Brand clarity means people quickly understand what you do, who it’s for, and why it’s relevant to them.

It’s not just about logos or taglines. It’s about removing ambiguity so your message lands without explanation.

Your message - both the words you use and the design elements - (symbols, images, fonts, colours) - are all consistent which builds memorable associations and trust.

When brand clarity is strong, your website, proposals and conversations all say the same thing — in plain language.

Clear brands are easier to trust, easier to choose, and easier to recommend.

Because the copy is doing the job of sounding credible, not the job of being clear.

This usually happens when the words are written before the brand strategy and positioning is fully nailed down.

Without clear decisions about who the site is for and what problem it’s solving, copy tends to default to safe, general language that could apply to anyone.

The fix isn’t better wording — it’s clearer thinking. When positioning is clear, the copy naturally becomes more specific, more relevant, and easier to understand.

Not always — but you do need clarity.

If you’re unsure who the site is for, what problem you’re solving, and how you’re different from you’re competitors, redesigning first usually means redesigning again later.

That’s why many websites look good but don’t work.

Even a light-touch clarity process can make a redesign far more effective.

Look for a website copywriter who does more than “write well.”
Clarity and conversion come from thinking first, words second.

1. They start with strategy, not just copy
A good website copywriter will ask about your audience, positioning, offer, and goals before writing a single line. If they jump straight into headlines without understanding your business, the result may sound polished — but still vague.

2. They write for your audience, not your ego
High-converting websites are audience-first. The copy should clearly reflect your visitor’s problem, priorities, and decision mindset — not just your credentials or services. Look for someone who can translate expertise into plain, confident language your audience immediately recognises.

3. They understand how websites are actually used
Website copy isn’t linear. Strong copywriters know how people scan pages, where clarity matters most, and how to guide visitors toward the next step without pressure or gimmicks. Structure, hierarchy, and flow matter as much as the words themselves.

4. They can explain why they’re writing what they’re writing
A good copywriter can justify decisions: why this headline, why this page order, why this call to action. That’s usually a sign the copy is grounded in strategy — not guesswork or templates.

5. They care about outcomes, not just tone
Clarity should lead to action. Whether that’s enquiries, sign-ups, or better-qualified leads, a strong website copywriter focuses on conversion as well as brand voice — and understands how the two work together.

Because they’re often written ‘from the inside out.’

Internal language, industry jargon and big claims can feel safe, but they don’t help visitors understand how you actually help. The result is a site that sounds credible but doesn’t connect.

Clear B2B messaging focuses less on sounding impressive and more on showing empathy and offering solutions for the visitor.

Audience-first copy is written through the eyes of the person reading it, not the business behind it.

It reflects the customer’s situation, uses language they recognise, and answers their unspoken questions before making claims. The business still shows expertise — but as a guide, not the hero.

When copy is audience-first, people feel understood. That’s what builds trust.

Start with the problem you help solve, not your credentials or process.

Clear explanations usually:

• Use everyday language

• Focus on outcomes, not methods

• Make it obvious who the work is for

If someone outside your industry can understand what you do without further explanation, you’re on the right track

It’s really important to find the right person to partner with you.

Here’s some of the ways you can do that:

1. Check out their experience and expertise - both are relevant to your needs. Do they understand your challenges? Do they have experience of your industry or specialism?

2. Testimonials from previous clients can be a great way of gauging how they work and the types of people who would recommend them.

3. Assess their cultural fit - could you work with them - do you share similar values? This will show on their website, but also look for articles and posts on channels like Linkedin.

4. Consider how flexible they are - what does your business need from them - a variety of experience, an understanding of running a business, , the ability to work fast when needed or the ability to adapt to a change in brief? Whatever it is, if it’s important to you - look for it, or ask.

5. Lastly, speak to them. We are intuitive as humans and read a lot into body language and the way people express themselves. A short 15 minutes call can give you all the info you need to decide if it’s worth taking things further.