Image of a wooden desk with a laptop cosmetic product, magazines and makeup books

DIY Shop

After writing dozens of websites for indie beauty, wellness, and lifestyle brands, I know exactly where most founders get stuck, and exactly what it takes to build a website that speaks to your customers and sells.

These templates and tools are built to save you time, stress, and money—so you’re not losing hours to research or missing out on conversions. Because, sometimes you don’t know what you don’t know.

More resources are on the way, so stay tuned.

If you’re a brand founder DIYing your website (and maybe everything else), you’re in the right place. 

Welcome to MC Copywriting’s Digital Shop!

DIGITAL STORE

Everything your e-commerce site needs to move customers from curious to checkout.

This checklist breaks down every page and section your online store needs—from your homepage to your product pages—to make sure you're speaking to your customer at every stage of their buying journey. It’s not just what to include, but why it matters, with real-world brand examples to guide you.

Essential Website Copywriting Checklist

GRAB THE $17 GUIDE

What they’re saying

  • “She sees your areas of potential strength and builds your voice around them. You may think you have a brand voice, but you haven’t discovered your actual brand voice until Michelle helps you find it.”

    Courtney Martin, Founder of Moody Mound

  • “Having worked with many freelancers over the years, I can only say that Michelle is worth her money. Not only is she a fantastic copywriter, she understands the beauty world well.”

    Gunilla Eisenberg, Founder of ISA ALEX Skincare

  • “Michelle is simply superb at what she does. She goes above and beyond in coming up with recommendations and ideas to further enhance the website visitor's experience. I look forward to working with her again."

    Kalpana Semple, Founder of KAIA Skin

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