Copy that says what you actually do.

What does a website copywriter do?

A website copywriter works out what the business does, who it is for and what customers ask before they buy, then writes each page to answer that in the right order: the headline, the explanation, the proof, the price where there is one, and what to do next. The page title, meta description and headings are part of the job, because they are copy too, and they decide what a searcher sees before they ever reach the page.

The writing is the smaller part of it. Most of the work is the questions beforehand: what you sell that a competitor does not, which customers you want more of, and what people ring to ask. A page that answers those plainly beats a page that sounds impressive.

How the work runs

1. The brief. A call or a short questionnaire about the business, the customers and the pages, plus anything you already have: an old site, brochures, the emails customers send.
2. The structure. What each page has to answer, in what order, and the search phrases it should cover. You see this before any copy is written.
3. The draft. Every page written in full, with titles, headings and descriptions.
4. Revisions and sign-off. Your comments, a revised draft, and sign-off. The number of revision rounds is fixed in the quote, so nobody is surprised.
5. Handover. The copy delivered ready to paste into whatever the site is built on, and it is yours.

Copy for regulated businesses

Some businesses cannot say whatever sells. Financial firms have to be fair, clear and not misleading; clinics and dental practices work under the advertising codes; solicitors have price transparency rules. We have built for a number of FCA-regulated businesses of varying size, and in those sectors the rules shape the copy from the first draft rather than being checked at the end. The detail for each sector is in our guides to websites for regulated firms, aesthetic clinic marketing rules, dental practice marketing and law firm websites.

Writing pages that search engines and AI assistants can quote

The pages that get quoted in Google's AI Overviews and in ChatGPT tend to answer a question directly in their first few lines, give real figures, and say where those figures came from. A 2024 research paper on generative engine optimisation, presented at the KDD conference, found that changes such as adding citations, quotations and statistics can “boost visibility by up to 40% in generative engine responses.” (Aggarwal and others, 2024.) We write every page that way by default: the answer first, the numbers on the page, and the sources named. It also happens to be what a customer wants.

Is AI replacing copywriters?

For generic filler, largely yes. For copy that has to be accurate about one business, its prices, its customers and its rules, no. An AI tool does not know any of that unless somebody tells it, and it will invent what it does not know. Google's own guidance says generative AI “can be particularly useful when researching a topic, and to add structure to original content”, and warns that using it to produce many pages without adding value may break its spam policies (Google Search Central).

Our approach: we may use AI tools to speed up research and early drafts. Every page is written to a brief from your business, edited by a person, and every figure is checked against its source before you see it.