Nobody understands what the company does
The homepage talks about integrated solutions and a commitment to excellence, and never says what's actually for sale.
Marketing
Copywriting: words that explain, and that persuade
Copy for the website, campaigns, catalogues and email, written to be understood and to get people to act.
Who copywriting is for
Copywriting is writing in the service of a decision. Marketing copy doesn't exist to describe: it exists so that someone understands what they stand to gain and takes the next step, whether that's requesting a quote, buying, booking a visit or subscribing. The difference between copy that works and copy that doesn't is rarely about style; it's about knowing who you're talking to and what they need to know to move forward.
This service is for anyone with a good offer that's badly explained. It happens most in technical companies, where the work is complex and whoever writes about it knows the subject so well they can no longer see it through outside eyes.
The copy serves the website, the landing pages, social media and the content that underpins SEO work.
Problems this service solves
The typical symptoms of copy that's holding the business back.
Copy written for the inside
It uses the company's own internal vocabulary, which customers neither know nor search for.
Nothing leads to action
Pages end with no call to action, and an interested reader doesn't know what to do next.
Content that never gets found
The copy doesn't use the words people actually type into search engines, and it stays invisible.
Careless Portuguese
Typos, mixed forms of address and expressions borrowed from other varieties of Portuguese undermine the credibility of everything else.
Copy nobody understands convinces nobody.
How we work
Writing is the last stage. Before that comes understanding and organising.
Fact-finding
We talk to whoever knows the customers, usually the sales team or customer support. The questions they field every day and the objections they hear are the best raw material there is.
Audience and tone
We define who we're talking to and how. Form of address, technical level and degree of formality are decided and then kept consistent, in European Portuguese and without unnecessary English terms.
Structure before copy
We organise what each page says, in what order and under what headings, working in the keywords identified. Once the structure is approved, the writing moves fast.
Writing and review
We write and deliver for review, with special attention to technical accuracy, which has to be checked by whoever knows the subject best in your company.
Delivered ready to publish
Beyond the body copy, we deliver headings, search engine descriptions, image alt text and calls to action.
What you get
Copy ready to go straight into the site or the campaign, with no extra work needed.
Page copy
Written from scratch or rewritten, with headings and subheadings properly structured.
SEO elements
A unique title and description for every page, with keywords worked in naturally.
Calls to action
The right ask on every page, matched to the decision stage of whoever's reading it.
Tone of voice guide
Rules for form of address, preferred vocabulary and words to avoid, to keep things consistent going forward.
Ongoing content
Articles, emails and social media copy, when they're part of the scope.
Final proofread
A proofread after publication, because it's on the live site that the errors show up.
Common questions about copywriting
The most common doubts from anyone about to commission copy.
Do you need to know our sector?
We need to learn enough, and that comes from a conversation and access to whoever knows the subject. Technical accuracy is always checked by you before publishing; our part is making sure whoever reads it from the outside understands.
Do you write in European Portuguese?
We do, and with attention to detail: consistent forms of address, European vocabulary, and no English terms when a current Portuguese word already exists. It's a common problem in copy inherited from translations or from automatically generated content.
Is the copy optimised for search?
Yes, built from the keywords identified in the SEO work. The rule is to write for people first and only then check the right terms are in there, not the other way round, which is what produces repetitive, unreadable copy.
How many rounds of revisions are included?
The number is set out in the proposal. We recommend gathering all the feedback before sending it to us, because corrections arriving from several people at different times are the main reason copy ends up losing its unity.
Can you review copy we already have?
We can. A review is a shorter service than writing from scratch, and it solves a lot when the information is already there and the problem is organisation, tone or errors. We'll tell you plainly when it's worth rewriting instead.
Need copy people actually understand?
Tell us what pages or pieces you need written, and for whom. You'll get a proposal with the scope, the number of texts and the price.
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