The email came out of the blue from Spain. A conflict-resolution specialist in Cadiz wanted to know if I could help with his website.

This is how the top of the homepage looked.

To begin with, I didn’t understand what the app was for. That’s not a criticism at all – my client had no background in journalism or copywriting, and English wasn’t his first language.

So, I did what a good copywriter ought to do. I asked him to explain the app in detail until I’d wrapped my head around it.

Here’s the rewritten version. I hope you’ll agree it’s a vast improvement.

Notice I stayed true to the spirit of what my client had written. And here’s his testimonial. Result!

Aerial photo of Cadiz, Spain by Andrea Leopardi on Unsplash