Most people click on this page for one of three reasons.
Your business has grown. Your positioning has sharpened and your services have refined, but your website still sounds like the business you were three years ago.
Or referrals convert well, yet cold traffic to your site rarely turns into an enquiry.
Or the copy was written in-house. It's accurate, but it has never quite done the business justice.
If one of those is true, you're in the right place.
Why most website content misses most of its visitors
The majority of website copy is written for one type of reader: the one who has already decided they need what you offer, knows what to search for, and is ready to compare options.
That’s a small percentage of the people who land on your site.
Everyone else, that's the ones still forming their understanding of the problem, the ones not quite ready to enquire, and the ones who arrived through a referral and want to know if you’re the right fit, finds content that doesn't feel like it's aimed at them. So they leave without getting in touch.
The Human Signal is the framework I built to fix that. It maps every page of your website against the psychological state of the readers who visit it. Each page gets copy with a specific job - to serve a specific reader at a specific moment in their customer journey.
That’s how websites stop being digital brochures and start generating enquiries.
What you get
Full website copy, written around The Human Signal framework, built to be found in search and to convert the right reader once they arrive.
Every page is researched before a word is written. That means keyword and search intent analysis, a review of how your existing pages are performing, and an understanding of how your ideal clients describe their problem before they ever find you. That last part is where the most persuasive language comes from.
You receive clean, ready-to-upload copy for every page in scope, written in your brand voice, structured for both Google and AI search.
What is The Human Signal?
The Human Signal is a seven-stage framework that maps every page of your website against the psychological state of the people who visit it. Each page is given one job: to serve one type of reader at one moment in their decision.
It's the framework I built to close the gap most sites leave open. Pages stop reading like a digital brochure and start doing the work of generating enquiries.
What a typical project covers
Homepage. The page that confirms the visitor is in the right place and points them to what they need next.
Services pages. Written so the right reader recognises themselves, understands what's involved, and feels confident before they enquire.
About page. Your trust page. The one that makes a reader feel they know who they're buying from, not just what they're buying.
Contact page. Usually the most neglected page on a site. The copy here makes acting feel like the easy, natural next step.
Supporting pages. Case studies, process pages, FAQ pages, specialist landing pages.
Why this isn't just copywriting
There are three things that make this different from hiring a generalist copywriter.
The first is SEO.
And not the outdated kind, keywords stuffed into headings and copy written for crawlers. Current best practice SEO, built into the structure and language of every page from the start.
The second is the psychology.
Understanding what makes a buyer hesitate, what builds trust before someone is ready to act, and how to write copy that moves the right person closer to a decision without pushing the wrong one away.
The third is the framework.
The Human Signal maps the full customer search journey across seven psychological stages. It means the copy isn't written for one type of visitor. It works for all of them.
What this looks like in practice
Amazon Windows needed a new site that worked for three very different audiences.
"Our old site was years out of date and had been taken down completely, so we were essentially starting from nothing. The tricky part was that we sell to three very different audiences, the public, trade, and commercial customers, and they all want different things.
Courtnie understood that straight away and wrote copy that speaks to each of them properly. In the first three months the new site brought in 57 qualified leads through the enquiry form. It's done exactly what we needed it to."
Steve Capes, Managing Director, Amazon Windows
Three audiences, one site, each reader served at the moment they arrive. That's the framework doing its job.
This service is just what you need if:
Your current website isn't generating the enquiries your business deserves
You're rebranding or repositioning and need copy that reflects where you are now
You're launching and want to do it properly from the start
You know your website copy could be better but you don't have the time or expertise to fix it yourself
How it works
We start with a discovery call to understand your business, your goals, and your scope.
I send a proposal. Once it's confirmed, we have a strategy call.
I write your full SEO website copy, built on The Human Signal framework and your brand voice. You receive a first draft, we refine it together, and the final copy is delivered in a clean document ready for design or upload.
Most projects run over 3 weeks from strategy call to final delivery, so you always know where things stand.
Investment
Pricing depends on the number of pages your site needs. Scope and a fixed price are confirmed in a written proposal after your discovery call, so there are no surprises and no open-ended bills.
Common questions
Most projects run 2 to 6 weeks from the strategy call to final delivery, depending on the number of pages and how quickly feedback comes back. You'll have a clear timeline in your proposal before anything begins.
No. Keyword research and search intent analysis are part of the project. If you already have target terms or an SEO agency you work with, I'll factor those in.
Yes. Every page is structured so your business can be found, understood and cited by AI search tools, not just ranked by Google. This is built in, not an add-on.
That's fine for some businesses, and we can talk it through on the call. The framework is most powerful applied across a full site, but a single high-stakes page is sometimes the right starting point.
A discovery call, access to any existing copy or brand materials, and your time for one strategy call and one or two rounds of feedback. I handle the rest.
The Found & Chosen Website Audit reviews your existing copy against all seven stages of the framework and shows you exactly where your site is losing readers, and what to fix first. It's the lowest-risk way to see what's possible before committing to anything bigger.
Still have questions? Send a brief enquiery and I'll get back to you.
Ready to optimise your website for your audience?
Let's create website content that works for every version of your target audience.