!!)
Universal Website Sections
How To Edit Your Website Copy
How To Optimize Your Site For SEO
20+ Website Copy Audit Videos
No need to worry about your finished website copy draft chilling in Google Docs for eternity while you figure out how to make the most of your launch — this chapter covers ALL of that for you.
We'll cover everything you need to know about launching, from which website builder to choose to how to make sure you've got ALL the eyes on your sexy new site.
Website Builders 101
Showit & Squarespace Back-end Walkthroughs
How To Choose Your Website Design
How To Market Your Website Launch
3 Ways To Ensure Your New Site Gets Results
...and so much more!
And because I've spent hours upon hours every single week writing website copy for my clients for YEARS, I know better than anyone how much work goes into launching a website built for conversion.
Writing your website copy on your own isn't easy. It's actually REALLY freaking hard... especially when you don't know where to start, or how to write that killer personality-infused copy, or how to skrrt past the dreaded 'salesy' vibes and land on juuuust the right thing to say to make your readers take action.
When you have a clear outline of exactly how to write your copy — complete with tons of real-life examples and in-depth tutorials — suddenly it's not so hard anymore, and before you know it, your inbox is overflowing with "new lead!" and "new sale!" and "new student!" notifications, thanks to the expert strategies you were able to learn and implement with ease.
I wish I had space on this sales page for the countless student reviews calling me things like "engaging as hell" and "someone you can't help but want to listen to" but I think this one sums it up: "the way Sara teaches makes you feel like you're talking to a friend, and her personality really makes the information digestible and FUN." (No boring lessons here).
"Site Series® is the single best investment I have made for my business. Sara takes the vagueness and complexity out of copywriting and gives you a great understanding of the steps you need to take to write copy that not only connects, but converts. She shows you examples of every single element, so you know exactly HOW to do it for your own business. I have taken SO MANY online courses, and Site Series® stands out as the most valuable."
"What started out as a daunting thing that I really dreaded doing, quickly became something I was really EXCITED to do! If you're launching a new website soon or you want to refresh your web copy, Site Series® is THE thing you need to help you do it. Sara breaks down every section so well and instead of a ton of teaching AT you, she teaches by showing examples, which is super helpful if you're a visual learner like me."
"After DIY-ing my copy TWICE with free resources, I knew I was missing *something* I didn't have the words for, literally. If you're willing to do the work, I promise it's easier than you think. The lessons are easy to digest and implement. Plus, ALL the support?! And ALL the over delivery? Get. Off. The. Fence. Join. It's really green here."
Thanks to clear, specific website copy that effortlessly speaks your target audience's language, you'll get significantly less—if any!—inquiries that don't align with your idea of "ideal."
Selling to potential clients on discovery calls is easy when your website copy does the hard work for you. Your leads will already know everything about you, your business, and the solutions you provide.
With copy that addresses your readers' objections, questions, and concerns before they even have to ask them, you'll save yourself all of the annoying back-and-forth of fielding FAQs.
Namely, more cash from projects that you are actually pumped about, rather than projects you felt like you had to say 'yes' to in order to pay the bills, because no other inquiries were coming in.
"Before taking Site Series®, I didn't feel confident about my website at all, and I felt like I was constantly falling into the trap of writing what I wanted to say and not what my audience needed to hear.
I knew that, although I enjoyed writing, copywriting was not my strongest skill, and I wanted to feel like my website copy content marketing was intentional and strategic, which it wasn't at the time. I honestly was embarrassed to send people to my website because I knew it wasn't doing a good job of conveying the value of my services."
"I feel SO much more confident in my website and its ability to help users get to know me, see the value in my work, and actually convert into clients.
I saw a 58% increase on inquiries in the 3 weeks following my website launch compared to the average of my past 3 months.
I had my highest income month in the history of my business.
I hired 2 new team members.
I've had dream clients who have been interacting with me on Instagram for 10+ months who inquired with me this month after my website launch and I don't think it's a coincidence!"
"And the process took about 3 months LESS than the last time I tried to draft my website copy on my own. Having a clear roadmap for what needs to be where is super helpful, and Site Series® did not disappoint."
"She is a wealth of knowledge and doesn't hesitate to tell you her honest opinion to make sure your site is the best it can be. If you’re someone who likes to learn by example, Sara gives them for EV.ER.Y.THING.”
