Before You Decide: Here's Exactly What Rewrite Your Site Looks Like

Most program sales pages give you a topic list. This episode gives you something more useful: what it actually feels like to be inside Rewrite Your Site, my group copywriting program, from the moment you join to the moment your site goes live.

I'm walking through every phase—the pre-work, the week-by-week curriculum, the support structure, the bonuses, and the outcomes that don't fit neatly on a sales page (but might be the most valuable part of all). 

If you've been on the fence, this is the episode I want you to hear before you decide. Doors to Rewrite Your Site are open now and close end of day on April 9th.

____________________________________________

I hope you'll join me for the customer research workshop I have planned on April 7, 2026 at 1pm EST!

You'll learn the research framework I use (and teach to my students in Rewrite Your Site) that makes website copy feel less like guessing and more like a conversation you already know how to have.

See all details and join us here: https://erinollila.com/customer-research-workshop/

_____________________________________________
 
EPISODE 187.
Read the show notes and view the full transcript here: Coming soon!

______________________________________________

Here's the info on your host, Erin Ollila
Erin Ollila believes in the power of words and how a message can inform – and even transform – its intended audience. She graduated from Fairfield University with an M.F.A. in Creative Writing, and went on to co-found Spry, an award-winning online literary journal.

When Erin’s not helping her clients understand their website data or improve their website copy, you can catch her hosting the Talk Copy to Me podcast and guesting on shows such as Profit is a Choice, Mindful Marketing, The Power in Purpose, and Business-First Creatives.

Stay in touch with Erin Ollila, SEO website copywriter:
• Learn more about my VIP intensive options or just book a strategy session to get started right away
• Visit Erin's website to learn more about her business, services, and products

