Copy & Content
The actual text on the site, written against the position, plus the structure that decides what belongs on which page.
Who it is for
Owners without time to write. Teams whose draft copy has sat at eighty percent for months. Anyone whose site still carries placeholder text.
The problem it solves
Sites stall on copy more than on design or code. Left to the end it gets written in a hurry, and the hurried version is what clients read for the next three years.
What I do
- 01Write the pages against the message hierarchy instead of filling boxes.
- 02Decide what each page is responsible for so the same point is not made four times.
- 03Write for the person deciding, in their language, with the filler cut.
- 04Write alt text and metadata by hand.
What you end up with
- Final copy for every page, placed in the build.
- A content structure showing what each page carries.
- Metadata and alt text, written.
02Also in Design & Art Direction
- Art DirectionWhat the reader sees first, and in what order.
- Website DesignPage design, states, and the path to the thing you want.
- Motion & KineticsMovement that carries meaning and stays smooth.
- Image DirectionWhat to shoot, what to cut, and how it sits on the page.