"It felt like some huge project that would take me months and I honestly dreaded it even though I knew it was something I needed to do. Sara knows her stuff and will over deliver every single time AND she's always great at answering questions and guiding you through something you don't understand. She makes you feel like you CAN do it.”
"I felt like it would be a lot of work and take a lot of time. But, luckily, this course was outlined in a way that it was really easy to understand and detailed the steps in a much less intimidating way than I had been seeing things! And it took WAY less time.”
"It is RICH with examples, taught by someone you can't help but like and who explains things in a way that makes sense and inspires you to get to writing. PLUS, it touches on so much more than just website copy. Honestly, it should cost a lot more than it does.”
"If you want to sell products or services and successfully scale your business, don't skimp out on copy. And if you can't hire a copywriter right now — take Sara's course instead. You honestly can't afford to risk another day of driving prospects away because your current website is either confusing your audience or it's not compelling enough to resonate with them."
"A big fear I had was spending a bunch of money to try this thing I've never done before and then just epically failing and wasting all that money in the process. Also just generally not knowing if THIS course would be the right course for me — but every single word on my website changed after taking this course. Sara helped me bring my site to life and with purpose, elevating every page to a whole new level."
In addition to monthly group Q+A calls (where I often invite a guest expert to join me and teach you even MORE about digital marketing best practices!) you'll ALSO join our course Slack group where you have access to me (and your fellow students!) for feedback on your website, blogs, and emails, as well as networking opportunities, answers to your FAQs, and additional supplemental resources.
After the last launch of Site Series®, I sent out a survey asking students their honest opinions about their experience, so I could learn more about how to better serve them.
Sarah Burk, an expert Pinterest manager (and expert content creator, in my opinion) has graciously allowed me to share a few of her responses with you.
Check them out for an unfiltered, inside look at what her experience with the course was like!
A: Despite feeling like a good writer, writing my website copy seemed incredibly daunting. I could stare at a blank Google doc for hours and never feel like it was good enough or the right things to say.
I'm not someone who makes big investments in my business. I wasn't sure I needed the course (because, like I said, I thought writing was something I could just do on my own), and I wasn't sure if it was the right time to invest in web copy.
A: DO IT. If you're like me and like to give DIY-ing things a shot before you outsource, Site Series is the best option. It's truly one of the most valuable courses I've ever seen. It's no fluff, all value, plus it teaches you transferrable skills to keep improving your copy and messaging.
In other words, it's not just a fill-in-the-blank template. You know why it works and put in the work to figure it out. And the bonuses are just the heaping pile of cherries on top.
A: As an avid fan-girl of the Tuesday Table of Contents newsletter, I knew the way you taught made sense to me. I particularly love how many examples you incorporate into your education. That's what takes the course from 'theoretical' info to tangible, actionable knowledge.
A: 100%. I have no regrets about the investment.
In fact, it's a steal.
With copy that shows off your expertise, your personality, and your perspective — so your readers can actually get to know, like, and trust you.
Consistent inquiries, sales, and sign-ups from your dream clients — not the red- and orange-flag clients you tolerate for a paycheck.
And less of your free time spent working on (and worrying about) how you'll get new clients in the door.
When you have a website that works FOR you, it's like having your own personal saleswoman that never clocks out. And you know what that means, don't you? Someone's covering your shift — and YOU can finally take a vacation from feeling like you have to spend all your energy marketing your business.
"I've written three different sites now with the Site Series® resources and following along on the course. Enrolling in the course is an obvious choice if hiring someone to do it for you is not in the cards. It's FULLY LOADED, so useful, and you get immediate (and painless!) results. What more could you ask for?!"
Budget-friendly business owner wanting a pro copy strategy (without the pro copywriter price tag!)
Freelancer with a DIY spirit and a desire to write and launch your site confidently on your own
Personal brand with no clue how to make your copy personal
New copywriter looking to improve your copy skills to impress your clients (+ attract new ones!)
Biz owner dying to know how to effortlessly integrate SEO best practices into your copy
Fan of courses that include lots (!!!) of examples so you can get a complete education
Fan of courses
Like the other Kate!
If you enroll in Site Series®, and you don't feel that it's the right decision for your business, you can email me at firstname.lastname@example.org within 48 hours of your purchase and I will give you a 100% refund. (But it won't come to that, I'm sure — because I'm 100% certain that you'll love it.)
