Market This | Local Business Marketing, Content Marketing & Website Copywriting – Details, episodes & analysis

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 business
• The real path your ideal client takes before they hire you
• My four-layer marketing framework and where social media actually belongs
• The 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 job

Grab my Website Copy Audit! 

This episode was mixed and edited by Cardinal Studio.

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 services
• Why every piece of marketing needs a clear, low-friction next step
• The 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.

In this episode, I’m walking you through the exact homepage copy framework I use with my copywriting clients so you know what actually belongs on your homepage (and what definitely doesn’t).

Your homepage doesn’t need to say everything. Its job is simple:
 “Hey! You’re in the right place.”

Inside this episode, we cover:

• The 5 essential sections every service-based small business homepage needs
• How to write a clear headline that instantly tells people who you help and what you do
• Why clever or vague headlines often hurt more than they help
• The Marco Polo method for headlines + subheads (yes, really)
• What to include in a mini services section without overwhelming visitors
• Why testimonials matter (and how to think about social proof)
• Simple, non-awkward calls to action that tell people what to do next

I also share real examples for:

• Bookkeepers
• Estheticians
• Service-based small business owners who are DIY-ing their websites

If your homepage feels cluttered, confusing, or just not quite right anymore, this episode will help you simplify, clarify, and stop second-guessing every word.

✨ Bonus:
If you want a professional set of eyes on your website, you can book a website audit where I’ll review two pages and give you real, actionable feedback.

This episode was mixed and edited by Cardinal Studio.

 In this episode I welcome my first guest, Amy Traugh! Amy is a business bestie, business strategist, podcast host and soon-to-be author.  

We dive into the magic of building a community, redefining sales, branding and her personal journey from healthcare to entrepreneurship.

So, grab your coffee and get ready for a dose of tangible content and inspiring conversations in this episode of Content Magic!


00:00 Creating standout content for online businesses podcast.

04:41 Unexpected change led to personal and career reevaluation.

07:19 Starting a business during pandemic, facing challenges.

10:38 Collaboration and authenticity lead to abundance mindset.

15:30 Embracing clarity and aligning with personal goals.

19:58 Helping to overcome barriers to achieve success.

22:58 Authenticity is key in creating content.

24:43 Closing remarks and call to action for audience.

CONNECT WITH ME

Instagram: @lindsaysmithcreative
Website: lindsaysmithcreative.ca
Free community call: Content & Coffee

CONNECT WITH AMY

Instagram: @amytraugh
Podcast: The Motivated CEO
Freebie: CEO Quarterly Review Guide



Show mixed and edited by: Cardinal Studio

This episode was mixed and edited by Cardinal Studio.

Today, I'm diving into the concept of entitlement energy and how it can impact your business. I chat about my own experiences and feeling entitled in my own entrepreneurial journey, from expecting opportunities just magically appear to recognizing the importance of consistently promoting myself. 

00:00 Podcast on entrepreneurship, content creation, and marketing.

06:23 Sharing daily interactions and world on Instagram.

07:55 Creating hype for new product or service.

11:48 Reevaluating relevance and rectifying past experiences.

CONNECT WITH ME

Instagram: @lindsaysmithcreative
Website: lindsaysmithcreative.ca
Free community call: Content & Coffee



Show mixed and edited by: Cardinal Studio

This episode was mixed and edited by Cardinal Studio.

In this episode, I'm chatting about the need to pivot in our business. One unexpected setback in particular had me almost rebranding myself the one-armed copywriter. Kidding. I'm also getting into that never-ending loop of comparison and how looking at content creation as an art form will change the way you show up. So, tune in and discover how to infuse your business with creativity, adaptability, and growth mindset.

00:00 Embracing change, ready to dive in.

05:42 Shift in content creation leads to growth.

08:48 Launching new ideas is an experimental process.

11:43 Moved a lot, good at Spanish, uncomfortable.

14:57 Entrepreneur for 10 years, cares less now.

17:58 Copywriting should capture brand voice authentically. Content as creative self expression, not marketing.

CONNECT WITH ME

Instagram: @lindsaysmithcreative
Website: lindsaysmithcreative.ca
Free community call: Content & Coffee



Show mixed and edited by: Cardinal Studio

This episode was mixed and edited by Cardinal Studio.

