The brief for my latest copy-writing gig on the website of some local architects was: ‘make us sound welcoming, human and energetic’ as opposed to ‘wanky and self-absorbed.’ While the site has yet to be launched, my clients were happy with our getting-to-know-you session, then the speedy production of spot-on words that made their site warm, sincere and customer-focussed instead of architect-focussed.
Architect-pleasing