Notes on brand voice, website copy, and the words that deserve another pass.
Most copy audits end with vague advice: make it clearer, punchier or more on-brand. Here is how to review a website line by line, find the copy doing the most damage and decide what to fix first.
On a client site, the worst voice problems sit between pages, not on them. Here is how agencies can review voice across a whole site and keep it from drifting.
Most small teams don't have a voice guide, but they still have a voice. Here's how to read it from your own pages, where that method misleads you, and how to turn it into something you can check copy against.
A voice guide only helps if someone checks the site against it. Here is how to turn your guide into checks, audit your pages line by line and decide what to fix first.
A vague value proposition is usually a missing decision, not a wording problem. Here are five causes, with rewrites, and a test to run before you edit.
Most brand voice guides describe a mood. Here is how to define your voice, document it as rules a sentence can pass or fail, and stop it drifting.
A fictional homepage, reviewed line by line. See five patterns that make website copy generic, how to fix them, and the sentence we deliberately leave alone.
AI can produce polished copy in seconds, but similar prompts often lead to similar language. Here’s why brand-specific source material matters more than another humanising pass.
Making AI copy sound natural does not necessarily make it useful or on-brand. A worked example shows why a better brief matters more than another round of polishing.
See how to make common CTAs clearer, with five worked examples and guidance on matching your button wording to what happens after the click.
We compared 30 pages across Stripe, Basecamp, Notion and seven other SaaS websites to see how their voices and product promises hold together.
Your pages can read well individually but sound like different businesses together. Learn how to spot voice drift and fix the mismatches without rewriting everything.
Most homepage rewrites start too early. Use this 15-point audit to find vague positioning, weak proof, voice drift and generic copy before you start rewriting.
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Start with one public page. See the sentences that need attention and understand why.