In today's episode, we are chatting about welcoming in those feelings of discomfort and growth. Essentially, embracing being shitty at something. And why this is so integral to entrepreneurship. The fear of failure is real. But when you re-frame what failure even means, it's not so scary anymore.

00:00 Overcome fear of imperfection in entrepreneurship.
04:49 Finding comfort amidst discomfort, embracing entrepreneurship realities.

08:45 Embracing uniqueness and challenging societal norms is key.

10:53 Reframe discomfort and failure, give words new meanings.

CONNECT WITH ME

Instagram: @lindsaysmithcreative
Website: lindsaysmithcreative.ca
Free community call: Content & Coffee


Show mixed and edited by: Cardinal Studio

This episode was mixed and edited by Cardinal Studio.

Welcome to the very first episode of Content Magic! This episode is all about how I got into entrepreneurship in the first place, what makes me a content expert and the three ingredients you need to create high-performing content that actually converts into fans and buyers. This is a must listen for entrepreneurs building an authentic business. 

01:48 Moved around, worked for bureaucratic organizations, questioned writing.

03:47 Interviewed woman with garbage house in Canada.

09:38 Helping others create content for their businesses.

11:03 Showing up authentically in content creation matters.

14:57 Effective copy needs concise, industry-specific key points. Belief in your message is crucial. Beware of one-size-fits-all approaches.

19:56 Be curious about your content and intentions.

CONNECT WITH ME

Instagram: @lindsaysmithcreative
Website: lindsaysmithcreative.ca
Free community call: Content & Coffee


Show mixed and edited by: Cardinal Studio

This episode was mixed and edited by Cardinal Studio.

Most small business owners start their website refresh the same way:
 “I need a web designer.”

But if you don’t have clear messaging, strong positioning, and words that actually connect with your ideal clients, no amount of beautiful design is going to fix that.

In this episode, I’m breaking down why copy needs to come before design, especially for small business owners who want their website to actually do its job, not just look nice.

I’m sharing a behind-the-scenes look at how big agencies approach websites versus what small businesses actually need, plus the three reasons your words are doing more heavy lifting than you think.

In this episode, we cover:

• Why “design first, copy later” works for big brands but not for small businesses
• The three things your website copy must communicate clearly (and quickly)
• Why your homepage headline has one of the hardest jobs in your entire marketing
• How brand tone, messaging, and positioning all live in your words
• Why a beautiful website with vague language won’t convert
• How to think of your website as a communication and marketing tool, not just a digital brochure

If you’re planning a website update, or wondering why your current site isn’t converting, this episode will help you rethink where to start (and save you a lot of frustration).

Want help with your website copy?

I offer website audits where I review two pages of your site and give you clear, honest feedback on your messaging, brand tone, positioning, and language — so you know exactly what to fix.

👉 Learn more at lindsaysmithcreative.ca/audit

This episode was mixed and edited by Cardinal Studio.

In this episode of Market This, I’m joined by my friend Kirsten Jordan, a marketing strategist with over 20 years of experience helping business owners cut through the noise and focus on what actually works.

We talk about why social media has become so overwhelming, why it’s only one small piece of the marketing puzzle, and what business owners should be focusing on instead, especially if they’re feeling burnt out or frustrated by trying all the things.

This is an honest, no-fluff conversation about marketing foundations, messaging clarity, and building a strategy that fits your business (and your capacity).

In this episode, we cover:

• Why marketing and social media are not the same thing
• The pressure (and burnout) that comes with social media marketing
• Why most marketing problems are really messaging and clarity problems
• The foundational work business owners love to skip (but shouldn’t)
• SEO, Google search, and how people actually find businesses
• Why fast fixes and “overnight results” don’t exist
• When paid ads make sense and when they really don’t
• The role of trust, relationships, and offline marketing
• How to think about marketing as a long-term system, not a trend

If you’ve been feeling like marketing is harder than it should be, this episode will help you zoom out, reset your expectations, and refocus on what truly moves the needle.

Connect with Kirsten:

• Instagram: @kirstenjmarketing
• Website: kirstenjordan.me
• Newsletter: Field Trip Marketing

This episode was mixed and edited by Cardinal Studio.