Web Copy 101 Course

Ready to tackle the foundations of web copy?
Looking for guidance on how to structure and write a website without losing your mind?

Course

What it is:

A comprehensive 2-part course that covers everything you need to know about structuring and writing website copy.

Lifetime access to the recordings, slide decks, 2 cheatsheets, and 4 templates.

Includes 2 video trainings:

The Ultimate Homepage Masterclass (46 mins):

The 5 essential building blocks of a homepage
The 9 questions your reader is asking (and why you need to know them)
What eyebrow copy is — and how to use it
The value of a hierarchical conversation (and what that even means)
The 6 most common homepage sections — and when to use each
The ideal — and most intuitive — wireframe structure (for every homepage section)
When to go short — or long — in each section
When to skip the Pain section entirely

The Ultimate Guide to Site Architecture and Inner Web Pages:
About, Team, and Services Pages (1.23 hours)

About, Team, & Service pages — core structure and strategies to make them compelling
The 3 key questions that will stimulate your visual thinking
The quick-and-clean guide to website grammar etiquette
27 Michal-approved examples of About pages, Services pages, Team pages, copy-complementing visuals, and more

Plus 7 bonuses!

SaaS site map template
Service provider site map template
About, Team, & Service page templates
Homepage cheatsheet summarizing everything you need to keep in mind when structuring homepages‍
Web copy cheatsheet summarizing all key points to remember for writing inner pages

$197

Check it out

“Gave me the direction I needed”

Michal, you are officially my knight in shining armor. I had 3 service pages that were TORTURING me. Your template + masterclass gave me the direction I needed to finally finish them up."

Eliana Cline, B2B Copywriter

Ready to tackle the foundations of web copy?
Looking for guidance on how to structure and write a website without losing your mind?

Template

What it is:

A comprehensive 2-part course that covers everything you need to know about structuring and writing website copy.

Lifetime access to the recordings, slide decks, 2 cheatsheets, and 4 templates.

Includes 2 video trainings:

The Ultimate Homepage Masterclass (46 mins):

The 5 essential building blocks of a homepage
The 9 questions your reader is asking (and why you need to know them)
What eyebrow copy is — and how to use it
The value of a hierarchical conversation (and what that even means)
The 6 most common homepage sections — and when to use each
The ideal — and most intuitive — wireframe structure (for every homepage section)
When to go short — or long — in each section
When to skip the Pain section entirely

The Ultimate Guide to Site Architecture and Inner Web Pages:
About, Team, and Services Pages (1.23 hours)

About, Team, & Service pages — core structure and strategies to make them compelling
The 3 key questions that will stimulate your visual thinking
The quick-and-clean guide to website grammar etiquette
27 Michal-approved examples of About pages, Services pages, Team pages, copy-complementing visuals, and more

Plus 7 bonuses!

SaaS site map template
Service provider site map template
About, Team, & Service page templates
Homepage cheatsheet summarizing everything you need to keep in mind when structuring homepages‍
Web copy cheatsheet summarizing all key points to remember for writing inner pages

$197

Check it out

“Gave me the direction I needed”

Michal, you are officially my knight in shining armor. I had 3 service pages that were TORTURING me. Your template + masterclass gave me the direction I needed to finally finish them up."

Eliana Cline, B2B Copywriter

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Your client wants a brochure — but do they really need a brochure?
What kind of brochure would work best for them? (Trifold? Bifold? Bazillifold?)
What sections and information do I need to include? (And in what order?)

The Complete Brochure Mini-Course

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Course

What it is:

A comprehensive 1.5 hour mini-course, giving you everything you need to strategize, lay out, and write effective brochures.

It includes:

The 4 must-answer questions that ensure great results (and happy clients)
The 4 core brochure types — and which format is best for which scenario (so you come across as an expert)
The 8 essential brochure elements (+ a few optional)
How to price brochures *smartly*

ALSO includes 3 bonuses:

The Plug-n-Play Trifold Brochure Template — a foolproof template you can reliably customize for every brochure project
The Complete Brochure Cheatsheet — so you can pull out your brochure know-how FAST
Brochure Wireframing for Dummies: A Double Guide — complete, easy-to-understand video tutorial (the unmessupable kind), plus a text tutorial (for those who prefer to read)

$97

Check it out

“Enlightening, perfectly structured, and actionable”

This was enlightening, structured, and actionable. And with Michal’s trademark teaching style — clear, fascinating, and thrilling at once. I love how Michal used examples so it’s not just theory. Those acronyms — brilliant! When a client asks for a brochure, all I need to think is “GDPR”!

Rachel Weinstock, Wellness Copywriter

Your colleagues and friends rave about LinkedIn.

You know it's a goldmine for business…but you're not sure how to get started and it just feels overwhelming?

The Complete LinkedIn Mini-Course

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Course

What it is:

I 10Xed my revenue in 18 months using LinkedIn alone. Now, 80% of our clients come from LinkedIn — or referrals from people who found me there.

What it is:

In this mini-course, I break down how to build a compelling profile — and create lead-generating content on LinkedIn, even if you’re not a writer.

Discover:

The 4 most important elements of your profile (hint: you may be surprised!)
How to optimize EVERY section of your profile
The 5 most strategic ways to structure your LinkedIn headline
Why your About summary is not a resume — and what that means for how you structure it
Why LinkedIn *is* a goldmine of leads — even if you’re a B2C business
The 4 pillars of LinkedIn lead generation
What makes content “valuable” for real

and more.

$197

Check it out

“The difference is night and day”

After listening to Michal’s mini-course, it became instantly obvious that my profile needed a major makeover. The difference is night and day. This is an amazing presentation about what makes a great profile and content.

Yisrael Picker, MSW

Heads up:

In our world, fluff is for pillows, not products

As a busy mom of 5 Energizer Bunnies kids, I know the frustration of:

sitting through a 3-hour (rambling) video course…and coming out with a half-hour’s worth (!) of insight 😣
reading a 437-page book that could have been a blog post 🙄
buying a digital product only to discover that it’s 60% bloat, and never even using it once 🙈

That's why I’ve cut all fluff from my products.

Time invested

Practical
gain

Our products are designed for busy people.

So you get the maximum amount of practical takeaways with the least amount of time and effort.‍

My trainings are not the kind you can watch on 2X — while scrolling LinkedIn — and still not miss a thing. 😏

We get feedback that copywriters & freelancers use our products regularly, and find them helpful every time a project comes up.