Process5 min read
Ask any agency what most often makes a project stall and the answer is always the same: we're waiting for the copy. Not the design, not the programming, not the approvals. The copy. And almost always because nobody said in advance whose job it was.
Why it stalls
Not because it's hard, but because it's work nobody has set aside time for — neither in the schedule nor in their head.
The three options
There's no right option — there's one that suits your case. What matters is that it's chosen before the start and written into the quote.
One afternoon
It works because it doesn't require you to write. It requires you to talk — something you already do every day on the phone.
And answer five questions out loud: what you do, for whom, what people ask you most often, why they choose you, and what the person should do next.
Not the way things “are written on websites”. The best copy on business websites sounds exactly like a good phone conversation.
Your phone or a free tool turns it into text. The result will be ugly, and that's fine — the raw material is there.
They're almost always a warm-up. The real answer starts after them.
Everything you sell gets its own page. One file with everything in it isn't a website.
To us or to anyone else. Shaping existing material takes a few hours; writing from scratch takes weeks.
Note
Remove just these six things and your copy immediately outperforms most business websites.
Questions
If your question isn't here, call us — we answer by phone too.
+359 882 95 89 89Long enough to answer the question the person came with. For a service page, that usually means several screens, not two paragraphs.
Length on its own doesn't help. A page of a thousand words that say nothing is worse than three hundred that do.
As help with structuring — yes, and we do that too. As a substitute for what you know about your work — no.
Generated text sounds smooth and contains nothing the reader can't find anywhere else. That's exactly what makes it useless, both for people and for search.
Then that's the first task, before the copy. A phone and half a day on site do more than the most expensive stock photos.
If it really can't be done, we say so and look for other proof — reviews, numbers, certificates, names of projects.
By scope, depending on the number of pages and how much material there is to start with. The interview takes about an hour of your time.
It almost always works out cheaper than a two-month project delay, which is the usual price of waiting.
It needs to be written for people and structured so that it's easy to understand — which Google benefits from automatically. Keyword stuffing has been doing harm for years.
The useful part of optimization is something else: one topic per page, a clear heading and the answer to the question in the first lines.
Related services
It's rarely just one thing. Here are the services that go with this one, and why.
Next step
If the copy is the only thing holding up your project, it's the easiest part to solve. Half an hour of conversation is enough to start.
