Emily Freeman Dowdle

Hi, I’m Emily.

I create online content for small businesses. I specialize in helping professional organizers market their services and products to potential customers.

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Why Content Matters

Think back to the last time you needed a mechanic or dentist or plumber. What was your first step? You researched local businesses online. Perhaps you went to Yelp or Angie’s List. Then you went to their website. And you got an overall sense of who they were. You probably evaluated them on some of the following criteria:

  • Is this company trustworthy?
  • Do they offer what I need?
  • Were their previous customers satisfied?
  • Is their price equal to the value of the service?

Sound about right?

Of course it does. We all do it. Because the Internet empowers us to make better decisions.

The Power of Conversation

How you interact and engage with your customers has a larger effect on your bottom line than any other aspect of your business.

Why? Conversation builds trust. And people only buy services from businesses they trust.

More than any other content on your site, your blog is a conversation between you and your customer base — your audience.

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Why You Should Care About Your Sales Funnel

How you interact and engage with your customers has a larger effect on your bottom line than any other aspect of your business.

What Your Sales Funnel Looks Like


Every converted customer (those who make a purchase) go through at least 4 stages of interaction with your business:

  1. Awareness
  2. Interest
  3. Evaluation
  4. Purchase

If your customers are satisfied with your service, they will pass through the final stage of conversion: Advocacy. Those customers will refer you to their friends and family.

Only a small percentage of people will pass through all the stages. And at each level, you’ll experience a drop-off.

I like to think of each stage as a gate. And every person who learns about my brand must pass through four gates before I profit from them.

When done right, you convert strangers into advocates.

Stage 1: Awareness

This is where strangers become acquaintances. Someone may hear about you through a Google search, your blog or social media.

30-70% of people will pass through this first gate and go on to the next stage of interaction with you.

Stage 2: Interest

This is the first stage of your relationship. Potential customers return to view your content. You can build trust through consistent content, valuable information, personal engagement and free offers.

30-60% of people will continue on to the next stage.


Stage 3: Evaluation

This is a crucial stage where people decide whether they are going to purchase your services and products. They may like reading your blog and follow you on Twitter, but long-form sales copy is still the best way to convert customers. Your website, product information, client stories and testimonials will help inform customers how you can help them.

10-20% of people will decide your products and services are valuable enough to spend money on.

Stage 4: Purchase

Once a customer sees value in what you offer, they’ll look to complete their purchase. Product launches, special offers and sales pages will direct people how to access what you offer.

5-10% of potential customers will actually go through with their purchase. This is where trust in you and your brand is critical. If a buyer hesitates, you risk losing their business.

Stage 5: Advocacy

After a customer purchases your services or products, they’ll evaluate the value of your business. 1-5% of your customers will find your business valuable enough to recommend to friends and family.

Your Bottom Line

For every 1000 customers who read your blog, 50-100 will purchase your products. Of those, 10-50 will refer new business to you.

What does this mean? Your conversion rate is important.

But your referral rate is even more valuable. When you invest in content marketing for your business, you create a growing referral network of advocates and evangelists.

Eventually, those referrals will support your business without an investment in marketing. At that point you may choose to scale and continue to grow or maintain your current size.

About Me

I believe words are powerful. That they shape perception. And that, more than any other factor, how a company communicates with its customers determines its success.

I know because I’m a small business owner too. I love experimenting with new ways to engage customers and share my best advice, tips and tools on my blog.

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I specialize in working with professional organizers and residential industries such as interior design and real estate.

I founded Editing Emily in 2012 after six years in public relations and business development. I work with business owners to better communicate their services and products.

Through clear, clean, consistent messaging, I increase their brand-recognition, improve their bottom line and build referral networks through reengagement.

Is that something you’d like help with? Contact me ➤

I create content for websites, blogs and online marketing campaigns. I’m retained by nationally-recognized brands and personalities. Some of my most successful ghost-written articles and blogs have been shared by over 4,000 people.

Prior to Editing Emily I was a member of the award-winning Community Relations team of Florida Hospital, the flagship of the Adventist Health System. AHS is the largest not-for-profit Protestant healthcare provider in the US.

At a PR agency, I managed public relations for Bright House Networks and the City of Sarasota. I’ve also authored and secured federal grants and pitched Fortune 500 companies like ExxonMobil and Florida Power and Light.

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  • What Others Are Saying

    Extremely Reliable

    Hiring Emily as an editor for my UI design book (and beyond) was one of the best decisions. Not only does she provide high-quality edits and sound content advice, she is also very responsive in communication, extremely reliable, and has great turnaround time. I highly recommend her for serious projects!

    – Jane Portman, UI Breakfast

    A Joy

    Great work! Thank you for always going the extra mile. You are a joy to work with.

    – Jim Bickford, Shapiro & Sher Group

    So Happy

    We are so happy and lucky that we found you! Many thanks.

    – Michele Linde, Akloma Biosciences


    I really appreciate your help, your kind words and your insightful comments.

    – Viola Barry, Unraveled


    I needed a professional editor to work on my manuscript. When I called, I received an immediate response. I was thrilled with the professionalism. I highly recommend Editing Emily.

    – Desiree Bowers

    Very Professional

    Could not have asked for a better job to be done. Fast, very professional and just an overall great experience!

    – David Oglow