Website Copywriting Resources I Send to Every Single Client

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Written By Shannon Pruitt

There's a Google Doc that's been living on my computer for years.

I'd send it to every website client the second they signed the contract… it’s a tidy little library of copywriting resources I trust, organized by section of their site, complete with a special discount code or two and a list of copywriters I've worked alongside or bought resources from, and know do good work.

Then I'd email it to a friend's friend who was DIY-ing her site. Then to someone who DM'd me on Instagram asking how to write an About page that didn't read like a LinkedIn profile. Then to a former client who'd outgrown her copy and wasn't quite ready to hire it out again.

At some point I realized I was just emailing the same doc on repeat. So I'm putting it here, where you can find it without me having to fish it out of my drive.

You are going to LOVE this post if:

  • you're writing your own website copy and you don't know where to start

  • you hired a designer who didn't write copy

  • you hired a copywriter once and now you're refreshing things on your own

  • you're a fellow service provider who wants to send your clients a single link instead of nine articles

  • you're looking for a copywriter and want a starting list of names I trust.

Pick what you need, save what's useful, and send it to whoever asks.

(and heyyy if you’re a copywriter who wants to be added to this list, email me and we can chat about it…but for transparency, I won’t add you without being able to see your work first…)

A note before we get into it—most of my background is in writing. I taught writing and rhetoric before I built a brand studio, and sometimes I write copy for clients. I just don't love it the way the people on this list do. The copywriters I'm sending you to wake up genuinely thrilled about a homepage rewrite. I wake up thrilled about brand strategy and design. We're all using our gifts.

Best Resources for Writing Your Website Copy

How to Build a Brand Voice and Messaging Strategy

Before you write a single line of website copy, you need to know what your brand sounds like and what it's saying. This is the part most DIY copy skips, and it's also the part that makes every other section easier to write. If your messaging is muddled here, every page that follows will fight uphill.

The resources below are the ones I send to clients who want to do the foundational work themselves before drafting copy. Read them in order, take notes, and don't move on until you can answer the core questions about your voice and your point of view.

How to Plan and Outline Website Copy Before You Write

Most DIY copy fails not because the writing is bad, but because the structure is bad. People sit down to write a homepage and try to draft sentences before they've outlined what each section needs to do.

Plan before you write. Map before you draft. The order matters more than the words at this stage.




How to Write a Homepage That Books the Right Clients

Your homepage is the most-visited page on your site, and it's the one most people get wrong. Either it tries to say everything (and ends up saying nothing), or it leans so hard on a tagline that visitors leave without knowing what you do.

The resources below are my favorite breakdowns of homepage structure — what to include, what to cut, and how to make sure the right person stays on the page long enough to click through.




How to Write an About Page That Doesn't Make You Cringe

The About page is where most people freeze. Writing about yourself is uncomfortable, and the result is usually one of two things — a corporate bio that reads like a resume, or a personal essay that forgets to mention what you do for a living.

Good About pages do something specific. They make the reader feel like they're being spoken to, even though the page is technically about you. The resources below will help you do that without writing a memoir.





How to Write a Services Page That Converts

The services page is where people decide whether to inquire. By the time someone clicks through, they're already interested — your job here isn't to convince them you exist, it's to show them what working with you looks like, and to make the path to inquiring obvious.

A few of my favorite frameworks below.





Website Copywriting Courses, Templates, and Tools I Recommend

These are the paid and free resources I trust. I've either used them myself, recommended them to clients, or watched clients use them and turn out better copy because of it.

The Opt-in Copy Bot — writes an opt-in page for you (free)

Site Series™ by Between the Lines Copy — Sara's self-paced website copywriting course. If you want to learn how to write your own web copy and get more traffic to your site through SEO, blogging, and email marketing, this is where I send people. Use code BTLFRIEND15 for 15% off.

Reveal Co Copywriting Templates — I use these myself when I'm writing my own copy. Kaili's templates are some of the cleanest I've found. (Affiliate link, doesn't cost you anything more.)

Copy Spark by Square Stylist — A free AI tool that helps you figure out what to put on each page of your site. It'll generate a draft for you, but treat the output as a starting point, not finished copy. Most of what it produces still needs significant rewrites but for getting unstuck on structure, it's useful.

Nadine Nethery's Show, Don't Tell masterclass — Nadine breaks down the conversion strategy that helped her stop the scroll for 83% of sales page visitors and bring a wave of founding members into her membership. Includes the thought process, the system, and the AI prompts. Worth the watch if you're working on a sales page right now.





Copywriters I'd Point You To

If you've read all of this and decided you'd rather hire it out — same. Writing your own website copy is one of the most painful experiences in all of small business ownership, and there's no shame in handing it to someone whose entire job is to do this well.

Here are some of my favorite copywriters that you may want to reach out to. I'm not vouching that any one of them is the right fit for your specific project — fit depends on your industry, timeline, budget, and personality — but these are the people I trust enough to send my own clients to. Reach out, see who you click with, and trust your gut.

In alphabetical order (because I’m not going to play favorites here - they are all fantastic):

Andrea Shah Copywriting

Andrea with Andrea Shah Copywriting writes done-for-you website copy that combines SEO, buyer psychology, and your unique point of view to make working with you the obvious next step.

She is best for experienced wedding professionals, the educators they trust, and the service providers who support them.

She has a private podcast coming out soon, so keep your eyes peeled for that!

