Case Study: When Your Business Has Evolved, But Your Website Copy Hasn’t
Client spotlight: Jen Curulli, brand designer and founder of March and Bloom
WORK COMPLETED: The Real Thing Website Copy + Hook Strategy
I know when an email from a previous client lands in my inbox with the subject line: “OK, make me over…” I’m about to have some fun!
Brand designer Jen Curulli, of the beautiful brand identity studio March and Bloom, had previously booked a Copy Clinic with me many moons ago. We’d stayed online pen pals ever since. And in 2025, the time came for us to work together once again, but in a bigger capacity.
March and Bloom had been running for several years at this point and Jen had noticed a pattern: she was getting booked, but not all of her clients wanted the stuff she knew would give them the best results. As a result, she was often working on a few “bitty” design projects, duct-taping together things like social post templates and packaging designs, while not always being able to convince those clients how crucial overall brand strategy was to their growth.
If you run an evolving business, you’ll know exactly how that happens. Over time, your work gets better and your thinking, industry knowledge and expertise deepen. Your ideal client shifts slightly upmarket, with higher-level (often strategy-based) needs.
But the website you wrote years ago is still talking to a client you no longer want to serve.
Jen was very much in that boat, and knew it was time to switch things up. In her email she said:
“I’m ready for a whole website copy makeover and would love for you to be the person that writes it. I trust you, I love your writing and I think you get me.”
Which, I have to say, is a very nice email to receive.
The crux of the problem was that Jen’s website messaging hadn’t caught up with her business's evolution.
March and Bloom had grown out of Jen’s freelance design practice, which meant the business had naturally evolved in the way many creative service businesses do. Over time it had become known for excellent branding and design work. But on paper, it still looked like it was selling a fairly common commodity skill. There was no differentiation strategy to show a curious browser why her. Why now.
Which meant the studio was often competing on price with other designers offering similar-looking services.
Her homepage was speaking to everyone, and needed some serious love. The services page was overly deliverable-focused, so her clients always needed convincing of the value of full brand strategy. And her portfolio pages focused more on the mechanics of the work than the deeper brand feeling it created.
Meanwhile, the level of work Jen was capable of delivering had moved far beyond simply a logo and some Canva templates. But her messaging wasn’t focused on the transformational impact of brand identity work. One thing became very clear as we dug into Jen’s design philosophy. She’s not a trend chaser, she doesn’t approach design as surface decoration and she’s a full-on design NERD, even lecturing on the topic at a London university.
But this stuff — the stuff that could set her apart — was missing.
Her site was no longer doing the job Jen needed it to do: attracting a higher calibre client who saw branding as a long-term business asset, not a logo exercise.
Before we get into the nitty gritty, let’s take a look at The March and Bloom Homepage Before & After
Jen’s Homepage copy before Hook Strategy. While the design work was strong, the messaging hadn’t fully caught up with the direction her business was heading.
The work: The Real Thing hook and website copy package
Jen opted for the full works, AKA The Real Thing package. This is designed for business owners like her who know they’re too close to things to see the real strengths of their own creative process, and need a strategic, fully objective eye to pull out the golden threads.
Over ten weeks, I used my Triple S framework to figure out the nuances in Jen’s Style (how she does things), her Story (the juice in the journey that gives her this level of expertise) and then turned that into a solid messaging and SEO copywriting Strategy on her website.
She came away with a full messaging guide, an understanding of her business Hook, ways to describe her methodology so she can easily talk about her expertise… and four pages of bespoke website copy structured with search optimisation and conversion in mind.
Jen’s Homepage copy after Hook Strategy. Isn’t she cute?!
Our objectives
Based on that first conversation, we set out with three very clear aims around messaging and website copy:
A strategised four-page website that spoke directly to Jen’s ideal audience: established service-based businesses ready for a rebrand, product-based brands seeking market expansion and high-end, design-forward clients. To include copywriting for her Homepage, About page, Services page and Contact.
Streamlined service offerings, moving away from rigid packages and instead structuring Jen’s services around tailored, high-value branding and design solutions. To help eliminate one-off, low-budget enquiries and reinforce her expertise.
Defining a signature approach that set Jen apart, ensuring her process, perspective and creative strengths were clear, recognisable and ownable, so the right clients immediately understood why they need her.
Finding the hook: Consciously Different
As we worked through Jen’s Hook Strategy, a clear idea kept resurfacing.
Her work sits outside the sea of trend-chasing branding that fills Instagram feeds.
It’s rooted in strategy but fed by Jen’s innate empathy, allowing her to design not just for how a brand will look, but where it will live, out in the wild.
Businesses with something meaningful to say — often with a social conscience — who want their brand to reflect that depth.
Eventually, that thinking crystallised into the core hook for her brand:
Consciously Different.
A phrase that works on two levels.
First, it reflects the way Jen approaches design itself: carefully considered work that stands apart from what’s already out there.
But it also speaks to the kind of clients she works with: thoughtful, values-led businesses who want their brand to do more than simply blend into the background.
Here’s a tiny peek of how that was spelt out inside the Hook Strategy doc:
Mission Statement:
March and Bloom builds brands that grow with you – instantly recognisable, created with empathy and thoughtfully, obsessively designed to become your biggest business asset. My work sits where strategy meets gut instinct, crafting brands that are consciously different – and built for where you’re going next.
Once the core messaging existed, everything else fell into place. So I built out a full language lexicon of core secondary messages, plus a library words and phrases she uses to talk about her work and her brand; bringing all that together into an easy-to-follow messaging strategy document.
Because Jen chose the Real Thing Copywriting package, I also wrote SEO-led website copy for her: homepage, about page, services landing pages, and contact page. She didn’t have to do a thing until the design stage. And she definitely had that part covered.
The shift, in Jen’s own words:
After the project wrapped, Jen shared this:
“There was no one else I’d even think of hiring other than Emma. To say I was blown away by the outcome would be an understatement.
Not only is [Emma] an incredibly talented writer but her Hook Strategy package was exactly what I needed. Emma truly understood who I was, what my services were (and what they were not), who I was going after (and who I was not) and so much more. This led to website copy that speaks to exactly who I want it to while also sounding like me and my business.”
Want some of what she’s having?
If your business has evolved and your website messaging hasn’t quite caught up yet, my Hook Strategy and website copywriting services are designed to close that gap -- turning the thinking behind your work into language that attracts the right clients and opens the right doors.
Take a look at the options here – or get in touch directly on my Contact page.