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Measuring a Project’s Success – What Matters?

Today’s question is:

“When you ask a client how they’ll measure success for a project or what success looks like, what type of answers are you really looking for?

People often share sales goals, but shouldn’t, I want to know about conversion goals, like more clicks, better clicks, actual signups, and paid conversions, et cetera.”

Everyone measures the success of a project differently. Today we talk about how to dig down, get a client’s right KPIs and the questions you should ask.

In this episode:

  • What are conversion goals? 1.20
  • Sales might be the glory metric but it’s not everything 2.00
  • What is a funnel? 3.15
  • Questions to ask clients before starting a project. 4.15
  • There are two types of clients. 5.20
  • The sideways question. 7.00
  • When to do a paid audit. 7.40
  • Paid audit + copy chiefing = cool gig. 9.20
  • Nurture your contacts. 10.30
  • How to know what type of answers you’re looking for. 11.20

Click here to download a transcript of this episode.


Where to find Amy:

Where to find Kirsty:

Where to submit your questions (anonymous or not!)

About Business Badassery

Amy’s a conversion copywriter, business coach and serial business owner who’s been reading advice columns since she was nine. With decades of business experience, she’s gotten very good at quickly reading situations and coming up with solutions – especially on the fly. You can find her at

Kirsty’s a launch copywriter and ex-psychotherapist, who’s smack bang in the middle of scaling her business with online courses. She’s good at making sense of human tendencies, selling things with words, and only following the work that feels good. You can find her at

“Amy and Kirsty are wonderful, wise and witty!

I already push myself hard enough so I'm not interested in working with coaches that are going to "crack the whip" and "kick my arse".

Kirsty and Amy both have a gently challenging coaching style. I always left sessions feeling validated, smart and capable but with a clear idea of how to make things even betterer.”

Anna Rogan
Creative Copywriter

“Kirsty seems to have this ability to see things that aren't being said. And then she brings them to light in such a nurturing way. 

Amy is direct AND caring all at the same time. It makes it easier for me to get to the point cause I know you'll get to the point when you ask about the things you need more info on.

Together — I love that neither of them hold back when their opinion/suggestion/perspective differs from the other's. It just makes it all so much more valuable. 

Also, they’re both so genuine, warm, smart and hilarious. Those 'good' traits just compound when you put the two of them together, ya know?

Miish Grixti
Conversion Copywriter

“All I'd ever heard about Amy was that she's a great coach. Welp, she's a great coach. Knows the right questions to ask to get through the bullshit and get to the root issue.

And my sweet, sweet Kirsty. Using all of her best therapy tricks to keep us moving forward. And making us feel loved :)

Together? Stop. So good. I have never felt so supported. 

I think the value in coaching is having someone hold a bigger vision for you than you can see yourself. So having TWO of you hold that for me was extremely motivating.”

Megan Baird
Email Copywriter