Welcome to the Journal

Field notes for curious entrepreneurs ready to grow, learn and bloom

Three tips for making your web copy less formal and more conversational

Featured Posts, WEB COPY WISDOM

 You could have sworn you were regular ol’ you when you sat down in front of your computer. Yet, somewhere between sitting down and putting fingers to keys, you morphed from ‘Cool, clever entrepreneur charming your peeps’ to ‘Stuffy, antiquated professor writing a formal essay’. And your dreams of crafting web copy that connected and […]

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Is website design or website copy more important for biz success?

WEB COPY WISDOM

One of my beautiful friends is starting her own business (two cheers for our fellow entrepreneurial unicorn!) and during one of our biz brainstorming sessions recently, she said to me: “Cass, I only have a small budget. Is website design or website copy more important for the success of my business?” Now she knows that […]

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Three reasons conversational copy converts

WEB COPY WISDOM

Given a choice, would you rather have somebody talk at you or with you? Hmm. Tough choice. Just kidding: It’s a no-brainer, right? Of course, you’d want somebody to talk with you. Being talked at makes me feel like I’m back in school, or worse, being lectured by a parent for putting empty cereal boxes […]

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Ten common web copy mistakes ruining your credibility and conversions

Featured Posts, WEB COPY WISDOM

Can’t figure out why your web copy is failing to do its job of captivating and converting visitors into customers? Don’t panic. You’re in the right place. In today’s post, I’ll be slipping on my Sherlock Holmes investigative cap and walking you through ten common web copy mistakes that ruin your credibility and conversions.   […]

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Does long or short sales page copy convert better?

DIY WEB COPYWRITING, SALES PAGE COPYWRITING, WEB COPY WISDOM

Whether you’re writing your sales page copy or hiring a copywriter to write your sales page copy for you, there’s probably one thing lingering in your mind: Should your copy be short and sweet or long and languid? Great question, aspiring word nerd! And I wanna say that the fact that you’re reading this article […]

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Three times you should really hire a copywriter (and three times it’s totally cool to DIY your copy)

Featured Posts, WEB COPY WISDOM

You know when you need a batch of antibiotics from the doctor, a fresh set of spark plugs from your mechanic and a glasses prescription from your optometrist. But knowing when to hire a copywriter?  It’s a little less black and white. … Or is it? You see, just like your doctor, mechanic and optometrist, […]

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Four questions your home page copy should answer for maximum conversions

WEB COPY WISDOM

Ah, the mysterious home page. It’s like a digital manifestation of the dreaded first interview. Nerves are high. First impressions are vital. And you’re being asked to show up as your best self … or else. Gulp. Or else what? Well, lacklustre conversions for one. A short detour for education purposes … By ‘conversions’, I mean rather […]

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Evoking emotion: How to write web copy that sells

Featured Posts, WEB COPY WISDOM

It isn’t often that I’m grateful for my emotional sensitivity (particularly when I go to the cinemas with my partner and have to be mascara-free just in case something tugs at my heartstrings). But when it comes to crafting compelling copywriting … well, let’s just say that my flaw has become a blessing in disguise. […]

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