Strategic website copy
A website you’ll happily send people to.
Strategic website copy for service businesses that have grown, changed and become much better than their current website suggests.
I sort out the message, map the pages and write the words so the right people understand what you do, why it matters and what to do next. You get a website that sounds like you and does a much better job of selling the business you run today.
Strategy, messaging and copy for service business websites.
Does this sound familiar?
Your business moved on. But your website gives you major cringe.
You know exactly what you do when you’re talking to a real person. Then someone asks for your website and suddenly you get embarassed and start over explaining everything.
You’ve rewritten the homepage headline in your head about 57 times. Your services have changed. Your best work barely gets a mention. And that About page has been faithfully describing a much earlier version of you for years.
The message won’t quite click
You keep changing individual sentences, but the whole website still feels vague, dated or slightly off.
You explain everything twice
Your emails, calls and proposals do the work your website could have started before someone contacted you.
Your best clients can’t see the fit
They arrive with questions your website could answer clearly, confidently and in your own voice.
Your expertise is solid. Your business has grown. Now your website needs to catch up and do its share of the work.
Here’s what changes when you refresh your messaging
Your website starts pulling its weight
It introduces the business properly, answers the questions people actually have and gives them a clear next step. All before you jump on a call.
You send the link with confidence
Your website reflects the business you run now. It sounds like you, shows the value of your work and backs up every introduction and referral.
People get it faster
Visitors quickly understand who you help, what you offer and why your approach makes sense for them.
Sales conversations start further along
Potential clients arrive with useful context, stronger trust and better questions. You can spend the conversation talking about what they need next.
The rest of your marketing gets easier
Your website messaging gives you a stronger starting point for LinkedIn, proposals, emails, presentations and future content.
A smart website
A much clearer story. Conversion focused and set up for Google and AI search. But always, and I mean always, written with humans in mind first.
Strategy before pages
The words work better when we know what they need to do.
I begin with the person landing on your website and work out what the whole site needs to help them understand.
What do they need to understand? What are they trying to solve? What might make them hesitate? What will help them trust you, recognise the fit and take the next step?
From there, I build a website-specific brand story and messaging foundation. It brings together your audience, value, proof, voice and key messages so every page tells the same clear story.
Once that thinking is clear, I can map the site, plan the search intent and write pages that support each other, like they have actually met before.
What’s included
The thinking, structure and words. All sorted.
I take you from scattered notes, old pages and ideas floating around in your head to a complete website copy deck ready for design and build.
Get clear
We gather the useful material and work out what the website needs to say.
- Shared Plutio project board
- Three-hour strategy and discovery workshop
- Customer and competitor research
- Website-specific brand story and messaging foundation
Map it out
I plan how visitors move through the site and what each page needs to achieve.
- Recommended sitemap and user journey
- A clear job for every page
- Keyword themes and search intent
- Search-friendly headings and content structure
Write it properly
I write the complete copy, refine it with you and prepare it for your website build.
- Copy for up to five agreed key pages
- Calls to action across the website
- Developer-ready copy deck
- Two rounds of revisions
- Live proof and pre-launch review
Ready for build
You hand your designer or developer a clear, organised copy deck they can actually work with. Everyone breathes a little easier.
Designers and developers
Good copy makes the build easier for everyone.
Already have a designer or developer? Brilliant. I join the project, ask the useful questions early and give them organised copy they can get straight to work with.
For business owners
I work with your website team
I keep the words, structure and design moving in the same direction. Your team gets clear decisions and you get one less part of the project to wrangle.
- I join the project briefing
- I align the sitemap and content flow with the build
- I label every section, heading and call to action clearly
- I answer copy questions during design and development
- I proof the live site before launch
For designers and developers
Bring me in before the empty boxes appear
I handle discovery, messaging, site structure, copy and client revisions. You receive approved words shaped around the agreed user journey and design requirements.
- Client briefing and discovery
- Messaging and page strategy
- Copy written to agreed layouts or your preferred system
- Clear handover notes and content hierarchy
- Responsive support through the build
Let’s team up
Ongoing partnerships and white-label website copy support are available for designers, developers and agencies.
Investment
Strategic website copy
A complete strategy and copy project for service businesses ready to make their website clearer, stronger and much easier to send people to.
Projects start from
$7,500
+ GST
Your starting scope includes the website messaging foundation, strategy, sitemap and structure, search foundations, copy for up to five agreed key page + your contact page, two rounds of revisions and a live-site proof. Larger or more complex websites receive a tailored quote once we map the scope.