Copywriting sample: fixing a homepage

This is one of the three sample outputs that ship in the Copywriting download, published here in full and unedited so you can see what the skill produces before you buy.

Sample: fixing a homepage

Sample output, not a customer story. Produced in a pre-release test run on 3 November 2026. The business is fictional and the buyer's answers were scripted. Shown unedited so you can see what the skill produces before you buy.

What the buyer said: "Our homepage sounds like every other agency. Can you fix it?"

The original copy (fictional agency, Northpaw): "We are a full-service digital agency passionate about helping brands grow. With a team of creative experts, we deliver innovative solutions that drive results. From strategy to execution, we partner with you every step of the journey. Let's build something amazing together. [Get in touch]"

The final copy the skill delivered:

AI: The copy (top section of the homepage, with slot names and character counts for your designer)

H1 (41 characters)

We only work with independent pet brands.

Subhead (155 characters)
We're eight people in Leeds making packaging, websites and launch campaigns for pet food, grooming and toy brands. Every brief we take has an animal in it.

Proof line (50 characters)
We've worked with about a dozen pet brands so far.

Button (24 characters)
Tell us about your brand

Beside the button (57 characters)
We'll reply and set up a call to hear what you're making.

The call
The section says the one thing only you can say, that you work with independent pet brands and nobody else, because a pet-brand founder decides in the first line whether a page is for them.

Why
The founder arriving here has seen agency pages that could be for anyone. The old copy was one of them: not one word about pets. The new headline is your position, said as plainly as you'd say it across a table.

The subhead answers the next two questions in order: who are you (eight people in Leeds) and what would you make for me (packaging, a website, a launch campaign). The last sentence is the bit of fun, and it's true.

The count, "about a dozen", is your number, and you've cleared it for the page. It's modest on purpose: a small founder trusts an honest dozen more than a vague "many".

There are no client words on the page because none exist yet, here or in public. That gap is stated below, with the message that fills it.

Before and after

What is missing

• A past client's own words, with permission and the credit they agreed to, from your clients. Would sit under the proof line. Weakens; nothing blocks ship.
• Client names or descriptions you can use publicly, from you or the clients. Weakens.

Declaration
Ships.

• You told me you've worked with about a dozen pet brands and that it can be said on the page; the copy says exactly that.
• That a small founder's main doubt is whether an agency will take a brand their size seriously is my guess [HYPOTHESIS]. The section answers it with "independent" and "eight people"; the client message below tests it.
• No reader words were available, here or in public. The section is written without them, and the gap is declared, not filled.
• This copy is written to a quick voice setting (warm, straight-talking, a bit of fun), not to a locked voice. You accepted that when you approved the review.

Tests to run
This needs real people. I can't invent their answers. Here's exactly what to ask and whom. Run it, bring back what they say, and we'll adjust.

1. Open question: does a pet-brand founder who doesn't know you understand what you do and whether you're for them?

• Who: three to six founders of small pet brands who haven't worked with you (a rule of thumb, not a sample size).
• How: show them the top of the page on a laptop and on a phone. Don't explain it.
• Task one: "Read this the way you would if you'd landed on it while looking for help. Tell me where you'd stop reading."
• Task two, with the page closed: "Write two sentences to another founder you know, passing this on." Then: "Would you actually send that? Why, or why not?"
• Bring back: each person's kind of brand, where they stopped, their two sentences word for word, who they'd send it to, and why they would or wouldn't, word for word.

1. Open question: what made past clients choose you? Send three or four of them: "What were you stuck on when you started looking for an agency?" and "What nearly stopped you working with us?" Ask whether you can quote them, and how they'd like to be credited. Bring back the answers word for word.

Before it goes live, read it aloud once. Anywhere you stumble or run out of breath, tell me the line.

Limits and watch list

• This is the top of the homepage only. The sections under it still need to carry the same voice, or the page will change tone at the first scroll.
• A large pet agency already uses "packaging" and "pet brands" in public. The word "independent" is doing the work that keeps this yours; if a rival starts saying it, lean harder on Leeds and the size of the team.
• When a client's words come back, they belong right under the proof line, and they may change the headline if they name the problem better than we can.

Is this ready to save as final, or is there a line you want changed first?

BUYER: Approved.