Writing system
Write website copy from evidence, not slogans
Good website copy lets a visitor verify what the business offers, whether it fits and what happens next. Start with specific answers, then shape the tone.
PROTOCOL
Inspect each layer.
01
Collect facts
Interview the person doing the work and use real processes, limits, documents and examples.
- Services and exclusions
- Process and timing
- Evidence that may be published
02
Write for a decision
Each page should answer the questions that appear immediately before a call, visit or order.
- Who it is for
- What is included
- How to continue
03
Edit for accuracy
Remove superlatives, unsupported numbers and vague promises that cannot be demonstrated.
- No invented proof
- Consistent terminology
- Current contact details