Done with you

Website copywriting

Attract your ideal clients with website copy that reflects who you are and what you do

A desk in front of a window with a city behind. There is a house plant on the left of the desk, a laptop in the middle, and a reusable water bottle to the right.
Photo by Mikey Harris on Unsplash

What would you like your website to say?

Did you set up a website when you started your business but now it no longer represents you?

Or has getting a website been on your task list for ages but you keep finding yourself staring at a blank page? You don’t know what to write for your web copy.

You’re an online business owner working in a specialist field. You know what you sell, and who you sell it to but you’re struggling to communicate it.

You want your website to share your expertise, experience and personality with your clients, showing them why they want to work with you. 

We’ll work together to:

  • Explore all the angles of your business and then pull out the key threads we’re going to focus on so we have a consistent message in your website copy.
  • Get really clear on your offer – who it is for, what they get from it, and how it works so we can communicate that clearly.
  • Decide on what you really need from your website so it’s easy for your clients to understand where to go and what you want them to do.
  • Create engaging website copy in your tone of voice so it sounds just like you.

Make it easy for people to become clients

Your website is a sales person for your business. It can answer all your clients’ questions and show them what it’s like to work with you.

Knowing what your clients are looking for when they start searching enables you to create a website which meets their needs. I’ll go into detail with you about why your customers will want to buy your service and combine that with keyword research to write in their language with your tone of voice.

Your new website will:

  • Clearly position your business and speak to the people you want to work with
  • Tell your story in an engaging way so people get to know you
  • Have sales pages which outline clearly what your service is, how it works, and why people need it.

Audience focused copy that speaks to the people you want to work with

Before I start writing, I’ll ask you about who your ideal clients are. Then I’ll make sure your website copy appeals to them, referencing what’s happening in their world and what they want to achieve so they can see how your service relates to them.

How we work together on your website copy

I write your copy with your input at each stage to ensure it reflects your business and sounds like you.

5 steps to writing your fab new website

Before we start, we’ll have a 30 minute Discovery call.

This enables us to find out about each other and discuss what you want from your website copy.  It usually takes place on Zoom.

A full website is usually a Homepage, About page, service overview page, 3 sales pages, and a contact page. I also write individual sales pages and About pages.

If you decide to go ahead, we’ll discuss the timetable for your project. Then I’ll then send you a contract and invoice you for your 50% deposit. 

The project includes up to two revisions of your copy so there is plenty of time to make sure you’re happy with what it says.

Step 1: I interview you
  • A 1 hour conversation all about who you are, and the origins of your business.
  • We also talk about who your clients are, and how you work with them. 
  • I record the call so I can listen back to the language you use.
Step 2: Brief me on your offers
  • You fill out a services overview questionnaire.
  • Then we have another 1 hour session on Zoom for me to ask you further questions.
Step 3: I start writing

The process looks like this 🤔💻☕💻💭💻💡💻☕💻🤔💻🪄💻🙌

Step 4: I send you the first draft
  • This gets us past a blank page and gives us material to discuss.
  • I send it to you as a Word document.
  • We talk through it on a Zoom call and I make notes about what changes you need.
Step 5: Revisions
  • I amend the copy and send you the new version.
  • We have a call to discuss it.
  • I do the final round of revisions ready for you to upload on your website.

What people say about working with me on their website

“I asked Rachel to help develop tone of voice and website copy for a client of mine for one simple reason: I needed an expert copywriter who could get under the skin of the stories the brand could tell, then weave them together to create a consistent tone. Rachel excelled at this, taking the time to interview key stakeholders and probing to build depth to their stories, before developing their tone of voice and copy to bring the brand to life. I can’t recommend her more highly!”
Dan Ince
“Rachel took the time to really get to know us, what’s important to us and what type of client we are trying to attract for our new business. Rachel helped us write the content for our website, from scratch, and the result is a unique website that accurately reflects who we are and adds real value to the service we offer to our clients.”
Neezam Romjon
“Rachel was great. She really wanted to understand what I was wanting and to produce something that would work for me. She listened to my comments on the first draft and quickly adapted anything I needed. Once the website was up and running she had a last look over that the words flowed with the edited format. Thanks Rachel!”
Janette Hardy

Why ask me to write your website copy?

I edited newspaper websites for several years. I know how to think through a site about what information people are looking for and how to link it together so it makes sense.

I also interview you and then use your words to write your website copy. You get a website that sounds like you without you having to spend hours or even days trying to write what you want to say.

I love how she can take the mess from my head and make sense of it! I wouldn’t hesitate in recommending Rachel.

Ruth Gilbey

Frequently Asked Questions

When we have our discovery call, I will ask you about your timescale. I’ll always aim to hit your deadline and I’ll tell you when we first meet if I don’t think it’s possible. If you don’t have a fixed deadline, then we’ll set out a timetable for your project. How long it takes depends on how many pages you need me to write and how many conversations we need to have. For a website with a Homepage, About page, and three sales pages, you should expect it to take 6 to 8 weeks, with revisions. I like to get projects completed as soon as possible.

Yes I can write a standalone sales page so you can get your offer out into the world. The process is the same, we have a discovery call, I send you a services overview questionnaire, then we have a chat about it and I write your sales page. Depending on availability, you can get your draft copy within 14 days.

No it isn’t. We’ll map out the site together and I’ll write the content. I’ll give you a wireframe mock up with the copy laid out to share with them.

Yes. Introduce us and we’ll have a chat about your project and whether they need me to pay attention to anything in particular relating to your design.

I will do some keyword research if I’m not given any, and then work those keywords into your headings and website copy. I write for humans first because they are going to buy from you. SEO is complex. If you want to speak to an expert, I’d be happy to put you in touch with one and then follow their advice. You will need to engage them separately.

I offer staged payments which will be set out in your contract or Schedule of Works. I ask for 50% of the project fee when you book.

Are you ready to get website copy you’re delighted your clients are reading?

Just imagine how you will feel to have on brand website copy which encapsulates how you help your clients.

You will:

  • Clarify your brand proposition so it’s clear what you do for your clients
  • Show clients the benefits of working with you without being overwhelming, sleazy or spammy
  • Have website copy ready to hand over to your designer that they can drop straight in.


Standalone sales page


Sales page and brochure


Full website

  • Homepage
  • About page
  • 3 sales/service pages
  • Services overview page
  • Contact us page


Take the first step and book a discovery call with me


Rachel Extance is an award-winning journalist and writer who enables SMEs to write about their business clearly and engagingly so they build credibility.

Her audience-focused approach ensures your website, brochures, reports, and internal communications are relevant and convey key details quickly. She draws on her experience editing newspaper websites and her humanities degrees to tell unique stories that communicate the value of her clients’ work through workshops, group programmes, and working 1:1.

She champions her clients and makes them shine with original marketing materials.