Last updated: May 31, 2026

Website Messaging for Freelancers & Small Businesses

Stop second-guessing your website. Find out what it needs to say to get more and better clients.

A self-paced online course for service providers
(with or without a website)

Preview + Enroll on Udemy

Is this you?

You’ve invested in a website, but your inbox is empty, and you can’t figure out why. Or you’ve been stalling on building a site because… what if it flops?

Meanwhile, you keep tweaking your copy, posting on social with no results and jumping on exhausting sales calls with wrong-fit clients.

How frustrating is that?

Imagine if…

Instead, your website became more than a pretty digital business card:

Inquiries from people who get what you do land in your inbox regularly
You feel confident talking about your services without stumbling
Instead of dreading sales calls, you attract clients who are already half sold
Your time goes into serving clients, not endless “marketing experiments” that go nowhere

That’s what happens when you stop guessing and build your marketing on solid ground.

Why is this course different?

Most marketing advice tells you to create a buyer persona named Kate who drives a Honda to her yoga classes every Tuesday. Or to write vague lines like “I help you unlock your potential.”

This course skips all that fluff and walks you through a proven process to:

Define your real target audience
Pin down the benefits and objections that matter most in your marketing
Decide what services to focus on (and which ones to ditch)
Uncover a UVP that actually sets you apart from your competitors

And once you’ve gone through all the steps, you’ll also learn how to use these insights to create copy that wins more business.

That’s not just theory.

That’s the exact process I’ve been using for 10+ years at the start of every conversion optimization project to make sure my clients’ copy resonates with their target audience.

Samantha Andrews, Science Consultant and Writer

It’s a pain-free, pressure-free way to hone your business offerings and messaging that doesn’t take up all your time or force you to sit and work on it for hours at a time.

“I don’t have the time for yet another course…”

How much time do you currently spend posting on social with no results? Or agonizing over your website copy? Or jumping on sales calls with prospects that are a bad fit?

Sure, you can keep doing your marketing the same you’ve always been doing it. Or you can pause all the posting, copy tweaking, and sales calling, and invest this time into getting your targeting, value proposition, and messaging straight to—finally!—start seeing more new client inquiries in your inbox.

Switch from guesswork to confident marketing in just 8 hours

On average, it takes about 8 hours to complete this course. Many business owners say they went through it even faster.

How many hours did it take you to finish the course (approximately)?*

About 5 hours, but I also skipped a few writing bits to finish later. But that’s maybe another 2 hours of work.

I worked on it off and on over the course of a weekend.

4-5 hours. I didn’t do in one go, so it’s difficult to tell.

5

The course can be consumed in 5-8 hours.

7-8

How many hours did it take you to finish the course (approximately)?*

About 5 hours, but I also skipped a few writing bits to finish later. But that’s maybe another 2 hours of work.

3.5

How many hours did it take you to finish the course (approximately)?*

Approximately 4 hours.

How many hours did it take you to finish the course (approximately)?*

4.5 hours

How many hours did it take you to finish the course (approximately)?*

It took overall 2-3 days but It can be consumed in 5-8 hours.

How many hours did it take you to finish the course (approximately)?*

2

Athena Juszko, ELT Author, Editor, and Project Manager

I’d say an average person who wants to read through everything and also do all the tasks, should block out 8-10 hours. It took me around 10 hours to complete everything. This includes going through all the videos and doing the tasks.

What’s inside?

This course consists of 12 lessons, divided into 6 modules, plus a section with bonus materials.

The lessons are small enough, so you don’t have to set aside big chunks of time. Drop in and out anytime to pick up where you left off later.

Module 1:
How well do you know your services?

What do you offer on your website? This seems like a simple question. But you will be surprised to hear how many business owners stumble here, because they lack clarity about their offers.

In this module, you’ll learn how to name and refer to your services in a way that signals value and relevance to your prospects.

Module 2:
Who is your target audience?

Six out of twelve lectures of this course are dedicated to defining your target audience. You’ll learn:

Why you should ditch buyer personas and what the better approach to defining your target audience is
Who your ideal client is, generally speaking: as a company and a person who’ll be looking at your website
Problems your prospects are struggling with and results they want you to help them achieve
Decision criteria and objections that may be preventing your prospects from reaching out

Anastasia Olson, Virtual Business Assistant

The materials are on-point and detailed, without fluff, but with enough detail and examples that I wasn’t confused while I was going through them. Not boring at all!

Watch a sample lesson

Defining your target audience: Why creating buyer personas is a bad idea (and what to do instead)

🎁Preview 4 lectures for free on Udemy

Module 3:
Who are your prospects comparing you to?

Your prospects aren’t shopping in a vacuum. They’ll be comparing you to your competitors. That’s actually good news. It’s much easier to win if you know who you are up against.

