Illumi

Service

Content and copywriting

Most copy on business websites is written to fill space. That's why it all sounds the same: comprehensive solutions, years of experience, a tailored approach. Customers skip it, and Google has nothing to learn from it.

Quote
By scope
We write
For people
We don't write
Keyword stuffing
Languages
Bulgarian and English

What we write

The kinds of text, and why they differ.

Each has a different job, a different length and a different tone. The same person reads them in different moods.

Service pagesThe most important. They explain what you do, for whom, what it costs and what happens next. This is where the enquiry is won or lost.
Product descriptionsInformation people base a decision on — size, compatibility, delivery time. Not poetry about the product.
Home pageThe shortest and hardest text. In two sentences it has to be clear what you do and why you.
ArticlesAnswers to the questions customers ask before they buy. The only kind of blog that pays its way — see how we do it for ourselves on our blog.
About usPeople, years, proof. Not “we are a young and ambitious team”.
Titles and descriptionsWhat people see in Google. The shortest texts, with the most direct effect on clicks.
Ad copyAds and materials written in several versions, so they can be compared.
Legal textsPrivacy policy, cookies, terms and conditions — matched to what the site actually does.

How

How we write.

Six rules we follow, and that you can judge us by.

A conversation firstHalf an hour with someone who does the work. That's where the details that make the text specific come from.
The customer's wordsWe use the ones people search with, not the industry's internal jargon.
Specific rather than general“Up to five pages, timeline in the quote” instead of “a tailored approach to every client”.
No artificial enthusiasmExclamation marks, “amazing” and “unique” convince nobody. Facts do.
A structure for skimmingHeadings, short paragraphs, lists. People don't read — they scan until they find what they're after.
VerifiableIf something can't be proved, it doesn't get written. Made-up numbers get caught out and cost trust.

Related services

What else comes into it.

It's rarely just one thing. Here are the services that go with this one, and why.

Questions

About copy.

If your question isn't here, call us — we answer by phone too.

+359 882 95 89 89
How much does website copy cost?

It's quoted by scope — per page or per set of pages, depending on the length and how much research the topic needs.

A technical topic with an interview and fact-checking is different work from a short service description.

Do you use AI?

We use it as a tool for structuring and drafting, but the text goes through a person who knows the subject, and through fact-checking.

Text that's purely generated shows, and it carries no information readers can't get anywhere else. That works neither for people nor for search engines.

Will you write with keywords?

With the words people actually search for — yes. By repeating one phrase fifteen times — no.

Keyword stuffing hasn't worked for years, and today it does more harm than good, because the text becomes unreadable.

Can you write about my industry without knowing it?

That's why we start with a conversation with someone at your company who does the work. The specifics come from them; the writing comes from us.

If the topic is highly specialized and we have no access to such a person, we'll tell you the text will come out generic.

Do you write copy in English?

Yes, but as writing in its own right, not as translation. Translated text shows, and rarely works for search in another language.

Next step

It starts with a conversation.

Thirty minutes, no fee and no sales pitch. If the job isn't for us, we'll tell you on that call — not a month later.

+359 882 95 89 89 office@illumi.bg

Sofia, Bulgaria We reply within 24 hours In business since 2012

Three fields, thirty seconds

We don't send newsletters and we don't pass your details to anyone.

Got it.

We'll be in touch within 24 hours on working days. If it's urgent, call +359 882 95 89 89 — we react faster by phone.