A confusing website is a silent conversion killer. If your website is bad, your potential customer will leave. If it’s confusing, they’ll come away knowing less than when they arrived. Find out if your website is more confuddling than a spin in a washing machine, then how to fix it.  

You might have noticed it too. Personality in copy is feeling a bit thin on the ground these days. No matter who’s writing, it’s all starting to feel a bit beige. Here’s my take on the AI-ification of the internet and why you should resist.

We each have a tone of voice, a unique fingerprint of how we write. The trouble is when it comes time to get someone else to write for your business. How do you help them to recreate what makes you you? Here are my top tips.

Most of us have had a chance for a good nose around what generative AI can do. And many of us are beginning to notice that its copy skills aren’t all they’re cracked up to be. AI copy not converting? Here’s why.

Often, debate around copy comes down to choosing between clarity and creativity. Find out how to end the battle and layer your clarity and creativity effectively.

Your website should be converting, not just existing.

This article walks you through how a web copy audit identifies the hidden issues holding your site back and the changes that help turn visitors into paying clients.

Maybe you’re considering tone of voice for your organisation. Or perhaps you work in marketing and use tone of voice guides on the regular. This one’s for you.

Your ultimate guide to how to get the most out of a tone of voice guide and hit the copy bullseye first time. 

Are you being mugged off hiring someone to write for you when you could get it for free off ChatGPT? Is what ChatGPT produces any good? Here’s my five cents.

A quick and easy way to make your writing feel more you and create a bond between your brand and your audience.

If you’re the person in charge of signing off copy for your organisation, I bet you wish you could make it faster. Here are my top tips.

If you’ve read my stuff before, you’ve probably seen me banging on about ‘brand’. Who your brand is. How they sound . And how you can write better for your brand. But brand is a bit of a weird word. And you might be sat there thinking: “What is a brand? Am I a brand? Is this even for me?” Here’s the answer.

A tone of voice audit can help your brand codify what’s already working, solve copy problems or seize brand opportunities. Find out how.

Let’s look at the business case for tone of voice. Why does tone of voice matter? Why is this something that companies spend so much time and effort getting right?

Find out how to switch generic bland phrases that don’t tell your customer anything with words that give them all the info they need to click ‘buy’.

Did you know that the words you choose create a ‘mood’? A feeling that your reader can’t help but pick up on? Here’s how to use words to build a mood that will keep your customers hanging around.

The great thing about brand messaging is that wherever your customers spot your brand, you’re saying similar things. This reinforces your message and makes it more memorable. Find out how to do this right here.

When you're selling something at a higher price point, you need to put in the extra legwork in your language to reassure your customer. Here are some quick tips to make that happen.

Do you use the words ‘innovative solutions’ in your brand copy? 

So do 85 million other companies on Google. 

Here’s why they’re two of the worst words for turning customers off and what you can use instead.

As a copywriter, you can bet your last euro that I’m going to advocate pretty hard for the importance of great copy, messaging and tone of voice. But I’d be lying if I said that every single business needs to invest in copy at every stage in their journey. Here are some times you don’t need a copywriter.

Oh no! Here comes another tepid take on AI! Why you shouldn’t get AI to do your writing for you. (And it’s not for the reason you think.)