The CWS blog
The same playbooks we run for clients — practical, specific and free to read.
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…
The most persuasive lines on a website are usually not invented. They are transcribed from someone who already bought.
Buttons, field labels, error messages and empty states are written last, by whoever is nearest, and they carry more of the conversion than …
Same craft, different constraints. Self-serve signup, free trials and a product that changes every fortnight all move what the copy has to …
The contact page is the last thing between an interested visitor and an enquiry, and it is usually the least considered page on the site.
A landing page is not a short service page. It is the only page a stranger will see, which changes what has to be on it and what has to com…
Most disappointing website copy is a briefing failure, not a writing failure. Here is the short list of things a writer cannot invent for y…
They optimise for different moments, and on most pages that is not a conflict. Where it genuinely is, one of them should win — and it is no…
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