My process and why it makes all the difference

Most copywriting starts with words. Mine starts with strategy.

My process and why it makes all the difference

Most copywriting starts with words. Mine starts with strategy.

I’m a member of

Featured in

There’s a reason some copy converts better than others. It’s the research and process that gives it an edge. Before I write a single word, I spend time understanding your business, your ideal clients, and the competitive landscape you’re operating in. The copy follows the strategy, not the other way around.

Wondering what happens when you reach out?

Your first conversation with me is a 30-minute strategy call. It’s NOT a sales pitch.

We’ll talk about where your business is now, what’s frustrating you about your current online presence, and what you’re hoping better copy and search visibility could do for your growth. I’ll ask questions, share an honest perspective, and give you at least one useful insight before we hang up, regardless of whether we end up working together.

By the end of the call you’ll know:

Whether SEO copywriting, content writing, or an audit is the right starting point for you.
What a project would roughly involve and what to expect
Whether we’re a good fit and I’ll tell you honestly if I think someone else would serve you better.
The date and time for receiving your project proposal

My 5-step process

Step 1 Discovery & Strategy

Every project begins with a 60-minute brand strategy session where we dig into your business goals, your ideal clients, and what you want your website to actually achieve.

My process delivers the best results when we’re working together. Here’s what I’ll need from you to make the most of our time:

Your time at the start

A 60-minute strategy session where we dig into your business, your goals, and your ideal clients. This session is where the real foundation gets laid, it’s not something we can shortcut.

Access to your existing knowledge

Any customer research, Google Analytics data, past copy, brand guidelines, or feedback you already have. You know your business better than anyone, the more you can share, the stronger the copy.

Up to three client introductions

For website copywriting projects, I’ll ask to speak briefly with two or three of your best clients. These conversations are gold, they uncover the exact language, motivations and objections that make your copy persuasive.

GOAL: a clear content strategy before a single word is written.

Step 2 SEO & Intent Mapping

I research the specific search terms your ideal clients use at different stages of their buying journey from first awareness all the way to “I’m ready to invest.” Then I map those terms to your pages so every piece of content is working strategically.

This includes both Google keyword research and AI search optimisation because your content needs to be found however your ideal clients are searching.

GOAL: a keyword and intent strategy that targets buyers, not browsers.

Step 3 Writing

Now the writing begins but it’s not writing from scratch. It’s translating everything I’ve learned about your business, clients, and search strategy into words that match your brand’s tone of voice and style.

Every page is structured for conversion as well as search, with wireframes that show your designer exactly where every element goes and why. No guesswork, no back-and-forth, no “can you just move this bit around.”

GOAL: copy and wireframes that are ready to build.

Step 4 Refinement

You review the copy and share your feedback. We refine it together. Usually, two rounds is all it takes, because the strategy works upfront means we’re not course-correcting on fundamentals.

The final copy is something you can stand behind proudly.

Step 5 Performance tracking

For website copywriting projects, I check in at 3, 6 and 12 months with a performance report and optimisation recommendations. Because good SEO copywriting is a living asset, and I want to make sure yours keeps working.

The outcome is copy that improves over time, not just on launch day.

I’ve worked across a wide range of industries

Including professional services, consulting, health and wellness, legal, financial services, technology, e-commerce, education, and not-for-profit. If your industry isn’t listed, get in touch.

What does a typical project look like end to end?

Every project is different, but here’s a realistic picture of what most website copywriting engagements look like from first conversation to final delivery.

Week 1 Discovery & strategy

We hold your brand strategy session. I begin industry, competitor and audience research. You share any existing data, brand assets or customer insights.

Week 2 SEO & intent mapping

I complete keyword research and map search intent to your pages. You review and sign off on the strategic direction before writing begins.

Weeks 3–4 Writing & wireframes

I write your copy and produce wireframes for each page. This is where strategy becomes words and where the research investment pays off.

Week 5 Your review

You receive the full draft and share consolidated feedback. We refine together across up to two rounds of revisions.

Week 6 Final delivery

Polished, signed-off copy is delivered and ready to build. Your designer receives clear wireframes showing exactly where every element sits.

Months 3, 6 & 12 Performance check-ins

I review how your copy is performing and provide optimisation recommendations for lasting results.

Note: Content writing projects and audits follow a similar structure but with shorter timelines typically 2–3 weeks from strategy to delivery. Rush turnarounds are available for an additional fee.

Rashida did a fantastic job rewriting my website, including about page and my service page. She nailed my tone of voice and the brief the first time with very minor tweaks needed before setting all the copy live. Everything was delivered very efficiently and it was a pleasure to work with Rashida. She is now my go-to copywriter going forward.

MYM Accounting & Business Consultancy is a new boutique business advisory firm specializing in providing Virtual CFO, accounting, bookkeeping, and payroll services. After creating our preliminary website, we were in need of a professional website copywriter to review our website, identify areas of improvements and recommend various strategies which would help attract the right clientele. Virtual CFO is a relatively new service offering and requires educating your target audience. After reading brilliant reviews about Rashida, we engaged her to do a thorough website review. From the point of engagement to the final delivery, Rashida was extremely professional and amazing to deal with. She spent a lot of time understanding our service offering, target market what our long term vision was. Rashida provided invaluable advice on: • Highlighting the pain points for our target market • Rewording the content to make it clear, concise and to the point • Creating a natural flow of content, especially when you are educating your audience on your service offering • Making proper use of keywords to make the website ready for SEO. Rashida was extremely efficient, kept us updated on the progress of the work and delivered earlier than expected. We were truly happy with the final review and recommendations. If you value professionalism, creativity and someone who genuinely cares about their clients, Rashida Tayabali is the person to go to.

Rashida is an outstanding copywriter. Working with Rashida across multiple clients in distinct industries, she met all the requirements of the briefs, captured the individual business’ voice and unique style and and able to provide content that matched client expectations. I found Rashida a delight to work with; she always provided quality work, on time and communicated clearly.

Rashida is fantastic to work with. She is patient and aims to understand you or your business on another level which is displayed through her writing. It was a pleasure working with Rashida on my website, I'd highly recommend!

Sign up for the Search Notes

A pretty useful, 100% human-written monthly newsletter chock-full of tips to help you write better, be found online and do it faster with AI. (Who wouldn’t want this? 😉). No spam ever! Because I hate it too.