follow
the copy
into the light.
Enlighten your website text copy in order to guide the prospects towards the most appropriate solution to their problems that is available on the market: your solution! Create valuable relationships and provide them with their desired benefits so they choose your product or service over your competitors.
website · landing pages · emails · long copy · copy edition
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The importance of an optimised copy
1.09 bil
There are about 1.09 billion websites in 2024.
54 seconds
The average time spent on a page is 54 seconds.
3 seconds
A new website is built every three seconds.
5.59 seconds
Website users spend an average of 5.59 seconds looking at written content on a site.
0.05 seconds
Users form an opinion about a website in 0.05 seconds.
20% success
Only 20% of the users will get pass the headline after 3-4 seconds.
A boring copy can make your prospects fly away.
First impressions matter.
Every second counts.
Copywriting is an art and a science
“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”
Leo Burnett
Copywriting is the light in an obscure ocean that connects the ship to the coast.
Copywriting can also be explained as the skill of writing persuasive texts that aim to get the reader, a potential customer, to take a specific action. Copywriting is not content marketing, although it can use the same resources like blogs or social media posts. Content marketing intends to stimulate interest in products or services, while copywriting grabs attention, persuade and engage the audience, and ultimately funnels the prospects towards the desired action.
Why do you need copywriting?
- To get the right attention
- To build strong relationships with your audience
- To stand out from your competition
- Ultimately, to convert your audience into customers
You can use the same copy accross multiple different marketing efforts. But in your website, either an instant sell, a subscription or joining an emailing list, the copywriting narrative navigates towards the call to action, which often manifests into the CTA button.
See below a call to action button.
But why me
Everything is storytelling
I have been writing reports and technical documentation for the last 5 years, and fiction for more than 10 years. One book published and 5 novels unpublished, currently working on the second one to be published.
Everything is a story. Not everything is good enough to be told, but the power of a (copy)writer is making anything good enough to be told. And the power of a good (copy)writer is making it epic to the audience.
Brevity and creativity
You need to create an impact on the reader in a few keywords. I will blend my voice with your brand’s. Crisp, earnest, solemn, sage, bold, or nursing copy. Discover which one suits your brand.
Increase your productivity
Countless hours can be wasted on research, finding your buyer persona, defining how to communicate with your potencial customer, and finally executing the writing process. You can use your time for something more productive while the copy is delivered to you without effort.
Stand out among competition
You need copywriting that helps you rise above competition with a concise and clear writing. You cannot aford being inconclusive on your communication with the potential customer. The reader has to be sure about what (s)he is reading all the time so the focus and the connection with your message is constant.
Find out what your copy needs
Website in a week
✓ 4 pages of website copy
✓ Brand voice
✓ Buyer Persona
✓ 1 round of revisions (+ design)
Developmental and copy editing
✓ Fiction and non-fiction
✓ High level plot review + fix your story arc
✓ Theme and genre
✓ Test consistency and sentence structure
Landing page, sales page and email copy
✓ The copy you need in a week
✓ Long form sales page copy
✓ 5 emails copy (funnel)
✓ 1 round of revisions
Don’t see what you are looking for?
Portfolio
Plus Ethics Homepage Before
The information visible in the old homepage version was basically the brand logo, which is telling you that is focused on “ethical” stuff but nothing more. Then, three navigation buttons to other pages was provided with stock and inpersonal images.
No headline, no subheadline, further explanation of what are the services of the company. What is the mission, what are the problems that the prospect might have when landing in that page, what are the solutions that the prospect is looking for. The above the fold page was honestly amateurish for a prospect point of view, including the effort that the reader had to put into knowing what is the company offering and what are the problems that the services solve.
The page continued with a section for the latest news followed by a section showing the partners as social proof.
Plus Ethics Homepage After
The new homepage has a standard structure “above the fold” with the headline and subheadline. In this case, because of the nature of the services provided, the prospect needs to know if the company has already worked on EU projects. The figures providing deep information about the experience that the company already has will create trust and engage the reader to continue reading. That’s why the authority was included above the fold.
