Website copywriting that moves the right people to conversion
Your website should turn interest into action. But when your offer is technical, your positioning has evolved, or you’re too close to the business to explain it clearly, the right message can be difficult to find.
I use audience research, behavioural psychology, conversion strategy and sharp copywriting to turn complicated offers into clear, compelling website journeys.
Your business has evolved but your website hasn’t kept up
Perhaps you’ve refined your services, shifted positioning, or started targeting an entirely new market. Maybe your website is overly technical. Difficult to navigate. Full of messages that make sense internally… but don’t mean much to the people you actually want to reach.
Whatever’s changed in your business, your website is stuck telling the old story.
Although people are landing on your website, they’re just not finding the information, confidence, or clarity they need to take that next step to convert.
And when you’re *this* close to your business, fixing it yourself isn’t always easy.
You know everything your company can do. You understand every feature, service, and acronym inside-out. But when it comes to knowing what your audience actually needs to hear, your internal team struggles to pull it all together.
If any of the above rings true for your business, it’s a sure sign you need strategic, user-led copy that improves your positioning and helps your target audience move closer to the conversion point.
Get the positioning, messaging and conversion journey your website has been missing
Before writing anything, I get underneath your business, your audience, and the threads that tie the two together.
Together, we’ll work out:
✓ How to position your business so it connects with the right audience
✓ Which messages will make people stop, pay attention and keep reading
✓ What your customers need to know before they feel ready to act
✓ How each page should support the wider conversion journey
✓ Where your current website is creating confusion, friction or doubt
✓ What makes your business meaningfully different from the alternatives
By the end of this project, you’ll get strategically structured pages that show exactly how your on-site messaging, content, and calls-to-action should work together. And you’ll end up with a website your proud to send people to, and one that makes it much easier for the right customers to choose you.
Website copy that converts starts with listening
Your customers already know what they care about, what frustrates them and what makes them hesitate.
My job is to uncover those specific user motivations, frustrations, objections, and a-ha moments. It’s why my website copywriting process is built on a sweet (and strategic) combination of voice of customer research, human behaviour psychology, and conversion copywriting frameworks.
Introducing the Fika Formula™
The feel-good, psychology-led framework for copy and content that connects and converts
The Fika Formula™ shapes everything I do. It’s my signature strategy for building brand messaging, copy, and content that connects authentically and converts with eases.
Foundations
We map out the foundations of your brand by understanding your brand voice, purpose and values, the audience you serve, and the brand positioning that connects them together.
Intentions
Every word has a reason. We get clear on your business goals, your audience’s motivations, and the emotional journey that drives action. This lets us create messaging that makes your audience feel truly seen.
Key messaging
Your message is the heart of your content. We nail the hooks, phrases, and proof points that your audience will remember. Rooted in Voice of Customer data, human behaviour psychology, and conversion copy frameworks, this is where your brand voice comes to life.
Alignment
We make sure every element of your content works together from harmoniously. From copy to content, socials to emails, and design to delivery, we bring it all into alignment. Because disconnected messaging leads to disinterested audiences.
“I'd recommend hiring Tasmin as your next copywriter. She will turn your content into a sales machine.”
“Tasmin did an incredible job of creating landing page copy that spoke to my audience. She turned my customer insights, notes and rough drafts into content that resonated with my customers. And provided detailed notes and videos explaining her logic. I’d recommend hiring Tasmin as your next copywriter. She will turn your content into a sales machine.”
—Adam, THE SEO SPRINT
I’ll uncover exactly what your target audience needs to hear most
Every website copywriting project I deliver is shaped by the Fika Formula: my research-led process for turning business insight and real customer language into positioning, messaging and copy that converts.
When you choose me as your website copywriter, I’ll dig into every nook and cranny of your brand, audience, and the wider market to uncover the exact messaging your audience needs to hear.
