Survivial Skills for Freelancers

Social media and website copy for a Cotswold facial aesthetician

The client: Kim Brunwin Aesthetics

Kim Brunwin has helped clients in Gloucestershire and around the Cotswolds feel better about their appearance since 2008.

Having been trained by Nouveau Contour – UK pioneers in permanent makeup – and some of the world’s best permanent makeup artists, Kim offers non-surgical facelift treatments from world-leading beauty-tech companies, CACI and Venus, as well as permanent makeup application.

Kim freelanced at a number of beauty salons across the Cotswolds before opening her own studio at Westend near Stonehouse in 2014.

The need

Kim helps women of all ages to look their best – boosting their confidence and self-esteem in the process. Her permanent makeup and non-surgical facelift treatments are designed to enhance her clients’ natural beauty and leave them feeling fabulous – and it’s this transformation that Kim loves most about her job.

Over the years, her gentle manner, effective treatments and technical perfectionism have earned Kim a large family of dedicated clients who’ve put their trust in her and the treatments she offers.

Kim’s original website was desperately in need of improvement. The budget template BT site, which had cost her £100 almost 11 years ago, had limited copy and graphics, wasn’t SEO optimised, and didn’t reflect Kim’s professional, successful business.

Though her business was already thriving, Kim wanted to raise awareness of the new, world-leading facial aesthetic and body-shaping treatments she had introduced, and to attract the new clients that would help to keep her business fresh.

The solution

Kim’s career as a facial aesthetician was thriving, but her website hadn’t kept up. She knew she needed a new website, and while she’d already hired a web designer and developer, she hadn’t decided whether she wanted to write the site herself or use a copywriter.

I had met Kim three years earlier when she was recommended to me for permanent makeup. We often chatted about my work, and the ways in which professional copywriting had helped my clients to grow their businesses and become more successful. It was only natural that we would meet to discuss her aims for her new website and to allay any concerns she had about the process of working with a copywriter.

Kim was keen to maintain her own voice and personality across the site, and I reassured her that a good copywriter provides a clearer and more articulate version of the client’s own voice.

I explained the importance of telling her story to communicate her capability and credibility, as trust is vital in the beauty industry. I wanted to focus on the wellbeing benefits of the treatments she offers, such as improved self-esteem and confidence.

The results

The resulting website copy clearly showcases the permanent makeup, facial aesthetics and body-shaping treatments – such as Venus Freeze and CACI Synergy – that Kim offers.

It provides reassuring answers to clients’ questions, as well as confidence and trust in the skills and qualities that make Kim stand out from the competition.

Since her new site went live, Kim has had hundreds of enquiries from all around the Cotswolds, and as far afield as Cornwall and Northampton. She’s converted these enquiries into new clients, and is regularly booked solid for up to three months in advance.

Having experienced the success of her new website, Kim hired me to work on the copy for her LinkedIn profile, and we’re now in discussion about creating a Facebook page – an idea that’s on hold while the new enquiries keep flooding in, as Kim knows the only way she can cope with the impact of even more new clients is to employ someone!

My work with Kim is a great example of how investment in professional copywriting can strengthen and develop a personal brand, and help talented individuals take their business to the next level.

In the client’s words…

“Sarah has been the most amazing find! I had spent far too long struggling to create the copy for my business website when I was lucky enough to hear about Sarah’s brilliance as a copy writer and asked if she could help me.

“Sarah transformed my website, bringing it to life and was a delight to work with. I’ve had a massive increase in new clients since my new website went live, which is wonderful.

“I was very impressed with Sarah’s marketing knowledge, how full of ideas she was and how quickly she had a grasp of my business and who my clients are. Sarah is a true genius at what she does and I feel so lucky to have found her. Thank you Sarah!”

Kim Brunwin
www.kimbrunwinaesthetics.co.uk

 

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