Your expertise, translated into a website that makes the right people choose you.
FULL WEB DESIGN & COPYWRITING FOR EXPERTISE-BASED PERSONAL BRANDS
The work you do has evolved. Your reputation has deepened.
And yet? Your online presence is still introducing you like it's 10 years ago.
Made to Order (formerly The Espresso Shot) is a full website translation—positioning, copywriting, and web design for 6 core pages—built to make your expertise land for the people who need it most.
You've invested in the copy. You've invested in web design. So why aren't the right opportunities finding you?
You've hired a copywriter who captured your voice but missed your depth.
You've considered a full rebrand—new colours, new fonts, new photos—hoping the outside would fix what feels off on the inside.
And maybe it looked better for a while.
But the inquiries didn't change. The wrong people still reached out. The right ones never responded to your proposal.
You read your own website and think this could be anyone in my field. Whether your authority was earned through a decade of client work or a wall of designations, the result is the same:
Your website flattens the very thing that makes you different.
Your referral clients rave about you.
But the ones who find you online? They compare you. They price-shop you.
If someone else’s website makes deciding easier? They will always be the most ready option—even with half your experience.
Your expertise speaks one language. Your audience listens in another.
And until someone translates between the two, no redesign will close that gap.
Most web designers start with structure.
They ask what pages you need, what colours you like, and whether you want a hamburger menu or a sticky nav. Most graphic/brand designers start with the “feel” you’re going for.
We don't start with either.
We start with your expertise—what it actually means, why it matters, and what your audience needs to hear before they'll trust you with their decision.
Then we translate that into messaging and build the website around it.
Allow me to introduce
How it works
Story
What you know about your work. What they need to feel before they'll trust you.
The overlap is where your authority becomes visible.
Strategy
Every section, every page, built to signal to your dream clients exactly why nothing worked before you.
Your expertise, in their language.
“What if I just want a simple, beautiful website?”
So do we. But simple doesn't come from fewer pages or a minimal template. It comes from knowing exactly what to say…
So your website doesn't overcomplicate, overexplain, or overdesign to earn trust.
The websites that look effortlessly simple? The messaging and design structure underneath them was anything but.
Someone did the deep work of figuring out what to say, what to cut, and what order to say it in.
That's what Made to Order gives you.
What's included
From application to launch
Here's what you can expect
You fill out the application form so we can understand your expertise, your audience, and whether Made to Order is the right fit.
Inquiry
A 20-min conversation to go deeper. I'm listening for the nuances your website is currently missing—and making sure we're the right partner to translate them.
Discovery
We map the road ahead. You'll know exactly what's happening, when, and what's needed from you at each stage.
Onboarding & roadmap
This is where the translation happens. Your expertise, turned into messaging your audience actually responds to—page by page, section by section.
Copywriting
Desktop layouts built around your translated messaging. Mobile responsiveness comes after you approve the web design, so the experience holds on every screen.
Web design
Even with your website complete, we'll be on standby. You'll get a dedicated window to ask questions, request adjustments, and make sure everything is working exactly as it should—whether you launch right away or on your own timeline.
Post-build support
What becomes possible through Made to Order
Dream clients who arrive already knowing you're the one
because your website made the decision before the first call.
Media and podcast opportunities that feel easy
because journalists and producers can see in 30 seconds what used to take a referral to explain.
Referral partners who send people to your website
with confidence, knowing it will do the work they've been doing with their words.
A website you're proud to share—not because it's pretty
But because it finally reflects the depth of your work. No more overexplaining or oversimplifying.
AEsthetician & medical spa owner
—Lauryn
[The Espresso Shot] was structured so beautifully. It makes me feel excited about the website.
"I was learning more about my business and what I really wanted out of it."
Made to Order is for you if...
You're a credentialed expert—a dietitian, therapist, consultant, engineer—whose designations fill a wall but whose website reads like a resumé.
You're building a community around your expertise—a membership, a program, a movement—and your website needs to carry the weight of what you're creating.
You're a craft-first creative—a photographer, designer, strategist—whose portfolio is stunning but whose messaging doesn't explain why you specifically.
You own your category—you've built the thing, served the clients, earned the reputation—and your website still makes you feel like you're pitching instead of being chosen.
Your business might be simple. It might be layered: multiple offers, a membership, a body of published work. Either way, Made to Order translates the full picture, not just the parts that are easy to explain.
You don't need more visibility. You need your expertise to land when people find you.
Or what one missed feature or speaking opportunity was worth.
Consider what a single misaligned client costs you in time, energy, and reputation.
The Shot
The Double Shot
Home, About, two specific service pages, Contact, and (1) choice of Blog/Podcast/Media Kit page.
*Wordpress websites are built through Elementor or Divi, which is outside the cost of Made to Order.
6-page website on showit, wordpress*, Pixieset, Framer, or squarespace
Custom SEO strategy tailored to your business and visibility goals, positioning your website for long-term success.
SEO strategy woven into every page
Desktop design + mobile responsiveness
Everything in The Shot, plus...
You don't need to write at all—we draw out your expertise from the onboarding and solidify during our roadmap call.
No heavy lifting on your end
Direct access to Alyssa (Tues-Thurs) throughout the project with your dedicated Slack channel—your one-stop hub.
Dedicated Slack channel with Alyssa
Instead of 1 round of web design revision, we have 2 rounds to make sure the web design visually translates your message
2 rounds of web design revisions
Instead of 5 days of post-build support, we'll stay onboard for 15 days to make sure you feel equipped to take care or offload your website to contractors/team members
15-day post-build support
Brewed with you
Brewed for you
$5,970 or 3x $1,990
$8,970 or 3x $2,990
Inquire for the shot
Made to Order costs less than the opportunities your current website is *quietly* losing.
5-day Post-build support window so you feel equipped to make changes on your site
Workbook with Guided prompts to braindump your expertise
Up to 2 rounds of copy revisions
(1) roadmap call
Up to 1 round of Web Design revisions
You'll answer the prompts so we capture your vision, in your own words—no polishing needed. If you need help organizing your thoughts, you'll have access to our AI-powered Thought Organizing Hub, built through our frameworks!
After you finish answering the prompts, we'll shape and translate your thoughts into structured copywriting that positions you as the go-to. You'll have up to 2 rounds of revision to make sure it aligns with your voice and vision.
Bi-weekly group writing room calls—you bring questions, we workshop them together
Unlimited direct access to Alyssa inside your dedicated channel. A space to ask "thoughts on this header?"
Full copywriting, done for you from start to finish
Inquire for the double shot
Let's get your questions answered.
Frequently Asked Questions
While your website undersells you, the opportunities don't pause.
The speaking invitation goes to the peer whose website made the organizer's decision easy.
The journalist profiles the expert whose online presence matched their credibility.
The dream client hires the person whose website answered every question before the first call.
Your expertise isn't the problem. The translation is.
And every month it stays untranslated is a month those opportunities go somewhere else.