This typically includes:
✓ Stakeholder interviews
✓ Customer surveys and interviews
✓ Voice of customer research
✓ Competitor and market research
✓ Website and user behaviour analysis
✓ Structured page-by-page copy
✓ Lo-fi Figma wireframes for each page
✓ Up to three rounds of revisions
✓ Walkthrough calls and feedback reviews
✓ Collaboration with your designers, developers, and internal marketing teams
Don’t have a neat folder filled with customer research? Don’t worry about it.
I’ll work with your team to identify where useful insight already exists, fill the most important gaps and extract what I need without expecting you to spoon-feed me the answers.
Here's everything you get as part of your website copywriting project
1. Research and discovery
We’ll start by analysing your business, audience, market and commercial priorities.
This can include:
• Discovery workshops
• Stakeholder interviews
• Customer or voice-of-customer research
• Competitor analysis
• Website analytics and behaviour review
• A review of your existing website and wider customer journey
I’ll use these insights to understand why your current website isn’t converting and what the new one needs to do differently.
2. Website messaging strategy
Next, we’ll map the role of your website and the journey you want visitors to take by developing a website messaging strategy that lays the foundation for every word on your website.
We’ll clarify:
• Your overarching positioning
• Your website’s commercial objectives
• Your priority audiences and their intentions, needs, and jobs-to-be-done
• The purpose of each page
• The information and proof points visitors need at each stage
• Your calls to action and conversion pathways
• Internal linking and SEO opportunities
Every word of your website will be underpinned by strategic, evidence-backed reasoning. This ensures every page plays its part in moving your website visitors closer to the point of conversion.
3. Copywriting and wireframes
Once the strategy is agreed, I’ll turn it into clear, conversion-focused website copy.
Each page will be delivered in a lo-fi Figma wireframe, showing how the messaging, page structure, proof and calls to action should work together.
Your final delivery includes:
✓ Finished website copy
✓ Page-by-page lo-fi Figma wireframes
✓ SEO titles and meta descriptions
✓ Internal-link recommendations
✓ Three rounds of revisions
✓ Copy walkthrough calls
✓ Collaboration with your designer or developer
SEO, user experience and conversion optimisation principles are built into every page.
Give your target audience a stronger reason to choose your business
If people don’t understand what makes your business relevant or different, sharpening a few headlines won’t solve the problem.
That’s why my work often begins before the copy itself.
I’ll help you step outside your internal view of the business and see it through your customers’ eyes. I’ll work out exactly what matters to them, how your offer fits into their world, and why they should choose you over another option.
Then we’ll turn that positioning into a website journey that makes sense from their perspective.
Website copywriting built around your exact needs
Website projects come in different shapes and sizes, so your scope, timeline and investment will depend on the number and complexity of the pages involved.
As a guide:
Single sales page
Timeline: 2 weeks
Price: £500-£750 (+VAT)
12-page website
Timeline: 6-8 weeks
Price: £3,500-£4,500 (+VAT)
20-page website
Timeline: 12-16 weeks
Price: £5,750-£7,500 (+VAT)
Working on a big website rebuild? We can deliver the copy iteratively, allowing your designer or developer to start building the approved pages while I write the next phase of pages.
Need it sooner? We might be able to fast-track your project depending on the scope and my current schedule.
Don’t have a designer or developer? I can recommend a great partner who can help bring everything together visually and functionally.
Your partner for all things copy & content
I’m Tasmin, founder and chief copywriter & content strategist of Fika Digital.
With over a decade in marketing and a Consumer Psychology background, I combine behavioural insight, strategic thinking, and commercial awareness to develop messaging that actually works.
TL;DR - Everything you need to know about user-led website copywriting
What is it?
Research-led website messaging, positioning and conversion copy for complex B2B businesses whose current website no longer reflects what they do and isn’t turning traffic into leads.
Who’s it for?
Technical or complex businesses that have outgrown their website, struggle to explain their offer clearly or know their messaging isn’t connecting with the right audience.
What will I get?
Brand, audience and market research; website messaging strategy; finished page copy; lo-fi Figma wireframes; SEO metadata; internal-link recommendations; walkthrough calls; three rounds of revisions; and collaboration with your designer or developer.
What results can I expect?
