Start with a guide
One guide for each kind of copy, from homepages and product pages to ads and emails.
Read the guides →Write commercial copy that speaks directly to the people you're selling to, or find a copywriter who can write it for you.
Guides and free browser tools for writing commercial copy in the UK: headlines, calls to action, length limits and readability, and where AI gets the details wrong. If you would rather hand the job over, our directory lists UK copywriting businesses.
Run a line through the Insight Injector Start your brief with the Website Brief StarterWrite it yourself, or get it written
Learn to write the copy yourself, with guides and free tools built for the job, or find someone to write it for you.
What AI gets wrong
AI drafts copy quickly, but it invents specifics and gets the same five things wrong. We show each one in a worked example.
Read the AI guide →Free browser tools
Score a headline, test a call to action, count characters against format limits, or check how easily a draft reads, all in your browser.
Try the call-to-action tester →Check your length against every format
Paste your copy and see it checked against the limits for ads, subject lines, social posts and meta tags as you type, without uploading anything.
Try the length and character counter →Find a UK copywriter
Browse copywriting businesses from across the UK, listed without ranking, rating or recommendation.
See UK copywriting companies →Send your brief
Set out the format, audience and goal in a brief, then take it to a copywriter you choose from the directory.
Send your brief →
AI and copy
What AI gets right, and where it fails
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DRAFTING SPEED
AI is quick at producing a first structural draft
It can produce a workable first draft, and variations, faster than starting from a blank page.
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INVENTED SPECIFICS
AI invents details that sound plausible and are wrong
It does not know your product, so it fills the gaps with plausible-sounding invention.
Read the AI copy guide -
GENERIC VOICE
AI defaults to a house style nobody chose
Left unedited, it flattens a brand's tone into the same safe register every time.
Read about tone of voice -
WEAK CALLS TO ACTION
AI reaches for vague verbs like discover and unlock
A call to action should name what happens next. Run the draft through our call-to-action tester to check verb strength and specificity before you use it.
Try the call-to-action tester -
HEADLINE CHECKS
AI-drafted headlines still need scoring before you use them
It writes a headline in seconds but does not check word count, power words, or clarity for you.
Try the headline scorer -
CLARITY CHECKS
AI-drafted copy can seem clearer than it is
Run a draft through our readability and clarity checker to see the reading age, passive-voice count and jargon flags before you publish.
Try the readability and clarity checker -
FORMAT LIMITS
AI ignores character counts and format constraints
A subject line or ad headline has a hard limit, and AI will write past it without noticing. Paste the draft into our length and character counter to see it checked against every format limit at once.
Try the length and character counter -
CLAIMS AND RISK
AI cannot judge whether a claim is substantiated
Only a check against the evidence, and against the advertising rules, can tell you whether a claim would hold up.
Four tools you can use in your browser
Each checks a different part of the job: the headline, the reading level, the call to action, and whether the copy fits its space. All four run in your browser, so nothing you type is sent anywhere.
Headline Scorer
Paste in a headline or subject line of up to 100 characters. The scorer rates it from 0 to 100 on word count, power words, the balance of emotional and rational appeal, clarity and length against platform limits, and suggests three ways to improve it. Read the reasons behind the score before you rewrite, because it can be wrong. It runs in your browser, so nothing you type is sent or logged.
Readability and Clarity Checker
Paste in at least 50 words of your copy. The checker gives a reading age, the average sentence length, how many sentences use the passive voice and any jargon it finds, with a verdict of Clear, Review or Revise and the problem sentences marked. A reading age of 11 suits a product page and would not suit a financial services document, so judge the number against your reader. Try the readability and clarity checker on the paragraph you are least sure of.
Call-to-Action Tester
Enter a call to action of up to eight words, with a note on the page it sits on if you like. The tester rates the verb, scores how specific the phrase is, checks its length for your platform and offers three other phrasings. Whether you can keep the promise it makes is for you to judge. Try the call-to-action tester on the button you are least sure of.
Length and Character Counter
Paste in your copy and watch the word count and character counts, with and without spaces, update as you type. Next to them, the counter checks your total against nine format limits at once, from a Google Ads headline and an email subject line to a meta description and an Amazon product title. Try the length and character counter on the line you are about to publish.
See what's missing before you publish
Two free tools you can run on your own draft: the Insight Injector flags the places where your copy talks around a point, and the Website Brief Starter turns a rough idea into a brief a copywriter, or you, can work from. Both run entirely in your browser, so nothing you type leaves the page. If it's plain clarity you want checked, our readability and clarity checker gives you a reading age, average sentence length and a Clear, Review or Revise verdict on the same terms. If you're weighing a headline or subject line against a format limit, try our length and character counter: it shows a live word and character count next to the recommended limit for a Google Ads headline, an email subject line, an SMS message and several other formats at once, so you stop switching tabs to check each one by hand. And if the page ends on a call to action, try the call-to-action tester: it rates the verb, scores how specific the phrase is, and suggests three alternatives, though it can misjudge a phrase, so treat the result as a guide. This one works the same way: no text leaves your browser either.