Turning a wealth of information into clear, engaging website copy

Working with this client was a wonderful project, filled with passion and genuine care for what she does.

She knew her business inside out and, as a writer herself, she was never short on words to write. The challenge wasn’t finding something to say. It was deciding what needed to be said, what could be left out, and how to turn all that information into website copy that was clear, engaging and easy to navigate.

Together, we worked to craft website copy that felt warm and authentic while speaking directly to her target audience.

The Challenge

When you know your business inside out, it can be incredibly difficult to decide what your audience actually needs to know.

This client’s original content contained a wealth of valuable information, but there was just too much of it. Important messages could get lost in the detail, making the pages harder to skim and potentially making it more difficult for visitors to find the information they needed.

The challenge was to streamline the copy without stripping away the warmth, personality and expertise that made her business unique.

The solution

Before writing, I used a wireframe to map out how the finished pages should work. This allowed me to consider the structure and flow of the content before getting into the details of the writing.

Rather than simply cutting words, I looked at the role each section needed to play and prioritised the information most important to the client’s audience.

The client already had a strong understanding of her ideal customers, including their concerns, goals and needs. This gave us a strong foundation for developing the website’s messaging and digging deeper into the benefits of each service.

The service pages were then structured around a consistent pattern of information. This created a more cohesive and professional experience across the website while making the pages easier for visitors to scan.

Making social proof work harder

The website was already packed with brilliant reviews, giving this client plenty of social proof to work with.

These testimonials were carefully edited to enhance readability and remove unnecessary wording whilst maintaining their original meaning. These reviews were then strategically placed throughout the website to reinforce benefits while building trust with the audience.

The result

The result was clearer, more focused website copy that retained the client’s warm and personal voice while making it easier for her audience to understand what she offers and why it matters to them.

This project was a follow-on service from a copy audit and included full rewrites of three website pages, alongside a reusable page template and wireframe that gave the client the tools to structure the rest of her website herself.