Strategy & Copywriting
Design gets the credit and copy does the selling. Every page has a job, and the words are what actually move a stranger from curious to convinced to contacting you.
Most business websites are written by committee, which is why they all sound the same. Vague adjectives, a promise everyone in the category makes, and a mission statement above the fold where the offer should be. It reads as safe and converts like a brochure left in the rain.
We write from evidence. The customer language bank from discovery gives us the phrases your buyers actually use. The messaging framework gives us the claims we can support. From there, every page gets a defined job, a defined reader, and a defined next step, and the words are judged only on whether they do that job.
Content strategy sits underneath. Which pages need to exist, in what order, targeting what search intent, linking to what. A beautifully written page nobody can find is a hobby. We plan the structure so the writing has somewhere to land and something to compound into.
What this includes
Content strategy and site architecture
Which pages exist, what each one is for, how they link, and which search intent each one owns.
Homepage and core pages
The pages that carry the most weight, written to a defined job with a defined next step.
Service and product pages
Written to convert, structured for search, and honest about what you do and do not do.
Landing pages
Campaign specific pages with a single goal and nothing on them that does not serve it.
SEO writing
Copy built around real search demand without the keyword stuffing that makes pages unreadable.
Ongoing content
Articles and resources that answer the questions your buyers ask before they are ready to talk to sales.
How we run it
Brief
Every page gets a written brief: reader, job, proof, next step. We agree those before writing.
Draft
First draft written against the brief, not against a word count.
Review
You mark it up. We want the objections, not polite approval.
Final
Two revision rounds included, then handoff to design and build.
What you receive
- Content strategy and sitemap
- Page by page content briefs
- Final copy in a review ready document
- SEO titles and meta descriptions
- Calls to action per page
- Two rounds of revisions
Every file, in every format, with full ownership transferred to you. No licensing games, ever.
Questions about strategy & copywriting
Do you write with AI?
We use AI the way we use any tool, for research and for breaking through a blank page. Every word we deliver is written, edited, and fact checked by a person. If we hand you generated filler, you will spot it, and so will your customers.
Can you write for a technical or regulated industry?
Yes. We have written for medical, legal, financial, and engineering clients. We interview your subject matter experts, draft, and route it back for accuracy review before anything goes live.
What if we already have copy we like?
Then we edit rather than rewrite and charge you less. We will tell you honestly which pages are working and which are costing you conversions.
How many revisions are included?
Two full rounds. In practice most projects settle in one because the briefs are agreed before writing starts.
The capabilities that usually come next.
Naming & Taglines
Names and lines that are memorable, legally clear, and available as a domain.
ExploreKey Brand Messaging
The exact words your whole team uses so the company sounds like one company.
ExploreDiscovery & Research
We learn your business, your buyers, and your competitors before we recommend anything.
ExploreEvery page should have a job.
Design gets the credit and copy does the selling. Tell us which pages are underperforming and we will tell you whether the problem is what they say, who they are speaking to, or that nobody can find them.
800.274.6775Free consultation · Family owned · Never outsourced
- You talk to the people who do the work, not an account handler.
- Fixed scope and fixed price before anything starts.
- You own every file, every login, and every asset. Always.
- Straight answers, including when the answer is that you do not need us.
Tell us about your business
A few details and we will follow up within one business day.