Marketing & Growth
Content & Copywriting
Editorial, landing pages and campaigns
Copy is the part of marketing people assume anyone can do, which is why so much of it says nothing. "Innovative solutions for your business needs" is a sentence that could sit on any company's website in any industry, and it is doing no work at all. Good copy is specific, says something a competitor could not honestly claim, and is written for a person who is deciding something.
We write for both halves of what we do: the product itself, and the marketing around it.
What's included
What we write
Website copy
home, service and about pages that state what you do, for whom, and why it is worth the price.
Landing pages
for campaigns, written to match the ad that brought the visitor and to answer the objection that stops them.
Product and e-commerce content
descriptions and specifications written to sell and to be found in search, at catalogue scale.
Editorial and blog content
articles worth publishing, built on genuine subject expertise and structured for search without being written for a crawler.
Long-form assets
guides, whitepapers and case studies for a considered purchase where the buyer needs to justify the decision internally.
Email copy
campaigns, newsletters and the lifecycle sequences that do the quiet work of retention.
Ad and social copy
in the volume paid media testing actually requires, not one line per campaign.
Product copy inside the interface
button labels, form hints, error messages, empty states and onboarding. This is the most-read copy you will ever publish and the least often written deliberately.
Scripts
for video, explainers and voiceover, written to be spoken rather than read.
Selected clients in Marketing & Growth
4 clients
Arabic and English, written not translated
This is the part we would ask you to judge us on. Most Arabic marketing content on the web is a translation of English copy, and it reads that way: literal, stiff, and following English sentence rhythm. It undermines the credibility of the brand publishing it, particularly with the audience it is supposedly for.
We write natively in each language. That means the Arabic version carries the same message and the same intent, but it makes its own choices about structure, idiom, register and length — and it may not be sentence-for-sentence identical to the English, which is the point. We keep formal and conversational registers distinct, because the same voice does not serve a legal page and an Instagram caption.
We also handle the practical side: consistent terminology across both languages, numerals and dates in the right convention, and a glossary so your product's terms are translated the same way every time by everyone.
How we get to something specific
Generic copy is nearly always a symptom of a writer who was not given access to the business. Our process is built to prevent that:
- A briefing that includes a subject expert. Half an hour with the person who actually does the work produces the detail that makes copy credible.
- Reading what your customers say. Support tickets, sales call notes, reviews and search queries — customers describe their problem in words your marketing usually does not use, and those words convert.
- A defined message hierarchy. One primary message per page, with the supporting points ranked. A page that says six things equally says nothing.
- A draft with the reasoning attached, so feedback can be about whether the argument works rather than about word preference.
- One structured revision round, with a named decision-maker. Copy edited by committee reliably ends up as the most cautious version of itself.
- SEO built in, not bolted on. Search intent and terminology inform the structure before writing starts; keywords are not sprinkled into a finished draft.
On AI-generated content
We use these tools as an aid — research, outlines, first drafts, variants for ad testing. What we do not do is publish generated text unread. It produces fluent copy that is confidently wrong about specifics, has no genuine point of view, and reads like everyone else's because it is drawn from everyone else's. Search engines reward usefulness, and your customers can tell. The value we add is the expertise, the specifics and the editing — which is exactly what a generator cannot supply.
On working with Codigoo
They refused to do a big-bang launch, which annoyed me at the time. We traded through the entire migration without a single hour of downtime, so they were right.
Questions we are usually asked
- Can you write about a technical subject?
Yes, and it is where we are most useful, because our writers work alongside engineers. We interview your specialists and write from that, then have them check the result for accuracy. An article that is wrong about the technical detail costs credibility with precisely the audience you wanted.
- How much content do we need?
Fewer, better pages, almost always. A large volume of thin content dilutes the site, competes with itself in search, and creates a maintenance burden. We would rather write ten pages that each rank and convert than fifty that do neither.
- Do you write in our voice?
Yes — we document it first, in both languages, from your existing material and from how your team actually talks about the work. If there is no defined voice, defining one is a small piece of brand work worth doing before scaling any content programme.
- Can you edit content we have written?
Yes. Editing existing material — for accuracy, structure, search and voice — is often better value than replacing it, particularly for a site with years of content that has never been reviewed.
If your website says the same thing as your competitors', that is a copy problem, and a consultation is where to start unpicking it.
More in Marketing & Growth
All of this discipline- Digital Marketing StrategyPositioning, channels and growth planning
- SEO & Organic GrowthTechnical, on-page and content SEO
- Paid Media & PerformanceGoogle, Meta, TikTok and LinkedIn ads
- Social Media ManagementAlways-on content and community
- Email & Marketing AutomationLifecycle journeys and CRM flows
- Media ProductionPhotography, video and post-production
Talk to us about Content & Copywriting
Thirty minutes with an engineer and a strategist who do this work — not a sales team. You will get an honest answer about whether it is the right thing to buy, and what it would realistically cost.