Helping you find…
a voice that’s true to who you are
& a message that moves your customers to act now.
Copywriting for e-commerce startups and service-based entrepreneurs
Hi, I’m Krista.
It was when I was teaching English in Madrid that I discovered (probably over a glass of fantastic and remarkably inexpensive wine) how I could put my writing to work for people I believed in: As a copywriter, I get to transform others’ brilliant ideas into a narrative that connects in a real way with their audience.
I’ve written for businesses ranging from e-commerce fashion companies to freelance graphic designers to life coaches—any project born from a deep-seated passion.
Though I’m currently based in Los Angeles, California, my clients are from all over the world.
Welcome! Thank you for reading. My goal for this hidden section is to help you better understand who I am—as a copywriter, business owner, and, yeah, regular person.
As you’ve already read, I started my freelance career as a copywriter while I was teaching English in an elementary school in Madrid. Before that, I had worked in independent book publishing houses copyediting/proofreading manuscripts and writing marketing & social media material for upcoming books.
For a bit, I thought that was it for me. A lover of books should work in books, right? Wrong. I was bored, longing for more control and creativity in my work, and more than a little disillusioned with the prospect of spending my days forevermore in an office. Books or no books.
So, not knowing my next move, I did what I always I do when I feel restless: I found an opportunity to explore another corner of the world. In this case, it was Spain. (I chose it for practical reasons—because I spoke Spanish, because there was a paid teaching program—but I’d like you to imagine me spinning the globe wildly and letting my finger land somewhere….)
Teaching English was interesting, and I was pretty impressed by my students’ ability to make clever jokes at my expense in their second language, at age six. And did I mention that every little hole-in-the-wall cafe served amazing wine?
But most importantly, my move abroad changed my perspective. It gave me time away from “regular” life, catapulted my creativity, and got me thinking about how I could build a different kind of career. I wanted a life that centered on autonomy, creativity, and service. And, of course, I knew writing had to be a big part of that.
Maybe…I could freelance? I thought. Game to give it a go, I started freelancing as a copyeditor at first, but soon my clients started asking me to write as well. Before I knew it, writing was all I was doing.
However, it wasn’t until a few months in that I discovered that the type of writing I was doing had a specific name. Copywriting. And that was when I realized that this could be how I put my writing to work for people and companies I believed in.
So I leaned in, hard. I started learning the art and science of writing to motivate people to buy a product or hire a service. I took prominent copywriting courses, found a seasoned freelance writer to help mentor me, and became an active member of professional copywriting communities.
By the time my teaching contract was coming to an end, I was feeling homesick and eager to freelance as a copywriter full time. I flew home to the States and soon after moved to Los Angeles to be with the love of my life (and to revel in the constant sun, fair skin be damned).
Lastly, I love my work. I don’t mean that in a #hustle way. I mean it in a “I’m surprised-at-myself-but-gosh-darn-it’s true” way. And a large part of that is knowing I’m helping my clients succeed in their business …so that they can continue to love their work, too.
The small talk stuff
Where are you from?
I grew up in Gainesville, Georgia, a small city about an hour north of Atlanta. Think of quiet suburbs, one of the largest man-made lakes in the U.S., wooded hiking paths that eventually lead to the Appalachian Trail, and Waffle House. Plus, it’s the poultry capital of the world. (Oddly enough, I’m a vegetarian.)
Where did you go to college?
Belmont University in Nashville, TN. I majored in book publishing. Whoops.
Don’t make me choose! I love anything by Heather Havrilesky, David Sedaris, Donna Tartt, Zadie Smith, Mary Karr…
Nah, television. Longer character arcs, slower plots….yeah. Especially any show where a suburban mom gets in over her head doing something criminal.
What do you do for fun?
Uh, I watch a lot of television? But a more interesting (and only slightly less true) answer would be that I walk rescue dogs, go to the beaches up in Malibu, do yoga, drink wine, read books, go on light hikes, lead a monthly book club, write about my feelings, sometimes socialize, and bake.
You can get to know me and my writing style even more by reading some of my more personal blog posts…
About why I have a blog on this website: No, seriously, why do I have a blog?
About living as a freelancer in Los Angeles: Memorable Interactions With Strangers in LA
About becoming a professional freelancer: On Going From Amateur to Professional
About finding my networking groove as a quite & reserved person: How to Network When You’re Not Loud or Outgoing
Commited to my craft & communities
We’ll work together well if…
• You seriously care about your business. It’s not just a way for you to make some cash any way you can (though being profitable is really important to you). It’s something you do because it lights you up.
• Your business is small. We’re talking fewer than 5 full-time employees. You may even run it by yourself, or with the help of a team of freelancers.
• You’ve tried writing your content yourself…and it didn’t end up like you were envisioning. Or maybe you’re so busy running the show you haven’t even had time to try.
• You want your website, blog or online store to be selling, big time. But—but—the last thing you want is to feel embarrassed by pushy, salesperson language.
