Value proposition
One sentence that says what you do, for whom, and the outcome they get, plus a longer version for the About page and proposals.
Brand Messaging
Say what you do so clearly that customers repeat it back to you
Most websites take three paragraphs to explain what the business does and never say why it is the better choice. Brand messaging fixes the words: a value proposition, a headline system, service descriptions and proof points that a stranger understands in five seconds. Enter your website and we will send a free review of your current messaging.
Free, no obligation
Start with your website address
Free, no obligationWritten feedback within two business daysReviewed by a person, not a bot
5 secto be understood or lost
0value proposition everything hangs on
Human-writtenreviewed by a person, every page
Flatproject price, no hourly billing
The short version01
Design gets attention. Words make the sale.
Messaging is the layer between strategy and copy. Strategy decides who you are for and why you win. Messaging turns that into the exact sentences that go on the homepage, in the ad, on the Google Business Profile and in the first thirty seconds of a sales call. When those sentences are consistent, every channel reinforces the others and customers arrive already half-convinced.
We write a messaging framework: a value proposition, a headline and sub-headline system, one paragraph per service, a set of proof points with numbers, objection responses and a tone-of-voice guide with examples. Then we apply it, starting with the pages and ads where the most customers see it.
aStash has written for plumbers, law firms, retailers, restaurants and SaaS companies since 2017, and our copywriting is reviewed by a person before it goes live. Messaging projects are flat-priced and often paired with a website redesign or SEO plan.
How we write
One sentence a stranger understands in five seconds
We start by reading your site the way a first-time visitor does, on a phone, with no context. Then we read your competitors. Almost every business in a category says the same three things, which is why customers decide on price. The messaging work is finding the thing only you can say and saying it first.
Every line is tested against real objections: too expensive, never heard of you, why not the bigger firm. If the headline does not answer at least one, it is rewritten.
5 secwhat a visitor gives your homepage before deciding
- Five-second testwhat a stranger understands from the first screen
- Objection mapthe reasons people hesitate, each one answered
- Proof pointsnumbers, reviews and credentials placed where doubt appears
The Framework
Six parts of a messaging framework
Each part is written, tested against your customers’ language and documented so the whole team can use it.
Headline system
A primary homepage headline and sub-headline, and a pattern for service page headlines so every page leads with a benefit, not a label.
Service descriptions
A short and a long description for each service, written around the customer’s problem and the result rather than the process.
Proof points
Numbers, credentials, guarantees and review quotes organized by the objection they answer, ready to drop into pages, ads and proposals.
Objection responses
Plain answers to the five to eight questions customers ask before they buy, written for FAQs, sales calls and review replies.
Tone of voice guide
How you sound: the words you use, the ones you avoid, sentence length, formality, with before-and-after examples for web, email and social.
Typical Rewrite
The same business, before and after messaging
Examples of the kind of change messaging work makes to the words customers see first.
Before
- ✕“Welcome to our website. We are a full-service company dedicated to excellence.”
- ✕“We offer a wide range of services to meet your needs.”
- ✕“Contact us today to learn more!”
- ✕Service pages that describe the process step by step
- ✕Reviews buried on a testimonials page nobody visits
After
- ✓A headline that names the customer and the result in under twelve words
- ✓Each service described by the problem it solves and what changes afterwards
- ✓A call to action that says what happens next and how fast
- ✓Service pages that lead with outcome, proof and a clear next step
- ✓Review quotes placed beside the claim they prove
Selected work
Projects like yours, done for real clients.
Web Design · SEO · BrandingGasana Law Firm ↗A fresh brand, a new site and monthly SEO for an immigration attorney
Web Design · Ecommerce · BrandingOriginZ CBD ↗A CBD store built on trust: lab results, ingredients, subscriptions
Branding · Web Design · Menu DesignJolly Burgers ↗A burger brand with personality on every screen
Web Design · WordPress · MembershipUnstoppable U ↗A coaching community with a membership page that converts
Why aStash
Words written by the team that also designs and ranks the page
Messaging that fits the layout, the keywords and the ads, because one team handles all three.
