Spec / Concept Project
Self-initiated sample work for a fictional business. Not client work. No real results or metrics are implied.
The brief
A small online shop's "About" and product page said very little and sounded like every other shop. This sample shows what a copy makeover looks like: the before, the after, and why each change was made. It also shows how I work with clients.
Before and after: homepage headline and intro
Before
Welcome to our website. We sell high quality handmade candles at affordable prices. Browse our wide range of products and buy now.
After
Light a little calm. Small-batch soy candles, hand-poured in 40-hour cure batches so every scent fills the room properly. Pick a scent that matches your evening. [Find my scent]
What changed and why
A real headline. "Welcome to our website" tells readers nothing. The new headline gives a feeling.
Specifics over adjectives. "High quality" and "affordable" are claims anyone can make. "Small-batch soy" and "hand-poured" are things a reader can picture.
One clear action. "Browse and buy now" became a single, softer button.
Before and after: product description
Before
Lavender candle. 200g. Good for relaxing. Burns for a long time.
After
Lavender Evening Candle The scent of a quiet night in. Soft lavender with a hint of cedar, made to help you wind down after a long day.
Soy wax, cotton wick
200 g, about 40 hours of burn time
Hand-poured in small batches Trim the wick before each burn for a clean, even flame.
What changed and why
Starts with the moment, not the object.
Turns vague phrases like "burns for a long time" into a number.
Adds a helpful tip so the page feels useful, not pushy.
How I work with clients
1. Brief (day 1). You send your goal, audience, and any examples you like. I ask a few questions if I need to.
2. Outline or sample (day 2). For articles and pages I send a short outline or one sample section for approval.
3. First draft (days 3 to 5). Delivered in a Google Doc, with notes on any claim I couldn't verify.
4. Revisions. Two rounds included. Send your notes in one message and I turn them around quickly.
5. Final delivery. Clean copy ready to paste, with a short note on tone and structure.
What you can expect
Clear communication and on-time delivery
Honest feedback, including if a claim needs legal or expert review
Plain, human writing built for your reader
What I write
SEO articles and ranked listicles
Product descriptions and packaging copy
Website and landing page copy
Welcome emails and newsletters
Brand voice guides, manifestos and taglines
Starting prices are listed on my services. Message me with your topic, word count and deadline for an exact quote.
0 likes · 0 views · Nov 14, 2026
Concept work: a before-and-after copy makeover for a fictional candle shop, plus a clear explanation of how I work with clients, from brief to final delivery.