Great content and great pies – so much in common.

Your user’s online journey begins long before they arrive at your site, and continues after they leave. Here are some ideas for planning and optimising your user’s path to purchasing.

Metaphors can make your meaning clearer, but they can also obscure it. This guide explains how to use them for more effective copywriting.

Weasel words are used to plant an idea in readers’ minds that is bigger than the actual claim being made. Working from vague, indeterminate facts (or no facts at all), you can generate perceptions that may be completely at odds with reality, without making a definite, absolute or concrete claim that could be open to challenge.

Case studies are a great way to showcase your skills, experience and approach to projects. This guide explains how to create concise, effective case studies.

Calls to action are an essential part of any marketing material or website. This guide explains how to identify your desired customer response, then craft a call to action to push readers towards action.

As creatives, we may find ourselves shying away from clichés. But there are times when they’re actually the best tool for the task at hand.

Scaring the reader by invoking ‘negative benefits’ can work, but it’s a high-risk tactic.

Your handy guide to the 20 most commonly used B2B copywriting clichés, from ‘solution’ to ‘leverage’.