I write the copy that has to actually convert, landing pages, ads and email, built around a specific reader and a specific action, not general brand messaging.
Copy built around a specific reader problem and how the offer solves it.
One clear call to action placed exactly where the reader is ready to take it.
Multiple copy variations written for testing instead of a single untested guess.
Most underperforming landing pages and ads read fine, they just don't give the reader a clear reason to act right now.
The Common Problem
My Approach
Brand copy and conversion copy are trying to do different jobs, and treating them the same costs conversions.
Copy built to move a specific reader toward a specific action, not general brand awareness.
The hesitations a reader is likely to have, addressed directly in the copy itself.
Variations written with A/B testing in mind, not a single guess at what will work.
Copy that matches the expectation set by the ad or link that brought someone there.
What's actually covered in a copywriting engagement.
Full page copy structured around a single offer and a single clear action.
Copy for Google, Meta and LinkedIn ads, matched to platform format and audience.
Sequences and one-off emails written around a clear action and subject line strategy.
Multiple headline, CTA or angle variations built for structured testing.
What you get from a copywriting engagement.
| Deliverable Item | Technical Description | Format & Output |
|---|---|---|
|
Copy Brief
|
Target reader, offer and key objections defined before writing begins
|
Documentation |
|
First Draft Copy
|
Full copy draft delivered for review
|
Editable Document |
|
Revised Final Copy
|
Copy revised based on your feedback
|
Editable Document |
|
A/B Testing Variations
|
Alternate headlines, CTAs or angles for testing
|
Editable Document |
|
Implementation-Ready File
|
Final copy formatted and ready to build or upload
|
Editable Document |
What typically changes once copy is written for a decision instead of general brand messaging.
The core elements addressed in every copy project.
Answer The Public
Chatbot
Google Ads
Google Analytics
Google Business
HubSpot
MapRank
Semrush
Site Search
WordPress
Ahrefs
Copyleaks
MS Clarity
Jasper
HotJar
Writesonic
Zapier
Screaming Frog
ChatGPT Prompt Engg
MailChimp
Canva
Clearscope
A clear sequence from brief to conversion-ready copy.
Expertise across industry-standard SEO tools, crawl analyzers, and search performance platforms.
Yes, with a research and briefing step upfront so the copy reflects your actual product and audience, not generic assumptions about your industry.
Yes, existing brand guidelines or past copy are used as a reference point. Where none exist, a simple voice guide is agreed first.
Two to three variations per key element, like headline or CTA, is typical, scoped based on your testing setup and traffic volume.
Yes. Content writing covers blog and informational content built for search intent. Copywriting covers pages and ads built specifically to convert.
Per page or per campaign for one-off projects, or as a monthly retainer for businesses launching new pages or ads regularly.
An implementation-ready copy document formatted for your platform, along with any agreed A/B testing variations for headlines or calls to action.
Copy only. Design and build are handled by your team or a separate designer, though copy is structured to make that build straightforward.
Yes, turnaround can be prioritised for time-sensitive launches, discussed upfront so the brief and review rounds fit your actual deadline.
Common objections are identified during the brief and addressed directly in the copy itself, rather than hoping the reader overlooks them.
Yes, tone, references and offer framing are adapted for a Philippine audience where relevant, run alongside copy for other markets where needed.
