StoryBrand Guide & Copywriter
What pages you need
What they should do
What they should say
What you offer can be… a lot to digest.
It’s a great problem to have. It means you’re doing a spectrum of good work, or
you’ve built something so new that people need help understanding it. Maybe both.
Either way, hiring someone to “update your website” doesn’t feel like enough.
You have communication chaos, and you need someone to corral it.
Say less, I’m already in.
Hi, I’m Angie. For 20 years, I introduced myself as a copywriter, until AI emerged and helped me realize that was incomplete.
What I actually do is sit with ambiguity, question my way out of it, try on different stories, choose the best angle, and figure out the visual puzzle of offering readers a bite at a time until they act. The words are just a fraction of the equation. So, now I say:
I architect websites.
- Big websites for businesses that do a lot.
- Hearty websites for introducing new ideas.
- Human websites that feel like a conversation.
What’s a website architect?
I landed on the word “architect” because of my husband, who designs houses. As it turns out, our processes are almost identical as we journey from curiosity to clarity. Let me explain:
We take it all in.
I always say, "The best thing I bring to the table is confusion." Your customers come to you confused, so that's where I start, too. Like my husband, our discovery process is led by curiosity. Listening, questioning, and repeating, until I understand the whole picture.
We sort it all out.
Once my husband understands the goal, he can map the floor plan, establishing the rooms and the flow. I create your sitemap the same way: the pages you need and how customers will journey through them—plus, the stories that will inspire each one.
We detail everything in the blueprint.
My husband creates blueprints with detailed measurements and specs. I create website wireframes: a working, grayscale prototype with every word written, button placed, and link functioning, so you can experience it before development begins.
We stick around through "move in."
Once my husband hands plans to the general contractor, he doesn't disappear; he's available throughout construction. Same here. After you turn over wireframes to the developer of your choice, I review the designs and answer questions until you go live.
The journey begins with a Planning Call.
Click “Book a Planning Call” to see what happens before, during, and after this initial session.
Visual learner?
So am I. In this video (and also in the slides below), I show our step-by-step process, including all the deliverables.
- one-page controlling idea
- sitemap
- Brand Message Guide
- grayscale website prototype
Step 1:
Planning Call ($500)
We start with a 90-minute Planning Call. Then, as part of this step, I’ll write a one-page narrative that captures your brand at the highest level. This is our controlling idea: the North Star for your website project.
Step 2:
Sitemap ($0-$500+)
For simple sites, I build your sitemap alongside Step 1 at no additional cost. For complex sites, this becomes a paid step. Either way, you get a visual structure of every page you need and how they connect—plus a full proposal for the rest of the project, including budget and timeline.
Step 3:
Brand Message Guide ($TBD)
When you give me the green light, we’ll move to your Brand Message Guide, a strategic resource we need for the website, and that you can keep using for years to come. It includes messaging for all your audiences or services
Step 4:
Guiding Principles (Optional)
If you don’t have clear mission, vision, and value statements (or what you have doesn’t capture who you are anymore), we can write them. They’ll inspire your About page, hiring process, and internal communications.
Step 5:
Website Prototype ($TBD)
Next, I build your grayscale wireframes , a fully clickable prototype of your entire website, including all the words. It’s pre-design (no colors or images), but everything else is there. Read, click around, and experience the vision.
Step 6:
Feedback & Support ($TBD)
When your developer has the wireframes, I step back but stay available. I review pages as they’re designed, tweaking language to ensure the vision translates well. Just before launch, my copy editor and I do a final review.
Step 7:
Supporting Assets (Optional)
My team and I can develop other pieces you need, too, like lead magnets, email sequences, and other content that support your website ecosystem. Our engagement here is optional, but is a great way to keep everything aligned.
Step 8:
Quarterly Check-ins (Optional)
Websites aren’t perfect on day one—we learn by watching engagement. Where are people scrolling? Clicking? Bouncing? I encourage a twice-yearly review to refine as we understand real-world behavior.
You may still be wondering…
What makes a website "big" or "hearty"?
Big websites aren't always big in terms of page count. They're simply for businesses that do a lot—whether that's offering many services, serving different types of customers, or both. Our goal is to make sure everyone who lands on your site can find what they need (and connect to it on a human level!) without getting lost in everything else you offer.
Hearty websites do heavy lifting. They're for businesses that require a shift in thinking—whether you've built something unfamiliar, you work in a way people don't expect, or your solution asks people to see their problem differently. These sites need substance and depth to bridge the gap between where people are now and where they need to be to take action on your offer.
Some websites are both. Either way, these kinds of websites need more than a template—they need architecture.
How much does this process cost?
We start with a 90-minute Planning Call ($500). After our conversation, you'll receive a draft of your controlling idea (the one-page narrative that sets the direction for everything) plus vendor recommendations if you need a designer, developer, SEO specialist, or other support.
From there, we move to Step 2: Sitemap Development. For simple sites, I build your sitemap alongside Step 1 at no additional cost. For complex sites with many pages or audiences, this becomes a paid step ($500+). Either way, you get a visual structure of every page you need and how they connect—plus a full proposal for the rest of the project, including budget and timeline. If you'd like, this proposal can include website design and development in partnership with the agency I’ve contracted with most often since 2018.
