by Christopher West | Jun 20, 2026 | Copywriting
People Don’t Make Decisions the Way They Think They Do Humans like to believe they make rational decisions based on careful analysis of the available information. The reality, as decades of behavioural science research has demonstrated, is more complicated. Most...
by Christopher West | Jun 20, 2026 | Copywriting
Your Design Gets Them In. Your Copy Gets Them to Act. A beautiful website design creates a strong first impression — but it doesn’t close the deal. That’s your copy’s job. Words tell visitors what you do, why they should care, why they should trust...
by Christopher West | Jun 20, 2026 | Copywriting
The Smartest Copywriters Are Using AI. The Best Copy Is Still Human. There’s a paradox in the current conversation about AI and copywriting. On one side, AI sceptics claim it produces generic, untrustworthy content that no professional should touch. On the...
by Christopher West | Jun 20, 2026 | Copywriting
Your Service Pages Are Your Most Important Copy If your website had to keep only one type of page, it would be your service pages. These are the pages Google sends searchers to when they’re looking for what you offer. They’re the pages a visitor reads when...
by Christopher West | Jun 20, 2026 | Copywriting
The False Dichotomy A common assumption in content marketing is that you have to choose: write for humans (engaging, conversational, narrative-driven) or write for search engines (structured, keyword-dense, formulaic). In practice, the businesses that try to optimise...
