Copywriting built on the fact that 80% of readers never get past your headline.
Sales pages, email, ads, and website copy — structured with proven direct-response frameworks and tested against real conversion data, not written to sound clever and hoped into performing.
What separates copywriting from just writing?
Copywriting persuades someone to take a specific action — buy, sign up, click — in as few words as possible, using tested direct-response frameworks rather than generic prose. It's judged entirely by whether the reader acts, not by how polished the sentences sound.
The number that should shape every brief: 80% of readers never get past the headline. Only 2 in 10 people who read a headline go on to read the copy underneath it, which means a weak headline caps the performance of everything written below it, no matter how strong that copy actually is. Most copy problems are actually headline problems in disguise.
- Headline as a deliverable
- Tested and revised on its own, not the first line left alone.
- Framework-driven
- AIDA, PAS, or BAB chosen per project, not a rigid template.
- Written from real language
- Voice-of-customer research before a word gets drafted.
- One clear CTA
- Single, personalized — every extra choice is a chance to not decide.
Copywriting, SEO content, or landing page design?
All three involve words. The job each one does is different.
| Service | Primary goal | Best fit |
|---|---|---|
| Copywriting | Persuade a reader to act, in the fewest words that work. | Sales pages, email, ads, product copy — anywhere a decision happens. |
| General SEO | Rank in organic search, usually with longer, keyword-structured content. | Blog posts, guides, and category pages built for search visibility. |
| Landing Page Design | Build the page itself — layout, visuals, and technical structure. | New pages that need both design and copy built together. |
The reader drop-off your copy has to survive.
100% see the headline. 20% read past it. Roughly 8% reach the CTA.
Why the headline gets treated as its own deliverable
Benefit-led headlines outperform feature-led ones by roughly 70%, and headlines between 6 and 9 words consistently convert best. We treat the headline as its own deliverable — tested and revised separately — not the first line written and left alone.
The specific copy decisions with measured impact
70% higher CTR for single-CTA pages over pages with multiple competing options. 332% conversion lift from urgency-based copy, used correctly. 34% lift from testimonials placed inside the copy. And 59% of buyers would avoid a business entirely over spelling or grammar errors.
AI can draft. It still can't close.
Raw AI-generated copy consistently lacks the emotional hooks and specific customer language that actually close a sale, which is why AI-first drafts still need expert human editing before they convert well. As AI content floods every channel in 2026, the gap between average copy and copy that's genuinely been researched, structured, and tested has widened, not narrowed — since a reader now has more mediocre copy than ever to compare yours against.
Copywriting work businesses bring us.
Conversion copy runs through every touchpoint a customer hits before deciding, not just the homepage.
Sales & landing page copy
Full-page copy structured with a proven framework, from headline through objection-handling to a single, clear CTA.
Email sequences
Welcome, nurture, and sales sequences written to earn the open, then the click, one subject line at a time.
Ad copy
Headlines and body copy for search, social, and display ads, written for the specific constraints of each format.
Website copy
Homepage, about, and service page copy that states the value clearly instead of describing features in isolation.
Product descriptions
Ecommerce and SaaS product copy written to answer the specific hesitation a buyer has at that point in the funnel.
Video & ad scripts
Scripts for short-form video and ads, written to hold attention in the first seconds, not just read well on paper.
A clear path from brief to converting copy.
Four stages, starting with the language your customers already use.
Research & voice-of-customer
We pull the exact language your customers already use, from reviews, support tickets, and interviews, before writing a word.
1–2 weeks · ResearchFramework & structure
We choose the framework — AIDA, PAS, or BAB — and structure the piece before drafting full copy.
3–5 days · StructureDraft & headline testing
We draft the full piece and test headline variants separately, since it carries most of the performance weight.
1–2 weeks · DraftReview & iterate
We review real performance data once live and revise based on what's actually converting, not assumptions.
Ongoing · IterateThe tools we use for research and testing.
Voice-of-customer research and conversion-testing infrastructure behind every piece.
Hotjar
Google Optimize
Grammarly
NotionExplore more Content Marketing services.
Copywriting is one of six services we offer under Content Marketing.
Content Marketing
The full content service this sits under.
ExploreBlog Writing
Search-focused long-form, the other half of content.
ExploreEmail Marketing
The channel these sequences run through.
ExploreVideo Marketing
Scripts brought to life on camera.
ExploreConversion Rate Optimization
Testing infrastructure copy performs inside.
ExploreLanding Page Design
Full-page builds, copy included.
ExploreGeneral SEO
Search-focused content strategy.
ExploreBranding
The voice copy has to sound like.
ExploreCopywriting questions
The things clients ask us most before starting a copy project.
Copywriting persuades someone to take a specific action — buy, sign up, click — in as few words as possible. Content writing informs or educates, usually for organic search visibility, and runs longer by design. A product page selling a $200 item and a blog post ranking for "how to choose a product" both use words, but they're solving completely different problems.
Because 80% of readers never get past it. Only 2 in 10 people who read a headline go on to read the rest of the copy, which means a weak headline caps the performance of everything written underneath it, no matter how good that copy is. Benefit-driven headlines outperform feature-driven ones by roughly 70%, and headlines between 6 and 9 words tend to convert best.
Yes. Pages with one clear call-to-action convert up to 70% more than pages offering multiple competing options, and personalized CTA copy — using "start my trial" instead of "start a trial" — converts roughly 202% better than generic phrasing. Every additional choice on a page is a chance for the reader to decide not to decide.
Yes, significantly. Copy written at a 5th- to 7th-grade reading level converts at roughly 56% higher rates than copy written at an 8th- to 9th-grade level, and third-grade-level clarity gets 36% more responses than denser writing. Simpler isn't dumbed down — it's just less work for the reader to act on.
Not on its own. Raw AI-generated copy consistently lacks the emotional hooks and specific customer language that close a sale, which is why AI-first copy still needs expert human editing to convert well. As AI content floods every channel, the gap between average copy and copy that's actually been researched and tested has widened, not narrowed.
$50 to $150 an hour for general business copywriting, and $150 to $300 or more for specialists in SaaS, finance, healthcare, or direct-response sales copy. Project pricing runs $300 to $1,000 for a simple page, $750 to $3,000+ for a strategic landing page, and $2,000 to $10,000+ for a full website, depending on research depth and page count.
Primarily AIDA (Attention, Interest, Desire, Action), PAS (Problem, Agitation, Solution), and BAB (Before, After, Bridge), chosen per project rather than applied as a rigid template. Pages structured around the PAS framework convert roughly 22% higher than unstructured, feature-list pages in recent ecommerce testing.
Yes, every channel. Sales pages, email sequences, ad copy, product descriptions, and video scripts, since conversion copy runs through every touchpoint a customer hits before deciding, not just the homepage.