The Scratch Post

Karo Tak asked us about subheadings in blog posts. If you also blog with WordPress, you may have come across the Yoast plugin. It helps you write in a more readable way, but also helps you optimise for search engines. One of the things that Karo often sees in Yoast is that it tells her, "you don't have enough subheadings." Why should you have subheadings in your blog? How can you write better subheadings, and what do they have to do with SEO? In this audit, we'll look at an example post to explain.

Alessandra, owner of Live More Offline, had 2 questions for us: 1. Is this web copy too long? 2. Is it OK to ask people to apply? Or should I offer them a checkout instead? Spoiler alert: The copy in this example was TOO SHORT. And for Alessandra's offer, an application form was PERFECT. Watch the video or read the transcript to find out why.

"No more embarrassing customer service emails!" — It's often this aim that makes companies set out to monitor their customer service teams. But what makes good service writing? We recommend 3 proven quality criteria — making it transparent and easy to train or coach.

Starting a series of posts in which we take a close look at one specific email — putting a positive spin on “copy teardowns”. About these Email Clinics Copy “tear-downs” are having a bit of moment on the internet. For years, we’ve resisted the urge to take part in this movement — even though we […]

After a year of building insurance startup With Jack, it was time to optimise the brand message. Ashley, With Jack's founder and director, came to us because the existing website did a good job of conveying the brand ethos — but it didn't tell creatives why they should sign up. Read this case study to learn more about this in-depth conversion copy project to find the messaging that would help grow the brand.

“Help!” Ah, the familiar cry from a brand paying too much per sale from their digital ads. It’s also the subject line of an email that landed in our inbox last year. To save time and advertising funds, Sabine recommended a well-planned email campaign and website optimisation project. The sales email sequence she planned and wrote for this client more than doubled their open and click-through rates. This case study will walk you through the process and results.

You probably know about the power of email marketing to boost your sales, inspire people to take action, and build relationships. And yet, many businesses send Welcome emails that say little more than “thanks for signing up — please whitelist our email address”. With Welcome emails getting 86% higher open rates than other newsletter emails, that’s a tragic loss of a brilliant opportunity to leave a strong first impression and engage readers from the get-go. So in this definitive guide, we've assembled 39 tips and techniques that will help you make your Thank-You email count.