Copywriting
The web is full of writing that could belong to anyone. A copywriter makes sure yours sounds like you.
The web is full of writing that could belong to anyone. A copywriter makes sure yours sounds like you.
Your website is usually the first thing a customer sees before they speak to you, walk through your door, or make a booking. It's doing the talking on your behalf. If it reads like it could belong to any of your competitors, there's no reason for someone to choose you over them. Customers have already made up their mind about you before you've had the chance to show them in person. Your website is where that happens.
There's a reason some websites make you want to keep reading and others don't. Nine times out of ten, the difference is the writing. When the copy on a website has been written with care, you can tell. The business comes through in the words, and you come away knowing who they are and why you'd pick them over the one down the road offering the same thing. When it sounds like everything else you've read that day, you close the tab and try somewhere else. Businesses lose customers to that every single day without realising it.
If you've ever read a few websites in the same industry and noticed they all sound weirdly alike, that's probably because they are. AI can write a page of copy in seconds and a lot of businesses now use it for exactly that. AI has its place, but copy that hasn't been shaped by someone who knows the business will always end up sounding like everything else online. We think AI is an excellent research tool, but the writing itself needs a human hand.
A hotel in the Dolomites and a guesthouse on the Jurassic Coast shouldn't sound anything alike online. But they often do, because there's no defined brand voice behind the copy. Every copywriting project starts with spending time understanding your business, who your customers are, and how you want to sound. Wherever we can, we'll visit in person.
Someone wrote your website copy at some point. It might have been you. It might have been whoever built the site. It might have been ChatGPT. Whatever happened, it probably doesn't sound the way you'd want it to if you sat down and thought about it. Whether it's a new site or one that needs fresh eyes, we write your pages in your voice, for the customers you're trying to reach.
Beautiful copy that nobody finds is a problem. Copy stuffed with keywords that nobody wants to read is a worse one. Before any writing starts, we research what your customers are searching for, what they expect to find, and the intent behind each search. It tells us what pages your site needs and how each one should be written.
Tell us about your brand and what you need. Whether it's a single page or a whole site, it starts the same way.
Say helloA copywriter writes the words that appear on your website, your brochures, your emails, and anything else your business puts in front of customers. The job is to make those words sound like you, read clearly, and give people a reason to get in touch. A good copywriter also understands how search engines work in order for the writing to get found as well as read.
You can, and a lot of businesses do. The problem is that AI writes from the same pool of language it uses for everyone else, meaning the copy tends to sound generic. A Gartner survey in 2026 found that half of consumers would prefer to buy from brands that keep AI out of their marketing. If sounding like your competitors is a concern, AI copywriting can make it worse.
More than ever. The amount of content published online has grown enormously in the last few years, and much of it is now AI-generated. Businesses that want to stand out from the crowd need writing with a recognisable voice, and that takes a person. Demand for copywriters who can write for both people and search engines has grown alongside the rise of AI.
No. AI has made it easier to produce large amounts of copy quickly, but it has also made most of that copy sound the same. Readers are increasingly aware of AI-written content and are less likely to trust it. Copywriting by a person who understands a business and its customers is harder to replicate and more valuable now than it was five years ago.