Launching a business you can trust, starting with the website

Meet our client, Shire Tire

I was genuinely excited when Cliff asked me to help launch Shire Tire. He’s a serial entrepreneur, a true multi-passionate creative, and a well-known connector in Edmonton.

His business plan was also solid: change busy families’ tires while they’re at home or at the office. Shire Tire serves professionals with packed schedules — kids to get to hockey, meetings stacked back-to-back, and zero interest in learning the ins and outs of a car. They want safe, reliable service without losing hours in a shop waiting room.

Cliff knew he needed a website, booking system, and messaging that clearly explained the process, built trust quickly, and made it easy for customers to book without needing to hunt down their VIN. 

The result: launching Shire Tire so bookings could roll in

What Anika Rose Writes helped with:

This ended up being a project where I helped with lots of aspects beyond copywriting and messaging.

• Project management
• Refining branding
• SEO research
• Writing website copy
• Writing SEO-optimized blogs
• Designing the website
• Writing canned emails (testimonial requests, booking confirmations, and a few reminders, and educational emails)
• Consulting on navigation, app integrations, and client experience

Specifically, it included:

Modern UX with a good old-fashioned brand feel

Cliff’s vision for the brand leaned retro: a 50s-inspired vibe that signals “simple values” and “people who do a good job,” plus a recognizable character (inspired by the memorable Crystal Glass mascot) that could show up across marketing. His daughter brought the logo to life, and I created a basic brand for his website.

Clear messaging that makes booking feel easy

From there, we focused on translating that feeling into a website experience that works for real customers, especially a 35–55-ish audience who just wants to know: What do you do, how does it work, and how do I book? The copy needed to be simple, direct, and expectation-setting. Even with the focus on clarity, there was space for the nerds out there who would understand the Lord of the Rings references sprinkled throughout (it’s called Shire Tire after all!). 

SEO blogs and website

Shire Tire’s launch needed search visibility, but not at the expense of user experience. So I built SEO in quietly:

• SEO research to target local keywords
• Blog ideation based on keywords
• 3 SEO optimized blogs that are both educational and target words that Edmonton drivers are looking for
• Meta descriptions, HTML tags, and SEO titles
• Image compression and alt text for SEO and accessibility
• Site indexing with Google

The blogs included guides on how to prepare for your appointment, how to pick the right type of tires, and how to make your tires last longer.

Mapped the customer journey so nobody feels confused mid-booking

We made the process feel as clear as an alpine lake — what happens when someone submits a request, when they’re actually booked, and what they can expect after that.

We also cleaned up the navigation labels (so customers can find what they need without overthinking it) and rewrote the “how to get new tires” steps to match how things work in real life while Tire Connect was still pending.

And to keep everything consistent, we matched the website and email wording to what people actually see inside Jobber so the experience feels seamless at every touchpoint.

Reminder emails that actually get opened

Testimonial requests, booking confirmations, and booking reminder emails – oh my! I custom wrote all the emails clients would need to book, since simplicity is so important to Shire Tire’s brand. They were also fun so that people want to read, respond, and leave a review.

Handled the unsexy launch admin

Launching a service business comes with a lot of moving parts.

I helped with domain strategy (including buying both .ca and .com to protect the brand), cookie compliance, and making sure Terms + Privacy Policy links are handled properly. I outlined a clean handoff: finalize details, transfer ownership, connect the domain, keep the site password-protected, then remove the password on launch day.

Final result: a website and booking system that matches Shire Tire’s straightforward values

Shire Tire launched with:

• clear, expectation-setting messaging that reduces booking confusion
• a website that’s easy to navigate and in line with Shire Tire’s brand
• email copy that sounds human and encourages follow-through
• SEO foundations ready for indexing + long-term growth
• a practical launch rollout that kept the site professional while tools were still being finalized

Your start-up’s website should reflect the changes you’re bringing to the market

If you want your start-up to build trust from the get-go, you need a messaging and a website that match your values at every touch point. 

Want to launch your start-up the right way?

Reach out to Anika Rose Writes to talk about your start-up.