Transcript

0:00

is rewrite your site Actually worth it? That's a question that you might be wondering yourself right now, and I get it because eight weeks is a real commitment and the investment is real. I'm not gonna sell you on rewrite your site today. What I'm gonna do instead is show you exactly what it looks like from the inside, week by week, what you are doing, what I'm doing, and more importantly, what changes for you. By the time that it's over, because I think that the decision to invest in something like this deserves a lot more than just a sales page that you scan and then potentially obsess over. It deserves a full picture. So stick with me in this episode and I will give you just that if you've been listening this week, you know we have already covered a lot. We started with research and then I gave a pretty honest look at what happened in the first round of the program. And today I wanna get into the thing that. I don't think enough people are doing, when they open the doors to their programs and they start selling, I'm gonna talk about what it actually feels like to be inside, not just a list of the curriculum. You know, you can find that on the table of the sales page, and this is not just bullet points that you'll find as if it were deliverables when you look in the investment area. This is the actual experience from the moment that you join me to the moment that your site goes live, because I noticed something people can read a week by week breakdown and still honestly have no idea of what they're really signing up for. In fact, last round when I met with my students individually on their onboarding strategy sessions. There was always something that I mentioned, whether it was a bonus that they got or whether it was what the deliverable was that I created for them, that they were very thrilled or surprised at least to receive, but they just, it didn't clock when they read the the sales page and they didn't know that that's something that they would get Additionally, when you read a breakdown that has the information on what a A program is like, knowing about the topics that might get covered is not actually the same thing as understanding what it feels like to work through those topics. And when you're deciding whether something's worth your time and money, I think that distinction matters quite a bit. Okay, before we start, I should tell you that the doors to rewrite your site are open right now. So if you have been on the fence or if you have just been waiting for me to open the doors, one go run, go sign up right now. I can't wait to celebrate whoever my first student is in the program. Uh, but if you are on the fence or if this is newer to you, this is the episode that I want you to hear before you decide to join me. So let's start with what happens before the program even begins, because rewrite your site does not actually start on week one. I know. Shocking, right? It starts actually almost the first moment that you join the. Because before you write a single word, you and I are going to get together to strategize just the two of us, not the entire group. And this isn't a welcome aboard. Here's your login type of call either. This is a, let's put our heads down and get to work call. During the strategy session, we'll get into your business. What do you do? Who do you serve, where your site is right now, what's been frustrating you about your site and what you actually need to do during our time together to get to the point at the end of the program where you are thrilled to share your website with your audience and then. I get to work within within the same week as our strategy session. I am building two things out for you. First, it is a personalized site map, not a generic template, but an actual map that shows you every page you need on your website based on how your business works and what your business goals are. Additionally, you'll also get an outline, and this outline is section by section for each page of the site that exists on your map. I do this so that before you ever open a blank Google Doc and start writing, you know exactly what goes where, what each section needs, and how those sections connect to everything else. Honestly, I can't even tell you how much I think that this changes things for students because people generally sit down to write their website and they try to solve two problems at once. One, what to say and two, where to put it. We take one of those problems completely off the table before you start. Actually both kind of, right? The, there's the where to put it, right? That's the outline. But the outline doesn't just say, you know, row three, it also tells you what needs to go in that section. Row three, for example, could be a solution section. And I explain to you what solution, based on our conversation you need to address in that section of the page. While you're waiting for those materials for me, you know, we, we have our call. I do that done for you work. And in the time I'm working, you're also not just sitting around because once we have our like strategy kickoff call, you will get immediate access to the pre-work module of the training. This means that you can start watching right away so that by the time your outlines land in your inbox, you're already starting to think like a researcher and you are starting to learn about your clients, your customers,, search optimization, offer optimization, so that when it's time to get together and start putting this all together on your website, you are prepared. And since we're still talking about what happens before the actual program starts. We as a group will get together assuming that you have the availability on your calendar to meet, kind of like a kickoff party where half of the time we do an hour of Silent Coworking, a. And then the other half of the time we come together for an office hour where you get to ask me questions about the videos you're watching, where we can make strategic decisions about how we use the research that you found, and where we can make sure just the work is getting done. So you hit the ground running. Those first two pieces. By the way, the onboarding strategy session and your custom site map and page outlines, that's bonus one and bonus two that are included when you sign up for rewrite your site. I don't wanna spend too much time here, so let us talk about the actual curriculum. What do we do week by week? I'm gonna try to give you a real version of this and not just the topic list. In week one, you're gonna get the clarity that you didn't even know you were missing. In week one, you're gonna analyze research, identify the insights that matter, and build a strategic foundation for your site. And by the end of week one, I think you're gonna end up crystal clear on who you're serving, what makes you different, what transformations you actually deliver, and how you want to show up in your messaging, be it voice and tone and style and all those things. You can't skip week one. I won't let you skip week one, but let's move on to week two. This week you'll learn how to structure a homepage that guides someone to take the action that you are moving them toward, and a contact page that stops being just a form or a button to a scheduler, but instead becomes something that actually makes people want to reach out and improves on the lead experience as you give them the information that they need before they reach out or the time in between reaching out and actually meeting with you. By the end of this week, you will have real drafts, two of them, not just one real draft. In week three, we're gonna talk about writing and about page that truly connects with the reader. This is the most understood page on any website. I'll just link to one of my favorite episodes where I wax on and off about how about pages are not actually about you. People tend to write there about page, like a professional bio or a timeline of sorts, and then they wonder why no one seems to like