Getting found
Writing
19 guides across 8 sections
Content & images9
- Editing your own copyA practical process for reviewing and tightening your own website writing before it goes live.
- Finding your brand voiceHow to define how your brand sounds in writing, and how to keep that voice consistent across your website and all communications.
- Landing page anatomyEvery section a high-converting landing page needs: what each one must do, in what order, and common mistakes to avoid in each.
- Writing a great About pageHow to write an About page that builds trust, tells your story, and connects with the right clients.
- Writing a pricing page that worksHow to structure, write, and present your pricing so visitors understand the value, overcome hesitation, and choose a plan, or get in touch.
- Writing for the webThe core principles of writing content that people actually read online, explained for non-writers.
- Writing headlines that workHow to write page headings and section headings that grab attention, communicate clearly, and keep readers moving.
- Writing hero copy that convertsHow to write the headline, subheadline, and call-to-action that sit at the top of your page: the words visitors see first, and judge you by fastest.
- Writing service pages that convertHow to write service pages that explain what you offer, address objections, and turn visitors into enquiries.
Brand & messaging3
- Brand guidelines: what goes in themWhat brand guidelines are for, what a practical set should include for a small business, and how to keep them useful rather than a PDF nobody opens.
- Website copy: writing about your customer instead of yourselfHow to rewrite your website so it talks about your customer's problems and goals rather than your company, with practical techniques, examples and a checklist.
- Writing your one-sentence value propositionHow to write a single clear sentence that tells the right customers what you do, who it's for and why it matters, with a simple formula and examples.
Leadership & your operating system2
- Communicating strategy clearly: the one-page briefHow to write a one-page strategy brief your team, partners and advisors can read in five minutes, with a fill-in template.
- Turning an idea into a plan your team understandsHow to take an idea from your head to a clear, written plan with an outcome, scope, owners and milestones your team can act on.