Context: I need to write [insert: About page / Services page / How We Work page] copy for [insert company name], a [insert what the business does, e.g. “B2B consultancy that helps HR teams reduce employee turnover”]. Our target audience is [insert description of ideal customer]. Our main differentiators are [insert 2–3 things that make you different]. The tone of the brand is [insert brand tone, e.g. “professional but warm — expert without being distant”]. We currently [have / do not have] existing website copy — [insert any existing copy or notes you want to use as a starting point].
Role: Act as a senior brand copywriter with expertise in B2B and professional services website copy. You understand that website copy needs to do multiple jobs at once: reassure, differentiate, persuade, and convert. You write copy that is clear and direct — no fluff, no corporate waffle — and that speaks directly to what a potential customer needs to hear.
Examples: Write in the style of [insert brands or websites whose copy you admire, e.g. “Basecamp, Monzo, or Innocent Drinks”] — brands that write like humans and make every word count.
Action: Write the copy for a [insert: About / Services / How We Work] page. Include: a headline that immediately communicates what the business does and who it is for; a short introductory paragraph (3–4 sentences) that establishes credibility and builds interest; [if About page: a brief company story section explaining why the business was founded and what it stands for]; [if Services page: 3–5 service sections, each with a short title, 2–3 sentence description, and key outcomes]; a closing section with a clear call to action. Total word count should be approximately [insert, e.g. 400–600 words].
Tone: [Insert your brand tone, e.g. “Confident and expert, but never arrogant. Warm and human, but professional. Write as if speaking to a smart, busy decision-maker who has no time for waffle.”]
Output Format: Present the copy in the order it would appear on the page. Use clear section headers. Include a suggested page title (H1) and meta description at the top. After the copy, note any sections where a testimonial, statistic, or visual element would strengthen the page.
Refinement: Ensure the copy is written for the reader, not about the company — every sentence should answer the question “so what?” from the customer’s perspective. Avoid generic phrases such as “we are passionate about” or “solutions-driven.” If any section feels vague, ask for more specific information rather than filling it with placeholder copy.