feel anything when they read it. It's because your about page really needs to be about them, their needs and told through the lens of why you or your business, or you and your business, I should say, are the ideal solution to meet their needs, to get them to the point that they want to be. So week three is where we're learning how to build trust with our audience, where we're encouraging them by the stories we share to think to themself like, yeah, okay, this is a person I actually want to work with. Week four is the services page or pages. You know, I think people either love to write services pages or, or they just don't love them. But this is where sites often fall apart, maybe, and that's because things like the offer isn't clear, the value isn't felt, or next steps are not obvious. We're gonna fix all that because by the end of week four, you've already written about what you do in a way that makes the right person feel like you understand them and it makes the wrong person self-select out too. And you are now making it clear to your audience how you can help them. Like what are the packages, what's the offer here? And what do they get in the future? What's that like? Transformation? How are they gonna feel once they've finished working with you? That's heavy lifting. We have now done your home about contact and services page. That is why in week five, I have a planned catchup week. This is the whole point of week five. And I think that this week was hugely, hugely helpful for the current students of rewrite your site. It was purposefully designed to give you the opportunity to catch your breath. And in the best case scenario, let's say you don't fall behind. It's, it gives you the opportunity to get ahead. Falling behind is not something that should be discouraging either., Writing your website is forcing you to get very clear on your entire business. It's difficult, so you are focusing on positioning, offers, voice, and all of that. That clarity, it doesn't necessarily show up on a schedule, so a catch up week gives you the opportunity to take a breath, reflect on what you've written. And adjust if necessary, or complete if necessary, or like I said, get ahead. I want you to have that breathing room so that way when you move on, you can start fresh on all of the supplemental pages. Because week six is when your site is truly coming together. You know, depending on your business, you might have speaker pages, a portfolio page, case studies, testimonials, uh, FAQs, uh, media pages, a secondary service, whatever those things are. Which we will find out during our kickoff session on when the program starts. You don't have to worry that you're gonna get to week six and be like, what do I write now? But when we get there, you'll have had that moment to take a deep breath and catch up so that you can start this fresh, these pages are important. They build additional trust that takes your potential clients from being interested to truly being ready to work with you. Which takes us to week seven, where we are focusing on editing, but it is also purposefully created to give you time to catch up if necessary. You know, writing a, a draft and having a strong page are two different things. Week seven is really where I'm asking you to close that gap because you are gonna now learn how to self-edit your copy. I'm gonna teach you how to read it as a reader instead of the person who wrote it, how to tighten it, how to like, make it consistent across every page if it is not consistent at this point. How to check calls to action or any areas where you're hedging slightly and improve on them. I want you to end this week knowing that the draft that you come into week eight with is truly ready to get on that site and get launched and, promote it to the world at that point. Week eight's one of my favorite weeks to teach because I think it's a week where the students realize all of the work that they just did over the past seven weeks is actually worth way more. Than just words on the page on their website, because every page that you wrote is material. You can pull it apart and repurpose it into things like social posts, email sequences, podcast pitches, sales call, talking points, uh, content pillars that could drive months of blog writing or other marketing efforts. When you have a full draft Coming into week eight, learning how to repurpose some of this content can be super freeing in the short and long term future, but that's not all. Week eight is about because we're truly planning. A campaign around your website launch, your new website will go live, and it is not just a one day event. I want you to leave the program knowing how to introduce it to the world that gets new eyes, or at least continued eyes. On your site for a longer period of time than just those first few days in the current program of rewrite your site, some of the students have planned out a one to two month launch campaign that shares some behind the scenes post, or maybe has podcast episodes about their services that will continue to drive traffic to the very specific and conversion focused areas of their site. Okay. This episode's longer than I thought it would be. Let's talk about the support structure, because you know, understanding curriculum is one thing, but I. I don't think anyone who was in the last round of rewrite your site understood how much support was actually built in, and that's my own fault for not making that clear enough on the sales page or not talking about it enough, which is why I am talking to you about it now. I think support is what makes the difference between a program that you finish and one that just gets abandoned. Abandoned along the way. Yeah, every single week in rewrite your site, you're gonna have touch points with me. It could be that we're having office hours where you bring actual copy, the pages you're working on, um questions you might have, places that you got stuck, and we work through it together. Live. It's not just posting your site on a forum and get a reply later. You get specific real-time feedback on your actual work. Another way that we might meet during the week is for co-working, and this is quiet, right? But I argue it's just as important in, in fact, one particular student in the program that just finished would also very much argue. That coworking was the most important as it built a container of time that forced her to do the work. So for coworking, you show up, you work, and I'm there. Sometimes the hardest part's just sitting down to do it. And very often what happened during co-working is either right before or right after we did our silent working together, we had questions about what was going to happen during co-working or um, clarity questions so they could get started and do the work. I would say that the progress in the co-working sessions were some of the most significant progress that some students made throughout the program. And those are two live ways to get support. But I think the most impressive way is that every week you have the opportunity to submit your work to me as the editor, the submission gets you written or you know, video feedback from me on your actual copy. And this. Feedback is specific, it is actionable. Um, and it goes beyond what just can get covered in a live group session. While those are hugely important, I think this is getting my eyes on a full page, on multiple pages, whatever you need me to see, I will review it. And I'd say that the students who got the most out of round ones we're the ones who submitted their work to me weekly, or at least very frequently throughout the program because because the structure helps them move, even if they didn't have the motivation themself. Just knowing they had to turn something in or show up for a call really kept them going and achieving throughout the program. Now, before I get to the investment part of what this whole program is like, I wanna talk about one more thing, and it's one of my favorites. When