About this service

Website copy has a structural challenge that most people underestimate: every page on the site is trying to serve readers who arrived with different levels of knowledge and different objectives. The homepage reader might know nothing about you. The pricing page reader is comparing you to competitors. The contact page reader has already decided they want to reach out. Each page needs copy written for its specific reader moment.

We start every website project with a page-by-page brief: what is this reader trying to find out, what do they need to believe to take the next step, and what is the specific action we want them to take. That brief becomes the structural scaffold before a word of copy is written.

Landing pages are scoped separately from website projects. A landing page has a single objective - one action, one audience, one offer - and the copy is written to serve only that objective. We do not reuse homepage copy on landing pages or vice versa. The structure, length, and tone of a landing page depends entirely 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. The Italian version is not translated from the English.

What is included