Website copy should sound like your business
A strange thing often happens when people start writing for a website.
The language becomes more formal. Simple explanations turn into corporate statements. Familiar words get replaced by things nobody would normally say in conversation.
Before long, the website sounds like almost every other business in the industry.
Good website copy should still sound professional, but it should also sound like it belongs to you.
That means understanding the business before writing about it: what you actually offer, who you're speaking to, what customers care about and what makes your approach different.
The aim isn't to make every sentence clever.
It's to make the business easy to understand and give the reader a reason to keep going.
What I can help with
Homepage copy
Your homepage needs to establish what the business does quickly, then help different visitors find the information most relevant to them.
I can help turn a crowded or vague homepage into a clearer introduction to the business and the services behind it.
Service pages
A service page should do more than describe a service.
It should answer the questions a potential customer is likely to have, explain how the service works and provide enough information for someone to decide whether you're a good fit.
About pages
About pages often fall into one of two traps: a dry company history or a collection of claims about passion, excellence and commitment.
A useful About page introduces the people or business behind the service while giving potential clients another reason to trust you.
Landing pages
Focused copy for a particular service, audience, campaign or search intent, without trying to make one page explain the entire business.
Full website copy
For new websites and larger rewrites, I can work across the site so the pages fit together rather than reading like separate documents written at different times.
Website rewrites
Sometimes the structure is fine but the words aren't.
I can work with an existing website to clarify the messaging, remove unnecessary copy, improve important pages and bring the tone into line with the business as it exists today.
Website copywriting and SEO
Writing for search engines and writing for people shouldn't be competing objectives.
A useful website needs to make its subject clear to search engines, but forcing keywords into every heading rarely makes the page better.
Where SEO is part of the project, I can incorporate search intent, keyword research, page targeting, metadata and internal linking into the writing process.
The goal is to make each page clear about what it covers while keeping the copy natural for the person actually reading it.
For businesses that need ongoing articles, guides and other search-led content rather than website pages, Greyline also offers dedicated SEO copywriting services.
Explore SEO CopywritingWriting complex services clearly
Website copy becomes harder when the service itself takes some explaining.
Much of my professional work has involved legal services, immigration, investment migration, corporate matters, tax and accounting. These are subjects where accuracy matters, but where simply reproducing technical language can leave potential clients more confused than when they arrived.
I also work across broader B2B and professional-services subjects.
The job is not to strip away the important detail. It's to understand it well enough to explain it clearly.
What goes into a website copywriting project?
Depending on the project, the work can include:
- Review of your existing website
- Competitor and market research
- Search-intent and keyword research where relevant
- Messaging and positioning
- Page planning and content structure
- Homepage and service-page copy
- About-page copy
- Calls to action
- On-page SEO
- Meta titles and descriptions
- Internal-link recommendations
- Editing and proofreading
- One round of revisions
If you're already working with a designer, developer or SEO agency, I'm happy to fit into the existing workflow rather than trying to replace it.
Working with designers, developers and agencies
Website projects rarely involve only a writer.
I can work directly with your designer, developer, marketing team or SEO agency, whether I'm joining the project at the planning stage or writing into an existing structure.
If wireframes are already prepared, I can work within them.
If they aren't, I can help think through what each page needs to communicate before the design is finalised.
For agencies that need writing delivered behind the scenes for their own clients, Greyline also provides confidential white-label support.
How it works
1. Tell me about the project
Send over the existing website, sitemap, wireframes or whatever you currently have.
If the project is still at an early stage, that's fine too.
2. Research and planning
I review the business, audience, existing materials and relevant competitors. Where search is part of the project, I also consider the search intent and targeting for individual pages.
3. Writing
I draft the pages around what each one actually needs to achieve rather than trying to squeeze the same sales message into every part of the website.
4. Review
You review the draft and send your feedback. One round of revisions is included as standard.
5. Final copy
The final copy is supplied ready for your designer, developer or internal team to implement, together with any agreed metadata or supporting recommendations.
How much does website copywriting cost?
Website copy starts from USD 400 per page.
Complete website copywriting projects start from USD 1,750.
The final quote depends on the number and type of pages, the complexity of the subject, the amount of research required and whether we're working from an existing structure or developing the messaging and page structure from scratch.
If you have an existing website, send it over and I can quote based on what actually needs doing.
Frequently asked questions
What does a website copywriter do?
A website copywriter researches and writes the content that appears across a website, including pages such as the homepage, service pages, About page and landing pages.
The work can also include messaging, page structure, calls to action, SEO considerations and metadata.
Can you rewrite an existing website?
Yes.
You don't necessarily need to rebuild the entire website because the copy needs work.
I can review the existing pages and identify what should be rewritten, shortened, expanded or left alone.
Do you provide SEO with website copywriting?
Yes, where SEO forms part of the brief.
That can include search-intent research, keyword targeting, page optimisation, metadata and internal-link recommendations.
I don't force keywords into copy simply to hit a density target.
Can you work with my web designer or developer?
Yes.
I can work from existing wireframes or collaborate with your designer or developer during the project.
The earlier the writing and design sides understand what each page needs to achieve, the easier it usually is to avoid trying to squeeze finished copy into a layout that was designed without it.
How many website pages do I need?
It depends on the business.
A small specialist firm may only need a handful of strong pages, while a business with several distinct services or audiences may benefit from a larger structure.
I wouldn't recommend creating pages simply to make the website look bigger.
Can you write about specialist or technical services?
Yes.
I have extensive experience with legal, immigration, corporate, tax, accounting and other professional-services subjects.
For areas outside my existing experience, I research the subject properly before writing.
Can you make my website sound less AI-written?
Yes.
That may involve rewriting AI-generated drafts or editing existing website copy that has become generic, repetitive or overly polished.
The objective isn't to make content "beat an AI detector". It's to make it sound appropriate for the business and useful to the person reading it.
Need website copy that sounds like your business?
You don't need every sentence to be clever.
You need people to understand what you do, trust that you know what you're talking about and know what to do next.
If your existing website doesn't quite manage that, or you're starting a new one from scratch, tell me what you're working on.
Website copy from USD 400 per page. Complete website projects from USD 1,750.