Service 03 — Website Copy
Pages that say what you do, in the words people use to look for it.
Copy for the pages that convert: the homepage, service pages, landing pages and the pricing page. Clear enough for a stranger, specific enough to be believed.
Covered here
- Homepage & service pages
- Landing pages
- Messaging & positioning
- Pricing page copy
- Calls to action
- Microcopy & forms
Most websites describe a category, not a company.
Swap the logo and the copy still works for a competitor — that is the test almost every site fails. It happens because writing about what you actually do requires decisions somebody has been avoiding: who this is for, what it costs, and what you are deliberately not good at.
Copywriting here starts with those decisions. We ask the awkward questions, write down the answers, and then the page is mostly a matter of putting them in a sensible order.
Search-aware, not search-shaped.
A service page has two jobs: be findable by the person searching for that service, and convince them once they arrive. Those goals only conflict when the writing is bad.
In practice that means using the words your buyers use rather than the words your industry uses internally, giving each service its own page rather than one page listing everything, and answering the objection in the copy instead of waiting for the enquiry form.
Written to be built.
Copy is delivered section by section, with headings, subheadings, body, buttons, alt text and metadata — in a document a designer or developer can build straight from. No 'insert supporting paragraph here'.
If we are also building the site, the copy comes first and the layout follows it. Designing a page before knowing what it has to say is how sites end up with three-word headlines that mean nothing.
What you get
Deliverables, named plainly.
Message platform
The one-sentence positioning, the proof behind it, and the words to use and avoid. One page, not a deck.
Page-by-page copy
Structured copy documents with every heading, paragraph, button and form label written and labelled.
Metadata
Title tags, meta descriptions and heading structure written alongside the copy, not bolted on later.
Voice notes
A short house-style reference so future pages written by anyone still sound like the same company.
How it runs
The order the work happens in
- 01
Positioning session
Ninety minutes on who buys, why they hesitate, and what makes your version different in a way a customer would recognise.
- 02
Evidence gathering
Sales calls, enquiry emails, support threads. Buyers have already written most of your copy for you.
- 03
Structure
The order of the argument on each page, agreed before the prose.
- 04
Draft and refine
Full copy, two rounds of revisions, then a build-ready handover with metadata included.
Questions
About website copy
Yes. Most of this work is rewriting existing pages in place. Keeping the URL keeps whatever ranking history it has.
Works well with
What usually runs alongside this
Website Copy
Think website copy is where you should start?
Send the situation in a few sentences. If a different service would help more, we will say that instead — it costs us nothing to be straight with you.
- A written reply from the person who would do the work
- No pitch deck, no discovery call before a first opinion
- If we are the wrong fit, we will say so and point elsewhere