Market This | Local Business Marketing, Content Marketing & Website Copywriting

Lindsay Smith | Marketing Strategist, Website Copywriter for Local Business Owners
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Are you a local business owner who's spent money on marketing and still isn't seeing results? You might not have a strategy problem. You might have a messaging problem. Market This is the podcast that helps local service businesses fix what they're saying so their marketing actually works. I'm Lindsay! A messaging strategist and website copywriter with 20+ years in journalism and advertising. I've written for CBC Radio and copy for million-dollar campaigns, and now I help local business owners compete on clarity, not budget. Each week, you'll get practical marketing strategy and content marketing tips you can actually use, like how to write website copy that converts, what to say (and stop saying) in your marketing, and how to build a local business strategy around messaging that's clear, not complicated. Inside each episode, you’ll learn: ⚡️How to write website copy that actually converts ⚡️How to build a marketing strategy that fits a local business ⚡️What to say (and cut) from your homepage, about page, and social content ⚡️Simple content marketing that doesn't eat your whole week ⚡️When to DIY your copy and when to bring in help If you’re ready to stop second-guessing your words and start using copy that actually sells, hit subscribe and follow along. And come hang out with me on Instagram too: @lindsaysmithcreative And if you want expert eyes on your website, you can book your copy audit here: https://www.lindsaysmithcreative.ca/audit Let’s turn your words into your hardest-working salesperson.

  1. 18H AGO

    S1 #28: Your Website Copywriting Problem Isn’t Your Design. It’s Your Headline.

    Most local business owners spend weeks perfecting their website's look, the colours, the fonts, the layout, and then slap on a headline like "Helping you achieve financial freedom" and call it done.  However, if someone lands on your site and bounces, it's almost never because of the design. It's because your headline didn't stop them. In this episode, I break down why generic headlines are silently killing your website's performance, using a real example from a recent website copy audit I did for a financial planner.  Her site looked great. Her business was solid. But her headline could have belonged to literally anyone, a bank, a coach, an app, a newsletter. And that's exactly the problem. I walk you through what a strong headline actually does (spoiler: it's not about being clever), the three things every good headline needs to include, and how to rework yours even if you're not a writer.  As a website copywriter who's looked at hundreds of homepages, I can tell you, the fix is almost never a full rewrite. It's just saying the right thing more clearly. I also get into something most people miss: the connection between your headline and search intent, and why clarity builds trust faster than design ever will. If you've been wondering why your website isn't converting the way it should, this episode is a good place to start. In this episode, I cover: Why "professional-sounding" headlines are usually the weakest part of a local business websiteThe real-life audit example that shows exactly what a vague headline costs youThe one question I asked that completely changed this client's messagingWhat your headline actually needs to do (it's simpler than you think)The search intent layer most business owners overlookA quick framework you can use to rewrite your own headline today If you want a professional's eyes on your website copy, book a website copy audit at: lindsaysmithcreatie.ca/audit. This episode was mixed and edited by Cardinal Studio.

    15 min

  2. MAY 20

    S1 #27: What Local Business Owners Get Wrong About Standing Out

    Most local business owners think standing out means louder branding, better design, or more content.  But that's not what actually drives attention. The real issue sits deeper, in your messaging strategy, and how clearly your offer lands with the people you actually want to reach. Websites don't fail because the service is weak. They fail because the language is generic, overused, and sounds exactly like every competitor on the block. When your homepage reads like a template, visitors stop seeing you as different. This episode breaks down what actually makes people stop scrolling and pay attention.  You'll hear why unclear positioning blocks trust, how professional language often backfires, and how stronger local visibility strategies can change the way your business shows up online.  I also get into how to market a local business more effectively and when working with a website copywriter can help translate what you do into words that actually convert. For a lot of local business owners, the biggest mistake is trying to sound universal instead of specific, appealing to everyone, avoiding the details, and leaning on industry clichés that say nothing.  Whether you're a local service provider or a growing brand, those patterns make it harder for potential clients to see themselves in your services.  The shift happens when your message gets specific enough that the right client immediately recognizes themselves. Instead of vague promises, you create clarity, the kind that drives trust, referrals, and inquiries. That's where better messaging strategy and refined positioning start working together. If you're ready to tighten your message, a Website Copy Audit looks at your homepage and key pages to find where your copy is losing attention and how to fix it. It's a practical way to sharpen your messaging strategy so your local business starts attracting the right clients instead of blending in. This episode was mixed and edited by Cardinal Studio.

