You do great work, but not enough people seem to know about you. You have a website with all the basic facts. You’ve heard about Facebook fan pages and Twitter. You watch your competitors’ videos on YouTube. You wonder about using Google+.

You know you should do something more, but you don’t know where to begin. And you don’t have time for all this stuff.

That’s where I come in. I help you to discover your story—what’s unique and compelling about you, your passion for your work, how you’re bettering the world, who needs your help and why—and tell that story to your target audience with style.

My goal: Create authoritative content in a beautiful format that conveys who you are as an approachable expert in your field—someone devoted to doing your best work to better the lives of others—and help you connect with those who will most benefit.

Here are the kinds of projects I can help you with:

Beautiful websites that clearly explain your business, establish your authority and convey how your unique mix of experience, character and commitment distinguish your great work—the keystone of your marketing strategy.
Creating Your Professional Website  

Think of your website as your storefront. You want your ideal clients to feel right at home in a well-organized, attractive space—a place where they’ll want to spend time looking around and visiting with you, getting great answers to the questions that brought them here in the first place.

You don’t want to be that annoying, pushy, in-your-face salesperson.

You do want to be that supportive, friendly expert who knows exactly what your customers need, who can educate and deliver thoughtful, useful ideas and information to help solve their problems.

That means you need to fully understand your target customers and anticipate their questions. When they land on your site, this is what they want to know in the first few seconds, or they’ll click away to the next vendor:

  • What are you selling or promoting?
  • Is this really what I need? How does it solve my pressing problem?
  • Why should I want to do business with you? Are you someone I can identify with and trust more than the competition?
  • How do I buy your product or service?

Your answers must be clear, honest and easy to find and understand. And your site needs to convey who you are as a person—what you bring to your work that makes you trustworthy and an excellent resource.

That’s the kind of website I’ll create with you—a beautiful, inviting space filled with content that’s smart and substantive, with you at the heart. Content that will draw the customers you seek and keep them coming back.

To give you a better idea of what’s involved, here are the basic steps:

Discovery
To discover your story, we’ll talk—about you, your business, your passion for your work, how you’re making the world a better place, who needs your product or service and why.

I’ll ask you a lot of questions to define your unique selling proposition (USP), who’s your competition and what makes you stand out.

We’ll define your ideal client and use that persona as the basis for defining the most effective ways to tell your story.

I’ll research keywords that prospective clients use to search for your product or service. Together, we’ll rank these in order of importance for your business, to guide how we create written content for your website.

Content Development
Based on our conversations and my research, I’ll develop an outline for your website. It will include priority keywords and a summary of what content needs to be included on each page.

Once you’ve approved the outline, I’ll write the content with you and your ideal client in mind, incorporating keywords in headlines, subheads and body copy.

If you already have a site, we can decide what current material can be adapted and what needs to be added. You may wish to write the content yourself with my help as an editor. Or we can do some combination to create the right message for your business.

Website Design
You website not only needs great content. It also needs to look great, to establish your authority, draw in your visitor and enable her to easily navigate through the site.

We’ll examine other websites that you like and develop a design based on your tastes and how we can best exemplify you and your work.

I can guide the design process or bring in a professional graphic artist, depending on your needs and budget. I also work with talented photographers for a custom look, or I can help you to select appropriate public domain images.

Site Build
There are a variety of ways to build your website, but I recommend using a free content management system (CMS) such as WordPress that enables you to update content yourself once the site is complete. If you can use a word processor like Word, you’ll be able to keep your own site current without extra expense.

Throughout the site build, I’ll work closely with the web developer to ensure that the design is properly executed and all content is correctly loaded into the site. You’ll be able to review the site offline, to check everything and be sure it’s just what you wanted.

Once you’ve signed off, it’s time to go live!

What I Bring to the Mix
In my consulting practice, I specialize in developing websites, working with you to create a unique look and feel that projects your personality and professional expertise—an engaging site filled with informative, readable, smart content.

As a former journalist and educator, I’m an excellent researcher, interviewer and writer. I love to meet new people with fascinating careers and bring you to life online. I also love the challenge of making a complex subject understandable. In many ways, I find that creating compelling web content is a lot like feature writing—telling a great, true story about you and how your work is bettering the lives of others.

As a marketing strategist with more than a dozen years’ experience, I create a story that persuades your potential customer to take action and buy your product or service. I’m also a seasoned manager who brings in a project on time and on budget.

I have an artist’s sensibility and a strong sense of design, honed by years of working with professional designers to create websites and a wide range of marketing media. You can view samples of my work and client testimonials on my Case Studies page, and read more about my approach to web development in my Blog.

In short, I bring all of these artistic, media production, management and marketing skills to your project in one package, simplifying the collaborative process and enabling you to have a personal, professionally produced website for a reasonable investment.

Ready to get started? Here’s how we work together.

Professional web videos with a warm, down-to-earth feel that answer frequently searched questions for your target clients and boost your site traffic.
Producing Your Professional Video 

Video is a wonderful, warm, accessible medium for promoting you and your work. I love to make videos, and I deliver studio-quality results without a studio-sized budget.

Many Ways to Use Web Video to Promote Your Business
There are many ways to use video for your website. To name a few:

  • An interview with you, to connect your name and brand with a real person, explaining your passion for your work, why you love to help others with your product or service, benefits.
  • A “how-to” video or series that demonstrates your work or answers your ideal client’s questions and establishes you as an approachable expert.
  • A “mini-documentary” about your business—what you do, why, who benefits, told as a story from several viewpoints with a mix of illustrative shots of you and your business in action.
  • Interviews with satisfied clients who say, in their own words, how they’ve benefited from your work.

