Website copywriting written for the customer, not the company
Page copy built around what someone needs to know before they buy or book. Available bundled with a build, or on its own for a site that already exists.
Why most site copy fails
The most common problem is not bad writing. It is that the page describes the business to itself.
It opens with how long the company has been established. It lists values nobody disagrees with. It uses internal vocabulary customers never say out loud. It explains what the company is proud of rather than answering what the reader came to find out. Every sentence is true and none of them help.
Website copywriting done properly starts from the other end: the questions someone genuinely has before they act, in the order they occur to them, answered plainly. That usually means saying less, not more, and it almost always means being more specific.
The second most common problem is that the copy was written last, after the design was finished, to fit boxes that were already drawn. Words squeezed into a layout rarely say what needed saying.
How the writing works
Questions first. The single most useful input is what people actually ask on sales calls. Those questions are the outline.
One job per page. Each page has a purpose and a next step. Pages that try to do three things do none of them.
Specific over impressive. A real detail about how the work is done beats an adjective every time. Where a claim cannot be backed up, it does not go in.
Search built in. Written around the page focus keyword and the related questions people search, without the density stuffing that makes copy unreadable. This runs alongside SEO setup rather than fighting it.
Your voice, not a house style. A first draft comes back for correction on tone and terminology, and it is expected that a business will change wording that does not sound like them.
Structured for scanning. Headings that make sense read alone, because most visitors scan before they read.
What can be written
Core site pages
Homepage, service pages, about and contact. The pages that carry most of the decision-making weight on any small business site.
Long-form guides
Articles that answer the questions customers ask before buying. These earn search traffic over time and give a business something worth linking to.
Landing page copy
Written to a single action, matched to whatever ad or email brought someone there. Usually scoped with landing page design.
Rewrites
Existing pages that rank but do not convert, or convert but do not rank. Often the cheapest improvement available on an otherwise working site.
What is needed from you
Nobody outside a business can invent its facts, and a writer who does is a liability. Not inventing things is a stated rule here. What the writing depends on:
The real details. Prices or ranges, timelines, what is included, how the process works, what the business will not do. Vagueness on the page almost always traces back to vagueness in the brief.
The questions you get asked. Ideally the awkward ones. Those are the objections the page has to handle.
Proof. Testimonials, results, credentials, examples. Anything that can be stated as fact rather than claimed as quality.
A correction pass. Someone who knows the business reading the draft for anything wrong or off-key. This matters most on technical or regulated services.
Where facts are missing, the draft says so rather than filling the gap with something plausible. An invented detail on a live site is a problem that surfaces at the worst possible moment.
Common questions
Is copy included in a website build?
Not by default. Most builds assume the client supplies content. Where that is likely to stall the project, adding copywriting to the scope from the start is usually cheaper than the delay.
Do you write in languages other than English?
English is what gets written here. Multilingual sites have been built, but translation is handled by translators rather than pretended at.
How many revisions?
A draft, a correction pass and a refinement round. Rewriting to a completely new brief after approval is a new scope.
Do you use AI to write it?
Drafting tools get used the way any writer uses tools, but the structure, the specifics and the judgement about what to leave out are the work being paid for. Copy that reads like it was generated and left alone is not delivered.
What does it cost?
Quoted in US dollars, per page or per project, depending on length and how much research is involved.
Send what you get asked
The fastest start is a list of the questions customers ask most often. The page structure usually falls out of that list on its own. Nothing gets invented to fill a gap, which is a stated rule here.