Andrea has written copy for my clients — she knows the wedding industry inside and out and has a knack for writing for creatives!

GG Copywriting

Gillian with GG Copywriting empowers wedding pros, creatives, photographers, and female entrepreneurs with website copy that sounds—and sells—like your best self.

She is for you if you’re ready to level-up or re-launch and need a highly experienced copywriter who makes the process effortless. You want to work with someone who gets you and knows your industry in-and-out, someone who can expertly translate everything that sets you apart into copy you’re deeply excited by—and you want to walk away with copy that feels human, connects like crazy, and does the heavy lifting so you don’t have to.

You can snag her favorite formula for writing compelling website copy right here for free. Or if you’re ready to go it alone, she also offers a DIY copywriting guide that includes step-by-step instructions, plug-and-play formulas, AI prompts, and done-for-you CTAs for writing every main page of your website. 

Gillian and I have never officially worked together on a client project (YET); however, we have ties that go wayyyy back, and I know beyond a shadow of a doubt that her copy is top-tier (I’ve seen her work AND the inside of one of her copy docs 🤩) and she is one of the best wedding industry copywriters out there.

Nadine Nethery

Nadine Nethery is a human-first conversion copywriter and customer retention strategist for online business owners who want to make more from the audience they already have. She's the person to call when you're done working harder for less and ready to maximize the return on every lead.

Her CX Catalystis a two-week sprint that fixes your biggest customer journey bottleneck with strategy, clarity, and her ongoing support. Best fit if you've tried tweaking, tried templates, and possibly thrown AI at your copy and the problem still isn't solved.

Nadine and I haven't worked on a client project together (yet), but I'm in her Retention Lab membership and have seen enough of her copywriting to recommend her with full confidence.

Nomad Copy Agency

Sam at Nomad Copy Agency is a sales copywriter for service providers, and can write high-converting copy quickly. Her core offer is copy VIP days, where she can often write a 3-page website or a full sales page (and some emails!) in just 1 day!

Her VIP Days are the best fit for service providers who are planning a big launch, and either need their sales page redone or done for the first time. Either way, they need it poised to sell their offer without sales calls or a shit ton of follow-up emails.

If you’re launching and want to grab a checklist of the launch emails you need (did you know you need so many?! 🤯), Sam has graciously offered people in my world a code to grab her checklist for $1, so be sure to use code SUNDAY at checkout! (Please note there are no refunds)

Sam has written LOTS of copy for me (website, launch, emails), and I’m in her Copy on Demand membership. She’s also written lots of copy for my clients. I am quite literally blown away by her brain and how she is able to capture your voice so well.

Reveal Studio Co.

Kaili at Reveal Studio Co. writes web copy that sounds unmistakably you, attracts both agents and SEO, and converts who matters: humans.

She is for you if you are a creative service provider or ecom brand that wants to be found, loved, and chosen online—by humans, Search, and agents.

Kaili has written some web copy for me and I can absolutely attest to her brain and writing. (I also have and use lotssssss of her templates/resources). My favorite part is how she is able to take sales psychology + your brand voice/tone/style + whatever’s going on in the online business world and write copy that AI could NEVERRRRR.




Once You Have Your Copy, You're Going to Need a Site to Put It On

You knew this part was coming 😏

If you've worked through the resources above and you've got a copy doc you're proud of — first, congratulations, that's the hardest part. Second, the design and the build are the next layer, and they're where I come in.

Every project at Sunday Muse Design starts with Sunday Strategy — a 3-week brand strategy intensive wherewefigure out the next phase of your brand together: what it needs, where it's going, and what comes next.

From there, you've got three ways to move forward.

Sunday's Best is the full custom build, scoped to your needs. That could include brand identity, website design, copywriting (bringing on one of these fabulous copywriters above), SEO, and launch support, all handled in one place by one team. This is the right fit for the founder whose work has gotten really, really good and whose brand is telling an old story. It's also the right fit if you have a main brand plus a sub-brand (a course, a membership, a podcast), if your website is on the bigger side, or if you're on Shopify. We build the one that looks and feels like where you are now and where you’re going.

Sunday Brand is a 2-week brand identity build. This is best when you know your brand needs the upgrade and the website is a separate conversation (whether you're going to DIY it, hire another designer, or pair this with Sunday Website). You walk away with:

  • Creative Direction to guide us so we’re designing with your goals and preferences in mind

  • A full custom brand identity (primary, secondary, and submark logos that work across screens, Instagram, and everywhere else they need to live)

  • Fully custom color palette with guidance on when/where to use each color

  • Font recommendations (licensing not included but I’ll guide you through it)

  • Brand Assets (Illustration or pattern or icons) so you have elements and “fun” to play with

  • A Brand Board so you know how to use your new brand identity

Sunday Website is a 3-week website design build, up to 6 pages, on Squarespace or Showit. Best when your brand is solid and your site is the next thing to address. You walk away with a site that's fast, secure, and mobile optimized.

You can see all of my offers and current availability here.

That's the doc. Bookmark it, share it, send it to the friend who keeps texting you about her terrible homepage.

A couple more places to go from here, if you want them:

Shannon Pruitt

Word & Design Lover. General Officer of All Things (G.O.A.T) at Shannon Pruitt & Co. where we help modern entrepreneurs design a website that feels like home and pinpoints exactly what they want to say. Also loves a good glass of wine at night.

https://sundaymusedesign.com
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Why Every Brand in Your Industry Looks the Same (And How to Break the Pattern)