While I can’t promise exact results, website copywriting clients that work with me typically see improvements in organic visibility, audience alignment, website engagement, and on-site leads and conversions.
How much does it cost?
A typical 12-page website copywriting project costs between £3,500-£4,500 (+VAT).
Your final quote will depend on the number and complexity of pages required.
Get in touch for a personalised quote.
Copywriting proof
Turning CubeMatch's complex website into cleaner, user-friendly positioning that connects with their target audience
CubeMatch, a global change management consultancy, had fallen into the common trap of having generic, jargon-heavy website messaging with a poor user journey flow.
I worked with CubeMatch to reposition and rewrite their website copy, ensuring it connected with user needs, reflected the internal experience of working with CubeMatch’s consultants, and was accessible and engaging across all markets they operate in.
“Working with Tasmin Lofthouse from Fika Digital was truly insightful. We had many brainstorming sessions where we dug deep into the company and brand to extract key information.”
—Justine, Group Marketing Manager at CubeMatch
Not ready for a complete website rewrite? Start with a Conversion Copy Audit
I’ll audit your most important website pages and show you where the copy, messaging and conversion journey are creating confusion or friction.
You’ll receive clear, practical recommendations that you or your team can implement without committing to a full copywriting project.
FAQs
You've got questions? I have answers!
Data-driven copy can’t be rushed. It needs time to percolate. And it needs to be backed with deep research. Words grounded in research and strategy work better than words that just sound pretty. Website copy that fills your pipeline with dream customers is worth waiting for — trust me.
If, however, you absolutely must have the copy right here, right now, we can put your project first for an additional £1,500 priority fee. This priority order means, we tighten up the process, go all hands on deck and write your web copy in a 2-week timeframe.
There are thousands of copywriters out there you could work with which is a pretty fantastic position to be in.
If you’re struggling to choose a writer to work with, consider:
- Your voice and values — ideally, you want to choose a copywriter who can connect with your tone of voice and vibe with your values. A skilled copywriter will be able to adapt their writing style to suit your brand but if they are already on your level to start with, it’s going to make the process a heck of a lot easier.
- Experience — How long have they been writing for? What skills and experience do they have? What do others have to say about the words they write? Look for social proof, client results, and industry experience before choosing a writer to work with.
- The process — Are they an email-only for phone calls kinda person? Are they organised or do they go with the flow? Will they keep you in the loop? You want to find someone who’s work style matches yours. A great copywriter will be able to walk you through their workstyle and make the process easy-peasy-lemon-squeezy for you.
As for why you should choose me… well, I’ve been writing copy for over 10 years and I continually invest in my writing skills through programmes like Copy School. I’ve also got the psychology knowledge to back it all up, thanks to my first class honours degree where I was the highest achieving Consumer Psychology BSc student.
You can. But you shouldn’t. Here’s the thing… you’re too close to your brand. All the best businesses, entrepreneurs, and industry leaders have a writer in their corner. They know that making yourself sound your best takes work. It takes skill.
So, while you could write your own website copy. It won’t be as good as if you hired a professional (like me) to do it for you. Skilled website copywriters don’t just write copy. We do our research, use formulas, apply years of experience and learning, and tie it all together with words that show your audience why you are the best choice and get them converting.
Good question! Ideally, you want to nail your website copy before you work on the design. The words on your website should inform the design. This way, you can make sure your design takes into account all of the page elements that matter.
Don’t worry if you already have the design in place, we can still write high-impact copy. We just need to be smarter about what we write and how this fits your existing design.
I can also work with your designer to write the copy in tandem with design development. This way, the copy and design can be crafted together in harmony.
I know what it’s like to build a business from the ground up. If my copywriting package doesn’t fit your budget, we can look at splitting the cost with a payment plan or adjusting the scope of the project.
Alternatively, you can book a Conversion Copy Audit to give you the practical foundations and fixes you need to rewrite your own copy.
Fancy a fika?
Let's talk
Get in touch to schedule your 20-minute discovery call and let’s chat fika-style to see if we’re a good working fit.