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The brief: Write a website that demonstrates the power of great copywriting. No images except the portfolio, no lengthy descriptions of services, just text that works even if you hardly read any of it. Which let's face it, is usually what happens. It's aimed at creative agencies, so make it appeal to their love of design. Make it so eye-catching that people end up reading it more than once to see how it's done. Solution: Text that edits itself in front of your eyes. Instead of a home page waffling on about why sharp, short copy works, this shows the process in action. If people read it all, they learn about the writer, if they don't, they see the impact of great copy. On devices, the copy instead acknowledges they're on a phone or tablet, gives contact details up front and goes direct to work examples. How it works: The desktop home page invites you to read some terrible copywriting. This tempts readers in, and after a click, they get first-person copy explaining why it's awful. They're also told to click to make it better, leading them to the pay-off and contact details. This takes them to the portfolio menu, which acts as both a client list and a services summary.