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Ad copy2 min read
An advertisement can be concise without being vague
Short copy earns its space by telling the right reader what is offered, where it applies and what useful step comes next.
Returning visitors2 min read
Hello again. Yes, I still know what you sell.
A returning visitor may need one missing detail. Repeating the whole introduction can feel like being recognised by a very forgetful shop assistant.
Service explanations3 min read
Show me the Tuesday, not another smiling stock-photo team
A service becomes easier to understand when you show the ordinary steps: the email, the visit, the wait and the thing the customer gets at the end.
Test design2 min read
We changed three things and celebrated one explanation
When the message, page and offer move together, a better result may be useful news without telling us which change caused it.
Phone enquiries3 min read
Great news: the phone rang. Bad news: nobody was there.
If an advertisement invites a call, answering it is part of the offer. The little phone icon cannot run the reception desk by itself.
Annual plans3 min read
An annual plan has a very long interval between answers
A renewal decision months away should change how we describe the evidence today. Early usage can be informative without settling the whole retention question.
Navigation3 min read
I found the service page after three clicks and one small tantrum
A navigation menu can make perfect sense to the people who built it while sending everyone else on a tiny, unnecessary expedition.
Product advice2 min read
The bracket, the blurry photo and the man who knew what to ask
A workshop conversation reminded me that a technical page can be useful without pretending it can diagnose every possible installation.
Availability3 min read
An unavailable part can still have a useful page
Keep the status honest, then explain whether a customer can ask about a replacement, a compatible option or a different next step.
Ownership2 min read
Wanted: one person to look after the page after launch
The campaign launch has a crowd around it. A month later, a changed service condition may need a much smaller and clearer ownership arrangement.
Promotions3 min read
The sale ends tonight, and apparently so does civilisation
Last-day offers bring a particular kind of shopper. Panic copy and a vague deadline can turn an ordinary discount into a deeply irritating experience.
Offer copy3 min read
I followed the asterisk and found another decision
The condition beneath an offer can change who it suits. Read that condition as part of the offer before judging the invitation.