A headline only you could use
Your homepage headline says what you do and who it is for, in plain words, specific enough that a competitor couldn't put their name on it.
Website copywriting that comes before the design, not after it.
Most websites are designed around placeholder text and filled in at the end, which is why so many say nothing a buyer remembers. We write your copy first, from research into who buys from you and what they compare you with, then design every page around the words. You review it all before design begins.
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Visitors don't read a website. They scan it for a reason to stay, and the words decide whether they find one.
A headline that could belong to any competitor gives a buyer nothing to remember you by. A services page that lists everything gives them no reason to choose. Good website copy says one clear thing per section, in the words your buyers use, and leads to one next step. That is far easier to design around than to squeeze into a finished layout.
What good website copy does
Each part below is written before the design starts, because the layout should serve the words.
Written in your buyers' words
We research how your buyers describe their problem and what they compare you with, then write in their language rather than industry jargon.
One job per page
Every page has one purpose and one next step, so the reader always knows where they are and what to do.
Written to be scanned
Headings that carry the message on their own, short paragraphs and the answer before the explanation, because most visitors read the headings and little else.
Found as well as read
Each page is written around the search it should rank for, with titles and descriptions written by hand, so the copy brings visitors in as well as convincing them.
Reviewed before design
You see every word in a document and on a mockup, and correct anything before a single page is designed. Nothing goes live without your approval.
- Sports agency
- Launch
A business we did this for: Not Just Another Shark in a Suit
A modern sports agency built for professional hockey players who want more than business as usual. Founded on loyalty, integrity and a player-first mindset, blending military discipline with legal expertise to represent players as people rather than commodities.
Looking like the agencies they oppose
Sports agency websites are almost uniformly corporate, glass-and-suit photography, cautious language, a client roster presented like a stock portfolio. For an agency whose entire proposition is being the opposite of that, looking like everyone else was actively working against them.
The audience also splits three ways. Players deciding who to trust with their career, media looking for a credible source, and partners assessing whether the agency is real. One site had to serve all three without diluting the message for any of them.
Full intensity, sharp hierarchy
Lean fully into the intensity instead of softening it. A dark, high-contrast build that feels as confident and disruptive as the brand itself, far from the typical corporate sports agency aesthetic, and unmistakable on a phone in a locker room.
Structurally, sharp hierarchy: who they are, what they do, who they represent. Mission and services communicated clearly, with the growing roster of professional athletes surfaced as live proof rather than a hidden page.
Six decisions that shaped the build, each made for a reason rather than an aesthetic.
- Bold identityA custom Squarespace design built with dark, high-contrast visuals that reflect the agency’s intensity and confidence, deliberately unlike its competitors.
- Clean structureA refined layout with clear hierarchy introducing who they are, what they do and who they represent with sharp clarity.
- Roster as proofThe growing list of professional athletes presented prominently and built to expand, because in player representation the roster is the argument.
- Dynamic motionThoughtful animation and typography choices elevate the brand’s authority and create an energetic, modern feel without tipping into gimmick.
What changed afterwards
- Roster growthNew signings published on a site the agency updates themselves
- DistinctNothing about it reads like a conventional sports agency
- 5 weeksFrom kick-off to live, including all copywriting
- Mobile-firstWhere players and journalists actually arrive
“Working with Mikkel was an exceptional experience from start to finish. I didn’t have a clear roadmap when we began — just a rough concept — and he somehow managed to bring clarity, structure, and creativity to the entire process.”
Duncan M.Not Just Another Shark in a SuitDoes your current site say what makes you different? Start with a free audit.
See what the audit checksWebsite copywriting, priced up front
The copy is written as part of the project, not billed by the word. Two fixed-price projects and two monthly partnerships; most clients start with Rebuild.
Rebuild
We research your buyers, write every page and show it to you for review, then design and build the site around the words.
- 8 to 16 weeks typical
- Rankings protected
- Any platform
From$9,500
- Discovery: your buyer, competitors and search demand
- Positioning and message agreed before design
- Copy written for every page
- Custom design, built from a blank canvas
- Dedicated mobile layout
- Full migration with rankings protected
- Structured so AI answers can cite you
- Training walkthrough and 30 days of support
Launch
When your words are already settled, we build the site around them and keep them as they are.
- 4 to 8 weeks typical
- Fixed price
- No downtime
From$5,000
- Structure and sitemap agreed before build
- Your design built custom in Squarespace
- A separate layout built for phones
- Existing content moved across by hand
- Every URL redirected so rankings hold
- CRM, booking and marketing tools connected
- Cross-browser and cross-device QA
- Training walkthrough and 30 days of support
Grow
Each month we write new pages and posts for the searches your best clients make, in the same voice as the rest of the site.