For all of these, honesty and sincerity are key. Our goal is to give your target audience a virtual taste of what it’s like to do business with you—that you are welcoming, trustworthy, caring and authoritative, and can deliver an effective solution for the problem they’re trying to solve.

How We Make Your Web Video
First we’ll talk about you, your passion for your work and your ideal client. Based on that discovery process, I’ll work with you to determine the strategic goals and target audience for your video.

We’ll discuss the storyline, tone and style of your video, who should be interviewed, location, complexity of the visual mix, length and strategies for distribution.

I shoot with a Kodak Zi8 HD camera, which is small and unobtrusive but produces wonderful, high definition images. I do all post production, as well, maintaining creative control of the entire process.

If our project requires more sophisticated videography and your budget permits, I have access to reasonably priced film crews. In this case, I will direct the shoot.

Deliverables
Once I’ve finished a good first cut of the video, I’ll share it with you for your feedback. There are usually only minor adjustments needed at this point, if any.

With your sign-off on the final version, I’ll provide you with a Quick Time file that you, your web developer, or I can upload for you on YouTube.

In most cases, you’ll probably want to embed the video in your website. This can be part of a larger web development project or a new feature for your site, to help drive traffic to you.

I’ll give you a set of recommendations for promoting your video and drawing potential clients to your website. I also collaborate with affordable social media experts who can help you to build out your campaign.

What I Bring to the Mix
As a former journalist in public radio and print, I am a skillful interviewer who knows how to draw you out and enable you to express yourself honestly and earnestly, in a way that will connect with your target audience.

I have an artist’s eye for how to frame my visuals as well as a musician’s ear for sound—spoken and natural. As a writer, I have a strong sense of plot development and how to piece together all the elements of video to create a tight, compelling story.

During my dozen years as a marketing director in higher education, I produced numerous promotional videos. I worked with film crews to direct the shoots, wrote the scripts and oversaw all post production.

Now that video equipment and editing software are so much more accessible and affordable, I’m enjoying the hands-on creative process from start to finish. I use a documentary style for my videos, favoring natural evolution of a story through voices, scene and sound.

As a media producer and strategic storyteller, I bring all of these skills to your project in one package, simplifying the collaborative process and enabling you to have a professionally produced video without studio overhead.

Ready to get started? Here’s how we work together.

Online courses, eBooks and other thoughtful lead generation content that establish your expertise and draw qualified visitors to your website.
Creating Your In-depth Lead-Generation Content 

With millions and millions of websites and blogs online, you need to give target clients a very good reason to visit yours. Publishing free, high-quality content that helps them to solve a pressing problem related to your work is one of the best ways to attract qualified visitors and build a following.

Here are some of the projects we can work on together:

  • An online course that empowers your target client to develop a new, desired skill. The coursework is self-directed, and the courses are delivered via an auto-responder, so once we’ve developed and packaged the course, it runs on its own.
  • eBooks about some aspect of your work that will benefit your target client. This is a medium that enables you to explain and teach in greater depth.
  • White papers that explain important research, present case studies or convey other relevant content that helps your target client solve a problem.
  • Marketing campaigns to promote your in-depth, free content. These may include search-optimized landing pages, blog posts and/or email campaigns that provide a means to capture a visitor’s contact information and build your qualified email list.

How We Create Your In-depth Content
We’ll start with what you know, whom you want to reach and what you want to accomplish. The appropriate format for your content depends on answers to all three questions.

I’ll work with you, either as a content developer or editor, to package your knowledge in a format that’s easy to understand and true to your voice and passion for your work. We can create content that is text-based, video, or a mix.

I’ll help you to develop a marketing strategy that you can implement yourself and build on for future projects. I collaborate with affordable social media experts who can help you with your campaign.

What I Bring to the Mix
I’ve been a professional, published writer for more than 30 years, working in print, public radio and video production. I bring the skills of a journalist, editor-in-chief, college writing instructor and marketing strategist to your project.

During the course of my career, I’ve written or edited nearly every kind of publication you can think of, from legislative policy analysis to successful grant proposals, from award-winning magazine feature stories to personal essays, from speeches to radio scripts, from blog posts to a non-fiction book.

I spent six years teaching college students how to write a variety of genres, including essays and full-length feature stories, and know what it takes to engage students and help them learn and grow.

I’m devoted to helping you bring out your authentic voice in any materials we create together and to developing successful strategies for reaching your ideal client.

Ready to get started? Here’s how we work together.

Mentoring for the do-it-yourselfer. I love to teach and can guide you through the process of creating your own marketing media as your editor, strategist and sounding board.
Marketing Mentoring 

Maybe you love to write and create your own content, but you’re just not sure how to package it and ensure that your content gets the attention it deserves. You need some help to take the leap from writing great copy to writing great copy that gets found.

Maybe you’re not sure who your ideal client is.

Maybe you know you have a great product or service, and you know who it’s for, but you need some guidance shaping your marketing campaign, one you can carry out yourself.

Maybe you have a concept for a blog, but you’re not sure how to develop it into specific articles and a publication schedule that you can maintain.

I can help to mentor you through the process of marketing yourself and your business. Guided by your needs and budget, we can schedule a block of consultations, in person if distance allows, or via Skype, tailored to your specific goals.

What I Bring to the Mix

I love to teach and enable you to become your own best marketer. If I accomplish anything in all of my work with you, I hope it’s that.

I’m an experienced college instructor as well as a seasoned manager who spent many hours mentoring my staff to grow as professionals and rise to their highest level of accomplishment.

I’ll share with you what I’ve learned in more than 30 years as a professional writer, including a dozen-plus years as a marketing strategist. I’m a careful listener, and I look forward to learning from you in the process.

Ready to get started? Here’s how we work together.

Please contact me, Evelyn Herwitz, for a free half-hour consultation.