Website copywriting in English and Spanish

What our website copywriting service includes#

The service covers every word a buyer reads on the way to an inquiry, and the structure that decides which page says what. The proposal lists what's in scope and who approves each part:

• Interviews with your founders, sales and support teams, and with customers where possible
• A message hierarchy: the main promise, the supporting messages and the proof for each
• Page outlines agreed before design starts
• Homepage, service, product, pricing, about and contact pages
• Titles, meta descriptions, headings and link text informed by search research
• Microcopy: buttons, form labels, errors, confirmations and notification emails
• English and Spanish versions with a shared terminology list

Messages before pages: where the words come from#

The strongest lines on a website usually come from your customers and your sales team. We interview the people who talk to buyers and read your proposals, support tickets and reviews for the words customers use. Google's SEO Starter Guide notes that experts and newcomers may search with different words, so we collect both.

That material becomes a message hierarchy: one main promise, three or four supporting messages, and the proof and objection behind each. If the interviews show the position itself is unclear, that's brand repositioning work, and it comes first.

The hierarchy then becomes page outlines. A service or product page earns an inquiry by answering what a buyer would otherwise save for the first call: what's included, who it's for and when it's the wrong choice, how long it takes, what moves the price and what they own at the end. Each section opens with a sentence that answers its heading on its own; our own service pages are written this way.

Every factual claim goes on a claims sheet with its source and the person who approves it. A claim without evidence is rewritten as something you can show, or cut. We never invent testimonials, statistics or results.

Why we write the copy with the design, not after it#

Most visitors scan, so layout and words have to be decided together. In a 2008 analysis of real browsing data, NN/g estimated that people read about 20% of the words on an average web page, and its 2019 eye-tracking study found they still scan far more than they read.

So we write headings, first sentences and button labels first, put draft copy into the wireframes at its real length instead of placeholder text, and edit it again in the finished design on a phone. A headline that wraps to four lines on mobile gets rewritten, not shrunk.

Tone counts too. In NN/g's 1997 test of one website written five ways, the concise, scannable and objective version scored 124% higher in measured usability than the promotional original. We cut boasts and write claims a reader can check.

How do you write SEO copy without keyword stuffing?#

We research how buyers phrase the need and write the page that answers it, instead of repeating a phrase until it ranks. Google's SEO Starter Guide calls excessive repetition tiring for users, says keyword stuffing is against its spam policies and notes that Google Search doesn't use the keywords meta tag.

Length follows the questions: Google's guidance on people-first content says it has no preferred word count. Each page gets a unique title and meta description, headings that describe their section and link text that says where it leads. Keyword strategy and reporting sit in our SEO service.

Microcopy: forms, errors and confirmations#

The smallest text on a site often decides whether an inquiry gets sent. WCAG 2.2, the W3C accessibility standard, requires a detected input error to be identified and described in text (success criterion 3.3.1, Level A) and a known correction to be suggested (3.3.3, Level AA). W3C's forms tutorial asks for error messages that are easy to understand and say how to fix the problem. We write every state:

On dardo.studio, every button, form label, error and confirmation is text our team edits in the CMS, in each language, without a code change. A full review against WCAG 2.2 is a web accessibility audit.

Writing in English and Spanish, not translating between them#

We write each language for its own readers. Interviews can run in Spanish with a Latin American team while the English copy is written for US buyers, or the reverse. Examples and proof change with the market; prices, terms and promises stay identical in both.

Planning a Spanish version of a US site? Our bilingual website guide explains when to translate, localize or transcreate.

In the US, the Census Bureau's 2024 American Community Survey estimates that 44.9 million people aged five and over speak Spanish at home. About 18.4 million of them speak English less than very well, so for them the Spanish page does the selling. The other 26.4 million speak English very well and can compare both versions, so a promise that differs between them costs trust.

Our own site taught us the difference: in October 2026 we retired 15 machine-translated language versions that brought almost no visits. URLs, hreflang and each language's publishing workflow are planned in our multilingual websites service.

How a copywriting project runs, and what moves the price#

Each stage ends with something you approve: the message hierarchy and page outlines after the interviews, then drafts in the wireframes, then the copy in the finished design. Your approvers sign off claims, prices and legal terms before the microcopy, metadata and second language are finished. You receive the copy in an editable document and in your CMS.

The price follows the work, not a word count. It moves most with:

• The number of page types, and how many pages are new rather than edited
• How many people we interview, and whether customers are among them
• The languages, and whether each needs its own search research
• The amount of microcopy, and any legal or compliance review

Interviews and approvals set the schedule more than writing does, so the proposal sets dates once interviews and reviewers are booked. Our pricing page lists the budget ranges our inquiry form uses.

When copywriting isn't the right service#

Choose website copywriting when your offer and position are settled but the site doesn't carry them: sales keeps explaining what the pages should, or the Spanish version is a translation nobody reviewed.

If the structure and design must change too, a website redesign includes the copy. Pages for a buying committee belong in B2B website design, and one offer with one action is quicker as a landing page, where we write the copy too. If visitors arrive but few inquire and copy is only one suspect, a UX audit or conversion rate optimization finds where they drop off.

Judge our writing by what you can read. Dardo is a three-person, founder-led studio in Bogotá, founded in 2026, and we write this site in English and Spanish ourselves. We haven't published a copywriting case study with conversion results, so we don't quote any.

Questions before you choose#

From the blog#

• Bilingual English–Spanish website: how to plan it, what it costs and how to rank in Spanish

  When a Spanish version pays off for a US business, how to set up URLs and hreflang, what it costs in 2026 and how to rank in Spanish, with Census data.