Website Copy: Doo’s Dog Training
After an ill-advised experiment with Gen AI, Doo’s website was little more than soulless walls of text and a photo gallery when their founder called me in. She needed me to make her website recognisable again, and an asset to her business.
Client: Doo’s Dog Training
Product: Animal training and care services in their local area
Challenge: Clean up their website copy, optimising for local SEO and human readability while highlighting their qualifications and personal approach.
Strategy: Slimmed down pages with concise but charming copy focusing on the ease that their services provide and the specialised qualifications of the team. For improved SEO, I added commonly-searched, low-competition keywords to the headings, body and meta text that are relevant to their services and the area that they serve.
Impact: Doo’s Dog Training saw an increase in website views and enquiries made via their website, and enjoyed an improved position in web search results.
“It didn’t feel human anymore. You’ve restored it for me. I’m genuinely obsessed. I can’t fathom it.
Bethan Evans, Doo’s Dog Training
It just looks BETTER. You’ve fixed a broken puzzle.”
Social Media Copy: Alt Marketing School
Fab, the founder of Alt Marketing School, brought me in as an extra pair of hands after the birth of her baby. When posting to Alt Marketing School socials, I incorporated the bags of personality she brought to the brand, hyped up upcoming sessions with polls, and provided entertainment to their audience.
Client: Alt Marketing School
Product: Positive Impact Strategic Marketing Certification and Summer School
Challenge: Create engaging social media posts to entertain and provide value to current followers, and promote their Summer School sessions.
Strategy: A carefully curated combination of memes, quizzes, and Millenial energy (in line with their brand persona). Informal speak, with a sprinkle of emojis and all caps emphasis, bringing a necessary warmth and readable rhythm to the text.
Impact: Positive engagement from current followers across Instagram, LinkedIn and internal Slack channels.
“There are many things that make Felix incredible to work with but his work ethic and his way of embedding himself into who you are in your organisation is definitely one of the best things. His personality and overall warmth also make him a joy to work with. Who doesn’t want a cheerleader in their team?”
Fab Giovanetti, Alt Marketing School
Coaching and Consulting: Thomas Penny
Thom, a multidisciplinary artist with a hefty dose of ADHD, sought my support with a project that had been in the works for years – developing a board game. He’d hit a plateau of productivity, where he was always finding new things to tweak, but things weren’t really moving forward. I wore many hats, including coach, body double, and advisor, to help him adjust course.
Client: Thomas Penny
Project: Board game development
Challenge: We needed to break through the ceiling of “productive procrastination” to get to a place where Thom is making consistent progress and the end goal is in sight. Focusing on this project without being distracted by others or ever-changing details that don’t need to be finalised yet was also a big obstacle.
Approach: A nutritious blend of body doubling, coworking, and coaching techniques. The first few sessions focused on discovery and coaching, to figure out what we were aiming for and what the main obstacles were. Then we moved to a more collaborative approach, discussing the project in more minute detail and incorporating coworking into our sessions. We tried several schedules, meeting every two weeks at first, then shorter sessions weekly, then found the sweet spot at two check-ins a week.
Result: During our time together, we tied up loose ends of earlier tasks and moved the project along significantly. With the framework we set up, Thom finds it easier to prioritise tasks, and feels consistently motivated. While moments of procrastination still happen, Thom reports that he regains his momentum much quicker and doesn’t attach so much stress and shame to that time, instead taking it as time to regain spoons and focus on other projects.
“Having these sessions is a great way to give myself little deadlines and someone that’s expecting to see stuff. I’ve accepted the inevitability of going over old ground sometimes, and am finding myself less distracted and discouraged by editing, especially when we do it together in real time.”
Thomas Penny, @thethomaspenny
