Your copywriting questions answered! 7 expert tips for better content

Ellie Senior
Sep 24
3 min read

Thank FUDGE somebody asked!

Last month's inbox was bursting with follow up questions from my 1:1 Copy Chameleon sessions.

But I see you lurking at the back of the room. And I understand that putting your virtual hand up can trigger flashbacks of classroom mortification for many. So, I've tackled the most common questions right here so you don’t have to ask out loud if you don’t want to.

Consider this your copywriting clinic in newsletter form.

Q: How can I go about explaining what my business does in just one sentence?

Start with the magic formula: what you do + who you do it for + how you do it differently.

Jot down your answer using as many words as you need. Then become ruthless. Cut anything that isn't absolutely necessary and anything any of your competitors could also say about themselves.

If your neighbour's dog could run the same business based on your description, you need to dig deeper into what makes you different.

Q: How do you write headlines that actually grab attention?

Two foolproof approaches work every time:

Ask a question that makes people think.
Make a statement that surprises people somehow.

For email subject lines, keep it short - aim for five words maximum so it fits in the inbox preview.

If it’s a website or blog headline you’re working on, ditch the clever wordplay and aim for a says-what-it-does-on-the-tin approach. Your headline should direct readers to exactly what you want them to know.

Q: What do people mean when they say focus on benefits not features?

Your readers are only interested in your business as it relates to them.

They don't care that your software has 47 different integrations - they care that it'll save them three hours of admin each week.

Always keep your writing reader-centric. Instead of ‘We offer comprehensive financial planning services’, try ‘We'll help you sleep better knowing your retirement is sorted.’

Q: What techniques keep copy engaging and easy to read?

Two key areas: what you write and how you present it.

For writing, keep your word choices simple unless you have a strong reason not to. Write using the language your readers actually use themselves, not the language you think sounds ‘professional’.

For presentation, use subheadings, bold text, bullet points and white space to make your content scannable. Most people skim first, then dive deeper into the bits that grab them. Blocks of text get skipped entirely.

Q: What tone of voice will work best for my business?

Start by identifying your core values. Then think about how you want your reader to feel when they read your content.

Want them to feel supported and reassured? Adopt the tone of a warm friend.

Want them excited and inspired? Channel your inner firestarter.

Your tone should match the emotional outcome you're aiming for.

Q: What structure should my homepage have?

While every business is different, these elements always work:

Lead with crystal clarity about what you do, who you do it for, and how you do it differently.

Acknowledge your audience's common pain points and explain how you solve them.

Briefly introduce your options, signposting readers to the part of your website with the service or products that will suit them

Add social proof through case studies or testimonials.

Introduce you or your business in some way – whether that’s a short bio or your USPs in bullet-point form.

Always end with a clear call to action - what exactly do you want readers to do next?

Q: How do you write a call to action that gets results?

Make it impossible to misunderstand what happens next.

Instead of ‘Get in touch’, try ‘Book your free 15-minute strategy call’.

Instead of ‘Learn more’, try ‘Download the complete guide to better sleep’.

The more specific you are about the next step and what your reader gets from taking it, the more likely they are to do it.