Our process
The KFC Formula
Aka, the not-so-secret signature recipe behind every high-converting website we write.
No, not THAT KFC. In our case, “KFC” = “Krista Fabbro Copywriting”.
Though our copy has been described as finger-clickin' good 😉
From raw ingredients to ready-to-serve copy
Every site starts with the same staples. History. Offers. Goals. Et cetera.
What sets ours apart is how they’re seasoned.
We don’t wing it. We mix data, insight, and story into one full-flavoured process that’s been refined to perfection for the best results. Delish.
Onboarding
Step 1: The Prep
What happens:
✅ Contract signed + deposit paid
✅ Welcome email with intake form
✅ Assets collected (brand guide, testimonials, existing copy)
✅ Kickoff call booked
The first order of business? Setting the table.
Why it hits the spot:
⭐ You know exactly what to expect (and when)
⭐ We have everything we need to hit the ground running on Day 1
Chef’s note
Prep makes perfect. This is how we keep your project (and experience) seamless.
Research + discovery
Step 2: The Menu
Before we start writing, we organize the ingredients. This step sets the direction for every word that follows.
What happens:
✅ Review your intake form + existing site
✅ VOC mining (reviews, testimonials, customer feedback)
✅ Offer clarity + tone of voice assessment
✅ Messaging snapshot created for approval
Why it hits the spot:
⭐ You get a clear picture of what’s working (and what’s not)
⭐ You see early wins and insights you can use beyond this project
⭐ You get a messaging snapshot that sums up your brand’s voice and positioning
Chef’s note
This is the foundation of your website’s flavour. These insights give us the clarity to write copy that speaks straight to your buyers and makes them hungry for more.
Writing + wireframing
Step 3: The Cook
We take what we learned in Step 2 and turn it into structured, sales-driven copy that’s shaped to fit your site and your buyers’ mindset.
What happens:
✅ Write key pages in your package
✅ Structure each page for flow and action
✅ Light SEO + CTA optimization baked in
✅ First draft delivered for feedback
Why it hits the spot:
⭐ You see your first full draft inside your custom wireframe doc (included with Chef’s Special, wireframes available as an add-on with other packages)
⭐ Each section includes notes on hierarchy, tone, and intent
⭐ You can opt for a Loom walkthrough to explain how everything connects
Chef’s note
This is where you start to see your smooth, confident, high-converting website come to life.
Editing + polishing
Step 4: The Plating
What happens:
✅ 1-2 rounds of collaborative edits
✅ Voice + tone review
✅ Final delivery in formatted docs
Good copy deserves a clean presentation. We refine every line for rhythm, clarity, and tone so your message lands with confidence, consistency, and conciseness.
Why it hits the spot:
⭐ You have a consolidated feedback doc so every edit is accounted for
⭐ You get suggestions for visual hierarchy and design alignment
⭐ If you need it, we’ll provide handoff support for your designer or dev team
Chef’s note
This is where you walk away with polished, plug-and-play copy that drops straight into design.
Monthly optimization retainer
Step 5: The Dessert
Great copy isn’t one-and-done. Once your site is live, we monitor, test, and refine what’s working so your copy keeps earning its spot on the table.
What happens:
✅ 1-2 optimization projects per month
✅ 3-day sprint: analyze, refine, report
✅ Mini monthly summary of results
Why it hits the spot:
⭐ You get consistent support to identify quick wins and long-term lifts
⭐ We provide ongoing data insights to guide future campaigns or pages
⭐ We check in regularly to keep messaging sharp and relevant
Chef’s note
This is where your already great site keeps getting better and better. Small, steady tweaks lead to big, compounding results and ensure your website evolves with your brand.
Want your customers coming back for seconds?
Let’s get your project on the burner.