The blog
My Articles
Practical notes from client work — what I test, what I keep, and the sentences I wish every website would fix. New pieces most months.
Process · 8 min read
Keep readers hooked with a simple revision routine
First drafts inform; revisions persuade. The four-pass routine I run on every page — cut, clarify, prove, then polish — with before-and-after examples from real client drafts.
Brand voice · 6 min read
How sharp copy reshapes how visitors see your brand
Visitors judge your whole business in seconds. Small word choices — verbs, specifics, rhythm — decide whether you feel premium or generic. Here's where to look first.
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