About the service
Work starts with two conversations, not with a template. First I interview you: what the company actually does, which orders are worth taking, which ones you turn down and why. Then I talk to the people who answer the calls and the letters, because they hear what never makes it into a brief — the objections that come back every week, the questions after which a person disappears, and the words after which they agree.
From those notes I build a map: what worries a visitor at each step and which page answers it. The home page is then written from the client's task to your solution, not from the history of the company. Service pages get a plain scope of work, timing and the order of payment, so that nobody has to ask “what is included” in a letter. The about page stays honest: how you started, who does the work, what you do not take on. The FAQ is assembled from the questions your staff are tired of repeating out loud. Separately I write the small text that carries the most weight — field labels, button captions, error and thank-you messages, and the titles and descriptions search engines show.
Two things I say up front. Phrases like “market leader” or “a team of professionals” do not go into the copy without proof; instead I use specifics — deadlines, scope of work and figures you are ready to confirm. I do not rewrite somebody else's texts into yours: that is their work, and a visitor who recognises it stops believing the rest of the page. Any promise about a result is agreed with you before it is published, because it is you who answers for it in front of the customer.
What is included:
— interviews with the owner and with the people who talk to clients;
— a breakdown of objections and frequent questions, and a map of pages;
— home page built from the client's task to your solution;
— service pages with scope of work, timing and order of payment;
— an about page without stock phrases;
— a frequently asked questions section;
— copy for forms, buttons and system messages;
— titles and descriptions for search;
— proofreading after the pages are laid out.
From those notes I build a map: what worries a visitor at each step and which page answers it. The home page is then written from the client's task to your solution, not from the history of the company. Service pages get a plain scope of work, timing and the order of payment, so that nobody has to ask “what is included” in a letter. The about page stays honest: how you started, who does the work, what you do not take on. The FAQ is assembled from the questions your staff are tired of repeating out loud. Separately I write the small text that carries the most weight — field labels, button captions, error and thank-you messages, and the titles and descriptions search engines show.
Two things I say up front. Phrases like “market leader” or “a team of professionals” do not go into the copy without proof; instead I use specifics — deadlines, scope of work and figures you are ready to confirm. I do not rewrite somebody else's texts into yours: that is their work, and a visitor who recognises it stops believing the rest of the page. Any promise about a result is agreed with you before it is published, because it is you who answers for it in front of the customer.
What is included:
— interviews with the owner and with the people who talk to clients;
— a breakdown of objections and frequent questions, and a map of pages;
— home page built from the client's task to your solution;
— service pages with scope of work, timing and order of payment;
— an about page without stock phrases;
— a frequently asked questions section;
— copy for forms, buttons and system messages;
— titles and descriptions for search;
— proofreading after the pages are laid out.