- Quarterly builds
- Always on
- Judged on enquiries
From$2,000/mo
- A content plan built on real commercial demand
- Pages published every month, written by us
- Existing pages improved as well as new ones added
- Technical health watched continuously
- Structured and marked up to be quotable by AI
- Authority built deliberately, month over month
- Reports built around enquiries
- Quarterly reset on what is actually working
Maintain
Send us changes to your copy and new pages and we add them within 48 hours.
- A standing weekly slot
- 48-hour turnaround
- No contract
From$1,500/mo
- Send a change however suits you and it gets done
- A standing weekly slot for your site
- We work in your channels, not a ticket queue
- Problems caught before you notice them
- New sections and campaign pages on request
- Uptime, speed and integrations watched
- Quarterly review of what is losing you enquiries
- A real person, replying within 48 hours
Grow and Maintain can run together after any project, with 10% off the combined fee. Not sure which you need?
How your website copy gets written
Four stages, in the same order every time. How long each takes depends on the size of the site, and you get the timeline in writing before anything starts.
Research
One call and a short form. Who your best clients are, what they compare you with, what they ask before they buy, and the words they use for it.
Copy first
We write your homepage copy first and show it on a mockup, then every other page. You review the words in place and correct anything before we design.
Design and build
Designed custom around the approved copy, desktop and mobile, with titles, descriptions and schema written for every page.
Launch and handover
Every URL redirected so existing rankings hold, then training on editing your own words, 30 days of support and full ownership in your name.
3 to 4 hours That is all the time it takes from you: a discovery call, a copy review and a site review. We do the research and the writing.
Rated 5.0 by every client we've built for
Real reviews from real clients, with their names and their websites attached.
Read all reviews“He’s a businessman himself who made it a point to understand my business. If you can articulate it, he can make it. He is perhaps the clearest communicator of any web designer I have ever worked with.”
Reed B.YGT Management“He has a rare combination of design artistry, technical depth, and human intuition that makes a brand feel alive.”
Brett L.Ajarro“He offered clarity and a path forward at a time of uncertainty, and he turned my website into something that truly represents my vision.”
Charli T.EduVentura“Mikkel truly went above and beyond in creating a great website for me. Will definitely recommend to others in the future.”
Michael K.Stratamaki Studio“It’s been an absolute pleasure working with Mikkel. He’s professional, reliable, friendly, creative and an expert.”
Gary L.Gary Does Copy
Have a question about your site's copy first?
Safe to switch, easy to run, yours to keep
Rankings held
Every URL is mapped and 301-redirected before launch, and rankings are measured either side so anything bringing in enquiries keeps working.
Updated in-house
Every word on the site is editable in-house, with a recorded walkthrough of your own site.
Yours outright
The domain, the website account and every word we write are yours from day one, with no agency lock-in.
Guides on website copy
All guidesQuestions about website copywriting
Straight answers before you book anything.
Still have a question?Ask us directly, or talk it through with us on a free 15-minute call.
Why write the copy before the design?
Because the layout should serve the words, not the other way round. When copy is written into a finished design, it gets cut to fit the boxes and loses what made it persuasive. Writing first means every section is designed around what it has to say.
Who writes the copy?
We do, from the research call and the form you fill in. You don't need to write anything yourself; you correct facts and tone at review stage.
What will our business's site be built on?
Squarespace, on Launch and Rebuild. We build only on Squarespace, so we know it inside out: the design is custom, the site ships in weeks, and your team can change text and add pages without paying a developer. Hosting and security are handled.
Can we review and change the copy?
Yes. You see every page in a document and on a mockup before design starts, and you can correct anything at that stage. Nothing goes live without your approval.
Is the copy written for SEO?
Yes. Each page is written around the search it should rank for, with headings that say what the page is about and answers stated early. Titles and descriptions are written by hand for every page. It reads naturally first, because that is what keeps a visitor on the page.
What if we already have copy we like?
Then we keep it. Launch builds the site around settled words and moves them across as they are. Rebuild is for when the words need rethinking too.
How much of our time will this take?
Three to four hours: a discovery call, a copy review and a site review. We do the research and the writing. Reviews are scheduled around your busiest periods.
What does it cost, and who owns the words?
The copy is part of the project, not billed separately by the word. Rebuild starts from $9,500, with the exact figure set by page count, functionality and how much content is written from scratch. You get a fixed number in writing before anything begins, and every word we write is yours. Full detail on the pricing page.
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