your website is live, this is bonus number three, by the way, for joining the program. I am gonna promote your website to my audience on my podcast via my email list and on social media. You have just been eight weeks writing a website that finally sounds like you and works the way it should. From a sales perspective. The least I can do as the proud copy coach is to make sure that people are actually seeing it. And bonus number three is valuable because you might have a great audience of your own, but my audience may not be your audience, so you can get new eyes on your site, which I think is a great idea for any website launch. Let's talk about what you actually leave this program with, because I have been talking about what happens before the program and week by week, but I want to take a second and talk about the things that I don't think fit neatly into a curriculum outline or necessarily are easy to put on a sales page. But I do honestly think they might be the most important part of all of this. By the time that you finish rewrite your site, you will feel more confident in your messaging, not in a like, "oh, I think this sounds okay" kind of way. I'm talking truly confident. The kind of confidence where you can talk about what you do in a room full of strangers and it comes out clearly, it comes out without you fumbling or overexplaining or just like defaulting to a job title and description that doesn't really capture what you do. And. You're also gonna have real clarity on your offers and how they connect with each other. I think a lot of people came into this program thinking that they had like a writing need or writing problem, let's say, because the site copy, they didn't love it, but what they actually had was a positioning problem, and the writing process surfaces this issue and solves it. You are going to understand how your customers are thinking and talking about the problem that you solve. And in that you'll know how to meet them in that language instead of just trying to like translate your expertise into something that they recognize. You can now just talk to them, use their words, join in on the conversation so it feels natural. I think another outcome that like I just don't know how to put on the sales page, is that you will, and this is beautiful, my friends, stop second guessing every piece of content you create. Why? Because you're gonna have a messaging foundation that you can come back to. I, I, I wish I could think of like a different example in my head, but think of it like a North Star. I know that's corny. Sorry. That makes every social post you write, or the blog or emails easier to write and also strategic and appropriate for what you're selling or what your goals are. I think another really awesome end result of this program is that your business will truly look as credible as it actually is behind the scenes. That gap between like how good you are at what you do, and then how well your marketing communicates. It finally. Closes, which would just make me thrilled because I just feel so sad every time I see a social post, when people put a disclaimer about their website, like, "oh, I offer x, y, Z service. Uh, here's my website, but don't take a look. I haven't updated it in years," or "This service isn't actually on my website, but I've been doing it for a while." I, I, I'm just, I want more people. To stop having to use disclaimers. That's like my life goal. We're not talking about me though. We're talking about you. After this program, I think you're, you're going to be able to share that site, like I just said. You are gonna share it with a dream client. You are going to give it with someone who could book you for a speaking gig. That disclaimer is gone. And the confidence that I talked about earlier just kicks in. And I, I, I'll stop all of these. You know what you'll get at the end of the program that doesn't quite fit on the sales page examples with this one final one, and I saved this for last because I actually think that what I'm about to say will surprise you the most by the end of rewrite your site. You are going to have a better understanding about your own business than you had before you started. I've heard it from the students in this program. I've heard it from my former clients that have, uh, worked with me, either done with you or done for you. Finishing a website takes a lot of offer analysis, a lot of customer experience adjustments, like there's so much that goes into it that is nothing to do with the words. Feeling confident, understanding your business. All of that is just not a side effect. It's. Truly the whole thing that happens whether you expect it or not, you will feel more confident about your business and just know how to talk about it better or know when a client is a good fit or not. I think any investment is worth that. All right, let, let's talk about the investment. Let's talk about what it costs. Joining me in Rewrite your site has an investment of $2,500 with two different ways that you can pay for it. If you pay in full, you have a special added bonus of getting one private one-to-one hour phone call with me during the program. This is not the onboarding call or office hours that we do as a group. This is a dedicated call just for you at whatever point. You need it in those eight weeks, you can schedule it if you hit a wall or if you want to pressure test a message before you write something, it is yours to use. However, it is most valuable and that is for the students who pay the the program in full.. But I also offer a payment plan, a non penalty payment, payment plan, by the way, where you can just split the cost of the program in three payments of 8 35. What you choose regardless of payment plan or full, it is the same program, the same curriculum, the same. Main three bonuses. The only difference is the paid in full gets the opportunity to do that one-on-one call whenever they want. That's it. So there's no penalty for choosing payment plan. If that's what works best for you, I want you to take that option. And I want you to take that option soon because the doors for rewrite your site open today. Today, is the first chance that you can get into the program and the doors close when the clock strikes midnight on April 9th. And when I say April 9th, I always get confused by this. What I mean is you have all day to join me on April 9th.

But when 11: 25:57

59 PM on April 9th comes around, you know you only have a few seconds left to get in because the doors will not be open on April 10th. Why? Because I will be at Yale for the startup Yale 2026 conference, leading a presentation all about messaging for founders. And if I am teaching Yale students, I do not have the time or attention to spend checking my emails or answering questions. So this is a 100% true hard stop once April 9th is over. I wish I were cool enough to be able to do both Yale and customer service at the same time, but I know my limitations. So April 9th doors close. I invite you to read the sales page., If you have questions, you can always, reach out to me directly. My email is on the sales page. You can connect with me on LinkedIn, Instagram, and Threads, and I will happily answer any questions you have because I want anyone who joins the program truly to be the right fit. I am. I don't want you to join if you are uncertain or if this is not going to be a good fit for you, so don't hesitate to reach out. I will be back for another podcast episode tomorrow. You are being spoiled this week and yes, it, that one will be a lot quicker than this one. I promise it will be 20 minutes or less tomorrow. But we're gonna cover something very important and that is whether AI can do the writing for you. This is questions I got from students this time. It's questions that I got from people online when I told them that I ran a copywriting program. And I will answer it tomorrow. All right, see you tomorrow. We will keep talking. Copy. Go check out the sales page.