Written first. Then built around it.

First sentence, messaging and positioning

“Your personal wellness experts.”

The old line described a category: a grocery chain focused on natural and organic products. Every health food store sells the same shelves, so the work had to be about the people behind the counter rather than the products on them. It ran across the website and a billboard campaign.

Messaging and website

“Welcome to Nice Guys Delivery” became “friendly cannabis delivery for Marin County.”

The old homepage spent its largest words welcoming you to a page you were already on, then filled the rest of the screen with the return policy, the delivery minimum and the last call for orders. Everything it said was true and none of it was the reason to buy. The new one names what it is, who it is for, and where it goes, in seven words.

First sentence and full website copy

“Smart accounting for business owners who wish it could be easy.”

Written and designed in 2020 and still live today, which is the harder test. The original concepts, the strategy and the copy are all still driving the site. Six years of return on one engagement, and almost none of it has been replaced.

Messaging and website

Every divorce attorney describes the same service. She leads with the cases she takes.

Every divorce attorney in the city sells the same thing in the same words: compassionate, aggressive, results driven. None of it tells somebody at the worst point of their life whether this lawyer takes cases like theirs. Hers names the cases, so the wrong caller screens themselves out and the right one knows on the first line. The language stays careful throughout, allocating assets rather than dividing them, and nobody is called an expert.

Messaging, positioning and website

“I just need a good concrete guy.”

The headline is a direct quote from the builders who hire him, because it is the sentence they actually say out loud. Everything under it answers the real fear, which is that the first sub on site blows the schedule and the homeowner blames you.

Messaging and website

Corporate bookings went from a rounding error to most of the business.

The longest relationship here. The work has run from the message through the website to the booking flow and the content behind it.

Messaging and website

A realtor who gives away tacos, and means it.

Most agent sites are an interchangeable headshot and a listings feed. Matt is a musician who genuinely enjoys this, so his pages read like a punk zine rather than a brochure. This one gives away tacos and is exactly as serious as that sounds.

Messaging, positioning and website

“More tips. More emails. More reviews.”

The old line sold the product: it lets guests follow along with your tour on their phone. Operators argued with the features. The new one sells the outcome, so the conversation is about what an operator gets rather than what the app does.