The CWS blog
The same playbooks we run for clients — practical, specific and free to read.
The strongest website copy is overheard, not invented. Where to find customer language, what to collect, and how to put it on the page with…
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 buyers, free trials and a product that changes every few weeks all move what the copy has to …
The contact page is the last thing between an interested visitor and an enquiry, and usually the least considered page on the site. What be…
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. The short list of things a writer cannot invent, plus a templ…
They optimise for different moments, and on most pages that is not a conflict. Where it genuinely is, traffic source decides which one shou…
Per word, per page, per day or per project: the pricing models, what each one hides, market rates, and what a real eight-page site actually…
Most homepages fail the same test: a stranger cannot say what the company does after five seconds. The structure, worked example and checks…
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