The CWS blog
The same playbooks we run for clients — practical, specific and free to read.
Launch day surfaces the things nobody owned: placeholder text, a form that goes nowhere, and three pages describing a service that changed …
Nearly all conversion advice assumes traffic that most sites do not have. At two hundred visits a month, a split test will never reach sign…
Two constraints apply at once: what you are permitted to claim, and a search engine that holds health pages to a higher standard than anyth…
Category pages usually outrank product pages and usually carry the least copy on the site — often a paragraph of keywords pushed below the …
Most FAQ pages are a dumping ground for anything nobody could place elsewhere. A good one is the opposite: a deliberate list of the things …
Regulated claims, a reader in a bad situation, and partners who write like lawyers. The constraints are real, and most of them are not the …
It will produce a page in seconds. Whether that page can do the job depends on what website copy is actually made of, which is mostly not w…
Portfolios are the least reliable part of the decision. What separates a good hire from an expensive one is mostly visible before any writi…
Designing first and writing into the boxes afterwards is the default on most projects, and it is the reason so much website copy reads as p…
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