    21 min

  3. MAY 13

    S1 #26: Stop Overthinking Email Marketing: Build Your Local Business Email List in Days

    A lot of local business owners don’t struggle with marketing, they struggle with staying remembered.  And email marketing often gets pushed aside because social media feels faster, easier, and more visible. The thing is, those platforms don’t belong to you. Email marketing changes that. It gives you a direct line to your audience without algorithms deciding who sees you and when. And for a local business, that shift is the difference between being occasionally noticed and consistently booked. What you’ll hear in this episode is a grounded breakdown of how to build a simple, sustainable email list without funnels, complicated systems, or overthinking every word. Because effective email marketing isn’t about complexity. It’s about clarity and consistency. You’ll learn how email marketing for local business owners works differently than online influencers or digital-first brands. Instead of chasing volume, you focus on relevance, relationships, and repeat customers who already know your name or are close enough to become regulars. We break down four simple ways to start building your list quickly:  Creating a simple, no-pressure signup offer your customers actually want  Placing opt-ins everywhere your audience already interacts with your business Treating email as relationship-building, not performance marketing This is where most people overcomplicate things. But marketing for local business doesn’t need to look like a tech startup funnel. It needs to feel human, consistent, and useful.You’ll also hear real-world examples from service-based businesses like bakers, estheticians, and contractors who use local business strategies to stay top of mind without relying on social media alone.  And this is where content marketing becomes practical, not theoretical. Your emails don’t need to be long or polished. They need to be useful, timely, and real. If you’ve been stuck in overthinking mode, this episode connects the dots between simplicity and results. Because copywriting isn’t about sounding perfect, it’s about sounding like yourself so your audience actually trusts what you say. And if you have more questions about email marketing, go listen to Episode #18: The 3 types of emails every small business owner needs, which builds on this foundation and shows you exactly what to send once your list is growing. By the end of this episode, you’ll understand why email marketing for local business is one of the most underused tools for sustainable growth, and how to start using it in a way that actually fits your time, energy, and business model. If you’re ready to stop guessing and start building something that compounds over time, you can book a free call with me to map out your next steps and get your email strategy working properly for your business. This episode was mixed and edited by Cardinal Studio.

    19 min

  4. MAY 6

    S1 #25: Local Business Marketing Isn’t Just Instagram Anymore

    I know you're feeling the pressure to constantly show up on social media. I get it. For a while, it really was one of the easiest ways to get visibility. But the landscape has changed, and if your entire marketing strategy depends on Instagram, you're missing some critical foundations. In this episode, I break down what actually happens when someone in your community needs the kind of service you offer. Spoiler: they're not scrolling your feed, they're Googling you. And when they land on your website, the words on that page matter more than anything you've ever posted. I walk you through my four-layer marketing framework (yes, I compare it to a cake, a video game, AND a theatre production, it got away from me a little) covering discovery, trust, validation, and conversion. I talk about where social media actually fits in and why it's not where most business owners think it is. In this episode, I cover: Why organic reach has dropped and what that means for your businessThe real path your ideal client takes before they hire youMy four-layer marketing framework and where social media actually belongsThe one thing that's costing most local business owners clients (hint: it's not your posting schedule)A simple exercise you can do right now to test whether your website is doing its jobGrab my Website Copy Audit!  This episode was mixed and edited by Cardinal Studio.

    18 min

  5. APR 29

    S1 #24: The 3 Things Your Marketing Needs to Say (Before Anything Else Works)

    You're posting, emailing, showing up, and it still feels like nobody's paying attention to your local business marketing.  Before you blame the algorithm or try another tactic, it might be time to look at what your marketing is actually saying. In this episode, I break down the three foundational things every piece of marketing needs to communicate before any of it actually works, whether it's your website, your social media, or your emails. In this episode, I cover: Why narrowing down who you're speaking to makes your marketing land harder (and why talking to everyone means talking to no one)How to articulate the real problem you solve, not just list your servicesWhy every piece of marketing needs a clear, low-friction next stepThe common call-to-action mistakes that are costing you leads (including the dreaded mail app pop-up)If you're not sure if your marketing or website is hitting all these marks, grab my Website Copy Audit.  This episode was mixed and edited by Cardinal Studio.