That’s up to you! There’s a lot of content — you can binge it, or you can take it one step at a time. The lessons are short enough to be digestible, and you can bypass anything that doesn't apply to you, if you need. (EX: no need to watch the 'Blog' module if you're not planning on blogging!)
All students get access to a Slack channel, where I share additional resources, provide website, blog, and email feedback, and answer questions directly! So, while there's no one-on-one calls with me, you've got direct DM access to me via Slack!
I also host monthly live group coaching calls where you can ask me (and the guest experts I invite to join me) your questions!
Nope! This course is for anyone who has a website (or is planning on launching a website soon) and wants to learn how to write copy that will actually gets them results.
It’s divided into three modules, all with slide decks and voiceover. I’m a very learn-by-example type of person, so I made sure to include lots of examples.
In fact, in the website copywriting chapter, each page has its own dedicated video where I walk through real-life websites and show you why they work so well (and how to replicate the strategies they used).
It would be helpful for you to know who you are, what you do, and who you help. Clarity about your business and your target audience is essential to write great copy, but if you’re still working through those things, don’t worry—we will be going over it in Chapter One: Copywriting Basics.
One of the course bonuses, the Target Audience Development Workbook, is also available should you need more extensive assistance with figuring out who you’re marketing to.
If you choose not to sign up for Part One right now, you'll have another opportunity to do so from October 26 - November 2, when Part Two becomes available.
After that, the course will not be available for purchase again until the Fall of 2024.
Click here to join the waitlist to make sure you get notified about the next launch, so you don't miss it!
"I've taken a lot of online courses and I don't think I had
ever heard someone be so conversational. I loved it! If
you plan to do any kind of copywriting in the future, I
think this course is necessary. I also love the Google
Drive folder we got, I think it is a great tool to look back
on when you need help with something."
"I feel way more confident in what the hell I'm doing, and I refer back to the course often—not only when writing website copy, but as I'm drafting other things like blog posts and email sequences, too."
In fact, at the beginning of my copywriting journey, an extra-scammy sales page turned me off to online courses for years, because I was so repulsed by the slimy sales tactics the creator used.
It took me longer than I'd like to admit to come around and finally realize how much I could get out of learning from—and trusting!—the experts who had been around the block to teach me what I'd been spending so much time researching, guessing at, and testing on my own.
But, here's the truth: swearing off online courses only caused me to waste my own time and delay my success.
If I'd chosen to fast-track my success with online courses in the beginning of my freelance career, maybe it wouldn't have taken me so long to grow.
Once I *finally* found courses and mentors worth investing in, it was like a whole new world opened up to me—I loved my experience with them, and would have never learned all sorts of helpful things without them.
I'd survived on free education for so long, and been so jaded about my first interaction with that scammy sales page, that I didn't even realize how beneficial online courses could be.
Knowing what I know now, though, I wish I'd taken those courses when I was first starting out—who knows where I'd be now if I had?
Already have a BOMB website that consistently attracts your dream clients + customers (and feels/sounds like you!)
Feel 100% confident that your website is working for you online while you're spending time offline
Would rather hire a copywriter to write your website copy for you than learn how to write it yourself
Have been feeling "eh" about your copy for way too long, and are feeling ready to learn how to change that
Want to learn how to weed out all the red-flag inquiries and work ONLY with the kind of people you LOVE to work with
Feel like it's time to trade the client-chase rat race for a fat mojito on the beach (or whatever your version of paradise is!)
Specifically, I'm ready to teach you EVERYTHING I know about how to write (and launch!) a conversion-friendly website, using the same exact copywriting methods that I use for my own clients to get them real results.
And, of course, I made sure it'd be ridiculously easy for you to swipe my formulas and make them your own, so you can show off your pro-copywriter-level website copy (without dishing out the $6,900+ to hire me to write it for you).
That's literally what one of my past students wrote in her feedback survey, in response to the question "what would you say to someone on the fence about investing in this course?" — and, honestly, I couldn't have said it better myself.
If you're still debating whether or not this course is a good fit for you, please do not hesitate to send me a message & ask! I'm more than happy to chat with you about the specifics of your situation and goals and help you determine if it's right for you.