Business Echo - Natalie Gates

Business Echo is an interview series celebrating the incredible individuals shaping the Okanagan’s business landscape. Through candid conversations, we’ll dive into their journeys, challenges, and triumphs—offering inspiration and insights along the way.

Great design catches the eye, but it’s the right words that turn visitors into customers and that’s where Natalie shines. As a copywriter and messaging strategist, Natalie helps small businesses craft website copy that truly reflects their brand and attracts the right clients.

From website strategy and customer research to brand voice guides, Natalie ensures every message resonates and drives action.

Let's dive in.

OE: Hello! thank you for granting this interview, could you please tell us a little about yourself

NG: Hi! I'm Natalie, and I'm a copywriter based in Kelowna, BC. I specialize in website copy and brand messaging for service-based businesses and entrepreneurs. I also help clients with other written content and sales copy when they need it!

I moved to Kelowna in 2023, so I'm pretty new to the area, but I've really loved establishing a community here. I'm originally from Squamish, and I lived in a few places on Vancouver Island before coming to the Okanagan.

OE: What is your business all about and what inspired you to start your business?

NG: The main thing I do is give small business owners website copy that represents their brand and helps them increase leads from the type of people they want to work with. If you're not familiar, website copy is basically the words on your website. It's not uncommon for people to go to a website designer right away, but you actually need the copy first so the designer has something to design around! When I work on a website copy project, I also strategize the website user journey (e.g. the pages and sections needed), conduct customer research, and do at least some level of brand development.

The other primary thing I offer is brand voice and messaging guides, which are strategy documents to help you get more confident in your positioning, clarify your core messages, and/or keep everyone on-brand when they write for you.

I like to say my business is all about nailing down messaging that "moves" your people. My goal is to write copy that makes readers feel something and connect with your brand, while also encouraging them to take action (e.g. by reaching out, booking a call, or buying something).

I started my business after I lost my PR job during the pandemic. While that was scary at first, I also knew I wanted to run my own thing someday, so I made it work, and I'm super glad I did.

I started it for a couple of reasons. For one, I've always wanted to "write for a living" in some capacity. Ever since I was a little kid, that was what I imagined doing. It always felt like the obvious path. Secondly, I wanted to find a version of marketing that didn't feel gross to me. I wanted to support small businesses, not big corporations. Writing copy for entrepreneurs who share similar values as me has been the perfect answer to all of that. I absolutely love getting to the heart of a business owner's mission and amplifying that mission through their copy.

OE: What’s the most unusual or fun project you’ve ever worked on?

NG: Ah, I've written for a lot of fun people, so it's tricky to choose! One really fun one was a brand voice and messaging guide for a fellow copywriter/SEO specialist (I ended up working for her agency for a while, too, which was great). Her brand voice was an awesome mix of opinionated and funny with these punk rock references, so it was really enjoyable to get immersed in it. Plus, since she's a super strong writer, I had a lot of great content to work with and riff on.

Whenever I work with a business owner who's not afraid to have fun in their copy and embrace their mission loud and proud, I love it.

OE: Have you faced any unique challenges as a woman in your space? How have you navigated them?

NG: Ugh, sometimes I still struggle with pricing and increasing my rates. Anyone can struggle with that, but I hear it the most often from fellow women. Repetition and reassurance from other copywriters or friends help me be more confident with it, but it's not always easy. I have to remind myself a lot that I'm a business owner who knows her stuff, and I need to act like one.

OE: What’s the biggest mistake businesses make when it comes to their brand messaging?

NG: Lack of specificity. It's common for business owners to try being known for ALL the solutions they offer, or for helping ALL the potential types of people they could serve. Or they talk about their offers in really high-level, jargony terms that don't cut to the heart of what their clients/customers are actually struggling with. Sometimes it's because they don't want to repel people, but we actually DO want that! It's okay to narrow your focus. That's how you become known for something.

The other thing would be trying to sound super formal because they feel like they "need" to, even if it's not authentic to them and their brand. I'm a big fan of getting experimental with your brand voice.

OE: Can you share a moment in your career that you’re particularly proud of?

NG: This isn't really a specific moment, but whenever a client feels more confident in their messaging and how they explain what they do (which means they're better at showing up in various places, online or offline), I feel proud.

OE: What’s a piece of advice you’d give to women looking to start their own business?

NG: Network!!! Not in an icky, forced way. Just get to know people. Get curious. I attribute so much of my business to the connections I've made. Most of those connections were made organically or "by accident" and ended up leading to new opportunities or other connections. They've come from past clients, paid communities/courses, free communities, local people, social media, friends, and family. I also did a couple of small free jobs when I was brand new, and they ended up leading to some paid work later on, so that can also be worth a shot (especially if you're still testing your service/product).

Get good at what you do. Then shamelessly tell the world what you do. Be open to random chats. Don't keep to yourself all day, every day.

OE: If you had unlimited funds for one day, what’s the first thing you’d do for your business?

NG: Host a planning/writing retreat in a gorgeous cabin with some fellow business owners. Great food, great drinks, and lots of creative inspiration.

OE: What’s your favorite Okanagan spot to relax or find inspiration?

NG: I've done a LOT of thinking and relaxing just walking along Kelowna's downtown waterfront. I also love Mission Creek park. For indoor spots, I love hanging out at Micro and Bright Jenny.

OE: What’s one thing about you that people might not know?

NG: When I was in university, I was an editor and writer for the school's newspaper for a few years. My initial plan was to become a journalist, but alas, I sold my soul to the marketing world. Just kidding.