Website Copywriting

Strategy & Thought Process

1. Understanding the Brand Voice

Before writing a single word, I spent time studying the brand’s tone: warm, credible, and deeply caring. The PawDarling customer isn’t just a pet owner—they’re a pet parent. That emotional connection had to be reflected throughout the site.

I developed copy that felt:

• Reassuring and trustworthy, without being overly technical

• Light and engaging, while still professional

• Focused on the benefits to the pet and the peace of mind of the owner

2. SEO Integration from the Start

To help PawDarling gain early traction in organic search, I wove SEO research into every stage of the writing process. I identified relevant, buyer-intent keywords like:

• “Natural dog grooming products”

• “Safe shampoo for dogs”

• “Pet wellness essentials”
  These were incorporated naturally into headings, product descriptions, and homepage content—ensuring the copy read smoothly while still supporting search visibility.

3. Homepage & Product Page Messaging

The homepage was designed to quickly communicate:

• What the brand offers

• Why it’s different

• How customers can take action

I wrote concise, conversion-oriented sections with clear CTAs, while reinforcing brand trust with storytelling and product benefits.

Each product page included:

• Easy-to-scan feature bullets

• Ingredient highlights

• Usage guidance and reassurance on safety

• Emotional appeal to pet owners’ sense of care and responsibility

4. Optimizing for Clarity, UX, and Flow

Good copy doesn’t just sound good—it supports the design and flow of the website. I ensured headlines worked within layout constraints, built in natural navigation cues, and wrote with mobile readability in mind.