What We Do: Copywriting That Sells the Service

Copywriting is the words on your website and blog. My co-founder, Fredy, and his team write them, and I run the discovery call they’re written from. It comes with every website build and every monthly SEO plan. If you only need your current pages rewritten, it’s quoted on its own.

Website packages and monthly SEO plans are two different services, but they share the same three names, Essentials, Growth, and Authority. The table shows which pieces come with which, and every item’s got its own heading in the table of contents.

What’s included

Before we write

Research before the call

Before we meet, our team looks into your business, your competitors, and your industry. We only use what’s public, so you don’t have to send anything first. By the time the call starts, we’ve got a good idea of what you do and who you’re up against.

• Your business — your current site, your listings, and your reviews.
• Your competitors — who shows up when your customers search, and how they describe themselves.
• Your industry — what customers in your trade ask about and worry about.
• Questions for the call — every gap in what we found becomes a question I bring with me.

Discovery call

Research tells us what you do. It can’t tell us where you want to take the business, and that’s what the call’s for. It runs about an hour, I bring the questions, and on a monthly SEO plan Fredy joins too.

• Where you’re headed — what the business looks like in five years, and the jobs you want more of.
• Who you want to work with — your best customers, and the kind you’d rather not take on.
• How you stand apart — what you do better than anyone bidding the same job, and what you’d never copy from a competitor.
• What you believe — the values behind how you run the business, and how you want to come across.

The guides

Brand voice guide

The voice guide writes down how your business sounds, so a page, a post, and a review reply all sound like the same company. It’s written from the discovery call and approved by you before any page gets drafted.

Your voice guide is the written side of your brand. The visual side, like your logo, colors, and type, is covered in our post on brand design for Houston businesses. If you’d like more on what goes into a voice guide, read our post on brand voice and messaging.

• Personality — three or four traits that describe how you talk, with what each one does and doesn’t sound like.
• Tone by situation — how the voice shifts between a homepage, a review reply, and a follow-up email.
• Words you use and words you don’t — your names for your services, and the phrases that don’t sound like you.
• Sample lines — real sentences in your voice for anyone to work from.

Copy style guide

The style guide covers the mechanics. It’s what stops one page from saying A/C while the next one says air conditioning.

• Names — how your business, services, and team get written, every time.
• Numbers and prices — how figures, ranges, and dates look.
• Formatting — headings, capital letters, and punctuation.
• Page rules — how long a headline runs, and how a call to action is worded.

Authors and bios

Every blog post goes out under a real person’s name. Search engines and AI assistants look at who’s behind advice, and a reader trusts a post more when they can see who wrote it and why they’d know.

• The bylines — which people from your business publish, and what each one writes about.
• A bio for each — role, years in the trade, credentials, and what they’re known for.
• An author page — one page per author on your site, linked from every post.
• A voice profile — a short guide to how that person writes, so their posts sound like them.

This series runs the same way. Fredy and I both publish under our own names, each with a bio, an author page, and a voice profile of how we write. Every post here, this one included, gets checked against our own voice and style rules before it goes up.

The writing

Page copy

Every website package includes the words on every page. Our team writes them from the discovery call, and on the Authority website package, from the voice and style guides too. You get up to two rounds of changes on each page, and nothing’s built until you’ve approved it. The page-by-page shape is in our post on how to write copy that converts.

• Homepage — what you do, where you do it, and why someone should pick you.
• Service and location pages — one topic per page, written for the customer who already knows what they need.
• About and contact pages — who’s behind the business, and what happens after someone reaches out.
• Search titles and descriptions — the two lines Google shows for each page.
• FAQs — the questions customers ask, answered so Google and AI assistants can quote them.

Blog posts

Every monthly plan includes new posts, 2, 4, or 8 a month on Essentials, Growth, and Authority. You approve the topic list each month, and our team writes each post in its author’s voice.

• Written to the author — checked against their voice profile and your guides before it’s published.
• Your call on review — approve the topics and spot-check drafts, or read every one.
• Planned from real questions — our post on the content planning framework shows how a month’s topics get picked.

How a copywriting project runs

The order’s the same on every project, because nothing gets written until we know what to say.

1. Research — your business, competitors, and industry studied first, so the call goes to what only you can tell us.
2. Discovery call — about an hour that sets the direction for every word after it.
3. Guides — on the Authority website package and monthly plans, the voice and style guides written and approved before any page.
4. Drafts — every page written from the call and the guides, with up to two rounds of changes each.
5. Sign-off — you approve each page before it’s built, which means nothing goes live in words you didn’t choose.

On a monthly plan, the writing keeps going after launch. New posts go up every month under your authors’ names, and the guides keep them sounding like the same business as your site, a year and a hundred posts later.

The Motion Giraffx case study shows a site whose blog we write under the CEO’s name.

If you’d like to talk through what your site should say, book a call with me. The brand design service page lists every sub-service, which includes this one.

Frequently asked questions

What does a copywriter need from me?

About an hour for the discovery call and a few follow-up answers. You don’t need to write anything yourself.

Before the call, our team looks into your company and the businesses you compete with, and I come with questions ready. That way the hour goes to what only you know, like the work you want more of and how you want to come across.

Can I buy copywriting without a new website?

Yes. Copywriting usually comes with a website build or a monthly SEO plan, but a rewrite of the pages you already have, or a voice guide and style guide on their own, can be quoted separately.

What’s the difference between a brand voice guide and a copy style guide?

A brand voice guide covers how your business sounds, like the traits that describe you, the words you use, and the words you’d never use. A copy style guide covers the mechanics, like how your name and services are written, how prices and numbers look, and how headings are capitalized.

Together they let anyone who writes for you, from our team to your office manager, sound like the same business.

Who’s named as the author on my blog posts?

A real person from your business, usually the owner or whoever’s experience is behind the advice. We help pick who that is, write their bio, set up their author page, and write a short voice profile so every post sounds like them.

The posts are written by our team under that person’s name. You approve the topics each month, and you can read any draft before it goes live.