And the rest of the story goes like this...
Mark Lotocky, CPA, CFP
Managing Partner, The Dixon Davis Group
“Our ability to transition new leads into clients increased from a 40% land rate to upwards of 80%—before even launching our new site.”
SEO Landing Pages
Full Website Copy
Complex financial planning, down-to-earth copy.
The Dixon Davis Group
→ Simplify the complexities of personal finance
→ Clearly differentiate their fee-only advisory model
→ Put overwhelmed, time-strapped prospects at ease
Dixon Davis needed their website to:
When the original founders of The Dixon Davis Group retired in 2022, Managing Partner Mark Lotocky stepped up to lead the firm’s next phase of growth. He wanted a digital presence that clearly differentiated their fee-only model from traditional, product-pushing banks.
Mark took a copywriting course and tried writing the site himself. The result? Hours spent writing, only for his parents, friends, and colleagues to completely miss the point. Lost in translation was not the goal.
Feeling frustrated, Mark needed an expert to take the copywriting off his plate and translate his ideas into a message that resonated with the right people.
Bringing new energy to a 30-year legacy firm
Overview
Because the business cashes the checks, but the customer writes them. Research eliminates internal bias and time wasted guessing at what will land. It gives us the unfiltered insight to assemble a website that converts.
“Why can't we just start writing?”
Writing without research is pure guesswork. To uncover what Mark’s prospects really think, feel, and care about, I mined Voice of Customer (VoC) data across Reddit, YouTube, and client reviews.
The data was undeniable: his prospects weren’t searching for hot stock tips or get-rich-quick schemes. They were overwhelmed professionals who wanted a trusted partner to help build their personal “game plan”—so they could finally stop worrying about their financial future.
Research & Discovery
Phase 01
Confusion doesn't convert. Mapping the architecture first gives us a bird's-eye view of your site. This allows us to make strategic adjustments before copy and design begin—saving you time and costly revision cycles later on.
“Why do I need a sitemap?”
Instead of jumping straight into a Google Doc, we organized their unique approach into a sitemap covering five core conversion pages: Home, About, Process, Pricing, and Contact.
Because fee-only advice is a lesser-known model, we strategically scrapped the traditional “Services” page. Instead, we built a “Process” page to educate prospects and bust objections. This shift structured the user journey to relieve overwhelm, differentiate their flat-fee model, and highlight their personalized approach.
Sitemap &
Navigation Design
Phase 02
Nope. Because a blank page ignores the user experience. Your copy is directional signage, and reviewing it in layout spares you the headache of trying to imagine how text translates to a screen. Plus it gives your designer a clear blueprint to build from.
“Wait, you don't just write in a blank Doc?”
With the blueprint locked in, it was time to snap the messaging into place. To bring new energy to the firm’s digital presence, we leaned into their true personality: down-to-earth advisors invested in every client’s success.
I translated their technical wealth strategies into plain English.
By weaving the VoC data and sitemap directly into low-fi Google Doc wireframes, we delivered a clear, unmistakably human website experience that easily survived the design handoff.
Website Copywriting
Phase 03
The best part about anchoring your website in research? The ROI doesn’t wait until launch day.
The process alone gave the Dixon Davis team a clear North Star. Equipped with new, research-backed ways to communicate their value, their sales conversations jumped from a 40-50% land rate to upwards of 80%—before the new website even went live.
Beyond the metrics, Mark was relieved of his unwanted side hustle while I collaborated with his web designer, Carisse, to make sure nothing was lost in translation (this time).
The work didn’t stop there, though. While Carisse worked her magic, Mark tapped me in to write a series of capabilities landing pages with SEO in mind.
Now, the Dixon Davis website communicates clearly while actively capturing high-intent search traffic. Boom.
From “lost in translation” to double the close rate
Results
Mark Lotocky, CPA, CFP
Managing Partner,
The Dixon Davis Group
I took an online copywriting course and understood the concepts, but I’m a finance guy. I put in the time to try and communicate what I wanted to say, but nobody was hearing it.
I was frustrated, and left wondering… how much better can a professional really be? Turns out, a lot better.
Working with Erika was one of the best processes I've gone through. I felt completely taken care of from the start, and always knew what to expect next.
It gave us the clarity we needed, and our ability to transition new leads into clients increased from a 40% land rate to upwards of 80%. It was absolutely worth the investment.