about the client

TextJet is a mobile engagement and loyalty platform for small businesses.

Brands utilizing the platform can connect with customers over SMS to drive loyalty through check-ins and exclusive deals.  The company offers a simple and straightforward customer capture system (similar to signing up for a website mailing list) which then enables brands to reach out via text to follow up with shoppers through their smartphones.

I was initially hired to write the copy for the website, but my role quickly morphed into that of a project manager due to my experience with similar projects.

Figuring Out the Details

I’ve been a part of multiple website projects over the course of my writing career, so I have a pretty good idea of what should happen during the development process and when certain elements should take place.

When I came onboard with TextJet, the development team was stalled. 

They weren’t sure how to move the project forward.  They needed a website designed, but they also needed the text for the website, and they didn’t know which one should come first or how what they wanted to talk about.

This is a common problem for many brands.  Before anything gets built (and money gets spent), someone has to make a decision.

Wrong decisions can be expensive, and that’s not ideal for startups and small teams.

To resolve this issue, I met with the designer and the CEO to get their take on the current process.  After clarifying the process that the owner wanted to cover, I drafted a rough outline of the major talking points and created a simple document that the designer could follow while building the content on his end.

Then I handed the project over to the rest of the team and waited for them to build the first draft of the website to specification.

Adding the Copy

Website development is a two-part process.  It starts with the design and ends with the copywriting.  Because the website design dictates the space that copywriters have for text, the writing can’t take place until the writer has a firm understanding of the on-screen layout.

I got this understanding about 48 hours after the designer started working on the project, when the first version of the website came back.  I provided feedback, but the design was solid and only needed minor changes.

From there, I generated the text to fill the design and completed the project (including a final review and feedback) within a couple of days — well before the project deadline and with plenty of time before the business actually launched.

Clarify your purpose with clear, concise copy.