Case Study

Shauna Cole

Personality-rich Website Copywriting

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 big personality, big brand voice

Here’s how I crafted copy to Attract new customers, drive client bookings, and establish credibility.

Shauna Cole is an HR consultant and coach with a distinct voice, perspective and offerings, including diversity-focused training and as a Black Lives Matter speaker.  

She brings a fresh and contemporary vibe to a traditionally buttoned-up industry, using both her experience in the corporate world and her personal life to offer a modern and timely alternative for HR coaching and consulting.  

articulating value and personal values in one brand


Shauna wanted to attract new customers, drive client bookings and establish credibility. It was essential to her to avoid that generic “girl boss” vocabulary and tone in her new site. Instead, she opted for something thoughtful and true to her personality. 

When it came to the copy, I needed to make sure we were articulating her personal values along with the value provided by her services all under one, unified brand voice.

Best of all? It had to be a wee bit fun.  


Aiming for big personality and catchy phrasing, I drew on Shauna’s particular experiences and tastes in her copy. During the discovery phase of our process she provided a list of words, ideas and elements that felt authentic to her. This list and a couple of deep-dive interviews led to the personality-rich copy that sets her site apart.

Her fresh new website establishes her brand voice and taglines for use across her marketing and social media. The snappy copy balances professionalism and personality, mixing references to 90’s R&B, tap dancing, and family life with Shauna’s impressive credentials.

Shauna and I had two deep-dive calls during our project, helping me bring her life experiences and personality into her brand voice. With Zoom recordings full of information, I was able to gather inspiration from what really excites her about her profession and clients.

Our fruitful research and discovery phase led to a smooth writing process, with only minimal edits required to get from first to finished draft.  The result? A strong, snappy brand voice that sounds just like Shauna. Check it in all its glory on her website.

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