The Birch & Bud
Resource Library

Get found by the clients who are already looking for you.

You built the website. You wrote the copy, finally. And you still have no real sense of whether Google knows you exist.

What you need is a handful of specific settings done correctly, and a short list of the right keywords, and that's genuinely most of it.

This is the layer that sits underneath your website copy, the technical and strategic groundwork many skip because it’s never been laid out.

This is for you if:

• Your website copy already exists or is in process

• You want a clear, ordered checklist instead of scattered advice to get your SEO fundamentals optimized

• Bonus if you're on Squarespace: several sections walk through exact settings on the backend

This isn't for you if:

• You want someone to implement it for you rather than a guide to work through

If you've described your voice to AI and got generic copy, use Claude regularly but need to re-explain yourself from scratch every session, or think better out loud than on paper, the Voice Discovery Skill is for you.

It's a custom Claude skill file made just for Travel Advisors that turns Claude into a voice discovery coach. You upload it, type 'help me create my brand voice', and Claude interviews you — asks how you talk to clients, what frustrates you about how other advisors sound, what makes working with you actually different. It reflects patterns back in real time, identifies your voice archetype, and produces a full Voice Profile at the end.

Then the dashboard that comes with it walks you through turning that Voice Profile into a working voice in Claude — a skill file and a preferences blurb that Claude uses every time you write. Plus ten prompts organized by when you'd actually use them, so the voice starts doing work on day one.

TL:DR: A Claude skill that runs a 45-minute guided Voice Discovery session, plus a dashboard that turns your Voice Profile into a working voice inside Claude. Same voice work as the workbook, different delivery. If you work better on paper, you might prefer the Voice Discovery Guide.

Who this is for:

• Travel advisors who've tried to write marketing copy and are frustrated because they couldn't figure out how they actually sound

• Advisors who use (or want to use) AI tools but keep getting generic output that doesn't sound like them

• Advisors who prefer a conversation over a workbook

• Advisors building a new brand from scratch

You can talk about your business all day. On a discovery call, with a colleague in a Facebook group at 11pm. The words come easily because you're just being yourself.

Then you sit down to write your website copy or an Instagram caption, and suddenly you sound like every other travel advisor online. Polished. Generic. Not quite you.

That's not a writing problem. It's a voice problem, and these exercises help you hone in on what you already know.

This comprehensive guide walks you through five exercises designed to help you identify how you actually communicate — your natural tone, the words you reach for, the things you say that nobody else would say quite that way. It's the work you do before you write anything. Before you hire a copywriter. Before you brief a designer. Before you ask an AI tool to write in your voice.

Once you know what your voice actually is, everything else gets easier.

TL:DR

Five workbook-style exercises to help you figure out how you actually sound, so you can stop writing copy that feels like it could have come from anyone. If you're more of a talker, you might prefer the Claude Skill version of this discovery.

Who this is for:

• Travel advisors who know their current copy sounds generic but don't know how to fix it

• Advisors who can talk confidently on discovery calls but freeze when writing website copy or emails

• Advisors who've hired copywriters before and hated the result because 'it didn't sound like me'

• Advisors building a new brand and starting from scratch

The goal isn't to document a perfect process — it's to build one from where you are.

The inquiry that didn't get a fast enough response. The proposal that went out without a request for a planning fee. The client who came home to silence instead of a welcome email. The referral that never got asked for.

This checklist exists so none of that happens. It’s a working document, not a reference manual, and can be duplicated for every client.

Designed for travel advisors who want a real system, not a list of vague reminders. It walks you through every stage of the client journey from first inquiry to building your referral pipeline. Eight stages, every key task, with short tips and a notes section at each stage so you can log what happened and keep every client experience on track.

BONUS! Get the interactive Discovery Call Guide tool! Find it in the Intake Call portion of the checklist.

Start every client relationship with clarity and confidence.

The moment a client says yes (or maybe) is full of momentum, but it’s also when expectations are being formed. A thoughtful onboarding experience ensures your clients understand how you work, what to expect, and how to move forward with ease.

This Travel Advisor Welcome & Service Guide is a professionally designed, editable Canva template created specifically for travel advisors who want their client experience to feel as elevated as the trips they design. The design is done. You replace the placeholder text or use what’s there.

Instead of piecing together emails or stumbling over your value, you’ll have one cohesive, branded document that introduces your business, outlines your process, clarifies roles, answers common questions, and guides next steps — all in a clean, polished format you can share with clients.

That means fewer repetitive emails, clearer communication, stronger boundaries and a client experience that feels intentional from day one.

Perfect for:

Independent travel advisors
Boutique agencies
Luxury and wellness travel pros
Retreat planners
Anyone tired of repeating the same info via email 24/7

You know your website matters. You've probably sat down more than once to work on it, opened a blank page, and thought 'where do I even start?'

It's not easy to know what goes on each page when nobody's actually shown you. What belongs where, why it matters, and how to organize it all so the right people trust you before they ever pick up the phone.

This guide starts with the strategy most travel advisor websites skip: how to position your brand so it actually resonates with the clients you want to attract.

Then it walks through what every page of your site needs to have on it, page by page, with a full SEO section so the right people can find you in the first place.

TL;DR A positioning, content, and SEO guide for travel advisors who want a site that actually works, not just one that exists.

Who this is for:

• Works best when you know your ideal client. Not sure yet? Start with the Client Clarity Kit first.

• Travel advisors (or any service provider) who know their site needs work but aren't sure what to fix first

• Advisors building a new website who want to get the structure and content right from the start

• DIYers on Squarespace (or others) who want their site to convert, not just look nice

• Advisors who've been meaning to 'fix my website' for months and need a clear, page-by-page plan

• Advisors who want to show up in search results but have no idea where to start with SEO

Most advisors don't have a clarity problem. They have a commitment problem. This tool helps you get clear on who you're actually writing to so your content, your website, and your discovery calls stop doing all the heavy lifting.

If you've done the avatar worksheets and they didn't help, this is different. A guided Q&A doesn’t just ask client demographics. It turns a vague sense of ‘my ideal client’ into a real, usable profile you can write to, utilizing AI outputs, plus 12 content ideas you can put to work the same afternoon.

Writing about your business should be easier than it is.

But the words get muddled because you're trying to speak to everyone who might book with you — and that pulls your messaging in too many directions at once.

So your content kind of lands, but not consistently. You find yourself explaining your services from scratch on every discovery call. And you’re putting time into marketing that doesn’t clearly lead anywhere.

Clarity on who you're writing to is what makes your copy feel specific. Without it, even strong services come across as generic. With it, the right clients read your content and recognize themselves in it.

Who it's for

Travel advisors with a strong offer, but no clear way to communicate it and struggle to talk about it in a way that feels clear, consistent, and like them.

If you're tired of explaining your value on every call, attracting inquiries that don’t quite fit, or posting content without a clear direction — this is for you.

This isn’t a quick-fill template. It’s a focused exercise designed to give you something you can actually use across your content, your website, and your sales process.