About this service

Website copy fails most often because it is written for the wrong reader. The homepage is written as if the visitor already knows what the company does and just needs persuading. The about page is a company history rather than a confidence-builder. The service pages describe features rather than addressing the specific objection that prevents a visitor from contacting you.

We start every website project with a page-by-page brief. For each page: what reader arrived here, what do they already know and believe, what specific objection or question is in their head, what do we need them to believe to take the next action, and what is the precise next action we want. That map is agreed before any writing begins.

Landing pages are scoped differently from website projects. A landing page has a single objective, a single audience, and a single action. The copy is written entirely to serve that objective. We do not reuse website copy on landing pages. The structure, density and tone depend on the traffic source and the audience awareness level.

We write in English and Italian. For bilingual websites, each version is written natively for its audience. Italian visitors and English visitors have different reading contexts, different cultural expectations of how a business should present itself, and different tolerance for directness. Both versions start from the same strategy but diverge in execution.

What is included