HEADLINE.
Website and landing page copy that says something from the very first line
Most home pages open with "Welcome". Yours could open with the reason someone should stay. I write single pages, landing pages and full websites, in English and Spanish.
Get a quote for my websitePRICE.
What it costs
Web page
One page: home, services, about or contact.
From €230 incl. VAT
Businesses: from €190 + VAT
Landing page
One long page with one job: get them to book, buy or sign up.
From €387 incl. VAT
Businesses: from €320 + VAT
Full website
Up to 5 pages, plus navigation, footer, buttons and form copy.
From €1392 incl. VAT
Businesses: from €1150 + VAT
Brand voice guide
So whoever writes after me sounds like the same business.
From €545 incl. VAT
Businesses: from €450 + VAT
"From" prices are a guide. The fixed total goes in a written quote before I start, and that’s the one that counts. Two rounds of revisions included with every piece.
TONE.
Pick a business. Then pick a tone.
The same business can sound friendly or formal, chatty or buttoned-up. Both can work. What doesn’t work is the headline on the left, which could belong to anyone.
Type of business
Tone
What everyone writes
Welcome to a unique hideaway in the heart of Mallorca
How I’d write it
Breakfast with eggs from our own hens and the Tramuntana behind you. Fifteen minutes from Sóller.
Sample headlines for made-up businesses. Yours will come out of talking to you.
INCLUDED.
What you get
- 01The copy for every section in order (headline, subhead, body, button), ready to paste into your site.
- 02A title tag and meta description for each page, within the length Google usually shows.
- 03The small bits nobody writes and everybody reads: buttons, forms, error messages, the footer.
- 04For landing pages, two or three alternative headlines in case you want to test which one works.
- 05For a voice guide: how you talk, which words you use and which you don’t, and examples rewritten from your own copy.
What I don’t do: design, layout or code. If someone else builds your site, I hand them the copy in order so they don’t have to guess.
STEPS.
From the site you have to the one you want
- 01
I read what’s there. Your current site, if there is one, and a couple of competitors’. That way I know what everyone says and what’s left for you to say.
- 02
We talk. A call or an email exchange with specific questions: who buys from you, what they always ask, what annoys you about your site now.
- 03
Structure before sentences. I propose what goes in each section and in what order. Moving a block now is easier than rewriting three pages later.
- 04
Full draft. In a shared document, with margin notes wherever I chose a word for a reason.
- 05
Revisions, then delivery. I make your changes and hand it over with the meta data, organised page by page.
SAMPLE.
A home page hero, start to finish
Illustrative sample, not real client work
The brief (made up)
A bike shop in Llucmajor that rents road bikes to cyclists who come to train in spring and autumn. It wants bookings through the website, and wants it to be obvious that it knows the roads in the south of the island.
The copy
- Kicker
- Hire and workshop · Llucmajor
- Headline
- Your road bike, fitted to you before your first ride.
- Subhead
- Send us your height, your pedals and the saddle that doesn’t hurt. When you arrive, the bike’s built and measured. And if something starts creaking mid-week, drop into the workshop: we’re on the edge of town, on the road to Cap Blanc.
- Three lines under the headline
- Carbon and aluminium, sizes 49 to 61 · Pick up at the shop or delivery to your hotel nearby · Routes marked for windy days and calm ones
- Main button
- Book my bike
- Second button
- See weekly prices
Why it’s written like this: a cyclist hiring abroad has one specific worry (the bike won’t fit). The headline answers that before it talks about price.