Featured · client work
Lunarlink Solutions, Toronto
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On most small business projects the studio writes the website copy and the owner supplies the raw material: what the jobs actually are, the questions customers ask on the phone, the service area, and photographs of real work. A quote that assumes the client will hand over finished copy is the most common reason a launch date slips.
Client-written copy works when there is someone in the business whose job includes writing, and it stalls almost every other time. It is the cheapest line in a proposal and the most expensive one in practice, because the design sits finished and unfilled for a month.
Studio-written from interviews is the default for a small business, and the one worth paying for. Hybrid works where the business has genuine technical depth: an accountant writing the service pages, a law firm writing the practice areas, with the studio editing for structure and search.
Licence and registration numbers, insurance and warranty terms, guaranteed response times, manufacturer certifications, and the list of places the crew will actually drive to. Every one of those is something a customer or a regulator could hold the business to.
A site that guesses at them is not a marketing risk, it is a liability. This is also the specific way generic agency copy fails on trades and professional sites: it fills the space where a number should be with a phrase, and the phrase converts nobody.
A language model can produce fluent copy about a plumbing business in seconds, and the result says exactly what every competitor's version says, because it is drawn from the same average of every plumbing site already online. Fluency was never the scarce part.
What makes a page rank and convert is the detail only this business has: the neighbourhood where the pipe material is a known problem, the permit that adds two weeks, the reason the quote is structured the way it is. That comes out of a conversation, not a prompt. The interview is the asset; the drafting is the easy half.
One recorded hour about the last ten jobs. What the customer called about, what they were worried about, what they had already tried, what it cost them to wait, and what they said once it was fixed.
That transcript supplies the homepage, the service pages, the FAQ, and the case studies, in the customer's vocabulary rather than the trade's. It also surfaces the questions worth answering, which is the same list search engines and AI assistants are trying to match against.
| The owner supplies | The studio produces |
|---|---|
| Licence numbers, certifications, insurance and warranty terms | The page structure, and what each page has to accomplish |
| The real service area, including where the crew will not drive | Headlines, body copy, and the calls to action |
| The questions that come up on every phone call | The FAQ, written in the customer's words rather than the trade's |
| Photographs of finished work, with permission to use them | Alt text, captions, and file naming |
| Names and roles of the people a customer will meet | Bios, and the proof that belongs beside them |
Send the link. We read the site by hand and write back inside five business days.
No call, no commitment
