copywrite home / Playbook
Writing / practical steps
Write business copy that answers the question
A copywriting workbook for service pages, customer emails and calls to action. The hostname uses “copywrite”; this resource covers copywriting.
STEP 01
Start with the reader’s decision
Write who the page is for, what problem brought them here and what they need to decide. A useful opening tells them whether they are in the right place. Replace a slogan with a concrete description of the offer and its scope.
STEP 02
Connect the promise to evidence
For each benefit, identify the example, demonstration or record that supports it. Remove invented customer counts, guaranteed outcomes and unsourced comparisons. When evidence is limited, explain the process or deliverable instead of presenting confidence as proof.
STEP 03
Make the next step understandable
Use a link or button label that describes the action. Explain what happens after an enquiry and which information is useful. Put essential conditions near the action rather than hiding them in distant fine print.
STEP 04
Edit for scanning and accessibility
Use descriptive headings, short paragraphs and meaningful links. Read the page aloud and remove words that do not help the reader act. Test whether someone unfamiliar with your business can explain the offer and next step after one reading.
Choose the right next step
- Service page: explain scope, process, deliverables and enquiry expectations.
- Customer email: lead with the answer, then the action and relevant detail.
- Campaign copy: keep the message consistent between the promotion and its destination.
Worked example
“Transform your future with next-generation solutions” becomes “Automate enquiry routing from your website to your sales tracker, with a review step for incomplete requests.” The revised line tells a buyer what will change and gives the team a claim it can demonstrate.