Jane Benston | Copywriting for coaches – case study


About Jane Benston

Jane Benston is a women’s leadership coach who helps mid-career professional women design their career, activate their authentic leadership style, and accelerate their success. As well as running in-person workshops for private clients, Jane works with corporate leadership teams to help them leverage their top female talent.


Project description & process

Jane’s personal brand is at the heart of her business and she needed her copy to reflect her unique style – warm, candid and supportive, but willing to kick some butt when needed. After being referred by a mutual client, Jane engaged me to write copy for her new website, including sales pages for her programs, Career by Design and The Leadership Connection.


The deliverables for Jane’s project included:

  • Home page
  • About page
  • Sales page – Career by Design
  • Sales page – The Leadership Connection
  • Corporate programs page
  • Contact page


Jane is no average coach – and this was no average website project. As well as writing longform copy for Jane’s web and sales pages, I also created taglines and overarching brand concepts, such as the “Define, Align, Elevate” concept for her popular Career by Design workshops.


A written brief is always welcome (and required for most projects), but nothing beats a brainstorm session. I wanted to capture’s Jane’s tone of voice and incorporate her natural language into the copy. So, after receiving a basic written brief, a website wireframe, and an overview from Jane’s developer, I took a detailed brief over the phone. From there, the project was completed in stages. The sales pages were written first, followed by the remaining website pages. Only minimal changes were required to the first draft, with wonderful feedback from Jane. Jane’s new website went live in March 2018.

Date: September 2018

Website: https://janebenston.com