Copywriting

Copywriting is mostly listening

Good copywriting starts long before the first sentence. Most business websites are written from the inside: what the company does, how long it has been around, how passionate the team is. Customers read from the outside. They want to know whether you can solve their problem, how much it will cost, how long it will take, and whether they can trust you. Copy that sells answers those questions in the order customers ask them.

So my first step is always an interview and some research. I read your reviews, the emails customers send before buying, the questions people type into Google about your service, and how competitors describe themselves. Patterns appear quickly. The same three worries come up again and again, and the same phrases. Those become the backbone of the copy.

What makes copy convert

• A clear headline. What you do, for whom, and the main benefit, in under ten words.
• Benefits in money, time and stress. "Your kitchen installed in two days" beats "quality craftsmanship".
• Proof close to claims. A real number, a case, a photo, a review placed right after the promise.
• Objections answered. Price, timing, risk, what happens if something goes wrong.
• One next step. Call, book, request a quote. Not five buttons competing for attention.

I also cut. Most pages improve when a third of the words disappear, especially the ones that could appear on any competitor's site.

Copy for ads is a different craft

Ad copy has to work in a few words, inside platform limits, next to competitors. In Google search ads, the headline should echo the search and add a reason to choose you: a price, a location, a timeline. In Meta ads, the first line of text matters most, because the rest is hidden behind "See more". I write several versions for each ad so the campaign can test them. That loop between copy and results is one of the reasons I prefer writing ads for campaigns I run.

Canadian English, and the rules

I write in Canadian spelling: colour, centre, cheque, favour. Small details, but customers notice American or British spellings, and they make a local business look less local. On regulated points, I am careful: advertised prices must be the real price, claims must be supportable, and emails sent to customers need consent and an unsubscribe under CASL. For Quebec, a French version is usually needed; that comes from your own team or translator, since I write in English only.

Website copy and SEO

On a website, copy has two readers: people and search engines. The good news is that they want mostly the same thing: clear headings, specific answers and pages focused on one topic each. I write around the queries people actually use, such as "kitchen renovation Edmonton cost" rather than "bespoke culinary spaces", and place them naturally. For a longer-term content plan, SEO content writing goes further.

If you want to try improving your own pages first, my website copywriting tips are a good starting point. If the core message itself is unclear, working on your value proposition before rewriting the site will save time.

Emails that people read

Email copy is about relevance and timing. A follow-up two days after a quote, a reminder before a seasonal rush, a short note to past customers who have not booked in a year. I write these in a natural, personal tone, usually signed by the owner, and set them up as email automation when it makes sense.

What you get

Research-based copy, written by me, with three rounds of revisions. You receive it in a shared document, or placed directly into the site if I am building it.