The document discusses options for improving a website and content marketing strategy. It provides two options for improving the website: 1) The assistant providing feedback and suggestions for improving existing copy, or 2) The assistant fully rewriting key pages and content. It also discusses setting up a blog and newsletter, recommending at least two blog posts per month and a newsletter every two months. Cost estimates are provided for each option.

1. Hi Phil,

2. Thanks so much for your time the
other day. It’s an amazing product,
and I’m really interested in working
on this.

3. There are a few options moving
forward, and I’d be really happy to
talk them through with you later.

4. 1. WEBSITE

5. There are definite improvements that
can be made to:
• Customer Narrative
• Calls to Action
• Focussing on different customer
groups

6. You don’t address the reader at
all, across the whole site.

7. Your messages for
each group is
different and
compelling. You
need to deliver it
directly to them.

8. There are two main approaches to
making improvements

9. OPTION 1a – Supporting your
copy

10. If you feel happy completing the
writing yourself, I will report page-
by-page on the site’s copy, with
explanations on what works and
what doesn’t, and how to improve
the customer journey to conversion.

11. These reports are usually delivered by
a series of short videos. (But written
reports are absolutely fine if you
would prefer them.)

12. OPTION 1b – Writing the full
copy

13. This option would involve me fully
rewriting the web copy. We’d start
with the following:
• Elevator pitch: 100 word summation of the
customer proposition and key selling points,
delivered in the Idonis Tone of Voice.
• Homepage title / site strapline: 20 options for an
opening title, bringing together all of the elements
of the elevator pitch into one statement.

14. Once we were happy with those
documents, I’d write the web pages.
I’d suggest the following pages:
• Homepage
• About
• Tested and proven
• Cruise liner landing page
• Hotels landing page
• Restaurants landing page

15. 2. NEWS & BLOGGING

16. I think a newsletter is a fantastic idea.
Money no object, I’d recommend a
print newsletter. A lot of people delete
emails. They read something if it lands
on their desk.

17. Obviously, there’s extra cost doing
that, for print and distribution. My cost
would be the same whether you go for
a print or email newsletter.

18. For blogs, the suggested frequency will
depend on whether you want to use
blogging as part of an SEO strategy.

19. If you want blogs to improve your
Search Engine status, blogging at least
once a week is vital.
If you’re doing it mainly to keep in
touch with prospects,
then once every two weeks is fine.

20. Costs
Option 1a – Supporting Your
Copy
£155
Option 1b– Key Copy
Including elevator pitch, straplines and 6 pages of copy
£475
News & Blogging
Assuming 2 blog posts per month, and a newsletter every 2
months
£140 pcm
I’m not currently VAT registered, so you won’t be liable for that. Price includes
unlimited iterations until you’re completely happy.

21. If you go for any of these options, I’d
be happy to include a rewrite of the
prospect email you sent.
I think it’s good, but it could definitely
be working harder for you in terms of
the customer journey.

22. Hope this all make sense. Apologies
for my feeble design skills – now
you can see why I’m more of a
word guy…

23. Speak soon,
Steve