Website Copy Refresh

When the website stopped reflecting the business

Most websites age out of alignment with the business they represent. The company evolves, the offer sharpens, the customers change, and the website stays fixed at whatever the founder wrote when they launched it three years ago. The result is a site that technically describes the company but no longer sells it.

A website copy refresh is not a redesign. The structure stays. The layout stays. What changes is the language: the way the company describes its offer, the evidence it presents, the way it handles objections, and the path it creates for a visitor who does not know what to do next.

The audit first

Every website refresh begins with an audit of the existing copy. We map the visitor journey, identify the points where the language breaks down or contradicts the offer, and document what each page is trying to do versus what it is actually doing. The audit brief becomes the writing guide for everything that follows.

What we write

Complete copy for homepage, about, services, and any landing pages in scope. Headline and subhead variants for A/B testing. Navigation labels and CTA copy across the site. A copy framework document explaining the logic behind each section for whoever manages the site going forward.