Client approached me for new website copy,
complaining that the people who wrote their previous copy didn’t really nail
the voice. I made sure to ask very specific questions about what they didn’t
like and why, and wrote a brand guide for them before writing the website so I
could be sure I was on the right track.

The whole torturous process has been
studded with moments like this:

Me: So how would you describe the voice of your brand?

Client: It needs to be witty and urbane. Funny. But no actual jokes. 

—

Me: Here is your conversion-optimized website copy, with a full explanation
of why I included certain pieces or phrased things a certain way. All of this
is based on the research I did about your market. Please give me your feedback
by adding comments instead of editing or rewriting the copy.

Client: (goes through every single page and rewrites it)

—

Me: We really want to keep the site copy about your visitors and what
you can do for them, and less about you.

Client: Can you just replace [this piece, this piece, this piece, and that
piece] with my copy, so they really know who I am?

—

Me: I’ve edited this piece down, as you requested, and would advise
making it even shorter so it doesn’t look weird with the current site design.

Client: Put back in everything you edited out. Also, add this paragraph.

—

Client: Can we say “fabulously roomy” here?

Me: Yes.

During next round of edits:

Client: I’m not
in love with “fabulously roomy”.

Pardon me while I drown myself in a bathtub
of full of vodka.

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