Website Copy Reframe

A working method for the copy on a service company's website. Most agency and consultancy sites fail the same way: the copy tries to please the founders, the delivery team, sales and HR at once, and ends up vague. This skill pulls the copy back to one champion, one situation, and a tight chain from capability to feature to benefit, while obeying the company's own brand voice.

A homepage has done its job when a visitor from the target market can quickly answer five questions:

1. Which services does this company sell, and for whom (company type and role)?
2. How does working with them run?
3. What exactly gets delivered?
4. In what situation would I hire them?
5. How does that move forward the thing I am working on right now?

If most of the target market cannot answer these, broad and clever messaging has to wait.