About Compelling Copy
Helping you make clear decisions about your website copy
Compelling Copy focuses on the thinking behind good website copy. It will help you understand what to say, what to leave out and how to structure your website so it makes sense to the people reading it.
Hi, I’m Johanna Kohler
I've spent more than 20 years working in marketing, including the past decade focused on providing website copywriting and content strategy for governments, corporates and small businesses.
My work has ranged from large, complex websites with multiple stakeholders to small service-based businesses trying to explain, clearly and simply, what they do and who they help.
Through this work, I noticed a common thread.
Most website copy problems aren't caused by poor writing. They're caused by unclear thinking.
How I think about website copy
Clear website copy doesn’t come from clever language or rigid formulas.
It comes from making good decisions about:
what information matters
how pages are structured and prioritised
what your customers need to understand first
where details help, and when they get in the way.
When those decisions aren’t made well, even polished writing struggles to do its job.
That’s why Compelling Copy focuses less on ‘writing tips’ and more on clarity, structure and using good judgement when it comes to writing content for your small business website.
Underpinned by real-world experience
For many years, Compelling Copy offered done-for-you website copywriting and content strategy services.
Over time, it became clear that many small business owners weren’t struggling because they lacked effort or expertise in their field, but because they lacked a clear way to think about their website content.
Compelling Copy now focuses on sharing that thinking by publishing useful blog articles, alongside a self-guided system (in development) for people who want a clear, structured approach to writing their own website copy.
My perspectives come from years of working across a wide range of organisations and websites, including government departments, large corporates and small service-based businesses.
I’ve seen what works at scale, what fails at the small business level and how easy it is for unnecessary complexity to creep into website copy. Compelling Copy’s new direction is about distilling those lessons into something useful and realistic to help small service-based business owners write website words that work.
That’s why the focus here is on making clear decisions about structure, language and what actually matters.
If you’re building or rebuilding your small service-based business website and you want clear, practical guidance to help you make better choices about your website content, you’re in the right place.
The blog is where I’ll share this thinking as it develops. You’ll find lots of useful information there.
Contacting Compelling Copy
If you have questions or suggestions about the Compelling Copy website or content, get in touch.
Compelling Copy does not currently offer done-for-you website copywriting or consulting services.