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Website copywriting
Website copy that tells your story and turns visitors into enquiries.
Your website is already telling a story, whether you planned one or not. We write homepage, About, service and case study copy that puts your customer at the centre, gets found in search and leads to one clear next step.
For
Small businesses, venues, studios and service teams
Covers
Homepage · About · services · case studies · page titles
Led by
Romeo R. Salanga Jr., Creative Director
Built for
Story, search and conversion together
The problem
Most websites tell the wrong story.
They talk about the business: when it started, what it believes, how good it is. The visitor came with a question about their own plans and leaves without an answer.
Picture someone comparing three businesses on their phone one evening. Every homepage says it is passionate, experienced and committed to quality. None of them says, in its first line, what it does, who it is for and what to do next. The visitor closes all three tabs and decides to look again tomorrow. Often they never do.
Good website copy recasts the story. The customer becomes the main character, with a goal and a worry. Your business becomes the guide who understands both, offers a simple plan and backs it with proof. The structure is old and simple, it works remarkably well, and every page we write is built on it.
One page, three jobs
Story, search and conversion, written together.
Most copy is written for one of these jobs and patched for the other two. We plan all three before the first draft.
Story: make the reader the hero
Every page opens with the customer’s situation, introduces your business as the guide and keeps moving towards a decision. We use founder stories, values and history where they build trust, never as filler.
Search: be found by the right people
We plan each page around what its readers search for and need to know. That shapes the headline, headings, page title, meta description and the internal links that carry readers deeper. Written for people first, never keyword-stuffed.
Conversion: one clear next step
Every page ends somewhere useful. We place proof where doubt appears, write buttons that say what happens next and keep enquiry forms short enough to finish on a phone.
What we write
The pages that carry the story.
Homepage
A headline that says what you do, for whom and where. Then a promise in the customer’s terms, a short plan, proof and one main call to action.
About page
The founder or team story, told for the customer: who they will deal with, why the business works the way it does and why they can trust it.
Service pages
What the service is, who it suits, what is included, how it works and what happens after an enquiry, linked to relevant work.
Case studies and proof
Before-and-after stories with specific, approved details and honest results, plus a simple way to collect testimonials.
Search snippets
Page titles and meta descriptions that make the same promise as the page and display in full in search results.
Microcopy
Buttons, form labels, confirmation messages and error text: the small words that decide whether someone finishes an enquiry.
Real examples
Where this approach is already at work.
Two projects where the words mattered as much as the design. Neither is presented as evidence of rankings or sales.
Shuttersteve Photo & Films
The redesigned homepage leads with one plain line: wedding photography and films for the Canadian Rockies. Almost every page on the old site showed the same generic title in search results. So we rewrote all 47 long page titles to 60 characters or fewer. The new site is a preview in client review.
ARKIELLO, our own website
Before publishing any statistic on our homepage, we checked what it actually counted. Performance appears as a dated measurement under the heading “Measured, not promised”, not as a promise. We hold our own site to the rules we use for clients.
Our standards
Persuasive, never invented.
We commit to
- Write from interviews and your real material, not guesswork
- Use only facts, numbers and reviews you have approved
- Plan every page around what its readers search for and need
- Give every page one clear next step
- Check titles, links and forms before launch
We won’t
- Invent testimonials, statistics or results
- Promise search rankings
- Stuff pages with keywords
- Publish claims you cannot back up
The process
From your story to a page that works.
1. Listen
A conversation about your business, your best customers, the questions they ask and the doubts that stop them. We also read what you already have, including reviews and past enquiries.
2. Map
We define each page’s job: who reads it, what they searched for, what they need to believe and which action it should lead to. You approve this outline before any drafting starts.
3. Write and review
Drafts in your voice, with headings, titles and links in place. You check every fact and we revise together.
4. Publish and check
The copy goes live in your design. We then check page titles, meta descriptions, internal links and the enquiry form on a phone.
The story guides
Three chapters of one website story.
Start with the homepage, earn trust on the About page and back both with proof.
Questions
Before you commission the copy.
Do you write the copy, or do we?
We write it with you. We start from a conversation and the material you already have, then write the drafts and revise them with your feedback. You approve every fact, name, price and claim before anything is published.
Can you write copy for an existing website?
Yes. Copywriting can be a standalone project for the pages that matter most, such as the homepage, About page and key service pages. It can also be part of a website redesign. We look at what you have before suggesting what to rewrite.
Will the copy be written for SEO?
Yes. We plan each page around what its readers search for and need to know. That shapes the headings, page title, meta description and internal links. We write for people first and avoid keyword stuffing. Rankings depend on many factors, so we do not promise positions.
What do you need from us to start?
Your website address if you have one, a short description of your best customers and the services you want more of. Also send any material you already have, such as brochures, reviews or project photos. A conversation with the person who knows the business best is usually the most valuable input.
Can you write case studies without naming our clients?
Yes. A project can be described through its scope, process and measured outcomes without naming the client, if the client prefers that. We only publish names, quotes and results that have been approved.
How is copywriting priced?
It depends on the number of pages, the research involved and whether the copy is part of a wider design project. We discuss your pages and goals first, then send a proposal.
Start with your story
Tell us about your business. We’ll help you tell it.
Send your website address if you have one, a few words about your best customers and the page that worries you most. We will discuss where the story should start before preparing a proposal.