New Website Copy
Company: Shutup Shutters Limited
Website Link: shutup-shutters.co.uk
The Brief
Michelle and Chris had been running their bespoke window shutter company for a few years when they reached out for help with their new website copy.
During our first Zoom call, Michelle explained that their old web copy no longer felt right. It was too formal and impersonal and completely failed to reflect the warm, personal touch that sets their family-run business apart.
She wanted their new website to highlight not just their expertise but also the friendly, hands-on service they take pride in. Since Chris and their son Elliot personally visit customers in their homes, it was also essential that the copy felt approachable and reassuring.
My goal? To create engaging, customer-friendly content that not only showcases their products, services, and ethos but also makes potential customers feel excited and confident about reaching out. Because great content doesn’t just inform—it builds trust, sparks interest, and encourages that next step.
My Approach
I knew that the heart of this project was the family aspect of the business. Since Michelle, Chris, and Elliot have a great sense of humour, I was keen to reflect this on their about page.
With Michelle’s blessing, I divided their about page into sections and added a light-hearted segment to introduce each family member. Fun, relatable facts help bring their personalities to life—building trust and connection before potential customers even pick up the phone.
To continue the personal touches throughout their web copy, I made sure to highlight who customers would be speaking to at each stage of their buying journey and wrote the text, where it would seem natural, from Michelle and Chris’ point of view.
Throughout the project, I carefully listened to Michelle’s words and phrases in our Zoom calls. This ensured that the new homepage, about page, contact page, and sales pages all carried the same friendly yet professional tone of voice.
As Michelle spends a lot of time answering customer queries, I also created a detailed FAQ page covering the most common ones. Not only does this save Michelle time day-to-day, but it also means that when a potential customer gets in touch, they’re already well-informed and more likely to book a home visit straight away.
For the duration of this project, I also had the pleasure of working in tandem with award-winning web designer Marie Brown, who was designing Michelle’s new website.
The Outcome
I think Michelle’s words say it best:
“We had the pleasure of hiring Rachael to work on the copy for our new website. We are extremely happy—she got our tone of voice in an instant, and we’re so pleased with the outcome. Nothing was too much trouble, and she was happy to go back and forth until we were 100% happy. Rachael is a lovely lady, and it was a pleasure to work with her. We wouldn’t hesitate to recommend her and would use her services again. Thank you, Rachael! – Michelle xx”
Would you like website copy that attracts your dream clients?
Your website should reflect your business’s personality while helping you attract the right clients. If your current copy doesn’t feel quite right—or you’re starting from scratch—I can help.
📌 Check out my web copy services page to see what I can do for you.
📌 Or let’s chat! Book a free 30-minute discovery call to explore how we can make your website work harder for your business.