In this module, you’ll learn:

How to quickly find out who your competitors are
How to compare your website to competitor websites the right way and uncover a ton of priceless information that will help your website stand out (+ comparison table template)

Don’t have a website yet?

This module will still be very useful to you because it will help you discover what competitor websites do well (and where you’ll need to match up) and what they do less well or not at all (and where you can stand out). This will help you create a better website from the start.

Hanna Marciniak, Freelance Translator

The competitor website analysis tool is simply great! I had a list of my direct competitors, but I’ve never analyzed their websites (I didn’t know how or what criteria I should use).

Module 4:
Uncovering your unique value proposition (UVP)

aka the Holy Grail of Marketing

Why choose you?

The questions in the modules are arranged in a way that leads you to figuring out your unique value proposition step-by-step, without overwhelm. So, when you’ll need to answer the question of why your prospects should choose you, you’ll be well-prepared (and surprised by how easy that answer will come to you).

You’ll learn:

One big misconception you have about UVP that makes it unnecessarily hard for you to define yours
Four must-have characteristics of a solid UVP so when you’ll be working on yours you can tell whether what you came up with will resonate with your prospects
An easy 3-tier framework that will help you come up with a solid UVP

+ Lots of bad and good UVP examples from real-life websites that will inspire you to create your own.

Module 5:
How well is your website performing?

Do you have enough people from your target audience visiting your website to get new inquiries? In this module, we’ll look at the performance of your website (if you already have one) to make sure you set realistic expectations with respect to receiving inquiries.

Not a friend of website analytics or not sure where to find that data? Don’t worry, I’ll show how to get to the bottom of things.

Module 6:
How to use your answers to create better copy

Great news: By now, you’ve identified what your copy needs to tell your prospects on every page of your website for them to move further down your sales funnel or to send you an inquiry.

In this module, you’ll learn how to use your answers and the insights they deliver to create website copy that resonates and drives more inquiries on autopilot.

Katie Stone, Copywriter for Health Businesses

The final lecture on “how to use your answers” was gold. Everything was tied in together. I’ll keep coming back to this.

BONUS MODULES:
Start creating better marketing copy today with these guides & templates

By the end of this course, you’ve uncovered the benefits of your offer and the problems, desires, and objections of your ideal audience in and out. You also know what information goes on what page.

But how to start writing or updating those pages? In these bonus modules, you’ll find:

A fool-proof page structure for your 3 most important pages (+ real-life examples of home, About and service pages that work)
The #1 way to make your copy resonate better
3 simple templates to turn your knowledge about your clients into effective copy

…to help you start creating copy that resonates better right away.

Stop wasting your time on guesswork marketing

Zero in on your ideal clients, uncover your unique value proposition, and start winning more clients (at last!)

30-day money-back guarantee.

How did this course help other business owners?

Jay Henry, Content Writer

My biggest takeaway from the course was learning to think about my services from the client’s point of view. Especially in terms of:

Considering their needs and their objections,
Evaluating my competitors, and
Finding the right words to formulate my UVP

Julia Scales, EN > DE translation and copywriting for food, travel and hospitality

My three most helpful takeaways from the course were:

How to niche down on the target customer
Formula for the unique value proposition
Templates for writing the home, about and service pages

Mayur Bardolia, Learning & Development Specialist

I have been struggling to know what I was selling, who my target customers were, and what they wanted.

After taking this course, I learned how to find out what my customer wants. Instead of relying on guesswork, I learned a process of making my offer stand out from the competition.

FAQ

How much time does it take to finish the course?

It will take you about 5-10 hours overall to go through the course materials. The modules are cut in smaller lessons and structured in a way that you can drop in and out easily and come back to them anytime without losing your effort.

I’m just starting my business. Does it make sense to take this course?

Yes, absolutely. Taking this course will save you months (years? decades?) of wasted effort trying to market to a wrong audience or using language that doesn’t resonate with your prospects.

How long will I have access to the course materials?

You get life-long access.

What material formats are available?

Each lesson has a video with subtitles + a downloadable summary PDF with the main takeaways from that lesson.

Is there a money-back guarantee?

Yes. There is a 30-day money-back guarantee. To get a refund, please contact me at contact@gillandrews.com.

Meet your tutor

Hi. I’m Gill Andrews, a conversion optimization specialist, copywriter, and web consultant. For the past 10 years, I’ve been helping service providers—from industry giants like Semrush and Goodwill to regional firms and personal brands—turn underperforming websites into slick lead-generating machines.

When I’m not writing copy or auditing websites, I’m teaching other business owners how to make their websites work better.

This online self-paced course is based on a proven process I use in all my website audit and copywriting projects to make sure my clients’ copy resonates with their audience and wins more business.

After taking this course, you’ll know exactly who your ideal clients are, what they care about, and how to confidently talk about your services to get more prospects to reach out.