The Work Behind The Results
This is what it looks like when you combine sharp thinking with deep empathy. And use it to fix what’s not working, unlock what’s next, or help a brilliant idea land properly.
Every project here started with a different brief: a muddled message, a messy funnel, a fast-growing brand with no clear voice.
What they have in common is this: by the end, the business was easier to explain, easier to trust, and easier to buy from (Which is kind of the point).
Scroll through to see how.
Coaches and service providers
People whose work changes lives, and who needed help saying so.
Messaging written for a different moment
Pippa had spent nearly ten years coaching neurodivergent business owners, and the rebellious, set-fire-to-the-rulebook messaging she wrote in 2020 had worked beautifully. Her people were still the same people, but they were in a very different place. Five years ago they wanted to rage against the system. Now they’re knackered, and just trying to stay upright.
She’d been tweaking her copy for years without touching the messaging underneath it, and the last time she tore everything down to start again, her website stayed offline for eighteen months. In The Messaging Reset we kept the disobedience at the heart of the brand and moved her positioning towards where her people are now. Seven weeks later, Pippa had rewritten her whole website.
“I cannot think of another thing that would be better to invest in.”
Pippa, Disobedient Business Co
“The easiest any launch has ever felt”
Ellie is a copywriter (so writing was never her problem), and she was moving into personality coaching with an offer she knew would help people. She still froze every time she tried to sell it: “I couldn’t think of any way of saying it that wasn’t just ‘hello, please buy my thing, I’m good at my job.’”
The Messaging Reset showed her what to keep, what to fix and what to drop, and it made how she was going to say it click. She wrote her whole launch with the Reset document open beside her for the next three or four weeks.
“I’ve not known a sense of exhalation and space like I did when I read the doc.”
Ellie Kime
A website ready for the spotlight
Kirstyn is an NHS-trained doctor and personal trainer, and a national newspaper was about to feature her. Her website was a DIY job, pieced together between her own brain and AI, and she didn’t love a word of it. “I don’t think someone could go through my website and think ‘this is describing me, she gets me’.”
So I rewrote her homepage and course page using the words her followers already know her by, taken from her Instagram posts and the comments people leave her.
“Without Peta’s help, I know I would have felt uneasy about a large volume of people landing on my website. Now, I know I will feel happy and content with what is on there.”
Kirstyn
Strategic messaging for an executive coach's unique style
Susan is an executive coach who knew exactly what she did – but couldn’t explain why someone should choose her.
Through her Brand Messaging Guide, we defined a clear, differentiated position in a crowded market and built the language to express it across her website, offers, and content.
The result is a brand that feels confident, consistent, and unmistakably hers.
Helping a bold idea stand out in a crowded space
Krystle, a therapist-turned-founder, had created something thoughtful and unique – a dating platform rooted in self-awareness and emotional safety. But she was having difficulty explaining exactly how it worked (and how groundbreaking it was).
I helped her define the core promise, clarify her positioning, and develop a brand voice she could use with confidence.
Website rewrite for a mindset coach
Kristin came to me as she was getting ready to launch her mindset coaching business. She needed a simple website that demonstrated the transformation she could bring to her clients. She wanted to show her skill, but she didn’t want to make it all about her.
We worked together in my VIP Package. I distilled the essence of her brand and her voice, and I talked to some of her clients. Creating a simple but compelling website that drew people in.
Here’s what Kristin had to say:
“I was so overwhelmed by my website. But you took away that feeling and made it so easy. Taking the info I gave you and making it serve me in the right way.”
Making sales on calls but not through your website?
A baby sleep consultant was struggling to get the sales page for her online course to convert. While she always made sales in person, she hadn’t managed to get across her personality and expertise on her page. We worked together on her brand voice, and the pain points of her customers, to create this compelling journey that increased conversions and organic traffic.
Can your website really sound like you?
Working with big personalities is wonderful! But often it’s hard to get across that uniqueness on the page.
Evelyne Brink is a voice and confidence coach (who also used to be a Madonna impersonator!). She’d worked with copywriters before, but they’d never managed to nail her unique voice and magnetic personality.
Working with Evelyne was so much fun – and through conversation and connection, we produced a sales funnel that felt like her.
One that reached out to her ideal client in just the right way to get them to sign up for her new course.
Values-led brands
Products built to make something better, and the words to explain why they matter.
“We need a way to nail it”
Brilly had engineered a sports bra for D+ cups that outperformed everything else in lab testing, and Claudio had plenty of ways to describe it. None of them landed. The science read like a lab report, and the rest of the market offered two stereotypes (the sweat-soaked marathoner and the pillow fight in lingerie) for a woman who is neither.
We built the positioning, personas, brand voice and customer journey for the smart, busy woman in between, then put it to work across Brilly’s website, welcome emails, ads and product naming.
“I feel like you really understand what I think we’ve all been trying to put into words.”
Angela, Brilly
“How do we get them interested?”
Abdi had a brand-new idea: adopt an organic pistachio tree, earn from its harvest, and get closer to how your food grows along the way. His worry was that people would give it a few seconds at most. The nearest competitor sold the money, and the tree-gifting brands sold the planet. We built the messaging that held both, for two very different buyers, and a website that explains it in three words: Trees with Benefits.
Jevon Baby wanted to launch their brand with a wearable breast pump product; keeping scope to increase their offerings further down the line.
They were struggling with their positioning, and how best to connect with their ICP. We walked through my tried and tested brand messaging process before working on their website and email flows.
They launched with confidence and success in their market. With a website that speaks directly and empathetically to their ideal customer.