The new site is live! What took so long?

In May of 2016, I contacted a colleague of mine to redo my website. From then on, it became a wild goose chase of people and situations I found myself in, that just couldn't deliver what they said they could... and to this day, didn't even know if this new site would ever see the light of day.

So why did it take so long to redo?

First, let's talk about how you know it's time to redo your website. And more importantly, your brand.

How do you know?

It's pretty simple:

You know you've outgrown your website (and brand) when you're not attracting the kinds of people you like working with. 

You see, as a professional Copywriter with about 10 years and more than 200 projects of experience underneath my belt, this isn't my first go around. In fact, I've experienced this same thing 2 other times in my own, professional life. And at each stage of the game, after about 2-3 years of the latest version of my website being up, I noticed the people who were contacting me to want to work together...

I just outgrew.

What was different?

I changed. The market changed. And I knew if I was to continue to do what I do, I couldn't follow the same path as most of the people who do what I do.

Which is?

Fight the race to the bottom. 

So, like I've always done in my life... I see which way everyone in my industry is going, and do the opposite. 

Which means?

Upping my standards.

Which also means?

Upping my prices. 

Where did I start?

I started with where I do with most new clients I take on: the key business objectives.

That meant asking myself, "What was the end goal that I was trying to achieve?"

To better attract, and close, higher-paying clients. And to better repel lower-paying ones.

That was it.

As far as the rest of the specifics, I started to go more in-depth into creating a:

  • Buyer Persona (one that's very different than most).
  • Business/Marketing Audit (to see what's currently working/not working within my business).
  • Feature/Benefit Analysis (to better communicate what I provide and how it helps my target audience).
  • New positioning statement (to make sure whatever I provide is in exact alignment with the new audience I'm looking to attract and work with).
  • New unique selling proposition (what sets you apart from everyone else claims to provide).

And more! 

Then, without going into all the details as to all the people I hired and didn't work out, to find the 2 people on my team who did...

Two things made all the difference in the world.

Enter Melinda Livsey at Marks and Makers to help bring it all together. Someone who helped to put in place the right Brand Strategy (or blueprint) to help communicate to the rest of the design team I would eventually bring on, exactly what it was that I was trying to (visually) do. Something that let anyone I would bring on know what was (or wasn't) on or off brand.


I had to go out and find someone who can actually turn what Melinda and I did with the initial strategy + copy into a beautiful/minimal/cool/classy site like the one you see here.


Close to two years and thousands of dollars in failed designs, photography, bad logo attempts and unreliable people and Creatives that couldn't deliver what they said they could...

I decided I would go with Knapsack Creative again.

A small team of individuals who I worked with a handful of times before, who gave me the ability to work out everything, together, as they were designing it. Where I could take control of the overall strategy and creative direction of the site, as we were actually building it. A collaborative process that I really discovered I work best with. Having to come to terms with the fact that I had to switch from Wordpress to SquareSpace to get to the end goal you see here (without having to hire at least 3-5 people to do the same thing through Wordpress).

The process.

It was pretty in-depth.

Since the first individual I had contacted  was close to two years ago, and the market changes so quickly these days, I had a lot of changes and tweaks along the way because, visually, I knew everything had to be in exact alignment with my original vision. But at the same time, I also knew I had to change things, accordingly, to what I see happening in the marketplace today.

With that said, by clicking on each of the progress videos below, you'll get to see a bit of the process I went through, which I don't normally do, so you can see all the little intricacies into what a project like this takes. And how much work REALLY goes into something like this, and many other projects I take on. 

Progress video 1.
Progress video 2.
Progress video 3.
Progress video 4.
Progress video 5.
Progress video 6.

Other than that, I hope you too can find a great team of people you love working with to help you get to your end goal. As well as those who can actually deliver on your vision, not just say they can. 

About the author.

Since 2008, Jared Kessler has worked with some of the most highly-recognized firms and brands, to grow their sales with words and copy. Including Hewlett Packard, Hyatt, T-Mobile, Ben Bridge, Microsoft and more than a dozen others. 

He started Jared Kessler Creative to provide a better, more strategic approach for growing these same kinds of businesses and brands. But in a different, more personalized way. 

Curious how? 

Please visit for more information. And see what a 10-year proven track record will do for you OVER your competition.

Jared Kessler