Copywriting

Texts that speak the client's language and sell: headlines, offer, service descriptions and calls to action.

• individuallyScope
• Websites and brandingArea
• 6 hours – 2 daysLaunch

Who this is for

Any company that wants to sound clear and professional.

Problem

The site exists, but the texts do not convince. This applies to any company that wants to sound professional — the content is in place and simply does not do what it was created for.

What we do

We write the site content from the first headline to the call to action — as a whole, not separate paragraphs sent individually.

• Headlines
• Offer
• Service descriptions
• Calls to action

What's included

The work goes in five steps, in this order:

• Brief
• Research
• First version
• Revisions
• Final version

How long it takes

Implementation takes 6 hours – 2 days. The order of stages is fixed: brief, research, first version, revisions, final version.

How much it costs

The workload is decided by how many subpages have to be written and how deep the research behind them goes — copy for a law firm and copy for a pizzeria are not the same job, even at the same character count.

What you get

Clear messaging and higher conversion — the same traffic leaves more inquiries.

How text conversion is actually calculated, and what copy can really change

Conversion is a simple formula: conversion = (number of inquiries / number of visits) × 100%. Copy affects the numerator — whether a visitor turns into an inquiry — not the denominator, i.e. traffic. Changing the words alone, with the same visit count and the same offer, can raise the numerator because it removes friction: a vague headline, no concrete benefit, a call to action buried at the bottom of the page.

• numerator: number of inquiries, forms, calls from that page
• denominator: number of visits to that same page over the same period

So the first question before writing isn't "how do we raise conversion," it's "where exactly in this path do people hesitate and leave" — copy treats hesitation, not a lack of traffic.

Three paths to your website copy: write it yourself, hire a freelancer, hand it to a management layer

Each path has a different time cost and a different risk.

• Yourself: you know the business best, but you write from the inside — it's easy to miss what isn't obvious to a customer at all
• Freelancer: fast copy, often stylistically good, but written without context of the rest of the page — structure and offer can drift apart
• Management layer (Aura): copy written in the context of the whole page and the brief, with research and a version revised after feedback

There's no single right answer here — the question is how much of your own time you want to put in, and how tightly the copy needs to match the rest of your materials.

When copywriting doesn't pay off

Four situations where it's better to wait:

• The offer is still changing week to week — text written today will be outdated before the page even goes live
• The page has no traffic yet and none is planned soon — there's no one to read even the best copy
• The problem is in the page's structure or navigation, not the words — the layout needs fixing first, or good copy will still get lost in a bad shape
• You already have tested copy with a real result and just want a cosmetic refresh — that's a separate, much smaller job

In each of these situations it's more honest to start somewhere else or wait, rather than write copy that will need rewriting a month later.

What we need from you for the copy to work

Copy is only as good as the brief and the access to customers' real language.

• A completed brief — who the customer is, what problem you solve, how you differ from competitors
• Access to real customer questions: emails, messages, call notes, reviews — this is the source of real language, not our guesses
• One decision-maker on your side who signs off on the final version — without this, revisions circle endlessly between several people with different opinions

Without a brief and examples of real questions, the copy will still get written, but it will sound generic — correct, but not specific to your customers.

How to check the effect after a month, without our report

You already have these numbers in your analytics and inquiry inbox.

• Number of inquiries from the page before and after the copy change, at comparable traffic
• Bounce rate for that specific page — it drops if the copy holds attention better
• The content of the inquiries themselves — are customers writing more precisely, referring to specifics from the copy, or still asking what the page was meant to explain

If none of these three things has changed after a month at comparable traffic, that's a sign to revisit the copy, not to wait another month.

What this service does not do

We don't design the page layout as part of this — we write copy for an existing or planned structure, not build one from scratch. We don't handle the technical side of SEO — keywords in the code, page speed, linking — that's separate work. We don't promise a specific search ranking or appearing in AI assistant answers — no one can honestly promise that, because no one controls the algorithm.

Good copy is one of several conditions for visibility and conversion, not a guarantee of either on its own.

The most common mistake in sales copy, and what it costs

The copy talks about the company instead of the customer's problem — "we've been a leader for 15 years," "our team are passionate professionals," paragraph after paragraph about itself before a single sentence about what the reader is actually struggling with. The visitor is looking for confirmation that they've landed in the right place for their specific problem — doesn't find it, and closes the tab.

The cost is quiet: the page looks fine, traffic keeps coming, but inquiries stay lower than they should be — and the self-focused headline is rarely the first suspect, so the real cause gets searched for elsewhere, longer than it needs to.

The method we use for structuring copy

We follow the classic AIDA structure — Attention, Interest, Desire, Action — because it's a proven order in which people are actually willing to keep reading, not our own invention.

• Attention: the headline answers "is this place for me" in under five seconds
• Interest: the first paragraph names the reader's specific problem, not a general service category
• Desire: specifics — what they get, in what form, how it differs from the alternative
• Action: one clear call to action, not three competing buttons

Order matters: putting Action before Desire asks the reader to decide before they've been given a reason to.

What you get

• Messaging direction and hierarchy of the strongest arguments
• Headlines, offer copy, service descriptions and CTAs
• Final copy after the agreed revision round, ready for implementation

When the problem lies elsewhere

If your problem sounds different, neighbouring areas of the same system stand right next to it — AURA connects them to each other rather than selling them separately:

• Branding — Logo, colors and style — visual identification that makes a company look like one company, not several random ones.
• UI/UX design — Interface design for website, app or panel: first flows and clickable prototype, only then graphics.
• 3D Animations — 3D objects, scroll animations and interactive scenes on the website — for brands that don't want to look like everyone else.
• UX and conversion — We look for reasons why visitors don't leave an inquiry and remove them one by one — instead of rebuilding the whole site by feel.