I've rewritten copy on projects that were never supposed to include copy. The founder comes in with a brief for a website redesign. Shares what they have. Usually AI-generated, sometimes written by someone on the team who was trying their best. Always technically accurate. Almost never convincing. Most founders shopping for a website are actually shopping for sales. They just don't realise the copy is the missing piece yet. In the last 10 projects I've worked on, 8 came in as design-only briefs. Every single one ended with copy in scope not because we did a good job at upselling it but because the moment a founder sees what their page feels like when the copy actually talks to a real person, the AI-generated version stops being acceptable:) The design alone can't do it all when the words are doing nothing. Fix the words. The design does the rest. And the ROI speaks for itself.