Copywriting services

Copywriting is the writing that asks a reader to do something: book, buy, call, sign up or reply. On a small business website it is usually the gap between a visitor who understands what you offer and one who leaves still unsure. I write the words on your service pages, landing pages, ads and emails so that each one says plainly what you do, who it is for and why someone should act now rather than keep browsing.

Good copy rarely needs to be clever. It needs to answer the questions a buyer has in roughly the order they have them, in words they would use themselves, with the next step obvious at the point they are ready to take it.

Who this suits, and who it does not

This service fits UK businesses whose marketing is reaching people but not persuading them. The signs I look for:

• Your homepage and service pages describe the business from the inside, talking about passion and values, instead of answering what a customer came to find out.
• Paid ads get clicks, but the page they land on was written for everyone and convinces nobody in particular.
• Emails go out regularly and few people click, reply or buy.
• Forms, checkout steps and buttons use vague labels, and people drop out halfway.

It suits you less if the real problem sits elsewhere. If nobody is finding the site in the first place, sharper words will not fix that on their own; the search side needs attention first. If you have not yet decided who you are for and how you differ from competitors, that positioning work should come before the copy, because I would only be guessing at it.

What I write

Where copywriting stops

To keep the scope honest, three things sit outside this service. Blog articles and guides written to attract search traffic are planned as part of content SEO and strategy, which starts from keyword research rather than from an offer. The visual side of ads (images, video and design) is creative production, not copy. And brand positioning, the decision about who you serve and why you are different, is strategy work I would want settled before writing.

How I write a page

1. Brief. A short call about the offer, the customer, prices, the objections you hear most and what you want the reader to do. I also ask for past enquiries, reviews and sales emails, because customers’ own phrasing is the most useful raw material there is.
2. Research. I read competitor pages and what people actually type into Google, so the copy matches the search intent behind the visit and covers what rivals leave out.
3. Outline. Headings and the order of the argument, agreed with you before any full draft, so we disagree early and cheaply.
4. Draft. Written in your tone of voice, in British English, with every claim checked against what you can evidence.
5. Revise. Changes in the number of rounds we agree before work starts, with notes on why each line is there so your feedback can target the argument rather than individual words.
6. Hand over. Final copy in a shared document, ready to paste into your site, ad account or email platform.

What UK copy has to get right

A few rules catch out UK businesses more often than poor writing does:

• Claims on your own website count as advertising. The CAP Code, enforced by the Advertising Standards Authority, covers marketing claims on your own site and social channels, not just paid ads. Phrases such as “best in London”, “number one” or “clinically proven” need evidence you can produce if challenged.
• Marketing emails need consent. Under PECR you generally need opt-in consent to email individuals, with a narrower soft opt-in for existing customers. Copy cannot fix a list built without it, so I check how a list was collected before writing for it.
• Prices shown to consumers include VAT. If you sell to the public, the price a customer sees should be the price they pay, with any delivery or extra charges made clear.
• Regulated sectors have extra rules. Financial services, healthcare, legal and similar fields carry their own advertising requirements, so I flag lines that need sign-off from whoever is responsible for compliance in your business.

What you receive

• Final copy for each agreed page, ad set or email, with headings, calls to action and button labels marked up.
• A title tag and meta description for every web page I write.
• A short note per piece explaining the audience, the main message and the action it asks for, so anyone editing it later keeps the intent.
• Where it helps, two versions of a headline or opening so you can run an A/B test rather than argue about which is better.

Before any landing page goes live, it is worth running through my landing page checklist; most of the problems it catches are not about the words at all.

Pricing

Copywriting is quoted per project, based on the number of pages, ads or emails, how much research the subject needs and whether existing copy is being edited or written from scratch. Each quote is written after a first call, in pounds, and agreed in writing before work starts.

If the copy is part of a bigger rebuild, it is usually cheaper and quicker to write it as part of a website redesign, because the page structure and the words are decided together.