Questions worth asking first

No. Copy is one input among several — traffic, offer, price, design, the product itself. Good copy makes a clear, honest case; it can’t fix a page nobody’s visiting, or make a weak offer look strong.

What it can do is stop confusion from being the reason someone leaves. Anyone promising a number is promising something copy alone doesn’t control.

That’s what revisions are for. Every quote sets out a revision stage before a draft counts as finished.

If a draft gets the brief itself wrong — wrong audience, wrong angle, facts we misread — that’s ours to fix. If your own thinking changes partway through, and you want a different direction than the brief described, that’s an honest scope change rather than a small fix, and we’ll say so rather than pretend otherwise.

No. A style guide helps, but it’s not a requirement. Plenty of clients send an existing website, a deck, or a handful of emails they like the tone of, and that’s enough to start working out how you sound.

If none of that exists yet — a new brand, nothing published — we build a working version of your voice from the brief itself, and the first draft becomes the thing you react to rather than describe in advance.

Enough of a brief to scope the job honestly: what you’re writing, who it’s for, roughly how much of it, and whatever already exists that shows how you talk.

The Process page has the full list — it also shapes what the contact form asks for, so filling that in properly does double duty.

Ownership and usage rights are set out in the terms attached to every quote, agreed before any writing starts — not something worked out after the fact.