2017family-owned since
0five-star reviews
Humanreview on every page before it goes live
ForbesNext 1000 honoree
Flatproject price, agreed before the first draft
What you receive
A messaging framework and the copy written from it
You receive the framework and the words: value proposition, headline and sub-headline system, a paragraph per service, proof points with real numbers, objection responses and a tone-of-voice guide with examples. Then we write the homepage, service pages and Google Business Profile from it.
aStash has written for plumbers, law firms, retailers, restaurants and SaaS companies since 2017, and every page is reviewed by a person before it goes live. Messaging projects are flat-priced and usually paired with a website or SEO plan.
- Frameworkvalue proposition, headlines, service copy, proof, objections
- Tone guidehow you sound, with examples of what to say and what not to
- Applied copyhomepage and service pages written from the framework
Where It Goes
Messaging applied to the places that matter
A framework is only useful once it is live. These are the first four places we apply it.
Website
Homepage, service pages and About page rewritten or restructured so the value proposition and proof appear above the fold.
Google Business Profile
Business description, services and posts written in the same voice, because for local businesses the profile is often the first impression.
Ads and landing pages
Headlines and descriptions for Google and social ads that match the website, so the promise in the ad is the promise on the page.
Sales conversations
A one-page script and objection sheet so whoever answers the phone says the same thing the website does.
Timeline
Messaging in four weeks
Listen
Customer interviews, review mining, sales call notes and a competitor language audit. We collect the words customers actually use.
Draft
Value proposition, headline system and service descriptions drafted and tested against the research. First review with you.
Refine and prove
Proof points gathered and verified, objection responses written, tone guide finalized with examples.
Apply
Framework documented and applied to the homepage, top service pages and Google Business Profile, or handed to your team with a rollout plan.
Client reviews
Rated five stars by the businesses we work with.
5.0★★★★★Google Business Profile5.0★★★★★Clutch · 15 verified reviews4×UpCity Excellence Award
★★★★★Verified on Clutch
“They brought wonderful designs to the table and were quick to add in or change anything I wanted. I've noticed my online store is getting more orders since the new site was live.”
Burlap & Lace Soap CompanyOwner
★★★★★Verified on Clutch
“Their quick responses and speed to final product. They were always ready to meet or have a phone call to discuss next steps.”
ZF CapitalOperating Partner
★★★★★Verified on Clutch
“Their hard work and attention to detail set them apart. In 2018, Kateryna was able to bring 4,000 new users to the website through organic traffic. We had perfect communication throughout.”
Brown InteriorsOwner
Related services
Pairs well with
FAQ
Straight answers before you call.
Anything else? (970) 399-9004 reaches a person in Fort Collins, not a call center.
What is the difference between brand messaging and copywriting?
Messaging is the framework: the value proposition, key claims, proof and tone. Copywriting is writing individual pages, ads or emails from that framework. Messaging comes first so every piece of copy says the same thing.
Do I need brand strategy before messaging?
If your team already agrees on who you are for and why you win, we can go straight to messaging. If not, a positioning workshop first saves rewriting the words later.
What does the free messaging review include?
We read your homepage and top service pages and send written notes on clarity, differentiation, proof and calls to action, with two or three specific rewrites as examples. No obligation.
Will the messaging work for SEO?
Yes. We write headlines and descriptions that carry your target keywords naturally, and the aStash SEO team reviews the framework so clarity and rankings pull in the same direction.
Can you write the actual pages too?
Yes. Most messaging projects continue into web content writing, landing pages and ad copy with the same team, so nothing is lost in translation.
How is it priced?
A flat project price for the framework, quoted after the free review. Applying it to pages and ads is quoted separately or included in a monthly plan.