This is where you make the big decision: move forward with the full project or take what we've built and explore other options. Either way, you haven't wasted money—you have a controlling idea and sitemap you can use or bid out elsewhere. (A $3000+ value.)
The full project (customer stories, wireframes, and support through launch) depends on the number of pages and complexity. A single-page website wireframe starts at $2,500. Simple 4-page sites (Home, About, Services, Contact) with a single service generally start around $4,500. Sites in the especially "big" and "hearty" categories—multiple services, multiple audiences, complex navigation—can range from $6,000 to $50,000+, depending on scope.
Is the investment worth it?
Your real question is probably: "Will my website sell?" I get it. That's the fear: investing a lot, and nothing changes.
I can't guarantee your website will produce ROI. Too many things play a role—whether your solution fits the market, your pricing, how people find you, whether your site's designed well, your sales follow-up. Marketing strategists, SEO/AEO specialists, designers, ad experts—they're all better suited to guide you on those pieces.
The architecture of your website is a critical piece of the puzzle, though. When someone shows up, your site either does its job or it doesn't. Either people understand what you offer and feel ready to move forward, or they leave frustrated and confused.
What I can promise: When the right audience lands on your site, they’ll feel seen and hopeful about how you can help.
How long will it take?
It depends on the size of your project. After our Planning Call, you'll receive your controlling idea within a week. Same with the sitemap—a one-week turnaround after Step 2.
Once we move into the full project (customer stories, wireframes, and support through launch), I'll propose a timeline based on your specific scope. A good rule of thumb is 12 weeks once it's locked into my schedule, though I sometimes book out a bit. I'll let you know exactly what to expect when we get there, and will do my best to work within your needs.
With AI, do websites even matter anymore?
They do!
Here's what's exciting: in the "old" days, businesses tried to game the system. They guessed at algorithms, stuffed in SEO keywords, hid text behind images, and wrote for search engines instead of people.
Now, with AI-powered search, that approach doesn't work. AI has to understand your website the way a human would. It reads for meaning, context, and clarity. So sounding human isn't just nice—it's how you show up in AI chat results at all.
And once someone finds you, whether through AI search, a referral, or a Google link, they almost always still come to your website to make a final decision. That's the moment your site needs to feel like a conversation with you, gently walking them toward the next step.
It's kind of cool—AI of all things is making clear, human writing matter more. That's a plot twist I wasn't expecting, but love to see!
Are you a Certified StoryBrand Guide?
Yes! I was among the first 30 writers to become StoryBrand-certified in 2016. Only three of us from that inaugural cohort are still doing this work today.
I had been working in marketing for about a decade when I attended one of the first StoryBrand workshops. When Donald Miller broke down the framework, it brought tears to my eyes (I actually had to leave the room). Finally, I had structure to help audiences feel heard, validated, and hopeful—without relying on tricks or tactics, just clarity and authenticity.
Another decade+ later, I'm still using StoryBrand in the background for every project. I've worked with hundreds of businesses and organizations, and I still believe it's the clearest, most human way to communicate what you do and why it matters.
Do we work with your designer/developer or ours?
Either! I've had success with both.
My partners and I have worked together for years, so we move quickly and seamlessly. If you'd rather use your own team, that works too—I just ask to see samples of their work first. I've watched poor design flatten great wireframes too many times. People judge professionalism in seconds, and if the design feels dated or off, they bounce before reading a word.
Once we're aligned on the team, we'll set expectations about checkpoints: I'm available for feedback and support as pages are designed, plus a final review before launch. I don't step in as the Creative Director, but I do make sure nothing gets lost in translation.
Do you only plan and write websites?
Websites are my favorite, but I have close seconds. I love developing Guiding Principles (mission, vision, values) and recently started creating 90-day onboarding guides to help employees embrace company culture—which I'm absolutely loving. We also write supporting assets, like lead magnets and email sequences that extend your website ecosystem.
You can always ask about availability for these projects or others. If it's not something we can take on, I'll recommend someone who's a great fit. They'll have a running start because of all the foundational work we've already done together.
What you worked with [insert your industry] before?
Probably!
I've worked with hundreds of clients across most industries since 2016—nonprofits, for-profits, B2B, B2C. But honestly, to me it doesn't matter what we're talking about. We're just finding the humanity in it and using the StoryBrand framework to help us connect.
There are rare occasions when the topic or the audience feels too distant for me to latch onto. If that's the case, I'll refer you to someone better suited to help.
What if my offerings change over time?
The structure of your site probably won't need to change much. You can work with me (or someone else) to update content, add new pages, or adjust messaging as things evolve. It's a natural part of growth, and easy to handle when the foundation is solid.
What if I have another question? Can I schedule a free call?
You can absolutely email me at angie@angieschultz.com if you have a quick question. But I can't always do free get-to-know-you calls. As much as I'd like to, my schedule just doesn't accommodate it. I'm a mom first and work limited hours, so I protect undistracted writing days for clients who've already committed.
For that reason, I've made this website as informative as possible, so you have what you need to decide if the first step (a 90-minute, $500 Planning Call) is worth the investment. I've intentionally underpriced this step, as I know it's a leap of faith for you.
The Planning Call allows you to experience my structure and copywriting, tailored specifically to your business, before we both consider a larger commitment.