Website Copywriting

Website copywriting for specialist B2B firms

Some businesses are easy to explain.

If yours were, you probably would not be here.

I provide website copywriting services for specialist B2B firms that need to turn complex services, professional advice or technical expertise into clear, credible website copy.

That might mean one important page, a set of service pages, full copy for a new website, or a rewrite of pages that no longer do the business justice.

I work directly with firms. I also support agencies, designers, developers, SEO consultants and in-house marketing teams that need senior copywriting help for client websites.

The aim is simple: to make the business easier to understand, easier to trust and easier to contact.

Why specialist website copywriting is difficult

Specialist businesses know their work very well.

That is not always the same as knowing how to communicate it clearly on a website.

People inside the business know the shorthand. They know the service history, the technical detail, the exceptions and the reasons things are done in a certain way.

A prospective client does not.

They need to know what you do, who it is for, why it matters and what makes you credible. They need enough detail to trust you, but not so much that they have to fight their way through the page.

Good website copy closes that gap.

It turns the knowledge inside the business into copy that is clear, accurate and useful to the person reading it.

According to research by Gartner, 61% of B2B buyers now prefer a rep-free buying experience, doing the bulk of their research before ever contacting a supplier. That means your website copy has to work when you are not there to explain it: setting out the offer, answering questions and giving the reader enough confidence to take the next step.

Website copy I can help you with

I write copy for the pages that usually have to do the hardest work on a B2B website: homepages, service pages, sector pages, landing pages, about pages and case studies.

But the type of page matters less than the job it has to do.

A homepage needs to tell the reader what kind of business they have found. A service page needs to explain the offer. A sector page needs to show that you understand the market. A case study needs to turn good work into evidence. An about page needs to build confidence without becoming a company history lesson.

Sometimes that means writing from scratch. Sometimes it means rewriting existing pages that are accurate in parts, but too vague, too long, too thin or no longer quite right.

In every case, the question is the same: what does this page need to help the reader understand, trust or do?

If the reader understands the words, but not the offer, the page has not done its job.

How I work

I need to understand your business before I write about it.

Where possible, I will meet you in person, see where you work and talk to the people who understand your business best. That might mean visiting your office, workshop, site, studio or practice. When that is not practical, we can cover much of the same ground by Teams, Zoom or phone.

The process

1. Understand your business

   I review the pages, notes, documents, sales material, competitor sites and any brief you already have.

2. Work to the plan

   If you already have a content marketing strategy, page plan or SEO brief, I can write to it. If not, I can help clarify what each page needs to say.

3. Write and refine

   I produce drafts in Word or Google Docs, then work through the copy with you until it is clear, accurate and ready to use.

4. Prepare for the website

   Once the copy is agreed, I can add it to WordPress or another CMS if needed.

Working directly with you, or alongside your team

I can work to a designer’s page structure, an SEO brief, an agency plan or an in-house team’s notes.

If the page structure is already clear, I can write to it. If the service, audience or order of information is still unclear, I can help sort that out before the writing starts.

I am also comfortable being client-facing on agency projects: joining discovery conversations, asking the necessary questions and turning the raw material into copy that works for the client and the website.

Human copy, AI support and proper standards

It is now easier than ever to produce words quickly.

That does not make good website copy easier to produce.

Some projects need copy written by a human from the start. Others can use AI sensibly as part of the drafting process. I can help with either route, provided the finished copy is held to the same standard.

The question is not whether AI has been involved. The question is whether the final copy is accurate, fluent, useful and good enough for a serious business to stand behind.

That is where experienced editing and copywriting matter.

Practical questions

A few things people ask

A place for the questions that often come up before a first conversation.

What is the difference between website copywriting and your blog writing service?

Website copywriting is for the core pages of your site: your homepage, service pages, sector pages, About page and other important pages that explain what you do. These pages need to be clear, structured and persuasive because they carry a lot of the weight when a serious buyer is deciding whether to trust you.

Blog and article writing is different. It is usually more regular and more specific. It helps you answer useful questions, support your service pages, bring in relevant search traffic and show the depth of your expertise over time.

Do you handle SEO keyword research and metadata?

Yes, where it is useful. If you already have an SEO consultant or agency, I can write to their brief and make sure the copy supports the search strategy. If you do not, I can do the basic keyword research needed to shape the page properly.

I also write page titles and meta descriptions as part of the work, so the copy is not left half-finished when it comes to on-page SEO.

How do you price website copywriting projects?

I usually quote a fixed fee, not an hourly rate. Once I understand the scope, I will give you a clear price for the project.

That price depends on things like the number of pages, how complex the subject is, how much source material already exists and whether I am writing from scratch or reshaping existing copy. The aim is to agree the work properly at the start, so there are no awkward surprises later.

How long does a typical website copywriting project take?

For a five-to-ten page B2B website, three to six weeks is a sensible guide from the first proper conversation to signed-off copy.

Some projects move faster. Others need more time because the subject is technical, the offer is still being clarified, or several people need to review the drafts. If you have a launch date in mind, it is best to say so early.

How many rounds of revisions are included?

I do not like rigid, artificial revision limits. If the brief is clear at the start, the draft should normally need refinement rather than rescue.

My fixed-fee quote includes sensible back-and-forth on the copy, usually in Word or Google Docs, so we can improve the tone, clarity and accuracy together. The point is not to count revisions. The point is to get the copy right.

What do you need from me to get started?

You do not need a polished brief. Useful starting points include existing website copy, sales documents, pitch decks, notes, competitor sites, SEO research or anything else that helps explain the business.

The most useful thing is usually a conversation. A 45-minute call is often enough to uncover the details that are hard to capture in a form: what you really do, who you want to reach, what clients misunderstand, and what needs to sound sharper on the page.

Talk to me about your website copy

If you need copy for a new website, or clearer copy for an existing one, I can help you get the right words in the right order.

You may need one important page written from scratch, a set of service pages shaped properly, or copy for a wider website project.

I can work directly with you, or alongside your agency, designer, developer, SEO consultant or in-house team.

Talk to me about your website copy →