A hint of the next section in blue was included with the purpose of having a river effect in the reader. Once the first look at the content above the fold is done, the contrast provided by the change of colours drags the reader’s attention. The homepage then goes directly to the benefits of hiring the services of Plus Ethics, which can be seen with a slight scrolling down.
The why us section was missing in the original website and it was introduced right after the benefits of choosing ethical services for the EU-funded projects.
What people are saying
“It is for me a pleasure to recommend Rafael for his work in reviewing and editing the copy of the introductory chapter of my thesis-book on the criminal punishment and crime prevention.
Rafael understood the content’s nature from the outset, refining and perfecting the text. His attention to detail and commitment to quality were reflected in the final result—a clear, concise, and persuasive text that enriched the essence of my research.”
Ana Belén Gómez-Bellvís, PhD
Co-founder and R+I Manager at Paradigma Innovation
About me
Hi! I’m Rafael
the impact of writing
After writing fiction for more than ten years on my free time, mostly unpublished, I discovered that, with copywriting, I could really write professionaly, getting paid, and make a more direct impact in society and in my surroundings.
results that can be measured quick, but not a get-rich-quick scheme
A book takes time to write and publish. Sometimes years. But with copywriting, I could see the result and make real impact for the company in a few days or a week. That was there, my dream, my path, finally cleared.
Of course, I kept writing fiction. I’m editing my second novel and writing the third one. I switched careers into copywriting and, funny enough, I got more free time after the switch.
waving storytelling
I could hence focus all these ideas, plots and arguments on a direct response text that would make the reader take an immediate action. And I took my knowledge of characters and archetypes into the concept of buyer persona in order to build the copy story structure.
channeling your voice into words
With copywriting I am channeling your voice into text, into a message that tells a compelling story, in such a way, that it persuades and engages the reader.
formulas vs unique personal value
You have the copywriting formulas and techniques available everywhere on the internet. Almost every marketing text could be considered copy, and anyone could theoretically write copy.
But researching, understanding your voice and tone, and communicate successfully with your audience. Creating just the appropriate text, that an specific call to action or headline is requesting, so it hooks the prospect and keeps the audience reading…
Well, that task is not for everyone.
The process
1. Call and Alignment
We will have a first call where you will talk more than me. I want to get to know you and your company.
2. Discovery and Brief
I need you to give me more information on a brief that will allow me to know everything from you that I need to create your copy.
3. Research and Strategy
This is a crucial step in which I’ll need some time. It will take some days, perhaps a week, depending on how accurate is your brief and how reachable is the information in the market for buyer personas and competitors.
4. Write and Execute
Welcome to a world of limitless possibilities, where the journey is as exhilarating as the destination, and where every moment is an opportunity to make your mark on the canvas of existence. The only limit is the extent of your imagination.
5. Review and Optimisation
For every module that we work together, you’ll have up to two reviews at no cost.
This step is where my copy makes money for you. Enjoy!
Q&A
Do you require a deposit?
Only if we haven’t worked together before, I’ll require 50% of the price as deposit.
What copywriting services do you offer?
I work on website copywriting, tagline copywriting, slogan copywriting, corporate brochure copywriting, brand story copywriting, tone, brand voice and archetype, buyer persona, email copywriting, social media copywriting, technical copywriting, developmental copywriting and editorial copywriting.
What’s your availability?
Normally I would be available for a first call and alignment within 2-4 weekdays notice, but I will review your proposal and create a first assessment of your case for myself upon reception. Depending of my deliveries at that moment and the copy that you need.
How long it will take you to write the copy?
Depending on a few things like the size of the project and the complexity of the market/product. Similarly to the availability answer, it also depends on my deliveries calendar.
What information would you request from me?
The more information I have about your company and product, the better for the final quality of the copy. It’s crucial that we put together a solid and detailed initial brief on your brand and product.
Copy Lozano 