The headline, the buttons, the emails, the answer to the thing they were quietly worried about, the last line before they hand over a card. We write those, then we build the thing they live in, so the words never arrive as a file somebody has to paste in later.
Nothing about the business changes across these four. The only thing that moves is what the sentence is trying to do to the person reading it.
Welcome to our website! We are a family owned business dedicated to providing quality service and 100% customer satisfaction.
Your heat went out last night. Someone can be there before noon.
Submit
Send my photos and get a price
We offer a comprehensive range of solutions tailored to meet your unique needs.
Three things. Repairs, replacements, and the yearly check that stops both.
Contact us today to learn more!
Tell us what's broken. You get a number back the same day, not a callback to book a callback.
None of those first lines are badly written. They are what a page says when the words get filled in after the layout is finished, and nobody was asked what the sentence was supposed to do.
Before anyone writes a word there is a decision about which door to open. Here is one small business and five ways in. Each one is correct for a different buyer on a different day.
A bookkeeping service for small contractors.
The pain is loud and seasonal, and they already know they have the problem. This one gets read because it describes their glovebox.
They have shopped around already and do not need convincing that the problem exists. Skip the wound, show the after.
One fear is quietly killing every deal. Putting it in the headline is the fastest way to keep the people who would have closed the tab.
The market is crowded and everyone has already tried the obvious alternative. Define yourself against the thing sitting unopened on their phone.
Effort is the real objection. One concrete detail beats any promise, because they can picture themselves doing it.
Every one of these is copy. Most of them get written last, by whoever is closest to the keyboard, which is why they sound like nobody in particular.
Four seconds to say whether they are in the right place. It is the only line most visitors will ever read all the way through.
The last thing read before a click. Get a price, send my photos, hold my spot. A label that says what happens gets pressed more than one that says submit.
The email is worth nothing unopened. This is a separate piece of writing from the email underneath it and it deserves its own drafts.
Roughly one sentence and it arrives on a lock screen next to messages from their family. There is no room to warm up.
Where the last doubt shows up. What happens after I pay, can I change this, who do I talk to if it goes wrong. Answer those on the page and fewer people bail.
The most-read page you own and usually the emptiest. It is the first minute of the relationship, and it can set up the next step instead of saying thank you and stopping.
Not a stack of files. Words written for a specific place, then put in that place.
Options, not one guess. You see which door each one opens and why we would pick it, so the choice is yours and it is an informed one.
Section by section, in the order someone reads them, with the flat middle that usually gets skimmed doing real work instead of filling space.
Labels, form fields, error states, the line under the button that removes the last hesitation. Small words, and they decide more than the big ones.
Subject lines, the sequence that runs after someone opts in, the message that goes out when a quote has been sitting unanswered for a week.
The three or four things people ask right before they say yes, written down where they can be read at eleven at night without anyone picking up a phone.
Sometimes the words are fine and the thing being offered is the problem. If that is what we find, we will say so before we start writing around it.
Very little of this is typing. Most of it is finding out what your customers already say, then getting out of the way.
Reviews, the inbox, recorded sales calls, whatever your best customer said on the phone last week. The good lines are almost always already there in someone else's words.
Decide which door to open before writing a headline. You see the options and the reasoning, and you get a say in it.
A page is not an email is not a text message. Each one gets written for the screen it lands on and the mood of the person holding it.
The words go into the page, the sequence, the buttons. No handoff, no document waiting on somebody to paste it in, no version drift.
It ships. The copy goes into the live page, the live emails, the live buttons. A document is easy to send and easy to leave in a folder, and the version that never got pasted in has never sold anything.
It writes perfectly good sentences, and we use it too. What it cannot do on its own is decide which of five angles the person in front of you is standing in, or know what your customers said on the phone last week. That judgment, plus building the thing the words live in, is what you are paying for. The typing was never the expensive part.
More than it does now, usually. Voice comes from how you talk to a customer, not from a style guide. We pull it out of your reviews and your calls, then send the first draft early so you can tell us where it drifted.
Depends on what the site can hold. If the layout has room for the words, a rewrite is the smaller job and we will say so. If every section is a fixed template that fights the copy, you are paying twice to work around it. We will tell you which one you are looking at on the call. See how we build sites.
It depends on how many surfaces there are. One page reads differently from a page plus a launch sequence plus every button in a checkout. We scope it on the call and quote it once, and the number does not move after that.
Book a call and bring the page you are least happy with. We will tell you whether it needs new words, a new offer, or nothing at all.
Written and built by the same hands