Gary Does Copy
A copywriter who is genuinely one of a kind, with an outdated site that made him look like everyone else. The site had to work as a CV, a portfolio and a demonstration of the way his mind works — all at once.
The problem
For a copywriter, the website is the work sample. A generic site does not just fail to sell — it actively contradicts the pitch, because a writer whose own site sounds like everyone else’s has already answered the only question that matters.
Gary’s personality is the product: playful, sharp, unmistakably his. The previous site flattened all of it into a services page, which is the one thing a personal brand cannot survive.
Professional copywriting services.
The site contradicted the pitch
Personality flattened into a services page
Sounded like every other writer
The approach
Build the site as an extension of the man rather than a container for his work. Let the writing lead everywhere, with the design creating room for the voice instead of competing with it.
Structurally it works as a CV with a pulse — who he is, what he does, what he has made, how to hire him — but every section written and designed so the personality is doing the persuading.
Playful, sharp, unmistakably his.
The writing leads everywhere
Design makes room for the voice
A CV with a pulse
What we built
Six decisions that shaped the build, each made for a reason rather than an aesthetic.
The writing does the selling on every page, with the design creating space for it rather than competing for attention.
Personality expressed through wit and unexpected detail, held together by a structure serious enough to be hired from.
Who he is, what he does, what he has made and how to hire him — the usual structure, none of the usual flatness.
Projects presented so a prospective client can see the range of voices he can write in, not just the one he uses for himself.
Nothing on the site could be lifted onto a competitor’s domain without immediately reading as borrowed.
New work and writing added in-house, because a personal brand site that goes stale stops being a personal brand site.
What changed afterwards
“Mikkel literally answered the call when I put out a post around building a website. There was no way I was going to achieve what was in my mind's eye on my own. He showed up and delivered beyond all expectations. A snapshot of what working with Mikkel will bring. He's: • Time efficient – Mikkel works at pace with a time schedule that works for both parties. And he’s readily available for playbacks, questions and feedback • Not just a designer – he understands the importance of copy and has a creative streak that makes collaboration easy • Close collaboration – You suggest something, he does it, makes it better or works out how to do it if not sure….really quickly! • Client-focused – Very quick at understanding your needs and working accordingly. Very easy to replicate templates, etc but Mikkel goes out of his way to make the project and the deliverable(s) as personalised as possible • A nice guy – Nice guys don’t ‘finish’ last, they’re finish first because they’re stacked with warmth, empathy, smarts and a brilliant work ethic. It's been an absolute pleasure working with Mikkel. He’s professional, reliable, friendly, creative and an expert. I’m looking to forward to seeing what shape our journey takes, but it’s definitely not ‘one and done’.”
Gary L.Gary Does Copy
Want this for
your business?
Thirty minutes, free. We'll work out what the site needs to do, and whether we're the right team to do it.
