Website Copywriting

Because it's not about you. It's all about them.

“I’m not happy with our website.”

That’s usually how this starts. Not because the site is broken or looks terrible.

But it doesn’t do much other than exist, show off, and list services.

Then people leave.

If your website isn’t helping the right people move closer to a decision, it’s not doing its job.

What's the point of a website?

A website isn't a brochure. That's the first mistake businesses usually make.

Most websites are built to describe a company. And they're usually written from their perspective. Phrases like "We are..." and "We're passionate about..." crop up a lot.

What they should do is help a buyer decide.

That means guiding someone who has a problem from:
“I think this might be relevant” to “Yes, this feels right for us”

If your site jumps straight into talking about you, your services, and your history, it puts all the hard work onto the visitor.

Most won’t bother.

Do any of these sound familiar?

When a website underperforms, it’s rarely down to design or copy quality.

It’s because the thinking underneath is fuzzy.

The site tries to speak to everyone, so nobody feels addressed.

The offer is described, but never framed around a real problem the customer can relate to.

Navigation doesn't reflect the buyer's mental journey of being led through the site by what's important to them.

Pages exist in silos and don’t build on each other.

The Three Elements I Address

(Before I write anything)

Who the site is for

Not who you could help.

Who you want more conversations with.

If a buyer can’t see themselves in your site quickly, they won’t hang around to work it out.

What decision the site is helping them make

Every page should move the reader somewhere.

Closer to understanding the offer, trusting you, and taking the next step.

If pages don’t have a role in that journey, they become noise.

How the offer is framed

Most offers make sense internally and feel vague externally.

I help you reframe what you do so it answers the buyer’s real question:
“Is this right for my situation?”

When that’s clear, the words don’t have to work nearly as hard.

The Outcome

Once those foundations are clear, the site starts to behave differently.

Navigation reflects how buyers think, not how the business is organised.
Pages guide the buyer through to a logical conclusion.
The right people feel recognised.
The wrong people move on faster.
The site stops explaining and starts guiding.

Clarity is Key

This isn’t about clever copy. I’m not a word magician.

I don’t start with taglines or slogans or guess what might sound good.

I help you clarify who you’re talking to, what problem you’re solving, and how to lead someone through that decision with as little friction as possible.

The writing comes after that.