High Flying Design - 🧲Magnetic Message & Web Copy Makeover✨
Here’s how I took this business from “another web design agency” to “THE web design agency, digital consultancy, and learning platform for female high-flyers.”
Psst: they already had all the ingredients for it. But lemme show you the power of hyper-focused brand messaging and strategic copy. Buckle up, and get ready for take off!
The business
Founded by the lovely and incredibly talented Shannon Kate Murray, High Flying Design started out as a web design agency.
It later expanded into a consultancy and learning platform to help entrepreneurs start or grow their dream business.
Our 🧲Magnetic Message & Web Copy Makeover✨
Their initial problems and challenges
“Before investing in the 🧲Magnetic Message & Web Copy Makeover✨, I was struggling to attract enough business, or the business that I was attracting wasn’t ready to invest in my high ticket offers.
This made me question my journey, design skills and business offerings (despite always receiving an abundance of positive feedback after clients did work with me)."
Other challenges that I uncovered during our initial 1:1 consultation:
❌ The fact that they targeted different segments—aspiring entrepreneurs and both early-stage and established business owners—made their old copy inconsistent and less attention-grabbing
❌ Their previous brand messaging was vague and unfocused: it didn’t clarify what type of business it was, who for, and how exactly it could benefit them
❌ It was also very generic. It didn’t help High Flying Design stand out from other web design agencies—and they honestly do deserve to stand out. They really do
❌ Their previous website copy didn’t simplify the buyer’s journey. It also failed to clarify the right next step for each segment
❌ There was only a single Services page to sell multiple products, incuding high-ticket options. This was one of the main reasons why they were attracting prospects who weren’t ready to invest in them
❌ This also made it impossible to incorporate relevant keywords to give their website the very best chances of showing up on Google—and attract their dream audience organically
Why High Flying Design decided to invest in the 🧲Magnetic Message & Web Copy Makeover✨
“A little part of me knew that it was my messaging that simply wasn’t attracting my dream audience.
I found that other businesses who started at the same time as me, offering different services, had found the magic in their business, so I knew it was possible.
I was just missing the key to unlock the last door — the key was Giada.”
How I tackled and fixed those problems
✅ “Aspiring entrepreneurs”, “early-stage”, and “established business owners”—even though they’re different segments, Shannon’s dream clients ALL have two things in common: they’re women who know they’re meant for more, and they need the tools to make it happen for their business.
So, I suggested using “female high-flyers” to refer to all of them instead
✅ I fine-tuned their core messaging and made it crystal clear: High Flying Design is the web design agency, digital consultancy, and learning platform for female high-flyers.
It gives them the website, tools, and resources to fly their business to their dream destination—and reach new heights online
✅ Without making it cheesy or over the top, I also dived into the previously untapped opportunities offered by their name and twist (High Flying Design), helping them stand out even further.
For example, their blog posts are now “free in-flight magazines”, their high-ticket offer is a “First-Class Flight: Custom Web Design Services”, and we’re not just talking about starting out and growing a business: their clients will “take off” or “propel it forward and higher up”
✅ The new copy guides their audience around the website, helping them identify the right service for them at this stage and telling them what specifically they must do next.
To retain those who’re not ready to invest just yet, the new website copy also highlights the option to subscribe to their newsletter to “learn from their free tips & in-flight magazines”
✅ The old Services page is now a clear overview that directs their different audience segments to new, individual pages for their core services and products.
Each of them works as a standalone landing page, too: it has all the right conversion-copy elements to take some of those visitors from prospects to paying clients. It also tackles all their most common objections and excuses, discouraging time-consuming enquiries from the wrong-fit prospects and compelling more of the right ones to take action
✅ This also allowed me to optimise more of their core pages for the keywords that their target audience is actively searching on Google. Nice one!
A little comparison
This was the top section of the old High Flying Design home page:
And this is the new copy I crafted for them:
Now, as soon as they land on this home page, their target audience knows exactly:
✅ what type of business this is (“boutique web design agency, digital consultancy, and learning platform”)
✅ who for (“female high-flyers”—like them)
✅ how it benefits them (“take off by starting your own business”, “propel it forward and higher up” and, overall,“fly their business to their dream destination”) and what they can expect, specifically (“website, tools, and resources”)
✅ what they should do next (“find the right flight for you” or, if they’re not ready to invest, subscribe to their newsletter to “learn from our free tips & in-flight magazines”)
The final outcome
“With the 🧲Magnetic Message & Web Copy Makeover✨, I experienced an immediate change in how I feel about my business.
I feel confident knowing that my website copy reflects who I am, my mission, and how I serve dream clients perfectly.
Everything that my dream clients could possibly ask, need, or feel is there, including (importantly) how working together will benefit them.
As a business owner, it's been great to refer back to often. Especially when brainstorming the next steps in my business. It's now super easy to see how I can improve a service or create a new service to better serve my customers. And honestly it doesn’t stop there.
I know that now I don’t need to overthink my socials. I can sit down and plan my feeds using my brand messaging document and website copy to tell my story everywhere. ”
Oh yeah, by the way: if you didn’t know, the 🧲Magnetic Message & Web Copy Makeover✨ includes a bespoke storytelling framework and brand messaging guidelines.
That way, it’ll be a breeze to amplify your new website copy and keep everything consistent through the rest of your content—and creating it? It’ll become oh-so-much-easier, too.
“I have noticed that the quality of my leads have significantly improved.
Before investing in Giada, I would get ghosted more frequently. I now know that this was happening because my copy didn't pre-qualify people - leading everyone to get in touch. As you can imagine, this has saved me a lot of time as I now no longer have as many people to get back to.
And when people do get in touch, they are more likely to say yes to working with me - therefore the time spent with the prospect was not a waste of time but instead can be seen as time building rapport / in 'discovery'.
It’s scary to invest in someone else but teamwork really is key to getting where you long to be.
Giada was my first business investment, and I wouldn’t have it any other way. If you’re thinking of working with her, do it!"
It was a pleasure to collaborate with Shannon, and I can’t wait to see her business “reach new heights online,” too!
And you: are you ready to experience your makeover? And become THE go-to solution in your dream client’s eyes?