Copywriting That Says the Thing
Punchy, on-brand copy that gets to the point, written by people who actually care how it reads.
Words That Earn Their Place
Most website copy is padding. Long run-ups, vague claims, and three paragraphs where one sharp line would have done the job. People do not read it, they scan it, and bad copy loses them fast.
We write copy that leads with the point and keeps the personality, so your site actually sounds like someone worth trusting.
Sites where the words do the selling
A sample of projects where the copy pulled its weight.
Got a Crazy Idea? We're All Ears
Reach out, share your story, and Isaac or Tom will get back to you, usually same day. Let’s make some magic together.
People Who Asked "What IF?"
Copywriting that sounds like you, only sharper
Anyone can fill a page with words. Writing copy that sounds like your brand and still moves someone to act is the harder, more useful trick.
We write website and marketing copy that carries your voice and does a job: headlines that land, page copy that flows, calls to action that do not sound like everyone else's. We start from who you are and who you are talking to, then cut everything that is not pulling its weight.
No filler, no waffle, no copy that could belong to any business in your industry. Just words that say what you mean.
Frequently Asked Questions
How do I stop AI from making my content sound generic?
Brief it properly before you start. Write down who the piece is for and the one point you want to land before you open ChatGPT or Claude. AI produces generic content when it's given a generic prompt. Give it your voice, your audience, and your angle, and the output is something worth editing.
What is the 10/80/10 rule for AI content?
It's a framework for keeping your voice in AI-assisted writing. You spend the first 10% on the brief: the audience, the point, the angle. AI handles 80% of the execution from that brief. You spend the final 10% cleaning it up, rewriting anything that sounds like a press release, and checking any claims that sound invented.
Can I use AI and still have a distinctive brand voice?
Yes, if you do the setup work. Build a brand guide that captures how you write, load it into your AI tool as a set of instructions, and use past posts as reference material. The output still needs a human edit, but it gives you something to edit rather than a blank page.
Does What IF Web use AI in its own content?
Yes, using the 10/80/10 split. The thinking and the cleanup are always human. The drafting in the middle is often AI-assisted. We've built brand voice skills into Claude that capture how we write, so the output needs less fixing. If you want to talk through how that might work for your brand, we're happy to have that conversation.