    17 min

  6. APR 15

    S1 #23: The 3 Website Gaps Costing You Money

    Is Your Website Actually Doing Its Job? You're great at what you do, your clients love you, and referrals are coming in. So, why aren't they booking? In this episode, I'm breaking down the three sneaky website gaps that are quietly costing service-based , local business owners money. In this episode, you'll learn: The "who is this for?" gap: why vague, flowery homepage copy is driving warm leads away, and what to say insteadThe "what happens next?" gap: the difference between a call to action that just exists and one that actually convertsThe "why you?" gap: how to position yourself so referrals landing on your website immediately know you're the right personNot sure if your website is doing its job? That's why created the Website Copy Audit. Get a clear, specific breakdown of what's working, what's confusing visitors, and what to change: lindsaysmithcreative.ca/audit This episode was mixed and edited by Cardinal Studio.

    14 min

  7. APR 8

    S1 #22: Stop Treating Your Google Business Profile Like a Listing

    If you set up your Google Business Profile and haven't touched it since, this episode is for you. A lot of business owners think of their Google Business Profile as a directory listing. Something you fill out once and forget. But if you're a local business, it's one of the most powerful (and free) visibility tools you have. The catch? It only works if you treat it like the strategy it actually is. In this episode, I'm chatting about  how your Google Business Profile fits into your broader local visibility strategy and why what happens after someone finds you matters just as much as getting found in the first place. What you'll learn in this episode: Why your Google Business Profile is often a customer's very first impression of your business before your website, before social mediaThe local visibility ecosystem: how Google reads your profile as one signal among manyWhat "optimized" actually means (and the high-leverage moves most local businesses skip)Why reviews are a ranking factor, not just a reputation tool and why responding to them matters as much as collecting themThe message consistency gap that causes local businesses to lose leads even when their profile is doing its jobStats mentioned in this episode: Nearly 46% of all Google searches have local intentBusinesses with optimized Google Business Profiles attract up to 70% more visits than those without oneOver 88% of consumers trust online reviews as much as personal recommendationsResources + links: Is your website ready to convert the traffic your Google profile sends it? I can audit your homepage and one other page for maximum conversion: lindsaysmithcreative.ca/audit This episode was mixed and edited by Cardinal Studio.

    14 min

  8. APR 1

    S1 #21: Send the Damn Email With Shannon Vonderach

    Shannon Vonderach went from wedding photographer to the self-proclaimed Email Queen. The pivot started in 2020 when the world shut down and she discovered what she'd been leaving money on the table by not emailing her list. In this episode, Shannon and I dig into why so many local business owners are sitting on a goldmine of email subscribers and doing absolutely nothing with it and how to change that without overthinking it to death. In this episode: Why you already know what to write (you're just looking at it wrong)The mindset shift that makes email feel less like a corporate broadcast and more like a text to a friendWhat to do when you've ghosted your list for months and why you don't need to apologizeHow to handle unsubscribes without spiralingWhy email gives you something social media never canThe consent question: what you need to know before you start emailing your list (especially in Canada)Connect with Shannon:  Instagram: @mrs.vondy Threads @mrs.vondy Program: The Email Club Freebie: 10 Ways To Unboring Your Emails This episode was mixed and edited by Cardinal Studio.

    27 min
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About

Are you a local business owner who's spent money on marketing and still isn't seeing results? You might not have a strategy problem. You might have a messaging problem. Market This is the podcast that helps local service businesses fix what they're saying so their marketing actually works. I'm Lindsay! A messaging strategist and website copywriter with 20+ years in journalism and advertising. I've written for CBC Radio and copy for million-dollar campaigns, and now I help local business owners compete on clarity, not budget. Each week, you'll get practical marketing strategy and content marketing tips you can actually use, like how to write website copy that converts, what to say (and stop saying) in your marketing, and how to build a local business strategy around messaging that's clear, not complicated. Inside each episode, you’ll learn: ⚡️How to write website copy that actually converts ⚡️How to build a marketing strategy that fits a local business ⚡️What to say (and cut) from your homepage, about page, and social content ⚡️Simple content marketing that doesn't eat your whole week ⚡️When to DIY your copy and when to bring in help If you’re ready to stop second-guessing your words and start using copy that actually sells, hit subscribe and follow along. And come hang out with me on Instagram too: @lindsaysmithcreative And if you want expert eyes on your website, you can book your copy audit here: https://www.lindsaysmithcreative.ca/audit Let’s turn your words into your hardest-working salesperson.

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