From Copy to Connection: 4 Simple Ways to Draw In Your Dream Clients

Discover the talent behind the story… Brand Messaging & Website Copy: Woven Copy Studio · Interior Design: Christine Londoño Interiors · Brand Identity: Duelle Made · Photography for Feature Image: Kyla Zanardi · Photography: Twenty Three Media Company

When designer Christine Londoño decided it was time for a fresh digital presence, she turned to copywriter Carrie Ashley of Woven Copy Studio to help bring her vision to life through the written word. Known for her poetic yet precise approach to brand messaging, Carrie crafted website copy that mirrors Christine’s immersive, detail-oriented design style. In this interview, Carrie shares how she approaches copywriting for creatives, the role storytelling plays in design businesses, SEO strategy, and how it all works in tandem to draw in your ideal clients.

Woven Copy Studio has such a thoughtful approach to brand storytelling. What inspired you to start your business, and how did you develop your signature style?

Thank you! I really feel like the most genuine pieces I’ve written have only been possible because of the invitation to have honest, open conversations with those leading the charge of their brands. When I was managing client accounts at an advertising agency early in my career, I learned that making someone feel heard and understood isn’t only a nicety. It can really make a difference across the board. And it’s why I do what I do – especially in a saturated market. Everyone who desires to be in this space deserves a seat at the table, and to be known for who they are and what they have to offer.

Starting my own business just made sense on two levels – 1) because I needed work that could move with me, and 2) because I was missing that fulfilling connection I’d found earlier in my career. Since my husband’s job has us moving every few years, I decided to take ownership of what I could control: my own career. After plenty of refinement, I leaned into where I can serve clients best. It’s also where I prefer to put my creative energy: brand messaging and website copywriting. It feels like such a treat to have a hand in weaving together those foundational words. I see these initial elements as essential threads in a larger tapestry – each carefully chosen phrase and thoughtfully constructed narrative becoming the pattern for all future content.

Photography: Kyla Zanardi
Brand Identity: Duelle Made
Brand Identity: Duelle Made

What’s one common mistake you see designers making with their website copy, and how can they fix it?

Going minimal. While it can be elegant, it may leave potential clients in the dark. Even popular brands with strong press coverage and partnerships need clear, descriptive content to connect with their priority audience. Aim for each primary page of your website to have 300 words – at a minimum. Enough to meet the standards of search engines like Google. This will help support your online visibility efforts. You can’t expect SEO to do wonders for your business if you’re not giving search engines enough context to draw in potential clients searching for exactly what you provide.

Photography: Twenty Three Media Company

SEO can be a game changer for landing local work, but it’s easy for it to fall off the to-do list. How can designers start using it strategically, and what’s an easy first step?

Many designers I work with already know there’s value in SEO. But the layers of that topic can be overwhelming. That’s why I always suggest asking your brand designer and copywriter what they handle from an SEO standpoint before hiring them. That way, you know what to expect. In an ideal world, your brand designer and copywriter work in tandem to accomplish the SEO fundamentals for your site.

Looking for something you can do today? Set up or update your Google My Business Profile. It’s a great space for you to gather and host client reviews, aligned project imagery, and service offerings. For potential local clients, it offers an intro to your business. Sometimes, that can be their first meaningful interaction with your brand before they ever visit your website.

Photography: Kyla Zanardi
Brand Identity: Duelle Made
Photography: Kyla Zanardi
Photography: Kyla Zanardi

What’s the best way to for a designer to showcase their work so it really resonates with potential clients?

As with most things you create, think about your portfolio from your ideal’s client’s POV. What would they enjoy reading and seeing the most? Is it a gallery of images or a more storied project study – even if it’s only three to five paragraphs long? There’s no right answer. Galleries offer a quick visual overview of your work. Case studies tell the complete story behind each project – including any specific needs and/or challenges you had to address, what led to your design decisions, and the outcome you helped the owners achieve. For most designers, a mix of the two works best. For example, use a sliding gallery for initial visual impact (like somewhere on your Home page), then feature an invitation to read in-depth project studies on your portfolio page. Putting together more detailed project write-ups takes more thought upfront. But it’s what separates clients who trust your strategic vision from those just looking for someone to execute their Pinterest board.

Photography: Kyla Zanardi

How can designers use AI as a tool that supports their creative process?

AI writing tools like Claude and ChatGPT can be protectors of your creative energy and collaborators in your work. Not replacements for your special touch. There’s still so much value in starting any written piece for your business with pen and paper. Remember back in school when you’d jot down your ideas before diving into research? That quiet moment with your thoughts and a blank page (no blinking cursor putting pressure on you) taps into something more personal that technology can’t. Once you have your core ideas flowing, that’s when AI tools can step in to provide different angles or polish things. It’s really about knowing how to chat with these tools in ways that work in your favor. For my messaging and website projects, I include custom AI prompts designed specifically for your voice and business. These help you confidently build on the work we’ve done, so you can weave together cohesive brand conversations on your own long after we’ve wrapped our collaboration. 

Photography: Kyla Zanardi
Brand Messaging: Woven Copy Studio
Photography: Kyla Zanardi
Photography: Kyla Zanardi

Can you walk us through how you shaped the messaging for Christine’s site to reflect her unique style?

This project for Christine Londoño is a perfect example of my copywriting style. It’s rich in detail and depth, effortlessly displaying the distinctive value she brings to her work. Our collaboration focused on creating brand messaging that appropriately positioned Christine within the interior decorating and styling category while evolving the common language associated with it. We deliberately romanticized the experience while portraying the sensorial, swoony nature of her completed projects. Throughout her site, carefully selected anchor words – such as “adorned for more,” “wrapped in meant to be finishes, fixtures, and furnishings,” and “home – written in the details” – form a consistent, storied copy framework. The language becomes an extension of Christine’s design philosophy, creating synergy between her visual work and its verbal expression.

Discover the talent behind the story… Brand Messaging & Website Copy: Woven Copy Studio · Interior Design: Christine Londoño Interiors · Brand Identity: Duelle Made · Photography for Feature Image: Kyla Zanardi · Photography: Twenty Three Media Company

LEARN MORE

The Industry's Leading
Business Retreat

The Haven Workshop is for interior designers and home industry creatives who want to take control of their business strategy. Whether you're just starting out or are well-established, this experience will take your business to the next level.

THE Haven Workshop

for Interior Designers