Content & copywriting
Write a project brief that prevents rework
A project brief reduces avoidable revisions by making the intended result, constraints and unresolved questions visible before drafting begins.
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28 articles
Content & copywriting.
Briefs, drafts and the decisions behind useful copy.
Content & copywriting
Write a homepage headline with a clear subject
Tell visitors what the page is about before asking a slogan to carry its personality.
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Content & copywriting
Turn features into concrete customer outcomes
Explain how a feature changes a task, but stop before turning a plausible benefit into an unsupported business result.
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Content & copywriting
Make a call to action describe the next step
A button label should tell the reader what happens next, with any important commitment explained before the click.
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Content & copywriting
Write an email subject line that matches the message
Use the subject line to identify the message's purpose, not to create curiosity that the email cannot satisfy.
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Content & copywriting
Cut an overlong business email
Shorten an email by removing unnecessary work for the reader, not by deleting the context needed to answer it.
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Content & copywriting
Write a service page for a buyer comparing options
Help a buyer compare scope, process and fit instead of surrounding the service name with claims about quality.
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Content & copywriting
Edit a landing page for one decision
A focused landing page gives one audience enough information to make one relevant decision without removing necessary detail.
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Content & copywriting
Write an FAQ from real customer questions
An FAQ should answer recurring uncertainties in the customer's language, not disguise another sales paragraph as a question.
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Content & copywriting
Give a product description useful detail
Give buyers the specifications, use conditions and distinctions they need to decide whether a product fits their task.
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Content & copywriting
Make instructions work for a first-time reader
Instructions become usable when they show the starting point, the action and the result a reader should recognise.
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Content & copywriting
Write an introduction that gets to the point
An introduction should establish the reader's problem and the article's useful contribution without a long approach to the subject.
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Content & copywriting
Structure a case study without exaggerating results
A credible case study explains the situation, contribution and evidence without turning a complex result into a single heroic claim.
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Content & copywriting
Use customer quotations without changing their meaning
Edit quotations for presentation only when the meaning remains intact and the speaker has approved the use you intend.
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Content & copywriting
Write a newsletter with one editorial purpose
Choose what the newsletter helps readers follow, then let that purpose determine what earns space in each issue.
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Content & copywriting
Plan a content calendar around capacity
Build a calendar from the work your team can complete, including review and maintenance, rather than from an ideal publishing frequency.
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Content & copywriting
Update old articles instead of adding new ones
Choose an update when an existing page already serves the right question but its information or explanation no longer does.
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Content & copywriting
Build an editorial brief for a freelance writer
Give a freelance writer the question, evidence and editorial boundaries they need without prescribing every sentence of the answer.
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Content & copywriting
Write image captions and alt text for different jobs
Captions explain an image to the page's readers; alt text supplies the relevant information or function when the image is not seen.
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Content & copywriting
Make a document easier to scan
Help readers find the part they need through meaningful headings, compact paragraphs and visible decisions—not indiscriminate bold text.
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Content & copywriting
Edit jargon out of technical explanations
Keep technical precision while removing vocabulary that adds status rather than meaning.
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Content & copywriting
Use examples without pretending they are real clients
An invented example can teach a real principle as long as its status is clear and it does not masquerade as evidence.
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Content & copywriting
Write a comparison page with fair criteria
Set the comparison criteria before judging the options, and explain which kind of buyer each option may suit.
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Content & copywriting
Design a content approval process with one final owner
Separate specialist review from the final publishing decision so a draft does not circulate indefinitely between competing approvals.
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Content & copywriting
Handle conflicting feedback on a draft
Resolve feedback by the purpose of the draft and the basis of each comment, not by trying to satisfy every preference at once.
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Content & copywriting
Write an apology that names the problem
A useful apology identifies what happened, recognises the consequence and explains the next step without disguising responsibility.
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Content & copywriting
Create a reusable style sheet for spelling and names
A compact style sheet keeps recurring spelling, naming and formatting decisions from being remade in every draft.
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Content & copywriting
Choose when a page needs less copy
Cut copy when it repeats, delays or competes with the reader's task—not simply because the page looks long.
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