• You have a distinct voice, you know you do, but you can’t seem to put it to paper. Or you want your brand to have a voice but you’ve got no idea what it *should* sound like.
What is copywriting?
The short answer is: You tell me what you want to say (in your website, blog, product descriptions, etc.) and I help you say it in a way that resonates with your audience, converting them into buyers, subscribers, or clients.
If you want more info, The Balance SMB has a more detailed post about what copywriting is, how it’s world’s away from “regular” writing, and why it’s necessary to have writing that sells in order to effectively market your business.
Here’s what they say: “Copywriting is much different than typical writing, such as writing an article, blog post, or other pieces of content. Copywriting is a special craft of writing specifically geared towards getting someone to take some type of action (like making a purchase).”
Is copywriting the same as content writing?
Ah, this old chestnut. The answer really depends on who you’re asking. Some people find the terms interchangeable while others think they’re completely different.
Since you’re asking me, here’s my answer: Nope, copywriting and content writing are not the same. ….But… most businesses need both. (And I offer both for this very reason.)
Copywriting = writing that’s designed to motivate people to do something. That something could be “Subscribe to my newsletter.” Or “Buy my product.” Or “Hire me.” Common examples are website copy, advertisements, headlines, sales pages, or email launch sequences.
Content writing = writing that’s informational or purely entertaining in nature. There’s no immediate goal to get readers to act. Instead, the goal is to start building trust between you and the reader, to generously provide information, or maybe just to keep them reading. Common examples are blog posts, social media posts, white papers, or even short books.
How does your process work?
How long does this take?
For website copy projects up to 6 web pages, expect to get the first draft in about 4 weeks after we start.
For blog writing and product descriptions, the timeline is a bit shorter.
After I give you the first draft, you’ll have 2 weeks to ask for revisions—and the revisions will be turned around to you ASAP.
However, keep in mind that I may be booked up when you contact me. Based on my typical workflow, I’d suggest allowing for a 1-month buffer between when you reach out and when we officially start work. (But don’t worry, you won’t be bored—I’ve got some “homework” for you to do to get ready.)
I don’t have a website designed or launched yet. Should I wait to hire a copywriter until I do?
No, it actually makes more sense to hire a copywriter before the design is started. Part of my work is structuring the information to take the reader on an intuitive journey through your website.
Plus, your web designer will be grateful to have a basic wireframe and copy to work from already. Likely, it means less revising work for them later on.
(Don’t worry, I can work from an existing website design if it’s already in place.)
Can you write or run my social media for my business, too?
No, I’d pass this aspect of your marketing off to someone who specializes in social media strategy. If you need a recommendation, I’m happy to connect you with a specialist who can take your social media presence to the next level.
Can your copywriting or blog writing get me on page 1 of Google search results?
That’s a big promise that I can’t make. I’m not an SEO specialist, but if you’re working with an SEO company, I’ll put your investment to good use by threading your keywords through the copy using SEO best practices.
Currently, I don’t offer SEO keyword research as a service.
Can we meet in person?
If you’re in Los Angeles, then absolutely.
Otherwise, I meet all my clients as face-to-face as possible via Zoom video chat.
I have copy already written. Can you edit it and make it sound better or be more effective?
If your copy is a blog post, article, or something that isn’t designed to sell, then yes. I LOVE editing. In fact, that’s how I got my start in freelancing.
But if your copy is on your website home page (or any other non-blog page), probably not. Editing & re-writing this type of message requires me to go through the same lengthy process of writing sales copy from scratch. It takes a lot of deep thinking and conversation with you to figure out how to get YOUR customers excited about buying.
If you have website copy already but it’s not as great as you’d like it to be, I’m happy to write brand new words while not losing your established voice. Head to this page to tell me about your project.
I’m a web designer, freelancer, or digital agency—can I hire you or refer my clients to you for copywriting?
Sure, just shoot me an email first to see if I’m available and to find out if my expertise suits your client. (If I’m not the best copywriter for you, I know plenty of other talented copywriters who might be!)
I’m also down to video chat to get to know one another and see how our client base lines up. Reach out here.
My company is based outside the United States. Can we work together?
Yup! I’ve worked with companies all around the world, including Canada, the UK, Estonia, Norway, Hong Kong, and France. While we can’t meet in person, we make up for it in video chats and phone calls.
What are your rates?
Website copy (3 pages) starts at $900. Blog posts & newsletters start at $150. And product descriptions start at $15/product. Find more details on my e-commerce and service-based pages. (P.S. Payment plans are available!)
If you have a project that’s none of these things, go ahead and shoot me an email for a ballpark rate.
And if you’re not sure you want to invest in copywriting, it’s worth asking yourself, what is not having professional copywriting going to cost me?
The work is so much more than just writing—in fact, many of my clients are beautiful writers themselves. It’s understanding how to write with the clearest message possible while incorporating proven sales writing strategies for getting customers on your side.
Not hiring a quality copywriter could result in a message that falls flat, confuses, and most importantly, doesn’t lead to sales.