Hi, I'm Artem Shevtsov. I'm a marketing copywriter specializing in landing pages, launches, and sales funnels. I want to show you how I work through a real project, from the first conversation with a client to finished copy and a website prototype.

Here's the starting point. The client is a studio that makes animated videos for businesses. It already had a website and a portfolio of projects. The studio had been doing this for years, but a gap had opened up: the business had grown and found its specialty, while the website still presented every service it offered.

Look at the old messaging: broad positioning, a “creative partner,” multiple formats, flexible pricing, and a promise to maximize every dollar. A new visitor had little reason to understand what the studio did especially well or why they should choose it.

My job was to help the studio take a clearer position in the market and explain its value to potential clients.

Every project starts with an interview. I need to understand the product, the business, its customers, and the project's goals. We discuss the market, competitors, and the alternatives a potential buyer might consider. I record and transcribe the interview, and I take my own notes. That gives me the first foundation for the copy: the business owner's firsthand knowledge.

Next, I look at the product through the buyer's eyes. For this client, the most useful channel was LinkedIn. We looked at the profiles of prospective and current customers. I collected their posts in one large document and used AI to analyze them for recurring patterns: the words people use, the problems they talk about, what matters to them, and the phrasing that comes naturally to them.

The result is a short, structured document containing the main patterns. It becomes the foundation for copy written in the buyers' language. It keeps us from inventing phrases detached from reality or writing what sounds right to us when the audience speaks differently.

Then I turn to buyer motivation, using the Jobs to Be Done framework. By this point, I have the LinkedIn research and the interview, where the business owner describes what clients face, how they speak, and what they focus on. I use that material to map their core jobs: why they commission a video, what matters to them, and what they hope to achieve.

This stage gives me ideas for positioning and specific angles for presenting the company. Those angles help build trust by showing the audience that the studio understands their situation.

Once I understand the buyer, I study the market and competitors. The client usually names specific competitors during the interview. I look at how those companies position themselves, what messages they use, and how they write. Sometimes their websites tell me enough; other times their ads matter more. It depends on the project.

This research helps me see how the client can stand apart and make its copy distinct and memorable. With that picture in place, I can work on the website structure.

Before I open Claude, GPT, or Grok, I map out the structure myself. By then, I've absorbed the research. I understand the audience and what matters to them, and I shape the sequence of the page like a director shaping a film.

Once I know the order and purpose of the sections, I describe what belongs in each one. I give that step-by-step structure and its context to an AI tool as a prompt, then work through the page screen by screen.

I also draw on the studio's customer reviews. Real buyers have already described the service and what it was like to work with the team in their own words. That makes the copy sound more natural and alive.

The result is a conversion-focused structure ready to become a landing page. It looks like a block diagram: each section has a headline, subheading, content containers, and supporting details down to the button copy. Here, for example, there's a link to a case study page.

With the copy structure in place, I move to prototyping. This used to take several hours in Figma. Now I can assemble a basic prototype in about ten minutes with an AI tool through the terminal. I open the terminal in VS Code, provide the document as a brief, and type, “Make me a prototype.” The tool reads the project files, studies the structure, and builds it.

From there, I can hand the prototype to a designer or keep working with AI until the landing page is ready to publish. In this case, the prototype contains the same copy as the structural document, now arranged as a website.

The positioning is much more specific. The old site promised “compelling animated videos that drive results.” The new one focuses on launch videos: helping launches land, moving fast, and making work people remember. It gives visitors a clear invitation to brief the studio on their launch, backed by recognizable client names.

As we move down the page, we can see each section in the form it will take on the finished site. The next step is to refine the visual design, either with a designer or with AI, depending on the client's preference.

This whole process usually takes two to three days. For an urgent project, I can do it in one working day.

My work turns knowledge about a product and its buyers into a clear offer and a page the team can launch and test quickly. That's my process.