A letter from Pisa airport…

Monday 10th August 2026

It was the easyJet safety announcement that made me sit up and notice;

"Put your own mask on before helping others."

It struck a chord. In all the excitement of the last few months, I hadn't made time to write my own newsletter. So here it is: a letter from Pisa, where the tower is indeed wonderfully wonky, and I've finally found the time to write to you.

Over the last three months, I've been deep in the work of helping creative and wellness businesses get their websites and content actually working for them & I wanted to share a few highlights.

THE SUMMIT

I was asked to give a presentation on SEO for Therapists for the Prosper in Private Practice Summit, organised by Claire of @prosperinprivatepractice. I filmed the presentation, built out the social content, subscriber emails, and story sequences week by week to get the word out, plus offered my SEO Guide to anyone who opted for the VIP package. If you were following along on Instagram, you may have caught some of the "behind the scenes" action! It was a great exercise, and I'd recommend approaching organisers of summits like this one in your niche and offering a presentation — it's an excellent way to gain subscribers and future clients. I had some genuinely lovely feedback on the presentation. If you were an attendee- a warm welcome to my inner circle. I hope you'll stay a while and get some clarity on marketing yourself and all things Squarespace.

NEW: DEMYSTIFYING SEO
(FOR THERAPISTS)

I've just published a YouTube video breaking down SEO in plain English, specifically for therapists and wellness practitioners: no jargon, no overwhelm. If you want the companion checklist to go with it, subscribe to the newsletter and it'll land in your inbox.

And if SEO still feels like a lot to take on:

⭐️ Want me to run the audit for you? A done-for-you SEO audit is £150.00 —

⭐️ Prefer to do it yourself with the guide? The DIY audit is £67.00

⭐️ None of these are unusual. All of them are fixable.

THE MONTHLY EDIT — HOW IT'S ACTUALLY PERFORMING

Numbers can be a lot when you're not the one staring at spreadsheets all day, so here's what these actually mean.

Every month, five small creative businesses send a newsletter through The Monthly Edit. On average, 57 out of every 100 people who get one actually open it — most newsletters only manage 25. And 13 out of every 100 click on something inside, when the norm is under 3. That's not one lucky send skewing the average. It's happened across five completely different businesses with five completely different audiences, which is really the whole point. One of those businesses has watched monthly revenue climb from £805 to £1,295 over the same stretch.

Worth being upfront about how this actually works, too: every one of those newsletters is written by the client, not me. I'm not ghostwriting anyone's voice. What I bring is structure, strategy and styling; working out what to lead with, when to send it, how it should look, with the stats thrown in for good measure so we both know what's actually working.

Here's what that looks like in practice. Take one of my clients (anonymised, but entirely real): a short, personal note about a commission she'd just finished - who it was for, what it meant, pulled in 12 clicks on its own. Every individual workshop booking link in that same email got 1. People don't click "book now." They click "someone made me feel something," and the booking follows from there.

You'll also spot 2 unsubscribes in there, across ten newsletters sent. That's not a number to skim past, it's actually one of the healthiest signs in the whole graphic. An unsubscribe isn't someone slamming the door on you. It's someone who was never quite the right fit, quietly stepping aside so the people who ARE the right fit get more of your attention and it genuinely helps deliverability too, since email providers reward lists full of people who actually want to be there. A list that never loses anyone isn't a triumph. It usually just means no one's paying close enough attention to unsubscribe.

And if that still stings a bit to read… if your stomach drops slightly every time that number ticks up: you're not being oversensitive. Rejection sensitivity is real, and it makes complete sense that watching someone opt out can feel personal when your business is basically your creative voice with a shopfront attached. But it's worth holding two things at once: it can feel like rejection, but it isn't one. A 57% open rate isn't propped up by people who checked out months ago and never got round to clicking unsubscribe. It's real.

What's included:

⭐️ One SEO-optimised blog post every month, guided by me: you write it, in your own voice, so it never reads like AI

⭐️ One newsletter that turns that content into something your list wants to open

⭐️ Internal linking, metadata, and EEAT signals handled for you, no jargon required

⭐️ Monthly outcome tracking, so you can see what's actually moving the needle

Why it works for both SEO and AIO: search is changing, people aren't just Googling anymore, they're asking AI tools directly. The Monthly Edit is built to work for both: structured, credible, genuinely-you content that ranks with traditional SEO and gets picked up and cited by AI search tools like ChatGPT and Claude. You're not choosing one or the other, you're covered either way.

The benefit, simply: consistent, compounding visibility, in your own voice, without you having to think about content strategy every single week.

Reply to this email / book a call if you want one of the 4 spots.

Over on the Blog…

SAVE THE DATE: A GET-TOGETHER FOR ALL MY CLIENTS

I'm hosting an afternoon at The Mill at Gordleton POSSIBLY on Wednesday 30th September, purely social, no agenda beyond good company.

You'll find you have more in common with each other than you'd think, sole traders, creatives and wellness practitioners alike, all building something of their own. It feels like time you all met.

There'll be a small charge for those who come to cover venue hire and food. Drinks (soft or something stronger) will be available to buy from the bar as you fancy.

More details and how to book coming soon… for now, pop the date in your diary. Hit reply and let me know if you can come.

Back now, and straight into the next three months!

More soon,

Emily