You spent years building your credentials—the PhD, the publications, the speaking engagements, the teaching experience.

So when you launched your freelance editing or coaching business, it felt natural to lead with all of your experience on your website.

Here's the problem: those credentials are exactly what's repelling the clients you want.

In this episode, I break down why leading with your CV is the #1 mistake academics make when transitioning into editing or coaching—and what to do instead.

Using the analogy of a doctor's office visit, I'll show you exactly how your homepage copy should function so potential clients feel seen, safe, and understood the moment they land on your site.

You'll hear:

🩺 Why centering yourself on your homepage is hurting your client conversions

🩺 The "doctor's office" framework for writing copy that builds trust fast

🩺 3 real homepage examples (academic editor, academic coach, dissertation coach) showing the shift from credentials-first to client-first marketing

🩺 How to name your client's internal experience—not just their practical problem

🩺 The reframe that will change how you write every piece of marketing copy from here on out

If you've been wondering why your homepage isn't converting, or why people keep visiting your site but never reaching out, this episode will show you exactly what's missing.

👉 Subscribe for weekly episodes on building a freelance editing or coaching business after academia.

Want to end burnout and become an academic editor or coach? Go to AcadiaEditing.com/BecomeAnEditor

2:15 - Why Doctors Listen First

4:30 - Academia vs. Client Needs

6:45 - How to Hook Your Ideal Client

9:00 - Example 1 Academic Editor

11:15 - Example 2 Academic Coach

13:30 - Example 3 Dissertation Coach

15:45 - The Crucial Homepage Shift

18:00 - What Truly Differentiates You

20:15 - Build Trust, Not Just Impress

22:30 - Your Next Steps

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