Cass wanted a site with some attitude.

Cass Whitaker is a copywriter. I designed and built her personal brand site on Ghost CMS.

casswhitaker.com

Cass rebuilt her own site five times in a year.

It was a site she'd mostly built herself for her copywriting agency business, but she'd decided the agency wasn't really what she wanted to do. She needed a personal brand site she could grow on as a creator, and felt a bit overwhelmed with options.

Her site had to match her opinions.

Cass used to publish a magazine, so her site reads like one. I took a magazine spread as inspiration and went from there.

A magazine spread called Over-view
The spread that inspired the direction.
A newsletter issue on her site, on a phone: Apparently nobody reads my emails

I built the whole thing on Ghost CMS, so her newsletter and her paid subscription run on her own site.

It’s Cass on every page.

I styled everything to her core brand, with all the attitude she's got. Then I added little animations and fun features everywhere.

The magazine bits

The menu opens as a magazine contents page.
Testimonials became letters to the editor.
The Brief's back catalogue page, listing each issue
Every issue of The Brief, in a back catalogue.

The fun bits

Peel the sticky notes for a tiny copy lesson.
A purple pen crosses out the internet's marketing to-do list.
The 404 is a page torn out of a notebook.
Cass's About page laid out as a resume, headed The last resume I'll ever write
Her About page is a resume (the last one she'll ever write).

The selling bits

The sign-up pop-up comes with a side effects warning.
Every post ends with a sign-up box that edits itself.
A quote calculator gives a rough price before anyone asks.
An easy way to filter out the wrong kinds of visitors.

Cass has launched her paid product.

The Brief, her monthly marketing manual, is now a paid subscription. Her newsletter's grown since launch, and she's loving the new site.

The Brief's sign-up box: $40 struck out, $20 a month, cancel anytime
Her newsletter archive on a phone, headed The whole shebang, newest issue first

“Finally I decided to get an actual pro to help me, and it's seriously better than I could've expected.”

Cass Whitaker, copywriter

“Even my tech-illiterate aunty said it was good and that it was easy to use so I mean you can't get better praise than that.”

Cass Whitaker, copywriter

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