Brand & creative
Copywriting
Copy that earns the next scroll: your customers' own words, one clear proposition per page, and every claim written so you could stand behind it if someone asked you to prove it.
The short version
Most business writing fails because it describes the company instead of the reader's problem. It is usually too long as well, and length is not the sin — unearned length is. We write from research rather than imagination: what your buyers say when they explain the problem in their own words, what they are comparing you against, and what they need answered before they will act. Then we cut until every sentence is load-bearing.
What is included
- Research first: a read of your sales emails, support tickets and enquiry forms to collect the phrases your buyers already use, which then become the phrases the copy uses.
- A message hierarchy for each page, setting one proposition, the proof under it, the objections in the order they arise, and a single clear ask.
- Full page copy delivered in a document with headings, subheadings, body, button labels and microcopy all written, not just the paragraphs.
- Headline and call-to-action alternates for the pages that matter, written to be tested against each other rather than chosen in a meeting.
- Search and answer-engine work built in: the terms people actually type, used in headings that still read like English, plus meta titles and descriptions written to length.
- A claims check on every objective statement, flagging anything you would need evidence for under the CAP Code, so marketing copy does not create a compliance problem.
How we work
Our approach
The stages this work runs through, in order. Every one of them ends in something you can see or sign off.
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Step 01
Mine the real language
Before writing we read what already exists: enquiry emails, the questions sales gets asked twice a week, reviews of your competitors, the phrases people type into your site search. That is where the useful vocabulary lives. Copy written this way sounds like the reader rather than like a marketing department, and it tends to match what people search for without any keyword stuffing. Where we can, we sit in on one sales call and take notes.
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Step 02
Settle the structure first
You approve an outline before you see prose: the order of sections, what each one has to do, and roughly how long it gets. Arguing about structure in an outline takes an hour. Arguing about it in finished copy takes a rewrite. The outline also exposes gaps early, like the proof point you do not have or the pricing question you have been avoiding, while there is still time to decide what to say about them.
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Step 03
Edit in three passes
The first pass fixes structure and cuts whole sections. The second tightens sentences, kills the phrases that mean nothing, and varies rhythm so the page does not read like a template. The third checks facts and claims, so every number has a source and every superlative is either evidenced or gone. We read the final copy aloud, because anything you stumble over reading is something a customer will stumble over too.
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Step 04
Hand over a voice guide
So the writing survives us, you get a short guide with the copy: the words you use for your own products, the ones you avoid, how you handle spelling and capitalisation, and three of your own sentences rewritten beside the originals. It runs to two pages, not twenty, and it is aimed at whoever writes your next email or job advert. Consistency after the project is what makes the project worth paying for.
Before you ask
Questions we get asked first
How long does copy take?
Allow 2 to 3 weeks for a set of five to eight pages: a few days of research, an outline for approval, then drafts and two revision rounds. Research is the part people underestimate and the part that makes the writing good, so we will not skip it to hit a date. If you need one page urgently we can usually turn a draft round in three working days, provided someone on your side can answer questions the same day.
How is it priced?
Per project, against a defined page list and a set number of revision rounds, priced as one fixed sum in pounds. Not per word, because paying by the word rewards the wrong thing and the hardest work is usually deletion. Ongoing writing such as monthly articles or email sequences is quoted monthly against an agreed volume. If a page turns out to need a rethink of what you are actually offering, we will say so and price that separately rather than papering over it.
What do you need from us?
An hour of someone who talks to customers, and permission to read the raw material: enquiry emails, sales notes, reviews, the questions your team answers repeatedly. Also any facts you want claimed, with the evidence behind them, because we will not write a number we cannot see a source for. If your sector has a compliance review, tell us at the start and we will write within those constraints instead of getting a draft rejected by legal.
How can we tell the copy is better?
By testing it, where there is enough traffic to test. We supply headline and call-to-action alternates so the important pages can run a comparison rather than a debate, and we will tell you plainly when your traffic is too low for a result to mean anything. Below that threshold the useful measures are qualitative: does the copy answer the questions your sales team keeps repeating, and do enquiries arrive better informed. Both are checkable within a month.
Want this scoped for your situation?
Tell us the goal and the deadline. You get an honest read on whether this is the right service, a fixed price if it is, and a straight no if it isn't.
Or email [email protected] directly. We reply within one working day.