The CWS blog
The same playbooks we run for clients — practical, specific and free to read.
There is no universal number. Length is a function of how expensive the decision is — but there are workable ranges for every page type, an…
The writing on the pages that have to sell — what it covers, what the work actually involves, and how to tell whether yours is doing its jo…
Acceptance is the halfway point. A published piece nobody finishes has done very little for you.
The revision round is where outsourcing quietly becomes unprofitable, usually because the agency absorbs it.
An unsourced statistic in a white paper does more damage than no statistic at all.
The title is the one piece of product copy that appears everywhere, and it is usually whatever the supplier called it.
The About page is often the second most visited page on a site and the least thought about. It is usually read by someone deciding whether …
Fewer than most services will sell you, and in fewer places than you would think.
The questions that matter are mostly not about writing quality, which is the easiest thing to check.
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