Conversion Copywriting Editing and Proofreading Services

Conversion copywriting is the branch of the craft where the writing is graded. A page either converts at a measurable rate or it does not, and the copywriter finds out. That accountability produces better discipline than most marketing writing enjoys and also a specific failure: writers who have learned the patterns — the urgency, the social proof block, the risk reversal — apply them to a page whose actual problem is that nobody understands what the product does, and the test comes back flat.

We edit what conversion copywriters and optimisation teams produce — landing page and homepage copy, value proposition and headline hierarchies, product and pricing page copy, form and checkout copy, call-to-action wording, objection-handling and FAQ sections, email sequences supporting a conversion goal, ad copy matched to landing pages, voice-of-customer research synthesis, message hierarchy and wireframe copy, test hypotheses and variant documentation, test result write-ups, and onboarding and activation copy. Our editors work on the copy and on the research the copy should be built from.

Voice-of-customer research is the input that separates copy that converts from copy that follows the pattern, and most pages are written without it. A writer inventing objections invents plausible ones; the actual objection is frequently something nobody on the team considers an objection at all — that the pricing page implies a sales call, that the product looks like it needs a developer, that the guarantee sounds like it has conditions. We work on the synthesis so the customer's own words are preserved rather than paraphrased into marketing language, because the phrase a buyer uses is usually better copy than anything written for them; so the objections are ranked by how many people raised them rather than by how easy they are to answer; so the moment of hesitation is located, since a page can only address an objection at the point it arises; and so anything the research contradicts is flagged, including the client's favourite claim. We then write the hypothesis so the test says what is being changed and what result would disprove it, rather than testing four things at once and learning nothing.

Everything you send is treated in confidence, including test results, customer research and unreleased pages. We are editors rather than optimisation specialists, and we offer no view on testing methodology, statistical significance or performance. What we can do is make the copy clear and grounded in what customers actually said.